Ep 2: Why a Marketing Infrastructure Should be Your Top Priority
[00:00:00] Here’s the question of the day is advertising a gamble or a calculated risk.
[00:00:08] Welcome to conversion marketing radio. Uncovering the secrets of how to convert your dream clients into paying customers. If you’re here to learn about maximizing conversions for your business. Without wasting money on any of the results. Consider subscribing to it. And Now, Here’s your Host, Ben Willson.
[00:00:31] Hey guys how are you doing today. That’s been a great day today for me. I’m actually recording this podcast before I head home for the night. I was teaching to potential clients about the importance of not doing what I would call “random acts of marketing” but instead set up an infrastructure or like a system or processes to get the most out of your advertising dollars. A good way to explain this and how I explain this to them was when I was running a running the marketing for an event company I we were challenged with a big issue we needed to get to new cities because if you do the same events in the same city your audience members or attendees get burned out and they stop showing up because the experience isn’t as valuable or memorable as before because it’s happening so often and it’s a big issue trying to get to new cities because you don’t have any pre attendees people I can vouch that it’s a it’s a positive event it’s going to be impactful they’re going to be able to create these awesome memories and with the amount of events that are happening these days there’s a lot of saturation for people’s time. Right there’s only so many Friday nights that you can hold events and so many times that people are that attendees are going to all other events because they don’t necessarily go week after week because even then it’s it’s not really special. Right. So we need it’s come up with a way that could allow us to get to a new city without losing a lot of money.
[00:02:09] Right if you show up to an events just relying on those tickets and attendees don’t show up or who you were hoping to show up. You run the risk of losing a lot of money either in your advertising or in the amount of product that you brought that you brought to the event and all the costs that went into it such as like staging speakers things you’ve got Arends if you don’t have the amounts of attendees it really really can put a big damper in your expenses and you can lose a lot of money. So we needed to do this without risking a loss and being able to go into new cities and actually end up coming up with a sequence of advertising steps that really helped me to understand the value of creating and marketing infrastructure or like this process which later became the exact process for the event company it’s a market it’s a new series and I’m sure that it was going to be successful before they ever stepped foot into the town. So I wanted to share with you guys the same thing that I shared with this client today of what we laid out and what to start looking into your own business of how how you can start ensuring this is less of a gamble and more of a calculated risk.
[00:03:25] So three months before the events we created a a like campaign or a Facebook campaign to LIKE our Facebook page. This was to introduce the idea of the company and the type of event that we were going to have. We used images that we use and all the other advertising but it was literally just to Like our page. We would also then do that. We broadcast it out to a like a more of a broad audience and not to too specific the first part and what was the advertising would say as we’re coming to your town and we’re coming soon. You could even put out like a we would sometimes put out a like a reference to the month but maybe not even like an exact date if we didn’t know that the town was going to be something that we really wanted to go into. But what we would do is we would push people to like our page to get notifications of when we started selling tickets to the event and we would have something on the ad that basically said you know like our page we would run this for about a month and a half. So now a month and a half to two months before the events we would release ads to the people who have already liked our page in that city. So it was very very very specific targeting now. And in fact ads are a lot cheaper when you’re advertising to people who’ve already liked your page.
[00:04:42] That’s a protip for the day for sure if you’re doing any ads up there get people to like your page first and then re advertise to them to get them into your web sites or yourselves funnel whatever it is at the cost drops dramatically by doing this.
[00:04:59] So we would release these ads specifically to people who’ve already liked the page and what we’d say is we’re coming on this date. We’d have a specific date now and we would tell these people that we’ve got an early bird special for like 50 percent off. I mean or something crazy person. I mean sometimes it was like we had an event that was like 25 bucks and we offered $5 discount tickets. But you do this on a specific day. So in your ad it’s like hey we’re coming on July 12th and we’ll be releasing this early bird special for 70 percent off this coming Thursday to the first 200 people that sign up. The sale ends at midnight on Thursday. And you’ve got to sign up on our Web site.
