Behind The Revenue

Chad Kodary (00:02.254)
What's going on everybody? We are on another episode of behind the revenue. This time I have Michael Kelly from ads and funnels on, um, and Michael, first and foremost, thank you for being with us today. It's, it's funny how we have a funny story because we actually met a long time ago at Dan Henry's event, right? If I'm not mistaken, it's like the first time we saw each other, right? It was a wild bath. It was like 2018, dude.

Michael Kelly (00:26.798)
Yep, it was 2018.

Chad Kodary (00:30.35)
And I remember going to the event. Uh, and I remember sitting at the event. I knew no, I knew no one at the event. I was there completely alone. It was like one of the first events that I've ever been to. Right. And it was basically the world where I learned all about like Facebook ads and funnels, like this new, this new sales strategy, right? That all these coaches and business owners were using to implement into their business. I saw you at the event. You were just starting your agency pretty much around that time. Right. Awesome, dude. So.

From there, it's been over five years. Why don't you tell us where you're at right now? Like, what are you doing? Uh, what have you been doing for the last five years? Tell the viewers a little bit about you.

Michael Kelly (01:10.638)
Yeah, man. So when I first got into it, the first client I ever had was $70 a month running ads for a local restaurant when I used to live in Minnesota. And from there, I knew I kind of taking a step back before I got into my agency, I tried to like become a life coach and do all of these different things. And I just found that I didn't really like coaching.

So I was following this guy online, Josh Forty, when he was doing his like 365 days to seven figures. And there was just something about him. And I was like, you know what? I need to figure out how I can hire this guy to kind of teach me what he knows. So I took $3 ,000, gave it to him for six months of coaching. He introduced me to ClickFunnels. He taught me.

Chad Kodary (01:43.63)
Okay, yep.

Michael Kelly (02:03.694)
a little bit about cold emailing and from his strategies, I landed my first client. From there, we got them like 34 new like restaurant guests in the first month. And I was like, okay, look, we did this. Give me $400 a month and I'll continue to run your ads, which is like nothing. And he, yeah, and he's like,

Chad Kodary (02:10.016)
you

Chad Kodary (02:25.582)
Yeah, now it's nothing but back then it was something.

Michael Kelly (02:31.374)
No, I'm not going to do it. I thank you for everything that you've done and just we kind of parted ways. And then I met a coach through the ClickFunnels group. I started doing a little bit of marketing for her. I built out my first sales funnel using like funnel scripts or something like that to write the copy. And I had no idea what I was doing, but kind of one thing led to another. And the the next. Yeah. Oh.

Chad Kodary (02:46.958)
Yep, yeah, from Jim Edwards.

Chad Kodary (02:55.854)
of the journey by the way it's part of the journey dude we started very similar spaces man just figuring shit out along the way

Michael Kelly (03:02.208)
Yep, 100%. That's one thing that I've always kind of like lived by is like commit first and figure the rest out later. But kind of one thing led to another. I got some success and everything for her. And then there was some stuff that happened where she got like logged out of her Facebook and she thought I was like trying to steal her account. And we ended up parting ways after that. Like I've had some weird run ins.

Chad Kodary (03:08.366)
Yeah.

Chad Kodary (03:28.878)
Yeah, oh yeah dude, 100%.

Michael Kelly (03:31.63)
And then after that, I got a free client doing an event for a Brian Tracy event. And that's kind of like what brought me into the entire event world over the last two and a half years. We've gone really deep into running events. So we do anything from one day to three day paid low ticket virtual events for our clients where we help them build out the funnels. We help build out the like email launch campaigns. We help run all their ads.

Chad Kodary (03:52.896)
you

Michael Kelly (04:01.582)
And we've been doing that pretty successfully over the last two and a half years. We.

minimum from backend sales during the event plus.

Chad Kodary (04:14.478)
Okay, cool. Cause I have a lot of fun questions that I want to ask about that. Cause, uh, events is something that we've done. Um, it's also something that we want to do a lot more of. Uh, we also just recently did an event, which you spoke at, which was our funnel freedom challenge, right? So I have a bunch of questions. I want to kind of peel back that in and have some fun there. But so just from, from my understanding and, and make sure that the viewers are also understanding this. So basically for, from the last like two or three years, your main focus is basically building front end and backend systems.

for coaches that are running events, whether it's locally or on.

Michael Kelly (04:46.67)
Yep. Yep. I mean, we'll do like some like VSL funnels and stuff like that. But what most people come to hire us for is the whole acquisition system when it comes to events.

