Virtual Event Success

I just finished producing a freemium telesummit for one of my clients. Freemium telesummits are ones where the attendee gains access to all the live sessions with just their email address.

I know, I know, I can hear you now….

“But Leesa, don’t you frown upon the freemium telesummit model?”

Yes, I do and my client had to really twist my arm to produce his third telesummit using the freemium model.

But I’m glad I did…

Because I was able to experience firsthand the differences between premium vs. freemium telesummits.

Now, this doesn’t change my view of hosting freemium virtual events, but I do believe that there are some wonderful benefits to hosting a freemium one. So, here are the disadvantages and advantages of hosting a telesummit based on the freemium model.

Advantages of the Freemium Model

The Freemium Model Encourages a Higher Level of Access on the Live Calls

My client only offered the live session for free which ended up being a REALLY smart idea. If the attendee missed it and wanted to access the replay, they had to invest in the package that contained the recordings.

There were no 24-hour or 48-hour access to the replay. You had to be there to listen and if you missed it, invest in the recordings.

When I checked my client’s numbers in InstantTeleseminar, he had 10x the number of people listening in via the phone or webcast compared to the premium telesummit we hosted in 2010 and 2011. Ten times! I was SHOCKED at what I saw.

With that many people listening to the live session, it results in a higher percentage of attendees taking action on offers the speakers or the host make. One speaker emailed us to say how delighted he was to see a bump in subscribers to his list after making an offer during the live session.

My recommendation: If hosting a freemium telesummit, offer free access to the live sessions only. Save the recordings for the package that people need to invest in.

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When I was planning my very first Social Media Telesummit in 2007, I was a little nervous about hosting it. You see, I was known as a podcasting expert and while it is part of the social media toolkit, I wasn’t sure I should be the one hosting a virtual event on the topic of social media.

I went ahead with it and after hosting the Social Media Telesummit in 2008, 2009 and 2010, it helped to boost my income and raised my credibility in the marketplace which made it so much easier to attract clients and joint venture partners.

If you’re waiting for someone to give you permission to host a virtual event on your topic, you need to shake all your doubts aside and just go for it.

Here are a few reasons why you’re the best person to host a virtual event on your topic:

You know ALOT about the topic.

You studied it for years, you have a degree or certification in it or you have experience working with a process, tool or procedure. For example, I started my first blog in 1999. I could easily host a virtual event about blogging due to the number of years I’ve used this tool. So, what do you know really well? Whatever it is, you can definitely host a virtual event on that topic.

You are your own success story.

Maybe you were once bankrupt and are now a self-made millionaire. Or, maybe you were angry and then, you developed a unique system that led you to a life of peace. If your mess is now your message based on a step-by-step system that you created, you are in a great position to host a virtual event.

My friend, Milana Leshinsky is an excellent example of this. When she first migrated to the United States from her native Russia, she started doing mini-websites for people. Eventually, she focused on helping coaches create multiple streams of income online. She went from making $100 here and there to a multi-million dollar business. She was more than qualified to host the Coaching Telesummit in 2005, 2006 & 2007.

You have a community of people who listen to everything you say.

You may have spent months building a membership website or an online association and now, you have hundreds and hundreds of members who hang on to your every word. One of my clients, British Hill, was in this position. She spent a couple of years building an online community that numbered in the thousands and now, she was wondering how to monetize this attention.

With my team’s help, British hosted a wildly successful telesummit which led to speaking engagements and a renewed relationship with her tribe. If you have a membership website, Ning group or online association with a membership in the hundreds, a virtual event is definitely something you are more than qualified to host.

You’ve written and spoken on the topic.

If you’ve published a book, a series of articles, a column or if you’ve produced a television show, radio program or podcast series on your topic, then you’re fully qualified to launch a virtual event in your industry or niche.

When I wrote my book, Podcasting for Profit, I interviewed just over 50 podcasters and did tons of research to make sure all my data was correct. People really appreciate this dedication to a topic and if you write or speak on a topic often, this qualifies you as an expert.

Which brings me to my last point…

Others call you an expert

If the media quotes you often or if a journalist, colleague, best selling author or one of your clients calls you an expert, then you should wear this badge with honor. As an expert, people will listen to you and take your opinions more seriously. When you have this platform, it’s a perfect time to host a virtual event.

My final thoughts

You do have what it takes to host a virtual event. You do not need anyone’s permission to do so. Just remember that if you know as much as you do about your topic or if others believe you’re an expert, it’s a fine time to produce a virtual event.

Want to get started with your telesummit, video summit or webinar series? Why not invest in the Telesummit Success training. This content rich audio program, plus downloadable transcripts and handouts, will get you started with planning your telesummit.

I presented this material at a closed door event hosted by Kendall Summerhawk. Over 250 coaches gave me a standing ovation after the session was over. Telesummit Success will teach you the four things you need to do to get started with planning your telesummit. Click here to get more info on this program.

Photo by René Piamont

I read an article in Canadian Business magazine written by Andrew Potter about the halo effect. It’s the perception that objects or people are better because of certain traits. For example:

• People are willing to pay more for organic foods because the perception is that it’s more nutritious.

