Brand Marketing: Planning A Successful Event | Jeremy Andrews | Skillshare

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Brand Marketing: Planning A Successful Event

teacher avatar Jeremy Andrews, Technology Entrepreneur

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

9 Lessons (60m)
    • 1. Trailer

    • 2. Doing The Research For Your Event

    • 3. Creating A Great Amount Of Demand For Your Event!

    • 4. Finding Sponsors and Marketing Partners For Your Event

    • 5. Creating The Marketing And Media Kit Materials For Your Sponsors

    • 6. Creating A Simple Budget Outline For Your Event

      Event Planning.xlsx
    • 7. Filling In The Cost For Your Event

      Event Planning#2.xlsx
    • 8. Choosing A Venue

      Event Planning#3.xlsx
    • 9. Event Marketing and Selling Tickets To Your Event

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About This Class


Have you ever planned an event for your brand that wasn't well attended?  If so, you may have been disappointed, especially if you thought you did everything correctly.  Not only are you most likely disappointed, but your guests may have been as well.  Now think about a time when you attended a sold out event and how alive the room was and how great you felt at the end of the night.  You probably thought the money you spent was well worth it!


In tihs class, students will gain tremendous insight into the event planning process, and learn how to create their own high event value from the customers perspective:

Topics Include:

Why Am I Planning An Event In The First Place?

Is There A Demand For My Topic Or Can I Create Demand?

How To Get Marketing Sponsors For Your Event?

Capital Budgeting Requirements (Boring I know - but necessary)

Event Marketing 101:  New Ideas To Try


If you ever wanted to pull off a successful event, no matter how large or how small, this guide will accelerate your efforts.

By the end of this course you will have a core understanding of how to plan for and execute a succesful event.

SPECIAL PRIZE FOR STUDENTS - ON NOVEMBER 1st, we will review all of the entries and events posted and select OUR FAVORITE EVENT.  THAT WINNER WILL be given the opportunity to become a FREE Sponsor of our  "HOW TO GET FUNDING FROM A SHARK 2" EVENT  in NYC and be one of MY VIP Guests!

Meet Your Teacher

Teacher Profile Image

Jeremy Andrews

Technology Entrepreneur


Jeremy Andrews is a serial entrepreneur and the founder of various startups including Smart Money Entrepreneurs, and Match Capital Ventures. He is also the founder of Alpha Beta Creatives, a product agency with two market leading products, Wordpress Interns ( and Alpha Beta Commerce (

As an entrepreneur, Jeremy has worked with many investors and fellow entrepreneurs, including Daymond John from ABC show shark tank.

In 2012, Jeremy's hosted "How To Get Funding From A Shark" a oversold NYC event. How To Funding From a Shark was the most successful, oversold annual, in-person, east Coast, one-day event specifically designed to address the information and networking needs of entrepreneurs, investors, and industry professionals in the start... See full profile

