Digital Social Hour
The Ultimate Secret to $4M Virtual Events Revealed | Brian Rand DSH #884
Wed, 13 Nov 2024
Discover "The Ultimate Secret to $4M Virtual Events Revealed" with Sean Kelly and special guest Brian Rand on the Digital Social Hour! 🎙️ Join the conversation as Brian shares his journey from growing up in a modest town to filling arenas and crafting million-dollar events. This episode is packed with valuable insights and insider secrets on creating unforgettable experiences and building strong communities. 💡 Tune in now to learn how Brian’s passion for high-ticket sales and authentic connections has transformed the virtual event landscape. From leveraging community over celebrity speakers to implementing effective strategies for filling seats, this episode is a must-watch for event planners and entrepreneurs alike. 🚀 Don't miss out—watch now and subscribe for more insider secrets. 📺 Hit that subscribe button and stay tuned for more eye-opening stories on the Digital Social Hour with Sean Kelly! 🌟 Join us on Apple Podcasts, Spotify, and wherever you listen to podcasts. Let’s make your next event a monumental success! 🎉 #remoteclosing #virtualbooth #highticketclosing #webinar #digitalmarketing CHAPTERS: 00:00 - Intro 00:32 - Brian Rand 02:11 - Million Dollar Closures 04:21 - Average Event Attendance 07:15 - Selling Tickets to Events 10:59 - Key Takeaways from Grant Cardone 12:47 - Growing Up in a Trailer Park 15:03 - Passive Income Strategies 17:27 - Navigating Midlife Crisis 19:35 - Health and Wellness Journey 23:27 - Creating Selfie Videos 27:10 - Ethical Pitching Techniques 30:44 - Best Coaching and Mentorship 34:40 - Selling the System Effectively 36:00 - Greatest of All Time in Stage Selling 37:18 - Finding Brian Online APPLY TO BE ON THE PODCAST: https://www.digitalsocialhour.com/application BUSINESS INQUIRIES/SPONSORS: [email protected] GUEST: Brian Rand https://www.instagram.com/brianrand/ https://www.instagram.com/eventsalesagency/ https://www.instagram.com/eventsalesmastery/ https://eventsalesagency.com/mastery SPONSORS: BetterHelp: https://www.betterhelp.com/DSH LISTEN ON: Apple Podcasts: https://podcasts.apple.com/us/podcast/digital-social-hour/id1676846015 Spotify: https://open.spotify.com/show/5Jn7LXarRlI8Hc0GtTn759 Sean Kelly Instagram: https://www.instagram.com/seanmikekelly/ Learn more about your ad choices. Visit podcastchoices.com/adchoices
Chapter 1: What are the secrets to filling up arenas?
It's good for us because we get to dig them out of it. But it's tough for them because someone told them paying a million dollars for speakers for an event would sell out their event.
Chapter 2: How can you achieve million-dollar closures at events?
All right, guys. Finally made it happen. Brian Rand. Yes, we did. This guy fills up arenas. Yes, I do. Thanks for coming on, man. Absolutely, man. Thanks for the invite. It's only my second podcast ever. Crazy. And for what you do, we were talking about how behind the scenes you are. For what you do, it's pretty impressive. The guy behind the guys. Yeah.
Was that a cognizant thing where you wanted to be more behind the scenes?
Chapter 3: What strategies help sell tickets to events?
No, actually, I want to do more of getting in the front. I mean, I think I've I've done that. And I think we've we've helped a lot of people that you and I both know, you know, build their brand, build their audience. And so it's time to start doing that for ourselves, which is why I appreciate the opportunity to be here.
And what I find so interesting with you is you do something that I've never met someone else do, honestly.
Yeah. And that's I didn't start that on purpose. It just kind of was a skill set that I love. Like events have changed my life. And so I've made it my life's purpose basically to help other people have that same experience. And, you know, I found that's what gets me electric. Right. Like there's something when I walk into a room of.