Chad Kodary (05:00.334)
Gotcha. Okay, fair enough. And what I know you're you're charging, there's a lot of work, right? So most people, you know, most people will look at it like, oh, this dude's gonna build me a funnel. Well, it's it's not. It's not just a funnel, right? It's you're you're literally one building the whole funnel out. And then there's the whole back end system, which is all the automations, the email sequences, and everything else that comes in between plus you're running the ads for it. Right. So it's basically a full scope system of you just running the whole thing, essentially. So

These coaches just come up to you and basically tell you what they're looking for, what their audience is, event costs and stuff like that. And I'm obviously, there's some strategy involved in there, which you, which you tell them best practices. Uh, and then you go, is it just you or what's your team size right now?

Michael Kelly (05:44.942)
Yeah, I have seven people on my team right now. And then I have just some contractors that I contract out to, like video editors and stuff like that.

Chad Kodary (05:54.126)
Cool. And so you go, you guys build out this whole thing. How long does it take you to do like the whole build out from like day one of like meeting with the coach to like launching like, okay, ads are live. We're launched, ready to rock and roll.

Michael Kelly (06:05.71)
30 days. Yep.

Chad Kodary (06:07.246)
30 days, okay, cool. That's pretty quick, actually. That's not bad. We just did the Funnel Freedom Challenge. We built out a whole funnel. The funnel itself took like a month and a half to build. And then obviously, you know, all the ads and creatives and all that stuff. So 30 days is actually pretty good. Can we do some fun stuff? I like to, especially with the marketers that I bring on, I like to do what I call funnel breakdowns. And it's basically taking a funnel that you've ran. You don't have to name who the funnel was, obviously.

Michael Kelly (06:30.574)
Yeah.

Chad Kodary (06:35.662)
Uh, but just like, just think of a funnel that maybe you recently ran or something that just kicked ass, like a kick ass funnel. And I want to go through like metrics of like from all the way from like generating traffic to like what the cost per registration was to the show up rates to like backend costs. So like sales that was generated back and high ticket sales that were generated, like all of those just metrics in between, because we have a lot of marketing nerds, like probably like me and you.

Michael Kelly (06:56.544)
you

you

Chad Kodary (07:03.854)
that are coming on here and listening and people always, I don't know why, they just get super excited to hear numbers. They just love hearing the numbers. So we can do like a fun exercise. Like what was a funnel? You can or you don't have to say whatever the funnel name was or what they did. But let's talk about like a funnel that maybe you recently built out. Like what was the funnel and what did it look like? Like what was it? Was it an event, a challenge?

Michael Kelly (07:09.294)
Yeah.

Michael Kelly (07:30.382)
Yeah, so it was a, it started as a two day event and then we ended up changing it to a three day event just so that way we could go a little bit more in depth with just the concept and everything. We handled all of the like front end acquisition and then we partnered with another company.

Chad Kodary (07:47.662)
Michael, sorry to cut you off. You got cut off. You got cut off. You said it was a two day event and then what?

Michael Kelly (07:53.646)
It went to a three -day event after we launched it the first time. Yep.

Chad Kodary (07:56.622)
two day event, three day event. Okay, cool. And this was in person or virtual.

Michael Kelly (08:00.846)
All virtual. It's just so much lower overhead when it comes to doing the events. So we try to keep it virtual.

Chad Kodary (08:02.414)
All virtual, okay cool.

Chad Kodary (08:07.008)
you

Chad Kodary (08:13.678)
Okay. So virtual event. Awesome. So today started as a two day event, went to a three day event, and I'm assuming obviously build out the whole page and sending registration, sending traffic to the page. What is like registration costs look like and where were you running ads as a primarily just like Facebook and IG.

Michael Kelly (08:31.278)
Yeah, so they were running ads on Facebook. This one he already had like his team and everything set up for the ad. So what we did is we managed the email list and then we created the graphics and wrote the copy and everything for the ads themselves. But they had somebody else actually running the ads. They didn't spend too much on this event. We ended up getting about four, I believe it was 413 registrants for the first launch. And then we got around the same for the second launch.

A majority of the registrants came through the emails that we were sending out. So how it was performing when we initially launched it, it was at about 13 % from somebody landing on that sales page to purchasing a ticket. And then our VIP registration, because we always have a VIP ticket, and that one was converting at about 20%. So on the

Chad Kodary (09:29.582)
What was the initial ticket cost and what was the cost of the VIP upgrade?

Michael Kelly (09:34.99)
Yeah, so we start the price at $27. We launch it to the email list for seven days for that $27 price, and then we raise the price to $47 once we go public. And then, yep, yep. And then for the VIP ticket was $147.

Chad Kodary (09:38.574)
Okay.

Got you. And when you go public, you're talking about ads, like running ads, sending traffic. OK, got it. Cool.

Chad Kodary (09:56.014)
And what is, I'm always curious, because we did something similar for the Final Freedom Challenge. You said that how many, what was the percentage of purchases for the main tickets on the landing page? You said it was how much?

Michael Kelly (10:08.91)
It was 13%.

Chad Kodary (10:10.67)
13 % and then on the VIP upgrade was how much? 20%. Okay. And so for that, what are they getting for that VIP upgrade? Is it just more of like, you know, you know, VIP sessions and stuff like that? What are they actually getting?