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2. Doing The Research For Your Event: welcome to planning and executing a successful event. My name is Jeremy Andrews. I have been a part of many successful and unsuccessful events in my career and want to give the students in this class the tools they need in order to make their event a success. Whether you're doing a fashion show are hosting an event to promote your company. This class will help you to better prepare and avoid little mistakes along the way. If you ever wanted to host an event, networking event or conference, this is the class for you. Let's get started. The first question you have to ask yourself is why planning and executing a successful event is one of the most difficult things to do. So we have to ask yourself two questions. What a sponsorship. Be better. And do I have the budget and time to make this event a success before planning an event? Take a long look to see if there are other avenues to get the word out about your company. Is there a sponsorship worth pursuing that may achieve the same or similar effect for your brand? Sponsorships are a great way to pay for exposure without putting on a large scale event before you spend your hard earned cash on events that may or may not be worth it. There are a few things that you must take inventory off. Am I a nonprofit or profit institution? Is this a free or paid event? Is revenue or promotion more important? Is this going to be a networking event, or are we having speakers or both? What makes your event special? Let's face it, If you are a non profit institution, you win the event planning game hands down. Not only are many venues, including academic institutions available for a discount, but in some cases a venue will offer their space for free. Additionally, some sponsors on Lee do nonprofit events and tax write offs are available for your contributors. If you're a for profit institution, a company, it doesn't mean that your event won't be successful. It just means that you will have to try a lot harder and perhaps spend more money. But you get to participate in revenue share agreements, meaning that you can share revenue with whoever you like. You can also host just because events no need to tie it to a specific mission. Organizational goal and sponsors in this case are a source of revenue again, something to think about whether you're a nonprofit or profit institution hosting an event . Is this a free or paid event here? Really, assessing the value of your event is important. Unfortunately, the truth is, the value of free business events is usually zero. Think about what your event is saying to attendees and sponsors. If anyone from getting to the event yes free may get people into the door, However, I doubt the traffic is targeted. If I was a sponsor, I would not want to provide my free products towards an event when I am not sure if the event has a target audience, is revenue or promotion more important? Normally, when I speak with someone about planning an event, I asked them whether revenue or promotion is more important to them. Many times I get a confused look. That's when I clarify my reason for asking. While wildly successful events are both profitable and generate successful buzz for the brand putting on the event, I have found that it's best to focus on one or the other. For example, if revenue is the main motivating factor in the event. You most likely will want to price the tickets at a higher level. Why, you may ask, as you will see in the lesson called budgeting, you will need to cover your cost, which includes the venue, catering and other incidental costs. Pricey tickets to low. And you may not have the revenue to cover your cost. You may be saying, Won't more people come through the door at a lower price? Yes, but for more people you'll need a bigger space. Think about it this way. There are hundreds of spaces that can accommodate 50 to 100 people. Restaurants, bars, clubs, which makes the price fairly accommodating. When you move up to 150 to 200 people, the spaces that are available become more scarce. And like any supply and demand rule, prices increase. When you get to 300 people, the prices increase even further. Even some hotels do not have that event space capacity. I think we get the point here. If promotion is the main focus, you will want to ensure the tickets are as low as possible, while assuring that there is still some cost to enter. Is this going to be a networking event, or are we having speakers or both at all of our events? We always aside to have a networking our let attendees mingle and then move on to the main event selection. This allows attend to use to extract value by generating leads and new business while learning from the experts and professionals who are speaking at the event. The choice is up to you, and finally, what makes your event special? This is extremely important. I have seen many events being put on just for the sake of having one that is never a good idea. Always have a reason for putting on an event. For example, our first How to Get Funding From a Shark Event with Damon John was geared towards a wide group of individuals who normally watch ABC show Shark Tank and wanted to either a meat Damon and person be hoped to get their business in front of Damon or C. Learn what it took to get money from Damon or D. Listen and get the experience from the other Panelists who were there that evening. Of course, there's going to be the question. How did we get Damon John or any celebrity for that matter to come in the first place? I will address celebrities in the next lesson, but for now, know that by just having a celebrity will not guarantee that your event will be successful . In your event planning, you must have something special that will create value and get people to attend in. The next lesson called Is there a demand for my topic? We will explore issues such as when a celebrity makes sense and when it's a waste and whether or not your topic has enough demand. 