• Or, that tall people are more likely to be hired because the perception is that their height makes them more competent.

The halo effect got me thinking about telesummits and virtual events…

Only Live Is Good Enough

I’ve noticed a curious habit when setting up telesummits and virtual events for my clients. Most attendees will wait until the last minute to register (70% to 80% of new sign-ups come through in the few hours before the first live session begins), then panic if they don’t get the call-in details before the first live session starts.

Despite the fact that the attendee can catch up with the recording, they will ask for a refund because they missed the first session as it was playing live.

Many treat telesummits and virtual events as a rock concert…

We grew up in an age when live was a better experience than the recording. If your favourite band came to town, you had to be there live to have something to remember for the rest of your life.

If a recording of a past concert was available for sale on DVD, you’d buy it  on your way out of the stadium knowing that the recorded experience could never compare to what you consumed live.

Another example is the series finale of Star Trek: The Next Generation…

When the 2-hour finale was shown on television, I didn’t record it on my VCR (remember those) so I could watch later on. In fact, I climbed on the subway and made the trip to the Rogers Centre (then called the Skydome) to watch the series finale in a stadium with over 30,000 other Star Trek fans. When the episode is shown today in syndication on television, I reflect back to what I was doing when I saw the episode live.

We have been socialized to believe that the live experience is way better than the recording. The halo effect with telesummits and virtual events is that only the live session is worth investing in.

Use On Demand Language

As telesummit and virtual event hosts, we need to use different language when referring to live vs recorded content. If the halo effect gives the perception that live is better than recorded, then we have to change the perception with what we say.

On demand content is the language we should use.

• On demand helps us sell choice to the attendee.

• On demand helps to lessen the hierarchy of consumption.

• On demand helps to democratize how attendees interact with the content.

• On demand helps to remove the stigma that one consumption style is better than the other.

How would you reflect this new reality on your sales page? How would you position on demand content so attendees understand what they’re investing in? Leave your comments below.

Most people have no clue what to do with attendees after their telesummit is over.

I’ve been teaching my clients a powerful strategy to move attendees into their high-income programs so they make-money BEYOND admissions, but sometimes, they get stuck on how to have that conversation to enroll them as a paying client.

I think of it as a “moment of truth,” because this is the time that your potential client is hovering on the verge of saying yes to a big positive change in their life.

And if you didn’t make much on upgrades with your telesummit or virtual event, the next chance to recover your time & expenses is to move attendees into a mastermind, coaching or consulting package.

But in reality, this is what happens most of the time:

• They go away telling you “I need to think about it” and you never hear from them again. (And the thought of chasing after them feels yucky)
• Your prospective client says “I don’t have time right now” and gives you some excuse as to why
• They tell you “I can’t afford your services” – and it’s frustrating not knowing what to say in response

It really doesn’t have to be that way.

With the right approach, you can learn how to increase your success with consultations while being your authentic self – without feeling pushy or awkward.

That’s why I want you to meet my friend, Bill Baren, who has a proven step-by-step method to enroll high fee clients from 1:1 consultations and EVEN from teleseminars and speaking engagements.

I invited Bill to reveal his most powerful strategies for getting people to say YES! to your services in a special teleclass.

By using these strategies, 80% of the prospective clients Bill talks to say YES to hiring him as a business coach. That’s what led Bill to dramatically expand his business (with 4 coaches on his team) AND have a waiting list to get in to work with him.

Join us for a one-time FREE teleclass called…

“How To Enroll New High-Paying Clients Without Doing Any Selling”

Wednesday, August 31st at 11:00am Pacific / 2:00pm Eastern

Click here to register your spot for this FREE call.

Here is just some of what Bill will share on this content-rich teleclass:

• Bill’s most powerful step-by-step formula for leading prospective clients to “YES” – it works anytime, anywhere. (This is the true key to radically increasing the number of people who hire you during consultations)
• How to turn the dreaded response of “I can’t afford it” into the perfect opportunity for you to enroll a new client right on the spot.
• The #1 thing you need to do in your consultations so that clients say yes to your services (it’s not what you think).
• Is fear of rejection or lack of confidence stopping you from getting clients? Bill will show you a simple fear-busting technique you can use right away.
• Bill’s super easy method that you can use during free consultations that can DOUBLE the number of prospective clients who hire you.

If having consultations that turn into clients is a skill you know you need to learn (or improve), I highly encourage you to make time to be with us on this call.

Bill will show you EXACTLY what to say to enroll new clients 80% of the time or more. And it’s not pushy, so it’s perfect if you have an aversion to having to “sell” yourself or your services.

One of the things I so appreciate about Bill is how much value he gives in his calls.

So register now so that your place on the call is reserved, OK? (You’ll get the call recording too, so be sure to register if even if you might have to miss the call)

As a thank you, you’ll also get Bill Baren’s “5 Steps To A 6-Figure Income Through Masterful Enrollment Conversations” Guide, which shows you how to use masterful enrollment conversations to create a 6-figure business. Click here to get your complimentary copy of this ebook (a $97 value).