Michael Kelly (10:13.806)
20%.

Michael Kelly (10:25.006)
Yeah, so it is determined from client to client, but we usually try to give 60 minute Q &A sessions after each event that we just call kind of like strategy sessions or coaching sessions. Then we give a mini course that kind of is either what they're going to be learning at the event or something that kind of handles an objection on the backend offer that we're going to be offering.

Chad Kodary (10:34.926)
Yep, that's what we did. Yep.

Chad Kodary (10:46.926)
Mm.

Michael Kelly (10:49.998)
And then for this specific client, we gave away like three or four of his books that have all been like bestsellers. And that's pretty much all they got for the VIP offer.

Chad Kodary (10:59.886)
Nice. Okay. Cool. All right. So then 20 % uptake on the VIP page, any like OTOs or anything like that across the funnel after that, or they just go in straight to the confirmation page.

Michael Kelly (11:11.566)
They go straight to the confirmation page.

Chad Kodary (11:13.678)
Cool. And another question for you, because these are all questions that I'm shamelessly asking because I'm curious about all these things and that's what makes these podcasts fun. I'm sure other people have that curiosity factor too. Um, how, how, before the event starts, or is it like a 30 day out that you're doing a push where, you know, you're, you're, you're, uh, marketing the event. How many days out do you actually start pushing this thing?

Michael Kelly (11:20.11)
the

Michael Kelly (11:38.574)
37.

Chad Kodary (11:38.574)
37 days out. So I'm assuming seven days, obviously for the list and then 30 days, just straight ads. Gotcha. My next question is what's the show up right now? I know this is a paid event. Obviously that, that definitely fluctuates the metrics, right? Because people have paid for this physical thing. Um, uh, is also before I asked for the show up rate, is there a replay option?

Michael Kelly (11:45.07)
Yep.

Michael Kelly (12:00.526)
There is not any recording. Sometimes we'll put 14 days access to the recordings in the VIP offer, but we don't want to give any recording so that way we can just try to maximize the amount of people that actually show up. We usually get about 70, sometimes 80%.

Chad Kodary (12:12.174)
Exactly. That's why I asked that question. So how many, what was the show up rate?

Chad Kodary (12:19.214)
Wow. 70, 80%. And when you're marketing these, like for us, I'll give you an example for us at DAS, we, we, we work with agency owners globally, right? So people are all over the, you know, different countries, time zones and stuff like that. When you're running these ads and you're running this list, like this specific person that you were running ads for, is it in his home Bay, his or her home base where it's like same time zone and you don't have like some dude in Australia that purchased a ticket. That's like a 13 hour, you know, window away and you're going live and it's like four in the morning for him, right?

So like, do you, is everybody like primarily in somewhat of the similar time zones?

Michael Kelly (12:54.222)
Yeah, primarily we run, we've tried where we've ran ads to like UK and Australia and stuff like that. But we've found that the most people that end up taking the backend offer are people that are just in America. So we primarily run it specifically to America. If there's people on the email list, then of course they're gonna like get the emails and be able to attend and everything there. But we, again, we don't give out recordings so.

Chad Kodary (13:21.44)
That's a great idea. Yeah, that's great. Do you have people that are like that 30 % that don't show up? Do they try to come back and get refunds like, Hey, we're like, what's going on? I paid for this and I can't watch it.

Michael Kelly (13:22.798)
We let them know that on the page, so they need to show up.

Michael Kelly (13:36.014)
So we do do a 72 hour refund policy after the event, but in order to get that, they do have to show up. They have to do the homework throughout the event. And.

Chad Kodary (13:47.022)
Okay, cool. That's why I asked. That's that's looking nice. I like that. Okay, cool. I know you're getting with that. So all right. Very, very cool. Very cool. I like that strategy. Okay, cool. So they register some people upgrade 20 % upgrade. You said you have about a 70 % show rate, right? And then the next question I have for you is when you're it's a this is a three day event now, right? What day do you open the cart for the backend offer?

Michael Kelly (13:51.31)
Yeah.

Michael Kelly (14:14.158)
So day one, we repitch VIP or platinum. We've been adding a platinum offer in there as well, just so that way we can have something that's a little bit more high ticket. And then day two, we open the offer to VIP only. And then we give them like an exclusive discount on the ticket for being part of the VIP. And then day three, we open up the event to everybody else.

Chad Kodary (14:17.39)
Okay.

Chad Kodary (14:40.142)
Gotcha. The platinum thing that you said, what's the cost of a platinum? Is that like, you said it was like a little bit more than the VIP itself?

Michael Kelly (14:49.71)
Yeah, so we have one client where we'll do platinum for 497. And then they get access to the extended strategy sessions. They get access to actually being able to ask questions during those sessions. They get access to the course. And then there's usually one more bonus, like a checklist or something like that. And then for that client, for VIP, all they get access to is being able to attend the strategy sessions. And then...