3. Creating A Great Amount Of Demand For Your Event!: welcome to part two of planning and executing a successful event. Lesson one. Is there enough demand for your event? Unless you're planning a yearly event in which you have already pre sold tickets for and know for fact is going to be sold out this year, it is best practice to test the demand for your event. Now there are multiple ways to do this, one of which is creating a landing page, which we will actively do together shortly. In the interim, I have provided a list of supplemental event pages. In a word document. You should browse the Web sites listed in the word document for events that may be similar to your own. Do not only explore the most popular of events, but visit some that are not getting a lot of traction and try to figure out why no one is buying a ticket. Could it be the event wording doesn't look appealing, or perhaps, is a conference and the no appealing guest? There are many reasons why an event won't sell. One of the primary reasons is that there is not enough demand created for the event. Let's take a look at something here on one of the great event websites, called eventbrite dot com, and have it listed here. There are other websites that showcase events, but for eventbrite dot com, you see, they have hundreds and thousands of different events all throughout the world. In this case, let's click on Taste of France Show New York 2013. Great. So the website itself in the event looks great. I mean, the design is crisp, clear the day in time shoes you wear when and what the event is about. Little down a little bit. What I normally like to do when deciding if, for seeing if an event like mine has traction is seeing if there any sold out tickets now in this section, the price column you'll see at the event will say, sold out or no longer available. S oh, in that case, I don't see any sold out tickets anywhere, and they're quite a few tickets here for the event. In addition, I look at here to the Facebook likes, and there's only 82 Facebook likes for this event now, for an event that is appearing in a major city like New York City and in Bryant park, also spotted by a major airline carrier, Air France. I start to question whether or not this event is going to be as popular as it appears, being that it doesn't seem to be enough traction, given that there's no sold out tickets and only 82 Facebook likes. I start to wonder if the event organizers did their job in creating a sold out event. And remember, the goal is to create a sold out event. So let's go back here. As you explore different event websites in different, uh, events, you'll see insurgency, a trend of whether or not the event did their job and create the attractive buzz to sell out their tickets that continue our review. Celebrities. Ah, yes, now. I mentioned in the previous lesson that celebrities can sometimes make an event successful , But just having one of these celebrities will not always work. If the celebrity is popular enough and is an A lister than yes, you'll definitely sell out tickets with Jay Leno or Jon Stewart or Michael Douglas. However, keep in mind that celebrities can command a reasonable penny, and they also turned down many requests for periods is and even more so when they're not paid to appear at an event. So unless you have ah, huge budget upwards of 30 sometimes 60,000 or you are a non profit or have a very specific and unique proposal for the celebrity, you may be better off planning without one. If the purpose of your event is strictly promotional Hollywood style and you have the budget to pay for the right celebrity, then I would go ahead and recruit the A lister of your choice. Although you may not make a profit on your event, your budget will be recognized as a celebrity brand, and that could be very valuable in the marketplace. You can usually google a certain celebrity to find their contact info online. However, I have also included a link for a PB speakers, one of the more popular places to book a celebrity in the additional resource is section. But what if you don't have a celebrity your via position? You can't afford it, Um, and you don't have a highly target audience. Is your event doomed? Not at all. That's where non celebrities made Justus good. There are many high quality professional speakers that are well known in the industry, so finding speakers for your event should not be that hard. Using your network is the best way to get speakers at discounted rates or even free, depending on the occasion and type of event. Many up and coming speakers desire to speak and promote themselves. Looking on places like Linked in, you'll find some talent that you conceived may be willing to speak your event for little to no cost again. The most important thing is how you are perceived to get started in your search for non celebrities. There is a great resource you see here called Speaker Match, run by a good friend of mine. Speaker match dot com. I've also included in the additional Resource is in this lesson. Let's review what demand looks like for a customer and why people attend. Okay, so say you have a celebrity or not. But what does demand look like for a customer willing to pay? I know personally, I don't pay for certain events if there's no value perceived at the event itself. When it comes to asking people to pay for your event, finding the right hook is crucial. You must avoid these costly mistakes. Otherwise, your event may not be as successful as you hope for business and networking events that have paid admission people will not attend for any of the following reasons. Location is too far. You don't mention food or drinks. No one is of interest at the event and or its to niche. People will pay for an event. However, if one of the following occur, they believe other people in the industry or social group are attending Piers. The speaker industry guest is always someone they wanted to speak live, especially have a celebrity that's pretty popular. The person believes this opportunity may provide an opportunity for them to grow their own career or business. And four, you had the event before and the word quickly spread. Of the four options here, Number four is the most powerful. Most events that are sold out are actually repeat events that were successful the first time and the word spread. If you are preparing an event for the first time, this monopoly applicable, however, something to think about after your event now food and drinks. I can't tell you how many times I've seen events where there's no list of food or drinks or beverages or open bar. You must must must promote that as much as possible. That cannot be overstated if your event is at all interesting. Mentioned that you have free food or drinks on open bar may tip the scales in your favor for someone that was debating paying for your event. Another option that we have is to create a ticket just for the open bar and drinks for people who do not want to attend your full event but may want to network during the Happy Hour session. Let's review some other ways that you can create demand for your event after work. Happy hour. Everyone loves a happy hour. Make this and after work social normally, when someone leaves work to go home, you can be assured that they are not coming back out into an event. So make sure the event time is convenient and the location is convenient. 