How to Sell Out Your Event in 10 Minutes

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    JUNE 2016

    JULY 27, 2016 10:00AM PST / 1:00PM EST

    HOW TO SELL OUT YOUR EVENT IN 10 MINUTES

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    Kelvin Newman - Founder of BrightonSEO

    @kelvinnewman

    kelvin@brightonseo.com

    http://www.slideshare.net/kelvinnewman

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    How it all started Once upon a time, I decided it would be cool to get a group of SEO mates together in a pub to talk shop.

    The idea was to share ideas and chat about all the interesting stuff that we cant really talk about with anyone outside the industry for fear of them falling asleep.

    Word got out and more people showed up than we expected. So, next time we booked a larger room again, more and more people showed up.

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    We realised we might be onto something A free industry conference, talking about real issues, with practical advice from people who actually know what theyre talking about. brightonSEO was born.

    Since then we have seen the conference continue to grow into the beautiful, if scarily large, thing we have today.

    Taking place at Brighton Centre, we now have over 3,500 delegates scrabbling for tickets from all over the UK and further afield.

    Of all the Search conferences in the UK & Europe, we reckon its biggest and also the most fun (but then we would say that wouldnt we).

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    Branching Out With such a high demand for tickets we decided to branch out.

    2012 saw the launch of the Content Marketing Show in London (now sold to the Content Marketing Institute) and in 2013 we launched MeasureFest followed by Biddable World, Completely Email and Affiliate Huddle in 2014.

    Most of our conferences are free to attend, with an option of paid training workshops the day before (for those that really want to get their hands dirty).

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    What makes out events special

    Were about having fun, about being real, and, most importantly, educating as many people as possible on the ever expanding, fast-paced industry that is Digital Marketing.

    If we had to sum our mission up in one sentence we say Helping Digital Marketers meet, learn and do their job a little better

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    Im willing to make a prediction

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    More events fail due to poor

    marketing rather than poor event

    management

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    You may recognise some of these reasons

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    People didnt know about the event

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    Bookings were a little slower than we expected

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    We didnt have a big enough budget

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    Our competitor is too established

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    These are reasons, theyre excuses

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    But they can be

    avoided

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    We can sell out every event we organise, if

    we have a right approach

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    So no more excuses

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    But I have good news

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    Ultimately we just need to persuade people to

    attend.

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    Someone has written the perfect book about being

    persuasive.

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    Six Key Principles of Influence.

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    Reciprocity People tend to return a favour.

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    Give before you take.

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    How do you help them do their job?

    (while still doing yours)

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    Commitment and Consistency

    If people commit, orally or in writing, to an idea or goal, they are more likely to honour that commitment.

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    Get the small buy in first, maybe a webinar or a

    meet-up

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    So youre coming along again !

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    Social Proof People will do things that they see other people are

    doing.

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    Were recommending this because your

    competitor is doing it.

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    Were expecting attendees from

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    Authority People will tend to obey authority figures, even if they are

    asked to perform objectionable acts.

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    Credentials in your proposal, Credentials on your email, Credentials

    everywhere.

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    Make the Hippos* your friends.

    * Highest paid persons opinion

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    Liking People are easily persuaded by other people that they

    like.

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    Making them like you is as, if not more, important than

    programming great content.!

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    With every conversation, email, piece of direct mail, etc

    think, how can I build our rapport?

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    Scarcity Perceived scarcity will generate demand.

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    Frame around opportunity cost.

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    Never extend your earlybird or beg people to

    register.

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    If youre trying to persuade people to do something, or buy something, it seems to me you should use their

    language, the language they use every day, the language in which they think.

    We try to write in the vernacular.

    David Ogilvy

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    SEO Tools useful to the event industry

    Theyre mostly free too!

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    Google have come up with an acronym to describe this

    phenomena

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    Zero Moment of Truth

    ZMOT

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    ZMOT is that moment when you grab your laptop, mobile phone or some other wired device and start learning about a product or service youre thinking about trying or

    buying.

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    A busy Mum, looking up head lice treatments on her mobile phone as she waits to pick up

    her son at school.

    An office manager at their desk, comparing laser printer prices and ink cartridge costs before

    heading to the office supply store.

    A student in a cafe, scanning user ratings and reviews while looking for a cheap

    hotel in Barcelona.

    A winter sports fan, pulling out a mobile phone to look at

    video reviews of the latest snowboards.

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    We can research and understand these moments

    using free tools.

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    Keyword Planner Tool https://adwords.google.com/KeywordPlanner!

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    Which gets more searches?

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    Which gets more searches?

    5,000,000!

    1,500,000!

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    Which gets more searches?

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    Which gets more searches?

    7,480,000! 20,400,000!

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    Which gets more searches?

    beach wedding dresses

    designer wedding dresses

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    Which gets more searches?

    beach wedding dresses

    designer wedding dresses22,200

    74,000

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    Google Insights http://www.google.com/trends

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    Which month of the year is the most popular to search for Gym

    Membership?

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    OK, what about a slightly harder one

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    What about the second most popular month for

    Gym Membership?

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    What about Contact Lenses?

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    Why?

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    Halloween?

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    Answer the Public http://answerthepublic.com

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    Buzz Sumo http://buzzsumo.com

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    Which got more shares?!

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    Which got more shares?!

    28k!

    27k!

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    None of these tools cost a penny

    But could teach us a lot

    about potential customers

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    QUESTIONS?

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    Thank you @kelvinnewman

    kelvin@brightonseo.com

    http://www.slideshare.net/kelvinnewman