WEBVTT

1
00:00:00.000 --> 00:00:06.040
Hello everyone and welcome to the gym seagrass podcast. This is Alex and I am going to be your host on this beautiful

2
00:00:06.560 --> 00:00:11.360
Friday morning, which may not be the time that this is even being released, but it's Friday morning for me

3
00:00:11.360 --> 00:00:15.320
So anyways, I'm here with my co host Charlie Charles

4
00:00:16.480 --> 00:00:21.000
He's a tiny like six pound dog and doesn't speak, but he is always felt spiritually

5
00:00:21.360 --> 00:00:27.800
Anyways, what we're gonna be talking about today is how to run an awesome event and make money from it

6
00:00:27.800 --> 00:00:30.760
Which from all the stuff that I talk about I

7
00:00:31.440 --> 00:00:33.960
I like to tell my clients and my high-end clients

8
00:00:34.480 --> 00:00:39.040
If I'm ever going to tell you to do something, it's always going to have an ROI component to it

9
00:00:39.040 --> 00:00:41.800
I don't believe in branding, which you probably heard one of my other podcasts

10
00:00:43.080 --> 00:00:49.400
And you know people are like build a culture. I want to build a culture if that's going to make me ROI that I can measure

11
00:00:49.920 --> 00:00:51.720
If it doesn't then I don't want to do it

12
00:00:51.720 --> 00:00:53.560
So I it's I'm not against some things

13
00:00:53.560 --> 00:00:55.600
I just think that there need to be ways of measuring

14
00:00:56.040 --> 00:00:58.040
Just doing things for the sake of feeling good

15
00:00:58.400 --> 00:01:01.600
Is not on my list because I feel like there's always going to be something else

16
00:01:02.160 --> 00:01:07.520
For a business that is going to be able to actually have ROI that I can measure and is well worth that

17
00:01:08.120 --> 00:01:10.680
Time or better use of that time. Okay, so

18
00:01:11.560 --> 00:01:16.480
Here's how there are a lot of ways to do events by the way, so I'll probably talk about this more, but

19
00:01:17.320 --> 00:01:20.680
Here's how I you know like to do them

20
00:01:21.680 --> 00:01:23.680
If you are going to do an event for

21
00:01:24.080 --> 00:01:29.760
Jim clients then you're going to want to do it and not make it for everyone. Okay, now that sounds kind of crazy

22
00:01:29.920 --> 00:01:34.480
But here's the point here because remember we're trying to make dollars and get more clients

23
00:01:34.480 --> 00:01:41.600
And so I like it to be a referral based event and have it be something that people can gain significance and status from and

24
00:01:43.520 --> 00:01:45.520
something that

25
00:01:45.520 --> 00:01:49.640
Encourages others to then mimic those people's behavior and something that those people can brag about

26
00:01:49.640 --> 00:01:54.080
Okay, so let's say you do a spa day with 10 of your clients, right?

27
00:01:55.400 --> 00:01:57.400
Or if you want it to be bigger

28
00:01:57.400 --> 00:02:02.560
Then you can have it be you know a bigger event now the thing is is if you do a really big event

29
00:02:02.560 --> 00:02:09.320
Then what you want to do is make it tiered so let's say you you have like the top spenders at your facility and the people who have

30
00:02:09.320 --> 00:02:15.080
Referred the most people as your one to your two is people who are good customers and maybe you've referred you know

31
00:02:15.320 --> 00:02:20.680
One person and just like paying on time and are generally friendly, and then you have like the rest of your

32
00:02:21.800 --> 00:02:27.000
email list or slash active clients who artists good clients blah blah blah blah

33
00:02:28.280 --> 00:02:30.760
If you're doing scenario one and you're doing a small event

34
00:02:32.360 --> 00:02:35.840
Small event tends to work well because then people are like well, why didn't I get invited?

35
00:02:35.840 --> 00:02:39.600
You're like, oh, you didn't get invited because you don't refer anyone and they're like, oh

36
00:02:40.160 --> 00:02:43.760
What you're like, yeah, oh, yeah to get to the spa day. We'll do another one in a few months

37
00:02:44.320 --> 00:02:49.280
To get into that one you just got to refer some people and now all of a sudden you created scarcity

38
00:02:50.240 --> 00:02:51.520
and status

39
00:02:51.520 --> 00:02:56.880
All tied into one and the only thing that they have to do in order to gain that thing that is now scarce

40
00:02:57.280 --> 00:03:02.800
And that gives them status and something that they can brag about like a spa day with you that only the exclusive best clients get

41
00:03:03.840 --> 00:03:08.720
They have to refer which is free signups now. Here's one of the interesting things about referrals

42
00:03:09.520 --> 00:03:11.520
And I gosh I could go down this rabbit hole

43
00:03:12.160 --> 00:03:13.120
Um

44
00:03:13.120 --> 00:03:16.800
Referrals are amazing for a couple reasons actually for a ton of reasons first thing

45
00:03:17.120 --> 00:03:21.120
Um, the faster you can get someone to refer the more likely that that person who referred

46
00:03:21.920 --> 00:03:28.440
Is going to set so it increases the lifetime value just by the active referring all right second thing

47
00:03:30.160 --> 00:03:35.040
If someone refers and now they stay longer they're more likely to refer again, so it compounds right

