In-person event speaking always blows my mind. I’m always in awe of what I learn about marketing, my business, things I should have been doing, my own excuses… and a lot more. 

In this event called Elevate, hosted by my friend Julie Greenham in downtown Toronto, I not only was an attendee but also a speaker. 

In about 7 hours (with a yummy lunch) Elevate provided a great opportunity to delve into the world of lead generation, list building, and online events for business growth. So let’s jump right in and uncover the key takeaways that can empower marketers and entrepreneurs like you.

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A post shared by Jennie | Launch Strategist & Lead Gen Expert (@jennielwright)

The Power of In-person Events

The in-person event took place in downtown Toronto, in a charming old building with an antique elevator and a modern hall. What struck me the most was the diverse group of women in attendance, coming from all over Ontario. This showed not only the dedication of the attendees but also the strong following that Julie had built. This made me wonder, what motivates people to invest in a ticket, travel long distances, and devote several hours to attending an event in person?

Before diving into the in-person event charm, let’s explore the landscape of online events. During the pandemic, free online events became incredibly popular. With no need to travel or dress up, people registered for numerous events, seeking valuable information and experiences. As a marketer, the key is to understand the decision-making process for attendees regarding free online events.

Free Online Events: The Decision Tree

Attendees of free online events typically consider three factors to decide whether to participate:

1. Do I have the time to watch or participate?
2. Is there a replay available?
3. Will it be interesting, helpful, or useful for me or my business?

The goal of free online events is lead generation, attracting the ideal clients who will benefit the most. Despite being free, offering value to participants is crucial.

Paid online events present additional decision-making hurdles for attendees. In addition to the first two factors mentioned above, they also consider:

1. Is it valuable to me or my business?
2. Will I learn something new or gain valuable insights?
3. Is there a good return on investment?

Paid online events require more assurances from hosts, as they are asking for both time and money.

In-person Events: A Different Beast

Organizing free in-person events can be challenging due to the expenses involved. However, paid in-person events, like the one I recently attended, hold more promise. To attract attendees, hosts need to consider various factors:

1. Time: 

Attendees must evaluate if they have the time to attend and overcome any logistical challenges, such as arranging childcare.

2. Safety and Accessibility:

Attendees need to feel that the event is held in a safe area with convenient access to transit or parking. They also consider if the venue provides necessary accommodations.

3. Networking Opportunities: 

In-person events offer the chance for meaningful networking, making it a key draw for participants.

4. Convenience, Cost, and Comfort: 

Attendees weigh the overall convenience, costs (including travel expenses), and the quality of amenities, such as food and beverages.

5. Relevance and Value: 

Attendees expect content relevant to their needs and a clear communication style that instills confidence.

My Personal Experience with In-person Events:

Drawing from my own experience attending an event years ago, I share a cautionary tale about an event that did not meet attendees’ expectations. It lacked networking opportunities, had inconsistent messaging, and featured a heavy-handed sales pitch. Attendees were left feeling alienated and disappointed. However, the experience pushed me to develop my own process for event evaluation, which I later refined into checklists to ensure successful event planning.

The key to post-event sales success lies in fostering community, maintaining consistency, and providing clarity in your sales message and process. Here’s how you can achieve just that:

1. Community: 

Events bring people together and offer an opportunity to build a strong community around your brand. Incorporate networking components that encourage attendees to connect with one another.

2. Consistency: 

Maintain a consistent message, tone, and quality throughout the event and in your follow-up communications. Consistency builds trust and association between your event and the value you provide.

3. Clarity: 

Clearly communicate the benefits of your products and services during and after the event. Use examples and case studies to demonstrate how your solutions address attendees’ problems. Guide attendees through a well-defined sales process, reducing friction and instilling confidence.

Now you have a better understanding of the motivations behind attending online and in-person events and how to leverage post-event sales. By building community, consistency, and clarity, you can create a successful event experience that boosts lead generation and sales.

Don’t forget to listen to the Acquire podcast to dive even deeper into the strategies discussed. And if you’re ready to take your lead generation and sales to the next level, I highly recommend booking a call with me to discuss how I can assist you in achieving your business growth goals.