[00:05:44] If you want sign up on our Web site now to get notified of when we release those. Early bird take it and then you have them gifts to just just a simple landing page with the date picture of your advertisements and they click on that and what you want is their name their e-mail their phone number so you can send them texts. Then on the day that you release your discount tickets send out your emails your tax and create an ad to be shared on all of your social media. So different sizing for Instagram you want to make sure your Twitter is available. Have you got the right amount of text on your Facebook as there’s a lot that can go into making sure that this works great. And then what you do is you don’t actually have to limit it to 200 attendees but you want them to feel like they made the cut right. If you have 400 people that sign up that’s amazing but typically would it surprisingly Actually we would have about the amount of people that we said to the first 200 or 300 we would typically get around those numbers. I don’t know why but it’s like the craziest thing. We were we could almost guarantee whatever we set the number two we could get it around there in being reasonable to guys. And so then now that you’ve got your 200 sign ups or however many are for that earlybird sale of that discounts.
[00:07:05] Now you’ve got a month before the event what you want to do is in the time before then is to start establishing relationships with like people companies media outlets like radio stations so on and so forth in the town that you’re going to and give them discounted tickets so they can give it away to their friends their customers and audience members they can use this in their own business to promote their services. Right so you’re like essentially just helping them to create better relationships with their.
[00:07:38] Customers or audience members and whatnot. But what you want to do is make sure that you have a system where you’ve got promo codes attached to those discounted tickets. So that way each time that a person buys a ticket using those promo codes it incentivizes people to use them because they’ll get a discount. But it also incentivizes the relationships that you’ve made with those companies or radio outlets because they can make revenue off of each take it. So you might have something like say for every take it will give you a dollar.
[00:08:11] And in some cases it it really starts incentivizing them find something that’s going to work for you guys. For us it was about a dollar $2 that we could typically get people to start pushing these tickets. Now two weeks before the events you want to run a competition or that’s what we did. We then we had a competition of people that who have liked our page rights but who hadn’t purchased tickets yet. Typically people I mean if they’re going to participate in the competition you know that they haven’t purchased tickets. That’s a good way to a good get understanding of finding these people and what you want in this competition is you’re giving away different packages for Pitt for people to attend your event. So like a package of four people plus backstage passes or things that’s really going to work in your business then what we would do is in order to participate in this competition as you had to like the page and you had to share a picture or a post that we’ve created beforehand. So this gets spread out everywhere in the town because they’re sharing it and their friends are seeing it. And for every social media that people share it on they would get one entry to the event. There’s a lot of companies or software packages or things that you can use to help you set this up so you can really have a tracked along. If you just look for like social media competitions or Facebook advertising competitions that kind of stuff and you’ll see a load full of companies. Now you run this competition for about three to five days.
[00:09:46] And then on your sixth day you’ll just pick your winners so that way there’s a scarcity. But it also gives enough time for people to see the ad and then go back through and share. So you want that that time to really help you guys out.
[00:10:00] Now a week before the event you do one last big push for your pre-sale tickets. Use something like offering a buy one get one half off or for every ticket purchase on a certain day. You know like on the Wednesday before the event you get a T-shirt for free or any other great offer to help them to buy their tickets before the day of the event. Now the day of the event as they arrive try it’s you’ve done all this marketing you’ve got everything laid out. I have lots of different offers and things to really incentivize and to push people into your into your marketing infrastructure. Now you reach out on the day of the events of the people that you’ve already created these relationships with. Right. And then you send out text and e-mails to your attendees reminding them of the events to bring friends to make sure they are prepared for it. We would have things like wear whites. There’s going to be black lights so you look really cool with that with black lights and a white T-shirt. So we really start this preparation of getting them excited now that they’re excited.
