Michael Kelly - How to Sell Over Half a Million in One Live Event
Summary
Chad Kodary interviews Michael Kelly from Ads and Funnels. They discuss Michael's journey from starting his agency to specializing in building front-end and back-end systems for coaches running events. They also break down the metrics and results of a successful funnel and explore the strategies behind event marketing, registration, and backend offers. The conversation highlights the importance of list building and the potential for audience fatigue with repeated events. In this conversation, Michael Kelly discusses event advertising and costs, the average cost of paid registration, tiered pricing and conversions, a formulaic approach to event planning, pricing for event services, cart closing and ad management, challenges vs. webinars, duration and speaker strategy, event stacking and value ladder, syllabus and structure of a three-day event, ad spend strategy, challenges of evergreening events, successful events and revenue, breakdown of event schedule, and contact information.
Takeaways
Chad Kodary interviews Michael Kelly from Ads and Funnels. They discuss Michael's journey from starting his agency to specializing in building front-end and back-end systems for coaches running events. They also break down the metrics and results of a successful funnel and explore the strategies behind event marketing, registration, and backend offers. The conversation highlights the importance of list building and the potential for audience fatigue with repeated events. In this conversation, Michael Kelly discusses event advertising and costs, the average cost of paid registration, tiered pricing and conversions, a formulaic approach to event planning, pricing for event services, cart closing and ad management, challenges vs. webinars, duration and speaker strategy, event stacking and value ladder, syllabus and structure of a three-day event, ad spend strategy, challenges of evergreening events, successful events and revenue, breakdown of event schedule, and contact information.
Takeaways
- Starting an agency requires learning from mentors and investing in coaching.
- Building front-end and back-end systems for coaches running events is a specialized service.
- Successful funnels require strategic event marketing and registration.
- Backend offers and upsells can generate high-ticket sales.
- List building is crucial for event success, and audience fatigue can occur with repeated events. Event advertising costs depend on the amount spent on ads.
- The average cost of paid registration is around $250.
- Tiered pricing and scarcity tactics can improve conversions.
- A formulaic approach can be used to plan and execute events.
- Event services can be priced based on the level of involvement.
- Cart closing and ad management are important aspects of event planning.
- Challenges and webinars can be effective event formats.
- The duration and speaker strategy can impact event success.
- Event stacking and value ladder can maximize revenue.
- A structured syllabus is important for a three-day event.
- Ad spend strategy should be optimized throughout the event.
- Evergreening events can be challenging but can be done with proper planning.
- Successful events can generate significant revenue.
- A well-planned event schedule can ensure a smooth flow.
- Contact Michael Kelly for event planning and advertising services.
Chapters
00:00 Introduction and Background
03:02 Starting an Agency and Learning from Mentors
06:05 Building Front-end and Back-end Systems for Coaches
09:01 Funnel Breakdown: Metrics and Results
10:59 Event Marketing and Registration
13:51 Backend Offers and Upsells
19:16 Event Advertising and Costs
20:13 Average Cost of Paid Registration
20:45 Tiered Pricing and Conversions
21:55 Formulaic Approach to Event Planning
22:23 Pricing for Event Services
23:11 Cart Closing and Ad Management
23:42 Challenges vs. Webinars
26:38 Duration and Speaker Strategy
27:45 Event Stacking and Value Ladder
29:34 Syllabus and Structure of a Three-Day Event
30:35 Ad Spend Strategy
31:14 Ad Budget Optimization
33:44 Challenges of Evergreening Events
37:55 Successful Events and Revenue
39:27 Breakdown of Event Schedule
41:13 Contact Information
00:00 Introduction and Background
03:02 Starting an Agency and Learning from Mentors
06:05 Building Front-end and Back-end Systems for Coaches
09:01 Funnel Breakdown: Metrics and Results
10:59 Event Marketing and Registration
13:51 Backend Offers and Upsells
19:16 Event Advertising and Costs
20:13 Average Cost of Paid Registration
20:45 Tiered Pricing and Conversions
21:55 Formulaic Approach to Event Planning
22:23 Pricing for Event Services
23:11 Cart Closing and Ad Management
23:42 Challenges vs. Webinars
26:38 Duration and Speaker Strategy
27:45 Event Stacking and Value Ladder
29:34 Syllabus and Structure of a Three-Day Event
30:35 Ad Spend Strategy
31:14 Ad Budget Optimization
33:44 Challenges of Evergreening Events
37:55 Successful Events and Revenue
39:27 Breakdown of Event Schedule
41:13 Contact Information
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