Chad Kodary (14:53.358)
I got you.

Michael Kelly (15:19.15)
We give them like 30 days access to the course. So don't get them like full access to it for life, but they do get some access to it.

Chad Kodary (15:28.59)
Got you. Okay. And is this, by the way, is this recording this webinar? Is it held on zoom?

Michael Kelly (15:35.15)
Yeah, majority of them do Zoom. There's another one, I think it's called like Avio or something like that. But majority of them are Zoom. Yeah.

Chad Kodary (15:44.846)
primarily zoom right okay and then okay so then they come in there and they pitch well first of all day one you are repitching VIP how many take what's the percentage take they usually get when you repitch the VIP to the people who didn't buy it

Michael Kelly (15:59.63)
So one of our clients does about 20%. Like she's...

Chad Kodary (16:02.766)
Wow. 20. Well, I guess that makes sense because they're on they're in there, right? So it's like.

Michael Kelly (16:06.67)
Yeah, like she's a savage when it comes to it where like we did a webinar the other day and we had about 300 people attend live and then on her webinar, she does a VIP ticket as well. So they get to attend for free and then for the $97 VIP ticket, she ended up getting about 67 people to purchase it from the 300.

Chad Kodary (16:30.158)
Geez. Wow. That's incredible. And, and then my next question obviously is the core offer. Um, how many people usually, what's the close rate on that, on the event itself for the backend offer?

Michael Kelly (16:45.838)
You froze on that, sorry.

Chad Kodary (16:48.878)
Oh yeah, no worries. What's the close rate on the backend offer?

Michael Kelly (16:54.222)
Um, anywhere from 15 even, we've even gotten it up to like 30%.

Chad Kodary (17:00.782)
Wow. And what's the price tag on that backend offer?

Michael Kelly (17:04.142)
Anywhere from 8 to 25 ,000?

Chad Kodary (17:07.47)
Okay. That's high. That's high ticket, man. Wow. That's a pretty high conversion rate and the audience that are that's coming on to this event. Um, like what can you say? What vertical it is? Like who are these people? Are they agency owners? Is it life coaches? Like what type of event is this?

Michael Kelly (17:24.878)
Yeah, so we've done events for like the crypto space where they were teaching their like mindset plus trading philosophy. For that one, we only had about 54 people purchase a ticket for that event. We ended up getting about 21 of them to purchase a VIP ticket for 497. And then they ended up closing 20 people into their backend offer for $30 ,000.

Chad Kodary (17:54.958)
Wow. That's nuts, dude. So, so let me, let me ask you another question now. Um, so these people, let's go back to that first one where we're talking about all the metrics, right? 400 plus signups, all that stuff. So like how frequently do they do this? Cause this is like a live event and you don't, I mean, are they doing this weekly or are they doing this like once a month, once every quarter?

Michael Kelly (17:56.846)
Yeah.

Michael Kelly (18:14.446)
Usually about once a quarter. A lot of our clients have multiple events that they want to launch. So we'll kind of cycle through events. There does get to a point where the concept does fatigue. We've usually found it around like the 1 .6 to $2 million mark on the backend is when a lot of it kind of starts to fatigue. And then if they're not constantly bringing new people into their list,

then their entire list just kind of fatigues out for the offers that we're pushing.

Chad Kodary (18:49.262)
Yeah. Yeah. Cause okay. So let's break this down really quick. Cause it's a good, it's a good, really good point that you just made because at the end of the day, they're list building. A lot of these people probably are sending email blasts in that first seven days and getting a lot of people to purchase cause it's their own audience. What's usually the percentage that you see of like people that are coming from their already warmed up email list to like just cold ads. Like, is it a majority of people that are coming from their lists?

Michael Kelly (19:16.174)
It depends how much they're spending on ads.

Chad Kodary (19:19.342)
Got you. Fair enough.

Michael Kelly (19:21.198)
So like the purpose to profit event, I would say 70 to 80 % came from their email list, even closer to like 85%. For women speaking girl rich, we would get about 300 registrants through the emails over the 37 day launch. And then they would get about 700 through paid ads, but they're spending anywhere from 150 to 225 ,000.

just on ads themselves. Yep.

Chad Kodary (19:52.398)
the event itself within that 30 day window. Gotcha. And what's, what's like, um, obviously you're doing tons of different, you know, events for different verticals, right? So the ad cost is obviously always different, different landing pages, different copy. Right. We get that. What's like the average that you're seeing right now for like a paid registration, like

Michael Kelly (20:13.742)
$250.

Chad Kodary (20:15.918)
$250 for a paid registration. So the metrics you got to have like, because your chances are they're not liquidating, right? They're not liquidating on the funnel itself. It's all back in.