(BTW, if you can’t make the call live, register anyways as only those on the list will get access to the recording)

I don’t cover nearly enough webinar success secrets on this blog and I get alot of questions inquiring about webinars. So, in a Getting Acquainted session a few weeks ago, Roberta Budvietas asked me what is the best way to choose a webinar service and with her permission, I recorded that part of our conversation.

Choosing a webinar platform isn’t easy to do, but if you ask the right questions, you’ll choose one that fits with your needs and that of your target market. Take some time to listen to the 16-minute non-downloadable audio recording below for my tips.

After listening to the audio clip above, what other advice can you give about choosing a webinar platform? Please provide your responses in the comment area below.

One of my favorite coaches and good friend, Louise Crooks, asked me some questions about telesummits. With her permission, I recorded a portion of our conversation to make it available to you.

Here are the questions Louise asked me:

1. How successful are telesummits that rely on upsells to make money? I shared numbers that you’ll find quite interesting
2. Everyone and their mother is doing telesummits - and for free. How do I make mine stand out? I shared one powerful tip that I got from telesummit pioneer, Milana Leshinsky
3. How should I price my telesummit? What is the range that I should consider? I provide the 3 things you must consider when pricing your telesummit registrations

Click on the play button below to listen to this 7-minute audio interview.

If you’d like more tips on how to make money with your next (or first) telesummit, I have 10 copies of Multiple Streams of Virtual Event Income that I brought back from my trip to the Meeting Planners International World Education Congress. Not only will I pick up the tab on shipping, but I’ll personally sign a copy. Click here and use the coupon code FREESHIP to get a copy of the book.

(Note: If you’re using Internet Explorer (64-bit) browser on Windows 7, or if you’re using an Apple handheld or tablet device, such as an iPad, iPhone or iPod Touch, the play button may not be visible above. Please use another browser, such as Chrome, Firefox or non 64-bit Internet Explorer on a laptop or computer to play the audio above)

Article from One+ Publication

While reading the onsite daily publication for the Meeting Planners International (MPI) World Education Congress (I’m going to speak at 3pm Eastern today, July 26th, on How to Enhance Your Meeting Planning Offerings Managing Virtual Events), I came across a story that admitted failure.

A room was set up where 600 were expected to attend a session called the Solution Room. Only 20 showed up. Because of this, other sessions were packed, creating a “standing room only” in some rooms and frustrating attendees who couldn’t understand why a big room sat almost empty.

While MPI could’ve easily NOT addressed this oversight, they chose to the opposite. The article in the publication is about 300-words and in it, MPI apologized for the oversight and promised to do better next time.

I applaud MPI for being bold about putting their problem in print.

There’s no shame in admitting an experiment went wrong. Nothing at all. Too often, telesummit organizer, virtual event managers and those who set up virtual events give the world the impression that their virtual event “was a hit.” I roll my eyes whenever I see this. In my mind, if you have no social proof to prove that your virtual event was a hit (sample of Twitter tweets or blog posts from attendees), then chances are it wasn’t.

I know that it’s not easy to admit failure in a public way.

It took me awhile to admit that my 2010 Social Media Telesummit – the last one I hosted – was a bust. Only 15 people signed up and I took in just over $5,000 (a far cry from the $40,000 I pocketed when I hosted the virtual event a year earlier).

I was flabbergasted at the results and completely embarrassed. I’m supposed to be the “virtual event go to person” and I couldn’t even replicate my own success.

Looking back, I can see where I went wrong. I have used this experience to help my own clients avoid costly mistakes. It’s better for me to make those mistakes on my own dime than to do it while getting paid by someone else.

I recommend that the veil of untruth be peeled back.

There’s nothing to be ashamed of when you don’t attract the number of attendees you thought you would, or if you don’t earn the type of money you planned for.

• Document what went well and what could be improved.
• Get feedback from speakers and attendees.
• Hire the right type of help so you avoid the mistakes the next time around.

Failure is okay if you learn from it.

When I hosted my first telesummit in 2008, my virtual assistant (VA) was ill equipped to help me. To be honest, both of us were pretty much stumbling in the dark.

While I was able to earn just $200 shy of $20,000 from my first telesummit, I really needed someone who could manage the entire thing for me. Because when my telesummit was over, I was too tired to be bothered with the next product launch in my funnel.

A year later, I hosted another one, but my VA was frank with me stating that she couldn’t dedicate the hours that it’d take to help me put it together. It wasn’t that she was incapable. Not at all. It was because she would have to work the equivalent of another work day during her family time to help me out.

And I totally understood.

That’s why after I hosted my second telesummit in 2009, I trained 3 people on the methodology I use to run telesummits. They became known as the very first Virtual Event Managers. I combined my 15-years experience in project management with complex world of virtual events and came up with the term virtual event management.

I mentored and coached these 3 ladies and now, the team has grown to 12. This fall, I will open the doors to train more VAs, meeting planners, Online Business Managers and project managers on how to set up telesummits for others using this step-by-step process.

Based on my early experience, VAs can definitely do the job and help you run a telesummit.

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