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How We Cracked In-Person Events

Name: How We Cracked In-Person Events
Uploaded: 2024-09-17T01:30:22+00:00
Duration: 35 s
Channel: Shanli Liu, CPA, CTP
Description: In this segment, Shanli Liu explains how any business can run profitable in‑person events by choosing inexpensive event spaces instead of costly hotels…

17 Sept 2024 · 1 min

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0:35

In this segment, Shanli Liu explains how any business can run profitable in‑person events by choosing inexpensive event spaces instead of costly hotels and limiting the schedule to three or four events per year. The primary purpose of these events is to gather customer stories and testimonials on‑site, which are then transformed into ad creative. Liu cites the Gym Launch case, noting that 80% of their winning ads were built from these collected stories, and that the resulting creative powered a 12‑week advertising campaign, delivering long‑tail ROI that more than covered the event costs.

Chapters

For everyone, if you're not doing events for your business, I think just about any business can do events. Don't go to hotels, go to an event space. It's 1,000 times cheaper. But also, the main thing you can get out of it is marketing material. And so part of the reason that we were able to sell Gym Launch— 80% of the winners that we had from our ads were just customer stories. And so we were able to extract as many customer stories in person from those events, and that is what more than paid for the events in terms of long tail. And so we had whatever, 3 or 4 events a year that we held. We would collect as many testimonials as we could from those events, and then those became our entire ad creative strategy for the next 12 weeks.