Michael Kelly (20:28.462)
After the first day when they pitch VIP, we're normally around liquidated, especially with everything that kind of happens on the email side of things. But I would say from paid ads themselves, we usually are about 50 % liquidated.

Chad Kodary (20:31.47)
OK.

Chad Kodary (20:45.07)
Wow. That's pretty good. That's not bad from pay dad standpoint. And the tickets are always usually around 30, 50 bucks, something like that. They're usually lower end, like lower, lower price tickets.

Michael Kelly (20:57.902)
Yeah, so we started at 27, then we go to 47, then we go to 97. With Women's Speaking Girl Rich, we did test out just doing 97 throughout the entire launch. We did like take a hit on the conversions because we didn't really get the hit on scarcity and urgency throughout, which is why I like doing the tiered pricing because every seven to 14 days we can do a three email sequence that is like, hey, the ticket price is going up.

Chad Kodary (21:16.686)
Yeah.

Michael Kelly (21:25.71)
If you want to lock in this price, make sure you claim your ticket now.

Chad Kodary (21:28.91)
Got you. Wow, dude. You've got this down to a science. It's it seems like, like you're literally like you can, can you run events for any vertical? Does it matter? Could you just plug in that formula of like that, that process that you've built out and you're just like at, at the end of it, it's just like, okay, well I need to build a funnel, right? So what's the funnel going to be about? I already know what my, what all my pricing structure is for my tickets. I know that I'm going to have a VIP.

Michael Kelly (21:44.238)
Pretty much, yeah.

Chad Kodary (21:55.598)
I know that I need a backend offer, right? I know that I'm going to be pitching on day one. I know it's going to be a three day event, right? Like you've, when somebody comes to you with like an idea, you're like, all right, cool, dude. Like here's the roadmap. This is exactly what we have to do. This is the shit that I need from you, right? This is the stuff that I need you to get me so I can start plugging things into my system to basically get this going. And it takes you 30 days to basically build out the whole event and then ads go live or whatever. The first email sequence goes out.

Michael Kelly (22:16.686)
Yep, exactly.

Chad Kodary (22:23.566)
What do you charge for this?

Michael Kelly (22:26.542)
So it really depends. If it's like the full funnel build out and we're managing ads, it's 25K plus 10 % of net profit. And then if we're just building the funnel out, then it's 15K plus 10%. But with the funnel, they get emails and all of that throughout the entire launch. They just don't get the ad management on that side.

Chad Kodary (22:33.71)
You doing it all. 25k.

Chad Kodary (22:53.838)
And the ad management is I'm assuming you're running the ads the whole time. And also question I forgot to ask is, um, do you guys also have, uh, when the, when like some type of like cart closing is, you know, how long is a cart open for usually to get the backend offer? Is it like seven days, 10 days?

Michael Kelly (23:11.918)
We have some clients that do three days and we have some clients that do five.

Chad Kodary (23:16.622)
Okay. And then after that and you're, are you running ads during those days, like remarketing to people who were on the webinar? Okay. Cool. So just all emails, emails from there, right? And you're also getting their phone number, I'm assuming when they're making that purchase ticket. So you're hitting them with SMS is, which is 10 times better than email, obviously. Dude, I'm actually, um, I'm intrigued. This is really cool. Um, we just ran, um,

Michael Kelly (23:22.894)
Nope. It's all just email. Yep, all email and SMS.

Chad Kodary (23:42.318)
We ran a funnel freedom challenge, which obviously you were one of the speakers on the event. Um, and that challenge was like a three month project in the backend. And I'm not just talking about just building the funnel. There's a lot of pieces like building the whole event out, right? There was like 20 speakers. So it was insane. Uh, it was a lot of logistics in place. Um, we had about.

I don't know, I want to say about like 1500 people registered to the event with maybe like

500 around live or something like that. Um, and, uh, we did have a VIP. We actually didn't really have a good VIP. We had, I think the VIP offer that we have, and I don't think it was strong enough. I think it was 37 or $47 or something like that, right? It was 37 bucks maybe. Uh, and that basically gave them, you know, the one hour extra on every day. It was five days, um, where they can jump onto a Q and a session with the speakers from that day.

Um, and then it would give them 30 days and extended 30 days to DashClicks basically. So they'd get like an extended trial to DashClicks Um, and that was 37 bucks, but I think we had like less than 1 % take that, uh, just, you know, just from normal registrations. But on day one, we did repitch and we had a bunch of people, I don't know the numbers off the top of my head. We did have a bunch of people, uh, repurchase that I feel like people, once they're like, they, they, they made it to like the, they're in the room. You know what I'm saying? They're like, okay, cool. Like I'm here. I'll just.

