6 min read
Entertainers, speakers and presenters are great at captivating the interest of a live audience. The problem is: how can they turn that short-term event into momentum that grows their business long-term?
My consultancy, Abundance Marketing, trains these personality-driven brands on how to achieve breakthrough growth by simply tweaking their systems for greater leverage.
In this article, I want to highlight one of the most popular strategies I teach my clients– increasing revenue at live events.
How this strategy will work:
Simple, just follow these three steps…
What does it mean to capture fan data?
All this means is you simply need to get contact info from the fans at your show. And all you really need is an email address. For musicians, speakers, and personality brands of any kind, your email list is the single most valuable asset to your marketing.
Unlike your social media platform, your email list is hands down the easiest, most cost-effective, personal way to build your business. Advanced email marketing tools like ConvertKit will get valuable location data from your subscribers later, automatically.
There are three ways to do this at a live event.
This is the best, but hardest option, because ticketing agencies and venues want your fan/attendee data (because data wins, remember!).
This is when you make an offer from stage or on some print collateral everyone gets. It’s an OK option, but it can take a little work. Plus, you run the risk of spoiling the flow of your performance.
This is the absolute easiest option for capturing your most important fans’ data. This is the method I will teach you today.
But before I dive into the method, here’s something you should know: your merch customers are your most valuable fans.
Not only did they schedule time and set aside money to come see you perform, they stood in line to pay you extra money at the merch table.
You need their contact info. Repeat: you NEED their contact information. So it’s time to change how you run your merch table.
The old way:
What’s wrong with this picture?
If you can’t tell, there’s a little clipboard at the merch table to collect people’s email addresses.
This method is very ineffective for four reasons:
Thankfully there’s a new, better way to do this. Here’s how it’s done:
Capture the email address at the Point-of-Sale, using your digital check-out system.
This is a much better method because the act of capturing fan data is in the natural pathway of the fan, making it an easy, automatic experience. You can capture the email of your most valuable fans at the moment they pay for a piece of merch.
You can either require the fan to enter an email address, or– and this is what I recommend– you can incentivize them to give you their email by offering an instant discount on the piece of merch they’re buying, in exchange for joining your list.
If your current checkout system doesn’t easily allow you to capture fan email addresses, you need to ditch it for a better software. I usually recommend Shopify to my clients.
Here’s my recommended merch table workflow for this method:
But before you hit the road with that new checkout system, you need to connect your software.
To automate your point-of-sale email capture, you simply need to create an integration with your merch table checkout software and your email marketing software.
Don’t worry, this connection won’t require any coding or special technical skills– that is, if you have a decent email marketing platform (like ConvertKit, hint).
Like I mentioned earlier, I recommend Shopify to my clients.
Finally, you just need to set up an automation that sends a message to your merch customers the next day.
In your email marketing software, you should have the option to create an “if this, then that” process. (If it doesn’t, you better switch to a modern tool!)
When this is done, if someone is added to your list from your merch table, you can set up the system to send a specific message to that person one day later.
In these situations, I would suggest using your follow-up message to capitalize on your momentum with the fan. But what should your message say?
Your message should call them to a valuable action, especially one they would likely be reluctant to do at a time when you had no momentum.
For example, you could offer a discount on a high-value piece of merch from your online store or ask them to share your latest album on Facebook.
Here’s a message you can borrow:
Good news: with this strategy, you don’t look salesy or send an email that looks like an advertisement. Your fans will love you for it!
Automatically sending the right message at the perfect time will make your fans say “thank you” with their wallets.
You simply set this up one time, and at every live show you automatically…
And that process will…
Live events are a big investment. Start getting a better return today.
Download this issue of Tradecraft as a PDF to read and reference at your own pace.