5,000 people and it's my job to find people that are going to sign up for my client's coaching offer. I go into this weird dimension. It's like a fourth dimension on it. You know what I mean? Like, it's just like, and when I found that I was like, okay, this is my thing.
And the fact that I get paid to do my thing that takes me to a different level of dimension, that's a gift that I'm very grateful for. And because of that, like we've found a niche and an opportunity that, you know, we're,
we're at the top of and it's not because i didn't set out to be that i just set out to do what i love and get paid for it like people say and that actually came true for me and right you know we're being rewarded for that yeah when i see you backstage you were a different person you were just so locked in Yeah. And I, well, it's, I do, I get so locked in on that day. Right.
And so part of the thing is I started by doing the high ticket sales at events only, like just doing the high ticket sales. And then I, I saw there was an opportunity where, yes, I could just go to events and just help my clients do the high ticket sales back the room. But then I saw like, okay, the bigger pain point was actually having people in the room. Right. And not just
butts in seats, but buyers in seats. And so we really focus and emphasize on like, let's get more buyers in the room, sell more tickets. So if we have more people in the room, we can do that. So then when, when event day comes, like I'm locked in, we got a target. I mean, minimum, I'm trying to do a million dollar weekend at a minimum for my clients. And so,
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Chapter 4: How has Brian Rand transformed his life from humble beginnings?
Yeah, it takes a lot of handshakes, a lot of hugs, a lot of high fives, and a lot of contracts to make that happen. Damn. So that's our focus. And so I'm pretty... Event day comes, that's my Super Bowl, right? And I just want as many events as I can because I love it. How many closes does it take on average to reach a million dollars? Well...
The average coaching, it used to be a little higher, right? It used to be like 40K was kind of this coaching, but I'd say like the saturation, the economy, these things, it's getting closer to 20,000 probably would be a healthy way of like the coaching offers being sold at the big events. So that would take 50 contracts at a deal. So our biggest one we did, We did $4 million in a live event.
We've done $9 million on a virtual event. We've done $4 million in a live event. And then our average is roughly about $750,000. Holy crap. That's so impressive.
Trying to get to that million-dollar average. That's so impressive. And that's basically running a good sales team, too.
Running a good sales team, having a good offer, making the event based around the offer, and then also having an active... And finance option as well. So like good money available to people. So it's not a stretch. So like there's strategy to all four of those. But if you can work all four together, you can definitely have a million dollar event.
Now, a lot of people struggle to even fill events.
Correct.
So you'll only take on a client if how many people show up on average?
So there's two things now. We actually used to only take clients that are 1,000 or more people, which is the only time that I'll allow my call center to be involved is 1,000 or more people. It's the only time it makes sense for us because there's enough events right now for us to do that. However, I've now started an event mastermind where we're bringing events together.
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Chapter 5: What are effective techniques for ethical pitching?
Smaller events were helping them work more on their brand awareness and their ability to get people to want to come to their event. And we're doing that as a collaborative community.
One of the best events I've been to is Aspire Tour. Yeah. I mean, they fill up in any city.
Yeah, they're phenomenal. They got a great process. We've been a part of them. We've helped them with a couple of the cities, and specifically Atlanta. We had our entire team involved in them. And so, yeah, they've got a tremendous brand. They bring big names, and they spend a lot of money on ads. So those three things together help a lot.
Absolutely.
I don't think that a name sells tickets right now. Some people think I'll just put a flyer up with X celebrity's name on it, and then all of a sudden I'll get flyers. That's usually when I get a call. They've spent like a million dollars on speakers. They've spent a million dollars on venue. They put up a flyer. They sell 10 tickets. And then they're like, fuck, what do we do now?
They they call Dan Fleischman. They're like, Dan, I don't want to do Dan says, call Brian. They call me. And then, you know, three months later, they have a full event.
Yeah. So what's what's the selling point then if it's not the speakers, you think?
I think it's the community of people they can meet. I think it's access to capital by putting people together. And that comes from the network they can have. And then I think it's the experience to get out and be around humans. I think post-COVID, we had a tremendous rush to events because I think people... COVID taught people that being alone sucks, right?