48
00:03:36.320 --> 00:03:38.320
Third thing the people that they referred

49
00:03:39.200 --> 00:03:43.200
Have the benefit of one being less price-resistant so you can charge premiums

50
00:03:43.920 --> 00:03:47.040
A second they ascend faster through your value ladder third

51
00:03:48.400 --> 00:03:50.400
They too are more likely to refer

52
00:03:51.040 --> 00:03:53.360
Someone as well because they came through river

53
00:03:54.240 --> 00:03:57.600
And so the chain continues and so I can't

54
00:03:58.400 --> 00:04:00.560
Over I emphasize how important

55
00:04:01.520 --> 00:04:04.240
Having referrals are and having little exclusive events

56
00:04:04.320 --> 00:04:06.320
So a lot of jimmers don't want to run a huge event

57
00:04:06.880 --> 00:04:12.960
Doing tiny little events like this can be so powerful because it creates something to aspire to and for you

58
00:04:12.960 --> 00:04:16.240
You can only hang out with the people that you like the most so it has a nice benefit there

59
00:04:16.560 --> 00:04:20.960
Okay, but you want to publicize it you want to take pictures of it um and

60
00:04:21.760 --> 00:04:27.840
Like you can call it like client VIP retreat and not have marketed it right and people start asking you when you come into the gym

61
00:04:27.840 --> 00:04:32.240
Like why could like what was that? I didn't I didn't hear about that right but oh, yes

62
00:04:32.240 --> 00:04:38.800
Sorry, it's just it's just for the top refers if you send someone now they want to now they're leaning in and now they're doing something

63
00:04:40.080 --> 00:04:42.320
Because you just say like oh, yeah, you don't have that status

64
00:04:43.200 --> 00:04:48.960
And people are very very sensitive to that um, so that's how you do the small events um big events

65
00:04:48.960 --> 00:04:54.800
It's probably I try to keep these um as short a few minutes possible so I will not dig into um

66
00:04:55.840 --> 00:04:59.840
What the big events can do but when you are inviting people

67
00:05:00.400 --> 00:05:05.440
I highly recommend using a direct male actual like physical direct male and like a FedEx

68
00:05:06.480 --> 00:05:08.880
Either handwritten or like personally signed at least

69
00:05:09.520 --> 00:05:10.640
invitation

70
00:05:10.640 --> 00:05:15.680
For those people that you want to come it just makes it like way cooler and it makes it enhances the experience

71
00:05:17.440 --> 00:05:20.160
So to recap if you want to get some referrals

72
00:05:20.640 --> 00:05:24.640
Not only just from the people who are your best clients because those are the ones who are most likely to refer anyway

73
00:05:24.640 --> 00:05:27.760
So you might as well treat those guys the best right and you want to have a small thing

74
00:05:28.160 --> 00:05:31.200
Do an exclusive cool retreat events ball day whatever um

75
00:05:32.160 --> 00:05:34.960
With your top 10 clients or top 15 clients, okay

76
00:05:35.440 --> 00:05:42.800
Um, and then take tons of pictures and then advertise it send them direct male to give them the invitation in a cool way to rspp

77
00:05:43.440 --> 00:05:44.720
and then

78
00:05:44.720 --> 00:05:46.240
If you want

79
00:05:46.240 --> 00:05:52.720
To bring 10 and then tell them to have a plus one that's a really great way because these are the people who people who are high spenders or people who value

80
00:05:53.280 --> 00:05:58.320
Your uh business the most and are also the people who are more likely to have friends who also would be high spenders

81
00:05:58.800 --> 00:06:03.360
Um in the same thing with with people who were you know top-refers if they bring if they're top-refers

82
00:06:03.360 --> 00:06:05.360
They already have a large network and have a lot of influence

83
00:06:05.760 --> 00:06:10.640
So when they bring people they're more likely to sign up and they have the most good to talk about you

84
00:06:10.800 --> 00:06:15.760
So if you had imagined you have your 10 top clients and you saw the model bring someone now you got 10 more clients

85
00:06:16.240 --> 00:06:19.120
From an event you take pictures people are like man

86
00:06:19.120 --> 00:06:21.040
I want to do one of those like well, you maybe you will

87
00:06:21.760 --> 00:06:26.720
This is something you can do every other month and it has a huge impact and people really dig it

88
00:06:26.720 --> 00:06:28.320
So use that

89
00:06:28.320 --> 00:06:31.040
Profit make sure that you have an ROI that's calculated from the event

90
00:06:31.680 --> 00:06:34.160
It's really easy when you do a small one so that might be a place to start

91
00:06:34.560 --> 00:06:39.280
Um, but if you want to do a big one then I will cover that in a later podcast. So

92
00:06:40.960 --> 00:06:44.080
I hope you guys have an amazing day use microadvanced to your advantage

93
00:06:44.640 --> 00:06:47.920
treat your best customers even better and show everyone

94
00:06:49.120 --> 00:06:54.080
That's in your network what it what it what it looks like to be a best customer in your business and how much

95
00:06:54.480 --> 00:06:56.480
Great treatment they get and so I

96
00:06:57.120 --> 00:06:59.840
With this beautiful Friday morning Charles give any other words

97
00:07:00.560 --> 00:07:02.560
No