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Creating any event from scratch – the promotion method​

How to create an entirely new events without resources using the method the promotion method.

Okay so let me break something to you,

 

There is no such thing as a long term plan.

 

The first months you are creating your event are only about one thing – you promote it. You sell tickets or you invite people Really that’s it.

People tend start from the end and create a program and a game-plan for the event day. It’s OK to do it like that but if you want to move the needle on your event – start with the promotion first. Start with inviting people to your thing. That way you will get momentum to your event. When I advice this people to do this it usually triggers one question:

”But I need to do a program or a concept or have something to invite people to?”

 

Yeah, initially yeah, but limit it to a document with a few sentences, at max 2 paragraphs, where you can roughly describe your idea. You’ll then use this text to create content from and plan as you go.

”But what if I say something that I won’t be able to deliver?”

You tell people that you’ve decided to go in another direction. Most of the times, people don’t mind/remember what you said, so it’s mega likely you are off the hook. If not, explain and communicate. Like in any relationship, you now have a relationship to your attendees so tend to that in the first 4 months and you will see the needle move quicker than you think.

To start a relationship with (potential) atteendes, you need a base to run the communication efforts from. Quite often that is a page, website, instagram or any sort of hub where you can refer the people you are inviting. That’s really it. You would be surprised to see how often people start initiatives by running a newsletter, a page or something really simple.  Start with running an instagram page. You

The last 1-2 months, you’ll both do promotion and heavy-duty planning. At this point, you will be able to move faster as your base (read information page) was built and is delivering results for you.

Consider a the project of building a house. You would start with the foundation, right. With the concrete, right? The concrete is the money (ticket sales) or getting the word out/reown/reputation of the event. You have to start there and later on you’ll be have time to think about the interior (speakers, decoration, entertainment, influencers, whatnot).

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