7 p.m. Is a little bit too late. People most likely would ever ready left work on the normal time. 5 p.m. Is a little early, and people may think they missed a lot of the event already somewhere between 5:36 p.m. Is perfect for starting your event. Do you have giveaways? Having great giveaways may not get people to attend on their own, but your current attendees will be excited and may entice others who their friends may say , Hey, come to the event because you'll have a good time. Don't underestimate the power of giveaways and special prizes. As an example, one of our partners, it's providing free $250 towards a business or air class flight anywhere in the world. Having great partners for your event is important. And in order to create the demand for your event, which is not easy, thes steps will help you sell out your event quicker. Now what we're gonna do is go to our Events Splash Page, in which you're able to make an R S v p for your event. That's gonna be extremely important because creating our SVP for your event is a great way to tell people I haven't sold tickets yet, but I want to test the demand for my event and see if I'm actually going to go through with it. So what we'll do is go to a event page called Splash that dot com, which again is initial resource is section if you need to see how to spell the URL, and here we have a splash page dot com Web page already up, I'm logged in. But as you'll see on the right inside, you can sign for an account with your email created password and you'll be sent a email to log in and you'll come to a paid like this in which you can sit up upcoming grants. It pass. Events have none here, so we can click here, agree one or in this case, create an event here. So let's click on the button and see what happens. Great. So they're going to ask you whether you want an RSV event, a ticketed event or photo gallery. Each one has their own respective details. What we're going to do is create an R S V p event. So let's go here and click create Great Here you can create in a title for your event. Let's name our event, um, are amazing event. You see, once you started to create the title, the domain underneath immediately matched titled You can change this at any time. The domain. Generally speaking, it's something you want to keep short, and men are memorable. The longer the domain, the harder it is for someone to type it in. So if you just put, let's see amazing. And it'll tell you if it's taken or not, it's amazing. How about amaze? Amaze? Event? There we go. Which Maze event splash that dot splash that dot com That's the remains. If anyone types in that domain, they'll immediately be taken toe our event page. You see the hashtag here that allows someone to find our event around the Web. But we can change that. We can change it to our new Let's put this they were having a fashion event. So fashion show New York or even fashion show 2014 say we're planning in future type of event. Ah, let's see. Celebration, concert conference fashion show Perfect day in time. Say we want to have the event next year 2014 Ah, February Little Winter Months March starting to get into the spring season March 13th and let's say we do it at 6 p.m. And n Time is at 10 p.m. Great So liberation here is four hours. Obviously, we're just doing our sleepy. So we have no idea where we're gonna host this event. And, you know, we may not even know the time, so we'll put TV D if you're not 100% sure. But if you are of the dates, then location you can just put TBD and it'll say to be determined Next, we're going to create our page. Brace yourself. Here we go. Voila. Pages created. You see, Jane and John Doe can add a host. You Can anything here upload your own image? Ah, your own company named you guys are hosting connecting to Twitter account. Adding sponsors here, you can say, presented by sponsored by partners in Partnership Special. Thanks to the their whole list of options that you have here that you can use to customize your event, you can create the design. Change the color to whatever, depending on how you want again customized the event page. Let's go back here. You want to change to modern lucky scent of the titles again. The options are incredible. What I recommend in his party homework for this lesson used to go and play with E. R S V p on the splash. That page for your own events is a lot of tools that you can use not only to create your event page, but for promotion, which we'll get to a little bit later. Now explore this page and create your awesome event. 4. Finding Sponsors and Marketing Partners For Your Event: welcome to part three, getting marketing partners or sponsors to say yes. One of the ways to make your event successful is to align yourself with marketing partners or sponsors who either provide in kind sponsorship or financial sponsorship. For anyone in the class not familiar with the difference in kind, sponsorship means that a sponsor is willing to provide their product or service for free in exchange for promotion. This is, of course, not an easy task and requires providing value for the event to the sponsor. In this lesson, we're going to go over the four key areas that are important to corporate sponsors and small business sponsors. Then we will go over a sample media kit and other collateral that you can use to entice sponsors for your event. Below are four key elements in finding the right corporate sponsor for your event number one. Save yourself considerable time and energy and make sure you are talking to the correct person who was in charge of that department or company and is able to make the executive decision. Number two always propose the largest, most expensive sponsorship. First, if someone is presented with some large sized commitment or buying decision, and they decline. There is a much higher chance they will convert on a second offer that a smaller in size, this behavior is known as the principle of reciprocity, where the buyer feels inclined to purchase the second, smaller offer instead of the larger first unreasonable offer. Number three customizing the actual proposal. Each proposal you create should be uniquely different in some way. One of the options in our sponsorship package is the brochure sponsor. This package allows a sponsor to brand their name on the brochure of whatever event were hosting a great way to help a sponsor. Visualize the value is to say, for example, imagine your logo instead of hours on the same brochure you are viewing. Now you want the sponsor to say, Ah ha, I get the value. This will allow your sponsors to get a visual representation of what they will be receiving and get them excited to see in front of them. And number four make finalizing the agreement as easy as possible. I've seen many deals fall through the cracks due to complicated contracts or inconvenient ways to finalize payment. Remember an agreement to do something in the email is as good as a contract for the most part, so consider laying out all of your terms and email as a simpler solution. You've done so much work up to this point, make closing on the sponsorship as easy as possible. I would suggest getting everything contracts