Live Event to High-Ticket Offer Campaign

The Objective

Market a low-ticket in-person event to attract and convert qualified leads into a high-ticket mastermind.

The Challenge

The in-person event that would kick off the launch of this mastermind was originally planned for the prior year. However, due to COVID restrictions at the time, the event had to be canceled. This brought up a unique challenge in not only needing to get new leads aware of the live event but also effectively re-engaging previous ticket holders. Would these previous ticket holders still be interested in this solution? Did they still have the problem they had a year ago? It was time to find out.

The Approach

Connection.

This high-ticket mastermind was for established business owners who wanted to leverage the power of public relations to become household names. Making connections is vital for achieving this. Also, as the low-ticket live event would kick off just after pandemic lockdowns were lifted, the theme of connection perfectly aligned with what we were all seeking at that time.

We kept the theme of connection throughout the campaign by utilizing affiliate partnerships, implementing a surprise BOGO ticket option, hosting a private group just for ticket holders, and running live value-based webinars in the weeks leading up to the live event.

This campaign resulted in a sold out mastermind that added an additional six-figures to the company's bottom line - organically.

My Key Responsibilities:

Creating a 90-day marketing plan for the team that included:
- Campaign runway content
- Waitlist promotion
- Previous ticket holder re-engagement
- Affiliate partner promotion
- Live event promotion
- Live event nurturing
- Post-event sales (high-ticket mastermind upsell)
Post event sales (low-ticket course downsell)
Reviewing content to ensure best practices for are being met to increase conversions
Meeting with stakeholders to review, analyze and make any adjustments needed throughout the campaign