THE EVENT PLAYBOOK

Through 16+ years of planning events, I've witnessed many successes and failures in the industry, and though we've all heard that sometimes we must fail to succeed, I've always preferred those failures be on someone else's dime. My role as an event planner is to help my clients realize their potential for success and show how a live event can grow their brand, while bringing profit to their business that continues long after the event. I take this role and obligation seriously and have created a program to help guide businesses from first steps to final decisions in creating their own successful live events. Not only is this program a game changer for those who don’t know where to begin, but it also establishes a clear path through key steps to obtaining profitable event success. 

Try to Imagine the potential of having a customized, step-by-step playbook that addresses these Key event goals: 

• How to Structure Your Event for Maximum Profit 

• Event Marketing Tactics 

• Butts in Seats — Attracting Your Ideal Audience

• Budgeting — Understanding Real Event Costs

• Uncover Strategies on How to Cover Your Event Costs 

How Much Profit Are You Losing Through Your Live Events?

For many years, people have been hosting profitable live events. They may even be in the same industry as you. Many of them may even have a smaller following than you. How is that possible?

Is there a secret to hosting a profitable event?

(Let’s be honest: almost NO ONE profits from their first event.)

Again, how much profit have you lost through your live events? It’s impossible to know how much profit you’ve either lost or left on the table. Unrealized opportunity, uninformed decisions, neglect, budget crunch, etc, can all have negative impacts on potential profit. If you’re like most marketers or business owners, you may know how many sales you made last month and if your profit is up or down right now.

But what you may not know is how much profit you COULD HAVE MADE if your event had been strategically planned before it even went live.

In the extended 12 Step Course to “Creating Maximum Profit for Your Event,” I will share even more specifics such as …

• Learning how a Small Event Can be Profitable (You don’t need hundreds of people to attend your first event to produce a profit.)

• How it is possible to invest a little to gain a lot? Learn how this method helps MY clients cover their event investment!

• Understanding the hidden costs in hosting a live event — by learning about the Industry Secrets hotels don’t want you to know!

• We will discover together how you may be able to cover your event costs with Budget Saving Strategies that help you gain more profit.

Not only do these Custom Playbooks deliver incredible results, they are reusable and can be updated and rearranged for longevity. Once I’ve walked you through all the steps to create Your Customized Strategic Event Playbook, you can use it to create successful live events again and again! 

To make this a reality, do NOT continue to make the same mistakes others make in the planning of their events, never breaking the cycle of missed opportunities, lost time and profit, whether it’s their first, or thirty-first event. The good news is there is a solid and proven solution, MY Customized Strategic Event Playbook will help you achieve your event planning goals ahead of schedule … you’ll be ready to get Your Event Marketing going efficiently, effectively and on time! 

 Have you ever considered how Your Live Event can Grow Your Business, while Building Your Brand?! 

The first level is focused on “Creating Your Event from Beginning to End”. There is a total of 8 Steps you absolutely need to know and address to produce your successful live event. I will share these strategic steps through 16 topics that will develop your Customized Strategic Event Playbook. For instance, I will reveal how to avoid thousands of dollars lost in attrition, hotel penalties, F&B minimums, rental and other hidden costs in a hotel contract. Also, how to increase your Event ROI, and can a live event increase the profitability in your business, or what is an event budget? I will guide you through these steps and topics creating Your Customized Strategic Event Playbook specifically tied to your needs. 

How can there be more than “Creating Your Event from Beginning to End”?  While covering the same steps above, the second level teaches you to “Create Maximum Profit for Your Event”. You will discover how to recognize lost opportunities and to create potential profit, including proven strategies that have worked time and again. For example, is there a high-end offer you’re forgetting to create and offer to event attendees and where does profit come from? In addition to incorporating your future business growth goals, discussing other revenue generating options available to you, I will share invaluable event industry strategies, that if applied, could lead you to maximum profit for your event and business. 

Once the program steps and action items are completed, you will receive Your Customized Strategic Event Playbook and have your path to a profitable, successful event that will not only build your brand, but if followed properly, can lead to future business growth from your live event. 

How Will We Work Together? Your first step is to fill out this short application so I can better understand your event planning needs. You will then receive an email to book your $99 1-Hour “Start Up” Event Strategy Call. We will review your answers and begin working on your First Step. Your “Start Up” call will reveal which Program is right for you … or, we may find out together that you are not ready for an event just yet. Once Your Program has been established, we will set a timeline that works for you to get started on Creating Your Customized Strategic Event Playbook. You will be well on your way to planning your event with proven strategies of success! 