payments done electronically in a short and easy process. For small businesses, there is an alternative approach and commentary to find the right person for small businesses. More times than not, there is no formal way in which they accept sponsorships. In fact, the small business may not even have a website or contact email list it. So your best bet is to call and speak with the owner. Sometimes I hear people asking to speak with the person in charge of marketing and having worked for consulted and been the gatekeeper for many small businesses, I can tell you that it's the quickest way to get a no. By not identifying who you are trying to speak with, you have immediately made it clear that you have not done your homework and our randomly calling the business and will sound like a telemarketer even if all your research doesn't bring up the correct contact person or any contact person for that matter. The following as an example, may work for you. Hi. I was in your place of business recently and thought you would be the perfect candidate for a free celebrity event were hosting nearby. With these free a few sentences you have hooked the person's interest. Here is what they hear on their end. Wow, this person was actually in my store, so they must know my business. At this point, you should know the business have actually have stopped by or done enough research to make it appear so. Next they hear the word celebrity, which may entice them to want to know what celebrities are attending, what you can go into later if they demand to know. You can just mention a few celebrity names that you are considering for your event. Just don't say the word considering in the conversation. Finally, the word free seals the deal to get to the right person. It says, Okay, this person may not be a telemarketer, and I'll take the chance and get them to the right person. After all, they were in my store and I want to provide good customer service. Once you get to the person in charge, you will have approximately 15 seconds to tap the correct words they want to hear. Use the words free and celebrity together during this time to grant you the ability to continue and get an in person meeting. That is your ultimate goal. Now, in reality, you do have a free sponsorship option, which, as we mentioned before, is called an in kind sponsorship from here. Once you get the meeting, you should start from the lowest and up sell to the highest and number three. Reiterate that you are a small business as well. That goes a long way with a lot of business owners. And finally, number four always mentioned other sponsors, if applicable, that have already come on board to sponsor your event. In general, no one likes to be the first sponsor, and this will give some assurance to the sponsor you are speaking with Now that your event Israel. Ultimately, I always recommend taking money off the table when creating sponsorship proposals. Instead, think of the value your prospects sponsors are looking for and how you can creatively and uniquely bring that value to the sponsor in a way they could not otherwise find. In the next lesson, we will go through a sample sponsorship proposal highlighting the key components you should include in your sponsorship kit. I have attached our media kit for upcoming event for students to review. If you are asking professional sponsors to fork over cash for your event, the first impression is everything. 5. Creating The Marketing And Media Kit Materials For Your Sponsors: welcome back to Part three of planning and executing a successful event. Lesson to finding sponsors for your event. Before we begin this lesson, you should go over the project steps attached to the previous video lesson to better prepare you for this one. Once you have done that, come back here to continue. The best thing you can do is to create a sponsorship media kit or higher our designer to great one for you. Believe me, it'll be well worth the effort. Let's open up our media kit, which I have open here, which is contained in the additional resource is and review it in detail. Here you can see we have the first page, which really grabs the sponsors. Attention sponsors. Time is very limited, and they may not be able to review your media kit in a full. So the best thing is to make sure the cover page is as attractive as possible. You should entice them to want to read more about your event. Unless a sponsor is a personal friend or colleague is very dangerous to ask someone to sponsor an event without some sponsor marketing collateral readily available. This is a signal to the event sponsor that the host is unprepared and is unlikely to get the sponsorship. If you're going to print the brochure, it is actually a good idea for your designer to create a page to which serves as a sort of inlet cover page with little text moving on to PATRI. You'll see the speaker bios in our media kit. Page three immediately tells the sponsors who will be speaking at our event and the value of the speakers, whether you have celebrities and in your media kit or not having this page in the beginning gets right to the point page, for we can establish here the five W's who we are, what we are about, why we're putting this event on where and when the event is going to be. If you have a recurring, well attended event, do not be afraid to use that as leverage, even if you do not have a venue locked in. Yet. Page five showcases the event attendees from last year, as well as the sponsors of last year's event. Again, this page may not apply to you. If this is your first event, however, you can instead included more information about your company that may be useful in this section. Page six is one of the most important pages in the media kit. Sometimes this page can go right after the speakers as it gives the sponsor and immediate. I idea of who the target demographic is and who the audience is they're trying to reach. So don't forget this page. Page seven and Page eight, as you can see, are starting to begin to get to the financial aspects of the sponsorship. As previously mentioned, The idea is to get past the financial part after creating value in the sponsors mind. So the financial aspects are later in the media kit. Here we have the sponsor table again later in the media kit after the value has been established. Pages nine and 10. After seeing the sponsorship prices in the previous pages, some sponsors may stop to investigate. However, Pages nine and 10 should reiterate how great the event was in the previous year if applicable, and gave the sponsors an indication as to the deadline. So there in a nutshell, students can use this template as a guide in creating their own sponsorship proposal and media kit as mentioned, An amazing design can go a long way, and hiring a designer to create your media kit will signal to sponsors that you are ready to plan a serious business or networking event in the next section. We're going to over the financial planning and budgeting often event, of course, very boring for some, but, as I mentioned is very crucial to make sure you have all the financial aspects of your event planner properly. 