I'll get it. I'm already here, right? I might as well make the best of it. Um, I think that's kind of like the mindset that most people have. Uh, but we did do pretty well on closing. I think closing, I think it was like anywhere between five and 10%. I can't remember. It was a nine 97 offer that we had. So it really wasn't high ticket. Um, it was a course that we had. And then from there, obviously, you know, we have another offer that's on the back, back end, which is for a higher ticket coaching program.

Michael Kelly (25:09.486)
Yep.

Michael Kelly (25:23.182)
Yeah.

Chad Kodary (25:31.726)
Do you recommend just going straight like remote? Cause the, the, it seems like the backend offers that you guys are talking about there in there in the thought you're not selling like a course or something on the backend. Cause the metrics don't seem to work with that. Do they?

Michael Kelly (25:44.782)
So with women speaking...

Chad Kodary (25:45.582)
Like it's gotta be like, I feel like like a five or 10 K or 20 K offer or something like that, right?

Michael Kelly (25:50.798)
So with Women's Speak and Grow Rich, we do sell a course on the backend. It's 2 ,000. Then after a day, it goes to 2 ,297. And then it goes to like 2 ,497. Then it goes to 3 ,000. And that one, we usually profit about 200K on the backend.

Chad Kodary (26:08.11)
Okay.

Chad Kodary (26:14.222)
200k and that's after all expenses you're saying. And they're doing that what? Once a quarter?

Michael Kelly (26:16.27)
Yep.

Chad Kodary (26:24.142)
All right, man. I want to run a challenge now or not. Maybe not a chat. Let's dive into that question too, because that's also another one. Are challenges better or is webinars or are they really the same thing just with different names? Like what's the deal here with this?

Michael Kelly (26:38.894)
So they're kind of the same thing. So we've always had the best success with either two or three day events. And then with those, they usually go from 10 a .m. CST to 4 p .m. CST. So it's almost like a full in -person event, but it's done virtually.

Chad Kodary (26:55.342)
Gotcha. We did one of those. We did one called, um, agency accelerator virtual summit. It was a two day event and it was also like eight hours a day. It was intense, dude. Um, and that was a live event that would do, do these, do they, are there speakers at each one of these? Like for this event, the women's event, was there a bunch of speakers just straight up? Like the main host just doing it, doing, doing their thing for two days.

Michael Kelly (27:21.87)
Yep. We found, yeah, we found that to be the most successful.

Chad Kodary (27:24.878)
See, that's where I feel like it can get a lot lighter for us. We always try to bring speakers into the mix. What'd you say was the most successful when the just the main speakers just speaking all day.

Michael Kelly (27:34.606)
Yep, we may have one person come in as like a guest speaker if they have enough kind of clout, but majority of the time it's just that one speaker speaking.

Chad Kodary (27:45.646)
Yeah. I feel like we need to change our strategy because out of all these events we do, we're always like, well, why don't we just bring on a bunch of these speakers and big names and we'll get registrations organically from their following. Cause they'll cross promote and help promote it, which it does help. But I don't think it matters. You know, it's funny cause I think who was I speaking to a speaking to somebody else also that, that also does like events and stuff like that. I think it was Jason Wojo who I had onto the podcast and he does a bunch of in -person events.

And he told me straight up, dude, he's like, dude, like, it's just me talking for two days. Like, it's like, you don't need anyone else. And I was like 90 % of the headache from the entire events that we do is the speakers. It's dealing with the speakers. It's the scheduling. It's like scared shitless that they're not going to show up that day, which happened by the way, and almost every single one of our events. Cause we have like 20 speakers, right? And emergencies happen. People run late. People.

tech issues, right? It's a nightmare. So, so you're saying just, you're saying three day or two day, you think it was, you said it was two days was the best version, like the two to three days, two to three day. And if you do do a three day event, are you still doing the same amount of hours per day or do you like shorten it? You didn't, you still do the same.

Michael Kelly (28:43.854)
Oh no.

Michael Kelly (28:52.462)
2 to 3.

Michael Kelly (29:00.846)
Yep, same amount.

Chad Kodary (29:05.07)
Wow. Can you give me an example of like some type of like syllabus that an event, like a three day event would have? Cause I know like for us, we try to attack like different things. Like I think for the funnel freedom challenge, like day one was all about mindset and just like underling understanding what funnels was day two was like, okay, like we're going to be building your funnel, right? Or building your offer. Then day three was building your funnel. Right? So like, what are some of the, what are some of the, like the three day events that you have? What are.

What does that look like?

Michael Kelly (29:35.726)
Yeah, so as an example, one of them was package, present and profit. That was purpose to profit. Essentially, it's like finding your unique skill set and your unique gifts, packing, packaging those into an offer. And then present is how to actually like market and present that offer to the person that you're trying to sell.

And then profit is, okay, now it's going to talk about sales, follow up and different things like that.

Chad Kodary (30:10.446)
Gotcha. And when you're running, I have a lot of questions because I like like all the backend nerdy stuff about this because I've ran these events before myself. Like when you're, when you're running the event, the event, do you, are you running ads all the way basically until the start time of the event? Or do you like stuff you do? Do you run it while the event is happening or no? You just cut it off.