But Wait … There’s More! 

I have also created 3 bonus gifts to help you amplify the Playbook to work faster for you and maximize your results. First, you’ll receive a link that gives you access to download the recordings of our calls for you to refer back to anytime you want. Second, is my ever popular “Industry Secret Clauses” list that saves my clients thousands of dollars in hidden fees and adds concessions negotiated with venues.  In fact, this bonus alone could bring you instant ROI on your investment in this program … and then some! 

The Third bonus gift is my catalog of vendors. How would you like to have the names of those vendors I’ve used in my 15+ years of planning and managing events? Having a list of reputable and reliable vendors who have proven their quality of work to me and my clients; including Audio Visual, Videographers, Fulfillment Suppliers, Printers, Marketing Experts, Copywriters, Graphic Designers and more! 

FAQs

How do I access the Strategy Sessions? These are “Customized Strategy” sessions that you can schedule according to your timing and needs.

Once your deposit has been submitted for your “Start Up Call”, you will receive an email to schedule your initial consult- right away, where you’ll learn what step-by-step course is right for you. You may even discover you are not ready to begin with this course, but instead take a different course of action.

Who is this program for? This is ideal for any marketer or entrepreneur who knows they want to host a successful and profitable event. Those that want to be READY and on the front lines, when the live event industry is back to normal!

(That’s just about every business owner who has a community to serve!)

More precisely, this program is crafted for…

• Entrepreneurs and/or startup owners planning for a product or service launch

• Business owners and companies who want to get straight to the point of ‘how can I gain the most ROI?’

• Those who want to learn the most effective event planning methods (that have a proven track record and Actually work for others)

• Potential Promoters looking to add additional marketing concepts to their growing business (or improve the marketing efforts they already have in place)

• And anyone who wants to “reconnect” with their clients and let them know you haven’t gone anywhere … sharing new information and resources for them! (showing brand and business strength is vital)

Why did I create the “Custom Strategic Event Playbook” and why NOW? Because too many hard-working businesses are losing out on profitable, successful and fun events. With the current live event industry situation … now is the perfect time to Strategize and Prepare for when the live event industry roars back to life and back to business. I want my clients to make the most of their time by strategizing with me, an event industry expert, and learn what steps they may have missed that could take their event to the next level. For those thinking of hosting their first event and now are even more apprehensive of hosting one … I DO NOT want you to miss out on opportunities other hosts will be taking full advantage of!

“I don’t know what I don’t know.” My clients tell me this often and it’s an unseen stumbling block I love to remove for them. “Why is it working for them but not me?” “How can I solve problems I dont know I have?” Hiring the professional who knows the questions you should be asking and the answers to those unasked questions is priceless. This program answers all the questions!

Business owners are creating successful events, growing their tribe, and even growing their businesses through live events. I want YOU to have that very same opportunity!

“Strike while the irons hot.” Right now, you’re (potentially) missing out on thousands and maybe millions of dollars in lost revenue for your business with a fear of hosting your first successful live event or the “sit back” and “let’s wait and see” approach many are currently trapped in. Moreover, most industries and attendees respond to big, bold ideas, look for leaders, and want to be part of something bigger than themselves. Your industry needs to hear what you have to offer, and putting a high-quality Event Strategy and Plan in place will help you meet the quickly approaching future head-on. Then, when the live event industry opens again, with people hungry to get back to work, back to networking and getting together with other like-minded people, you can be on the front lines of being “That Business” where your industry goes to first to learn, grow and network again!

Quite frankly, I am tired of standing by the sidelines, only able to help a couple of dozen clients a year host successful live events. While we are all being told to put our live events on hold, I have created my Custom Strategic Event Playbook Program to help as many as possible. I know this industry and it responds quickly to change, trends, fresh ideas. Join me, take the leap and put your fear of hosting your first successful live event behind you. Be the Trend setter, Agent of change, Industry leader and Successful event host we both know you can be.

This Application is your first step for those interested in learning more or applying for this service. Feel free to be as brief or elaborative as you wish when answering the questions. Each section in the application process is vital in determining whether or not this service is right for you, which areas of your current planning process need the most attention, and helping Sherrie prepare for your $99 1-hour “Start Up” Event Strategy call. This $99 will go towards the purchase of your Playbook.

Alternatively, if you’re interested in contacting Sherrie for other services, consultation, have other questions or concerns, please don’t hesitate to email Sherrie@SLSEventPlanning.com, call Sherrie (410-294-5404), or hit the “LET’S GET STARTED” tab at the top of this page.