That just amplified the human condition that, you know, loneliness is a real thing and like human engagement is a beautiful thing. And so I think one of the reasons the events are so successful is because you're in an environment that we're meant to be in community. We're meant to be
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Chapter 6: How can you leverage community over celebrity speakers?
Chapter 7: What are key takeaways from working with Grant Cardone?
And so part of the thing is I started by doing the high ticket sales at events only, like just doing the high ticket sales. And then I, I saw there was an opportunity where, yes, I could just go to events and just help my clients do the high ticket sales back the room. But then I saw like, okay, the bigger pain point was actually having people in the room. Right. And not just
butts in seats, but buyers in seats. And so we really focus and emphasize on like, let's get more buyers in the room, sell more tickets. So if we have more people in the room, we can do that. So then when, when event day comes, like I'm locked in, we got a target. I mean, minimum, I'm trying to do a million dollar weekend at a minimum for my clients. And so,
Yeah, it takes a lot of handshakes, a lot of hugs, a lot of high fives, and a lot of contracts to make that happen. Damn. So that's our focus. And so I'm pretty... Event day comes, that's my Super Bowl, right? And I just want as many events as I can because I love it. How many closes does it take on average to reach a million dollars? Well...
The average coaching, it used to be a little higher, right? It used to be like 40K was kind of this coaching, but I'd say like the saturation, the economy, these things, it's getting closer to 20,000 probably would be a healthy way of like the coaching offers being sold at the big events. So that would take 50 contracts at a deal. So our biggest one we did, We did $4 million in a live event.
We've done $9 million on a virtual event. We've done $4 million in a live event. And then our average is roughly about $750,000. Holy crap. That's so impressive.
Trying to get to that million-dollar average. That's so impressive. And that's basically running a good sales team, too.
Running a good sales team, having a good offer, making the event based around the offer, and then also having an active... And finance option as well. So like good money available to people. So it's not a stretch. So like there's strategy to all four of those. But if you can work all four together, you can definitely have a million dollar event.
Now, a lot of people struggle to even fill events.
Correct.
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Chapter 8: How to navigate midlife transitions while pursuing success?
Yeah. So what's what's the selling point then if it's not the speakers, you think?
I think it's the community of people they can meet. I think it's access to capital by putting people together. And that comes from the network they can have. And then I think it's the experience to get out and be around humans. I think post-COVID, we had a tremendous rush to events because I think people... COVID taught people that being alone sucks, right?
That just amplified the human condition that, you know, loneliness is a real thing and like human engagement is a beautiful thing. And so I think one of the reasons the events are so successful is because you're in an environment that we're meant to be in community. We're meant to be
experiencing life together and the more that we have technology and social and all this like siloed lifestyle that we live in like you bring people together and you see that like for example there's a new uh a new event in miami called coffee and chill right or i think it's They are selling out immediately by texting. And it's super cool.
It's just like they have a bunch of ice baths and they have people drinking coffee in the mornings. And they text out. They text out to people. They say, hey, at 10 a.m., tickets go live. And literally in five minutes, they'll sell like 300 tickets.
But they're going after a target audience, which is the same target audience our events want, which is millennials with money that are upcoming entrepreneurs in Miami. And they've created such a cool thing, and they literally sell out in like five minutes. I missed my ticket the other day because the website shut down with so many people.
But they're doing it every other weekend in Miami, and then they get this, you know, you've got the people out in their shorts and the girls in bathing suits, and they're getting in ice baths, and they're drinking coffee, they're dancing to house music, and it's a vibe, and like... I think people want a cool experience with cool people, and it's getting harder and harder to showcase.
They're more interested in the community they get from an event and not coming to see, I'm not going to say anyone's name, but not coming to see ex-celebrities face on a flyer. It's kind of past that point, and I think people who spend a ton of money on those... Guys thinking that'll sell tickets, they're just putting themselves in a financial hole.
It's good for us because we get to dig them out of it, but it's tough for them because someone told them paying a million dollars for speakers for an event would sell out their event.
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