Michael Kelly (30:35.726)
We have on one, we ran it up to day two, but we didn't see a big enough uptake in order for us to kind of keep doing that.

Chad Kodary (30:47.31)
Make it work. Yeah. Okay. And then you have 30 days, you have this like 30 day window that you're running ads. Do you, or if you're, let's just say as an example, if your ad spend is a hundred K right. Could be less, could be more, whatever it is. Right. Are you spending like a thousand on day one, 2000 on day two, 3000 on day three. Are you like ramping up ad spend as you get closer to the, to the event? What's your strategy there with managing that ad spend for those 30 days?

Michael Kelly (31:14.702)
Yeah, so we've had a client where she wanted to spend $85 ,000 and we had two weeks in order to spend those ads or spend the budget. So what we ended up doing was we spent about 50 to 60 % of the budget within the first week. And then we figured out like, okay, what is actually converting? What's not? And then we killed everything that wasn't converting.

raise the budget on everything that was, and then set up retargeting ads for all page visitors to go back.

Chad Kodary (31:51.054)
Got you. Okay. So you had like a week where you're just split testing a bunch of shit pretty much, and then scaling it up the next week. Got it. Okay. Cool. I'm, I'm fascinated by this event stuff. I'm going to say it again, because it's something that we've wanted to do for a long time. If, and maybe this can also help the viewers and help me too. If for somebody that's done events before and we've had success with events, but it's nothing like where it's like,

It's not like a home run where it's like, you know, you said like 200 net or 300 net at the end of the event. Like, I don't think we've had events like that. I think the most we've made on events were like maybe like 50, 50 K or like 75 K or something like that. Right. Um, in fact, the funnier part is like we did a, we used to do, uh, in -person events at our office where 12 people used to fly down and we set up our whole studio basically to be like a one day workshop.

It was like an intensive eight hour, one day workshop, eat lunch at our office, hang out in our office. It's like a full day thing where they're in our office with all of our employees and they're like fully immersed in our agency. Right. And this is obviously for people who want to start their own marketing agency or have a marketing agency that want to scale up. We did that like three or four times and our high ticket offer that we sold as our coaching program. That was six K basically at the end of that. And we used to have a pretty large, like we, we, I remember, I think in the first event we did, we had like 50 or 60 % of the people.

Uh, in the room, take us up on that offer. Right. And that's a small, that's a small crowd. Right. So like those events sometimes do better than these large events that we have. And maybe we're just, maybe we're not orchestrating it properly. And if we are, I don't know, maybe we got to speak to you after. Um, but, uh, but yeah, some, I feel like some, some stuff needs to change. Do you also ever take these events and evergreen them after, like, do you take an event that crushed it and evergreen it?

Michael Kelly (33:44.27)
So we're actually in the process of trying to figure that out. Because if you have the same concept going, it does get a little complicated. So what we're testing is, yeah, it's, yeah.

Chad Kodary (33:55.246)
very, I've tried it, it's hard.

It's really hard. We've tried it. We used webinar fuel for webinars. We've done challenge fuel for challenges. The Funnel Freedom challenge that we did, our goal was to shoot it live and then evergreen it. And we shot it live. We did OK. The metrics were pretty decent on the live version. And then when we evergreen did it, it didn't work. It busted. So like 30 days, 30, 45 days into it, we just cut it off and just gave it away for free, basically, to just people in DashClicks.

We just couldn't get it to work. It was very difficult, very, very difficult. We tried so many different things.

Michael Kelly (34:31.15)
Yeah, so what we're testing to make it more evergreen is we're going to be doing it every probably about every 45 days. But instead of just running registrations to the ticket page, we're going to be running to a webinar that is similar concept of what there's going to be taught on the actual event. And then we're going to be.

using the webinar to generate a ton of leads. So that way we're just constantly filling up the email list with people that are interested in it. And at the end of the webinar, instead of selling something high ticket, we're going to be selling the 27 or $97 event ticket and pushing them to go deeper into the core concepts that they're learning. And from there, what we're going to do is we're going to pitch them on the high ticket during the actual event.

Chad Kodary (35:27.502)
That sounds good. I think one thing that's definitely going to happen is obviously your average cost per ticket sale is going to go up. I think, right. Um, maybe not actually, I don't know, because instead of sending people straight to the sales page to just buy an event ticket, I mean, cause web webinar costs are like, you know, 10 to 20 bucks normally, right. To get like a webinar registration. So I don't know. I'm really curious to see how that works out. You said you're going to be running that soon.