6. Creating A Simple Budget Outline For Your Event: welcome to the fourth part of planning and executing a successful event. Lesson one Budgeting for your event in this unit, we will properly explore how to budget for an event. This will include how to make a simple budget outline based upon the items we know we will need for the event. Now you do not need complicated formulas and spreadsheets to make a budget. In fact, it'll almost be like creating a budget on the back of a napkin. I wanted to make it so simple that anyone could do it. Even if you have not created an event budget before, this guide will show you the simple steps to get started. The first thing we will want to do is open up. Microsoft Excel. I want to reiterate that when we create some formulas in Excel, they will be very simple, and you should not be intimidated by them. Additionally, at this point, there is no need to make your Excel look pretty. Eventually, you are more than welcome to do so. If you are going to share your financials with a group other than yourself, finally, note that your ultimate event may not need each line item that we're including here in this instruction guide. But it is a best practice to put everything you may need in the spreadsheet as a habit. So you do not forget anything down the line. Each one of these items we will come back to in the following lesson. Let's get started. The first thing I like to do in my spreadsheet used to change the sheet, one to something more familiar. In this case. Let's name it. Event planning. Next you see the top I wide in my two columns and be because I'm going to put my headers in there column. They will have my line items and column B will have the cost of my line items. I also like to change to the number sign for the costs. I know when I put a cost in there, it represents a numerical value. Great. So now I can begin filling in all of my line, Adams, that I know I'll need to host the successful event, which is my venue. I know I'm going to need a catering service now. You may decide depending on the venue that you want to host your own food. Wine and beverage. The good thing about having a catering services that many, most caterers, especially in in large places of cities or places where they host a lot of events, will have their own insurance, which most of the time will be required. In addition to the liquor license, which will be required to serve alcoholic beverages at an event, the list of volunteers some volunteers may be paid, so if you want to do that, you can. And that may be a cost for you. Insurance specifically in states like New York City, where the venues require the event planners toe, have sometimes one million after $2 million of insurance will go over that later. In terms of how to obtain insurance and what that really cost for different venues, you may need coat racks depending on the time of year. This season. I know last year we had our event with Daymond John and the winter weather. It was raining that evening, I believe, and it was good thing we had coat racks because a lot of people utilized that service chairs. Some venues may have chairs. You may have to bring supplemental or additional chairs, depending on the capacity of the event and finally table or easels for sponsors again. If you having sponsors for an event, they may want to showcase their items, and it gives them an opportunity to do so. If you set this up for them. And really, that's simple, and that's it. The first part of the primary line Adam list includes 67 items that, for the most part you'll need for planning your event. But what I also like to do is create now a secondary line item list, and this will include two things. Marketing, budget and ticketing, whether you're going to take tickets online or offline, and how that process works and the cost associated with those. And we'll get to that again and a little while. But for now, you've set up your first simple budget outline for your event. Left recede toe Lesson two were where we'll fill in some of the items here in more detail, and you'll get a sense of what you may or may not need for your specific event. 7. Filling In The Cost For Your Event: Welcome back. Lesson two. Calculating the cost. Now that we have set up the general budget, we will want to calculate the cost of the venue and other services, and item is based upon our budget and how many people are expected to attend. First, let's create line and budget total budget. In this scenario, we're going to assume we have a budget of $8000. Usually it is at this point you will want to create a spend per guest. If we ever heard event planners or caters speaking, you may have heard the mention how much they're going to pay for guests, essentially allocating how much each guest is going to cost food and beverages or alcohol. If you are a skilled negotiator, you most likely confined a great caterer who is willing to do your event at a discount of normal rates. However, expect to spend anywhere between $20 to $50 per person for your average networking or business event, depending on the type of fool you are going to serve. Note for alcohol, you will have to spend a little more next. How many people are you intending to have in this event? keep in mind, you should try to stick between 1/3 and 1/2 of your total budget for food and drinks going into the event. For this case, let's say we expect 100 people to attend the event, so we're gonna put 100 great. And in my experience, unless you know an event is going to be sold out, it's better to save some money on the food and wine because, most likely, not everyone will want an alcoholic beverage. So let's assume a budget of 75 people at 50 $50 per person, which includes alcohol, in this case for a total of 3700 and $50. So let's do that again. We're budgeting for 75 people at $50 a person, for a total of 37 50. Let's put that in the catering section here. The great thing about having a catering service is that you are relieved of the headache of planning for food and alcohol. In addition, most all catering services have the on licence for alcohol, and any venue is going to require, in order to serve alcohol toe, have a liquor license again, a big headache that is relieved if you are an event planner, and I always recommend going with the catering service for your event, at least initially. Volunteers in this case are volunteers are doing this for free, But again, you're welcome to pay your volunteers. If you like insurance. In general, the insurance sometimes comes with the venue. Sometimes you'll have to get your own