[00:11:04] They want to bring their friends and we would say if you if your friends haven’t purchased tickets use these promo codes to get into the door for 10 percent off the door price which was typically about like two times the cost of the presale tickets so it is definitely going to be worth the amounts for that 10 percent.
[00:11:24] Now the the principle behind this whole thing is that we created this process because we noticed something very very interesting the amount of presale tickets would also be about the amount of tickets of people who paid at the door. So if we got if we sold 500 pre-sale tickets we would end up selling about 500 tickets at the door. And because the cost of a door check it was twice the amount. It didn’t matter if we didn’t make a lot of money on those pre-sale tickets because we knew that we could get about the same amount at the door and that’s really where we were going to get our profit from. We speculated the reason why this would happen is because if you bought your tickets yourself you’re so excited for the event and your friends didn’t end up buying these these tickets you could typically convince them to come to the event with you because you were so excited about it right now it’s like word of mouth advertising and you got one in and now you can get a few more at the door.
[00:12:25] So we relied on pushing presale tickets so that we could also insure how many people were going to be at the event in total if we knew 500 was going to be there. We could get about we get at least 500 are going to show up at the door. Sometimes we even get to three four or five times the amount. Who showed up at the door based upon those presales. But it was crucial because it then turned people who’ve been hearing about this now for three months into these pure brand ambassadors they’ve been watching every advertisement that’s come out there.
[00:13:01] Watch the videos that we’ve sent. They’ve seen all the different promotions and competitions and over and over and over again. We’ve gotten them to to see our brand and to look at the type of company that we were are all that they are. I say aware because I no longer do their marketing and a good experience with this is the first time we really ran this marketing infrastructure laid out completely. We’re going to a town. Boise Idaho now. I don’t know if any of you have ever heard of Boise Idaho or have been to the town or know much about it but just think Idaho for sure. That should explain a lot. We didn’t anticipate there to be a big audience though we could appeal to. And so we were planning on more of a smaller event. Well the thing that ended up happening once we laid out this marketing infrastructure we had never been to Boise people never heard of the company that never seen an event like this before. And it was very much introducing a lot of different aspects. Instead of our marketing the day of the event came and we had pre-sold a thousand tickets. Now the venue only held about 25 maybe even twenty seven hundred. We had a crowd of people who we couldn’t legally let in due to the fire code which sold out the venue the very first day that we had gone to the town. And because of the high demand out there I mean there were literally hundreds of people just waiting to get in. That someone was leaving. We could then sell people tickets.
[00:14:40] And it was amazing to see the entire marketing infrastructure really take place. We weren’t just doing little acts of marketing the entire time. Everything was laid out in such a sequence so that way we optimize all of our advertising dollars. We eliminated the risk. We weren’t gambling any longer going into a town so that way we could continue being successful. Time and time again and with the process laid out it was now just following code. Right. If you literally took the same marketing infrastructure that I just taught and applied it into your own business you’ll start to see some things that are very shocking right. They you’ll no longer have a negative experience advertising feeling like you’re just wondering what’s my cost per acquisition or how am I really. Where are people really at this pipeline. Right. We didn’t ask people to buy tickets upfront. In fact it wasn’t until the third or fourth interaction with them that we offer the exchange of cash rights. So this is important for your own businesses. You’re not going to get everyone the first time. But if you start creating a build up and leading into is into these offers and getting people to convert one tiny little step through your marketing infrastructure. This is where you’re going to notice a lot of changes inside of your business. And that’s that’s my thought for the day. This is what I just ended up teaching to this company and helping them to set a marketing infrastructure up in their own business they had a negative time advertising and it was hard to help them get over this hump.
[00:16:18] And I shared this with them of how crucial it is to start looking at your own processes and if there isn’t a process to start creating it and then just looking at each and every step and only changing those one steps at a time it makes it a lot easier. You eliminate the idea behind gambling. Right because you can see where it’s working and the things that are working you cut out and you revise those. And so that’s it for today guys. Thanks for listening and remember always be converting guys.