How to Sell Out Live Event Tours with Lesley Logan
Feb 4, 2025
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Lesley Logan, the Chief Pilates Officer at OnlinePilatesClasses.com, shares her expertise on transforming fitness through events. She discusses the power of in-person gatherings to build trust and monetize personal brands. Logan shares tips on securing venues and pricing strategies but highlights the unexpected successes of touring smaller cities. She also covers managing ticket sales, negotiating sponsorships, and enhancing attendee engagement in workshop formats. Tune in for insightful strategies to put yourself out there without waiting for an invitation!
In-person events significantly enhance trust and community among audiences, transforming attendees into lifelong fans and customers.
Strategic selection of locations and partnerships with local members can greatly improve tour success and maximize revenue opportunities.
Deep dives
The Power of Live Events for Personal Branding
Live events provide a powerful opportunity for personal brands to connect with audiences in person, fostering trust and community. Building your own events allows you to create your own stage, especially when you’re starting out and not yet invited to speak at established gatherings. Workshops and smaller cities often attract more dedicated audiences who are eager to learn, and this can lead to greater sales conversions for products and services. The personal connections made during these events can turn attendees into lifelong fans and customers.
Strategizing City Selection and Venue Partnerships
Careful selection of cities and venues is crucial for the success of a tour, as some smaller cities may have untapped markets. Engaging with local enthusiasts or members can help secure venues that are either free or low-cost. Utilizing community networks for event promotion maximizes attendance and fosters support within the local area. By forming partnerships with local hosts, brand builders can enhance their reach and minimize event costs through revenue sharing arrangements.
Monetization Through Ticket Sales and Sponsorships
Successful tour monetization can stem from ticket sales and strategically sourced sponsorships. Establishing different pricing tiers for classes and workshops helps cater to varying audience interests while maximizing revenue potential. Sponsorships can be negotiated with brands already aligned with the audience's interests, allowing for mutual benefit through promotion and support. By leveraging statistics and demographics from previous events, brand builders can effectively pitch partnerships that yield profitable collaborations.
Building Community and Engagement through Events
In-person events strengthen community bonds among attendees and facilitate discussions that can extend beyond the event itself. Engaging participants with intimate settings enables deeper conversations about future services and can result in higher-value sales afterwards. Participants often leave feeling empowered and connected not only with the brand, but also with each other, which reinforces a sense of belonging. This community atmosphere enhances the overall impact of the personal brand and solidifies relationships that can lead to long-term loyalty.
There’s nothing more powerful than an in-person event in terms of building trust with people. Lesley Logan is one of the world’s leading experts, if not the world’s leading expert, on Pilates and how Pilates changes your life. She’s the Chief Pilates Officer at OnlinePilatesClasses.com, has taught thousands of students, and trained hundreds of Pilates teachers. She’s led dozens of workshops at global conferences, been featured in magazines, and been on Fox, CBS, and KTLA. Lesley has certifications in trauma-informed breathwork, mindset, habits coaching, and several other things related to physical health and mental health. She’s on the show today, however, to share a piece of her business model that involves doing live event tours and it just so happens to be something we haven’t talked a lot about on the podcast. Join the conversation as Lesley shares insights into the big strategy behind live event tours, how to find a location, their business goal with live event tours, and so much more! Our goal is to inspire listeners with ideas on how to put themselves out there, without waiting for an invitation to step onto someone else's stage. Enjoy!
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