insurance. Insurance for events can range from $200 up to $1000 depending on how much insurance is required by the venue. That's something specifically you would have to speak with the venue about. But in this case, we're going to put $400 coat racks again. If the weather is inclement, you may wanna prepare extra coat racks or extra co facilities so people will be able to offload their items that they usually bring after work or during an event. But for now, we're going to put zero. If the venue has additional shares, great, somehow you may need to bring supplemental chairs. Let's assume for this scenario the chairs already set as part of the venue package finally tables and easels for sponsors. Now it's interesting because most venues I find do not have tables and easels set up for sponsors. Some do, but we want a budget for this, just in case. I found that most of the time you can get a group of easels from Craigslist or Amazon or hundreds of other places online and average cost. Generally, you can get them pretty cheap. 10 $12 per easel so, say, $10 for easel. Say we have 10 sponsors for $100. Now, if you go back up to the top two venue, we haven't added that cost in. But the good thing is that we've eliminated two processes by having the other items filled in. We know we need a venue with a seating capacity of 100 or greater. There is a resource called biz bash dot com B i z B a s h dot com, which is a great place to start for contacting different venues for your event in getting the prices. Now that we have the catering service, sit up, we're going to proceed. We're looking at different venues at biz bash dot com in the next lesson, and we'll show you how to do that shortly. But for Now, most of the items here you'll see have been Kykuit are ready for your event again. Very reversal. What it wanted to now also is create a total cost column because we don't want to overrun our cost. We also want to create a some and some all our total cost is pretty simple. What you do equals some s. Um Put your Firth first, friend, Is he here? And what you can do now is dragged. I'm down and hit Enter so you can see our total cost so far is $4250. The other thing I want to do is not to forget my headers cost headers here. If I know any time someone else looks at the spreadsheet, they know that their costs are in column B. I'm not too bold and light certain items in my spreadsheet. As I mentioned in less than three, we will go into detail about choosing a venue and selecting the right venue for your event . 8. Choosing A Venue: Welcome back. Lesson three. Selecting a venue within the budget. So here we're going to go to biz bash dot com. I already set up the girl in the website here. Biz bash dot com is a great resource for all of your event needs. You confined venues, suppliers, caterers. What we'll do now is going to locate an appropriate venue, our event, quicken venues and just a note you can also use. Other resource is there's a resource called jigsaw conferences J. I. G s a. W conferences dot com, and they'll actually help you find a venue at no cost. However, generally I prefer to do my own research. So biz bash dot com is the first place I usually go to search for a venue. You can see if you look on the left hand venue directory in search. Part region, in this case, is New York. Search my name by category by location capacity, which is important for us or style, which reception style, banquet style, classroom style or theater style or all options. Since we know that we're going to have at least 100 people at our event, let's put ah 100 up to 1 50 click on search. Great. So there are quite a few venues that have come up, and I figure this may happen and screw down to the bottom. Yet you'll see 587 results found Page one of 24 which means that they're quite a few venue spaces here. Personally, I don't want to contact 587 venues, so I need to find another way to categorize this. Generally, you know, if you obviously cancel ECT and minimize the locations you can do by reception, style theater, classroom or banquet. But one of things I generally do is like to sort of by price price of the venue unfortunate With biz bash You have to either call each venue individually to get the exact pricing, which can take a lot of time, and resource is that you may or may not have. So what we're going to do is go to another resource called event up dot com and actually receipt here. It's already. Let's go to the main u R L event up dot com, e v e n t u p dot com. And if you're in a major metropolitan area. They see they sort all the venues here, click on New York and ah, the budget. Great. So here we can actually select venues that are within our budget, which in this case, we're going to select at $1000 and $1000 is approximately or is 1/8 of the total budget of $8000 that we had for our event. So here, if we look carefully, we can see each one of these venues listed now is $1000 or less. And, of course, you would have to call the venue himself to confirm this. But for the most part, this ah site is up to date on different venue pricing for each of venue that is listed here and again. It's a great idea to knock out venues that you would not be able to afford and just stick with the venues that are within your budget. Again. This is event up dot com. We'll do now is go back to Let's minimize this. Go back to the event spreadsheet and since we know $1000 is our event budget Sorry. Venue budget Put $1000 there. Great. So now all together. Look down. We spent $5250 off our $8000 budget. What I always like to do is create a Difference column or difference line item, which essentially is the difference between the total budget and the total cost. How much been so far? That calculation is pretty easy again. We're gonna go equals some. Don't forget the prophecy. Click once B 22 which is our total budget minus B 20 which is the total cost so far. Hit. Enter and you have how much you have remaining, which is $2750 within your event budget. Now the question, of course, is What are you going to do with this? 27 50? You have remaining 50% of that, Most likely will will be used in our marketing and our next lesson. And if event planning has taught me anything, it's that you need to have a reserve because surprises will and do occur not only during your planning but also during the day of the event. So it's always good to keep a nice cash reserve in the back. I hope creating a simple budget for event wasn't too difficult. And now you can clearly see the cost of your of your events. So we're going to get ready to proceed to the next lesson, which entails ticketing and marketing your event. 