“What the hell do you mean there’s no damn heat? It’s 50 degrees and I have 45 people showing up here tomorrow morning for a three-day event.” 
{ actual words that flew out of my mouth the night before Mastermind LIVE! in January }
You see, I rented a venue with no heating system.
I NEVER, EVER even thought to ask if the venue had heat. #rookiemove
360 days out of the year in San Diego it’s 70 degrees and sunny. But our event just happened to fall on one of the five when it was cold AF. 
No frickin’ heat is just one of the jillion terrible surprises that can happen when you throw a live event. 
If you do live events or are considering one, this episode is for you. It’s packed with hot tips from business owners who have put on events. 
This is a BEST OF episode where we compiled the hottest tips from three different episodes of the Mastermind Show that were all about live events. 




1. Different creative ways to sell tickets
2. How to amplify the value of your guest speakers
3. Ways to create an environment where attendees can make huge progress
4. My top 5 must-use tips for running a live event 



If you’ve ever considered doing a live event for your business, keep reading because you’re going to get hot tips from three different masterminds group and about live events.

These following tips from fellow business owners are about designing an event, the logistics, the sales, the marketing, the team, the customer experience – all of the things it takes to pull off a successful live event.


Amanda Boleyn, She Did It Her Way Summit

I sell three different types of tickets: 1. virtual pass for people who can’t make it in person, 2. general admission, 3. VIP.

The VIP includes a four-week accelerator on the backend, priority seating, and a private Facebook group. There’s also a VIP breakfast.


Brit Kolo, MarketingPersonalities.com:

I went to an event that was really memorable because there was a “center line” between everything happening. There was a theme that was consistent throughout the entire weekend and that was one of leadership.

We were empowered to be leaders. So, no matter who was on the stage, there was this empowerment around this one feeling and one persona and that allowed it to not be too overwhelming.


Nicole Pond, The Yellow Bird:

When I go to an event, I want to leave with more stuff done than when I came. To do that, sessions could be structured this way:
1. I show you
2. We do it together
3. You do it

Give attendees the opportunity to actually leave the seminar with work done.


Chris Beltran, ChrisBeltran.me
I really like Implementing what you’re learning so that when you leave, you have momentum. Because what happens when we leave events? We get home and start to deflate.


Nicole Pond, The Yellow Bird:
I like something not businessy at business events. Whether it’s a yoga class or a craft project,I think that’s so powerful for people to be able to do something out of the box and connect in a different way with peel around them.


Erin Flynn, Erinflynn.com:

One of the things that I go to conferences for is to meet people and I find that they can be very intimidating if you don’t know anybody. Something that Craft & Commerce did really well was to let people organize their own Meetups. So some people got together in the morning and went running before the conference. Some people did yoga. Some people were vegan or vegetarian and they would all go to lunch together. So there were things that people’s automatically had in common and Craft & Commerce let the attendees organize that and they would post it on the website, which I thought was pretty. People want to connect and it’s a great icebreaker for them to start meeting people.

Also allowing time for the speakers to be available to answer questions after the talks is so helpful. Because just doing the Q and A’s after their talks isn’t as good as being able to walk up to somebody and say, “Hey, here’s my actual situation. Like what’s your feedback on this?”


Rachael Kay Albers, RKA ink:

I still get nervous to go to events. Creating relationships on the spot at conferences is never-wracking.  And sometimes events can be cliquey and that feels intimidating.So the more you can bake in fun ways to kind of to get people and to interact is great.  


Kelly McDonnell-Arnold, Sexology International

Share an itinerary so that people know when networking is happening and downtime is happening? Not that you need to go into the detail, but a bit of an itinerary about what you can expect from each day is helpful.


Stephanie Gilbert, CEO Yeah!

I like the idea of partnering with other people like to sell tickets and offering them a referral code to pass along discounts. 


Kyrsten Sherwood, The Modern Conference

Sponsorship and partnerships have been like my biggest thing with events. We run summits and they’ve gotten really big.  Our best sales and way to build hype is by having partnerships with other people who have similar demographics of their audiences.  Sponsorships don’t have to be monetary. It could be asking them to send out to email marketing blasts and a couple of Instagram posts. 


Jessica Halich, Fancy Fluff

Use speaker to help you market the event. It’s a great way to tap into and leverage their networks.


Mike Kelly, Member Vault

Influencers have access to an audience, so perhaps team up with them. They’re already a trusted source with an audience. You could use any number of incentives for them to participate whether it’s a free ticket to the event or an opportunity to speak at the event. 

Also consider looking at who is doing a really great event right now and model yours after theirs. Look outside of your industry. 


Stacey Harmon, Harmon Enterprises:

Sending a welcome box that’s full of great stuff like a T-shirt or an a mug or a hat that they can start wearing. Encourage an unboxing of the welcome box and sharing on social media. 

Also remember to have a professional photographer and videographer capture the event so you can use that for marketing the next time you do the event. Planning the marketing for the next one by having professional videography at the event.

Lastly, consider direct mail for marketing. It’s old school, but it could work. 


Here are the Top 5 Event Tools that we use when planning Mastermind LIVE!:

1. Venuereport.com

Yes, this is more geared toward wedding planning, but we wanted a nontraditional environment – not in a hotel conference room. Venuereport.com has really interesting cool spaces and you can search by city and all sorts of other criteria. 

2. FedEx Kinko’s

They are great for signage, not for books. I’ll tell you what my book recommendation is below. FedEx Kinkos book printing is really expensive, so we don’t use them. 

Their signage options are great and everything can be ordered online and picked up at whatever location is best for you. I bought plastic tabletop sign holders from Amazon.com in 8.5x11 and 11x17 and then had those sized signs printed at FedEx Kinkos in full color. 

They also do oversized signs, but I ordered our large retractable-stand sign from GotPrint.com because it was less expensive. 

3. Etsy.com 

I love Etsy for small-quantity personalized items. We had cool laser-cut nameplates made for everyone that said “KickassName” (their name) and we placed them at everyone’s table spot.  

4. http://Lulu.com

Lulu.com did the printing of our gorgeous, full-color books. The wonderful thing about Lulu.com is that they can do small quantity, high-quality, full-color at a reasonable price and a quick turn-around. 

5. Asana

So it’s not an event planning tool per se, but Asana was the backbone for planning Mastermind LIVE!. Without it, the whole entire thing may have been a hot mess. 

BONUS TOOL – Google Sheets 

This is absolutely necessary to manage the budget. I lived by that budget during planning. 

Did you like this episode? Leave us a review on iTunes (thank you, thank you, thank you!). 


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