Michael Kelly (35:54.094)
Yes. So right now we have a client where she's doing it's four webinar sessions once a week for four weeks. And then she sells the $97 VIP ticket. And with that $97 VIP ticket, they get a general admission ticket to her three -day event. And then during the webinar, she sells the $97 ticket to get access to the three -day event. And then during the VIP session,

She sells a VIP ticket for $497 to attend as a VIP guest to that three -day virtual event. And then from that three -day virtual event, she either pitches high ticket or this time she's having an in -person event in, I believe it's April or May. So we're going to be pitching them to actually come in person and learn for three days at a multi -speaker event.

Chad Kodary (36:27.566)
Wow.

Chad Kodary (36:50.332)
you

Michael Kelly (36:51.534)
which the ticket prices are about 800 to I believe 3000 in order to come to that. So she, yeah, she only uses events and I've really started to try to do like the event stacking model where we run a free event that sells the paid event and then the paid event sells either high ticket or the paid event sells another event that they can kind of come to that goes a lot more in depth.

Chad Kodary (36:58.62)
Wow, you got a nice value ladder there.

Chad Kodary (37:20.124)
person event.

Michael Kelly (37:21.422)
in everything.

Chad Kodary (37:25.98)
And it all obviously, and if you're doing the, I mean, a lot of those, well, for one, like scheduling, because you're, you're event stacking, right? So like scheduling would play a big part in it. Like those events would have to be spread out and like all in sequential order, man. Um, very cool. What was like the event that you had in your entire career of doing this in the last three years of running just, you know, ads for events, um, w who crushed it? Like that had like the most sales.

from an event. What was that number?

Michael Kelly (37:57.838)
Yeah, so as in quantity, it's definitely my client, Dr. Sonia, that did Women Speak and Grow Rich. Because I mean, we've made $358 ,000 from a $2 ,000 offer. As for the most revenue generated was Purpose to Profit, where we had $400 and...

Chad Kodary (38:15.42)
Wow.

Michael Kelly (38:24.398)
maybe 415 registers, 413, something around there. But they ended up doing about 500, I believe it was 530 ,000 on the backend the first time. And then the second time they launched it, they ended up getting the Two Comet Club for that specific event, just launching it twice.

Chad Kodary (38:41.884)
Wow, so two events over a million dollars in sales.

That's nuts, dude. Events are crazy, man. Okay. All right, man. I'm out of questions. Um, this is, this has been eyeopening and fun at the same time. Like I said, I've ran a bunch of events, so it's really cool to see successful events and like what, what behind the curtains or behind the scenes, as we shall say, you know, what, what does it look like? What does all the work that comes into it, dude, if somebody, if somebody wants to,

Michael Kelly (38:51.022)
Yeah.

Michael Kelly (39:11.118)
So if you want to, I can share my screen and I have like the breakdown of how we go through each day and like kind of like planning. Oh yeah, so day one.

Chad Kodary (39:15.132)
run an event.

Chad Kodary (39:20.636)
You can read it out, it's better. Read it out, it's better so that way the people are watching... Yeah, go ahead.

Michael Kelly (39:27.662)
Perfect, so day one, right away we go into the origin story plus the new opportunity. Then we move into break the internal false belief. And then we expose pillar one. We teach the what to pillar one so that way they can start leveraging it. Then we pitch VIP with increase after day one, day one ends. Then we go into about a lunch or break that's 30 minutes. And then we go back into teaching.

the what to leverage pillar number one. And then we go into the VIP session after that. For day two, it's break their external false belief. It's expose pillar number two, teach the what to leverage pillar number two. Show me the ROI that comes from leveraging or show them the ROI that comes from leveraging pillar one and pillar two just on their own. And then we do the offer stack.

And if we're pitching it to everybody on day two, we do the offer stack and close with price increase and fast action bonuses disappearing at midnight. Then we go into the lunch and onboarding slash enrollment break, which is about 60 minutes. Then we do a 45 minute hot seat VIP only can ask questions. And then we go specifically like right into the VIP session after that. And then on day three, we expose pillar number three.

Then we go to teach the what to leverage pillar three. Then we do a logic repitch, and then we do the ROI versus cost of inaction. And then we do a lunch slash welcome party for 60 minutes. Then we have a closing session, and then we go into the final VIP session.

Chad Kodary (41:10.492)
Wow. So you've got this thing mapped out, dude. It's crazy. Oh my God. All right, Michael, if, if somebody wants to reach out to you, maybe they want to run a live event and they want your help. Where's the best place that they can reach you, man.

Michael Kelly (41:13.39)
Yeah.

Michael Kelly (41:25.102)
They can either come to Facebook, it's facebook .com forward slash real Michael Kelly. Otherwise, then go to ads and funnels .org.

Chad Kodary (41:33.244)
All right. Awesome, brother. Well, hey, thank you so much for joining us, man. Uh, it's always a pleasure seeing you and to tons of success. Hopefully we'll have you back on here in the near future. Have a good one.

Michael Kelly (41:43.054)
Definitely. You as well.