9. Event Marketing and Selling Tickets To Your Event: welcome to part five event marketing. Expanding your reach. As you may recall, from Part four, we had of remaining budget of $2750 for our event marketing. It is also important to remember that 50% of that budget, or 1000 $375 should be used in traditional marketing before we look at alternative forms of marketing. In this lesson, let's refresh as to what traditional event marketing entails. Press releases. You have to get the word out about your brand an event, but try not to spend too much time or money on press releases. Sites like PR web dot com exist so you can get the most distribution for your dollar. However, they can be expensive if you do more than a few press releases, there are cheaper alternatives and free ones as well. But you must ensure that the reputation on the PR distribution service you are using this stellar. Otherwise, you may find that your paid press release won't get picked up by Google or being the most popular of search engines. Email marketing. In the age of social marketing, email marketing is still highly effective as ever. Use your network and email list you've acquired over the years to tell everyone about your new venture or event. Social Media Marketing. Of course, a tried and true method to get the word out about your brand effectively is social media marketing. And, best of all, it's free on the street marketing. Having a small team of people handing out flyers at popular places could be effective as you get closer to your event. While this form of marketing may not work for everyone, you should at least investigate it again. The alternative forms of event marketing that we're going to mention shortly should not replace the above but serve as a compliment toe what already works. Although these supplemental approaches may not always work for each type of event when they do, the results are incredible. Video marketing Most event videos I have seen are usually bland corporate videos that really do not capture the uses attention, for that matter. Video marketing, I find, is usually overlooked by many events, both big and small, because of the perceived costs. Although video marketing is no longer extremely expensive, you should have some type of budget for video creation, editing and promotion. And we do. In this case, videos worked extremely well as the teaser to your upcoming event. To get people excited about attending, you can entice users with a sizzle reel, so they hit that R S V P bun we created a little while ago on Splash that dot com in the additional resource is Section. I have included videos off some of our current and past events. Take a look at these before coming back to this section. Creating a video is a great cost effective way to establish your brand without spending a fortune, even if you do not have an internal video editor who can do this for you. There are many places to find someone who can customize a video for you. Another great marketing tool that is often underutilized. Is the college a university student? Believe it or not, students are some of the most passionate event promoters, particularly if they believe your event organization has a great cause of mission. Do not miss out on this opportunity. Even if you do not have college contacts, chances are you know, someone who knows someone who knows someone ask that college student. If they would be able to be your brand ambassador on campus, you may have to pay them in the form of beer or pizza, but it will be well worth it. They can spread your word around college campuses quicker and more effectively than any form of traditional or digital marketing would. Now we will move on to the final part of marketing and ultimately ticketing your event in the additional resource is section. I have listed quite a few websites that allow you to list your event as well a sell tickets to your event. We will review one of them. Now. Keep in mind that each one has a different feature set. But don't be afraid to experiment on different websites to sell tickets. As an added bonus, I have provided a sample guide called Day of Logistics for one of our actual events in the past. This template shows the event day logistics and will help students better plan on the day of their event for ticketing your event. There are many options, including eventbrite dot com. Splash that dot com, the place where we created our initial R S v P page event be dot com and ticketleap dot com . There are many more, but for now, let's stick to those personally. I like some of the bigger ticketing vendors like Eventbrite because they have more tools to promote your event. Let's go there now. The main goal in creating your event is to have fun when doing so when you plan your own events. There will be undoubtedly some mistakes along the way. However, with proper planning and budgeting, you can rest assure that your event will be a success. Taking a look at Eventbrite When you sign up, you can add your event title here, just like on Splash that dot com. Let's make a event called Are Great event this the event venue name. So say we're hosting it at Lincoln Center in New York. The address, Let's say, West End Avenue in New York there ago. The date and time can be filled in as well. Whether this event repeats, you can also upload your logo Here. Here, you can put your event description. The event is going to be awesome Organizer name. This was filled out in the beginning when you signed up to Eventbrite. In this case, is our company name in our company description. You can also choose to include a link to your Facebook Twitter page, and then you'll create the type of tickets free paid in this case or donation. And then, when you're ready to submit, you can make your page public or keep it private until you're ready to go classify your event by categories and either show the remaining tickets. On the page or not, I journal. Keep them off as it allows people to get excited about worrying. If there are a lot of tickets, a little tickets left for an event and then finally customize the Web address. Once you make your event live or choose a design, you can customize the page as you would on splash that dot com. As we did before, You can customize your ticketing options and other options. As you see here. This event page will serve as a funnel to all of your tickets that are selling online. When somebody purchase a ticket, you'll immediately get notified of the ticket purchase. In general, using as many ticketing sites to sell your tickets gives uses the opportunity to access your event throughout the Web. I want to thank you for coming on this journey with me. And I look forward to seeing some exciting up and coming events. Feel free to leave your feedback for your fellow classmates and provide a review of the class so others can learn about it and get the help they need to plan a successful sold out event. If you wish to know more about me or need hands on help in planning your specific event outside of the class, please feel free to send me a message on my profile. Thank you.