Event Management Tips for Success

Do you ever analyze your annual live event through a digital lens? You might be leaving some revenue on the table. There’s podcasts, webcasts, app contests, even online learning opportunities. We consulted digital sales expert and event veteran Ryan Dohrn to share some advice on event management and driving event digital revenue. Read on to learn more!

The keys to event success

First, pay attention to the basics. Organization is what makes our event a success. We strive to be the best organized event in the world.

Here are 4 simple ways to enhance your attendee experience. It works every time.

  • You must have an easy-to-navigate website.
  • Make it super easy to pay online.
  • Have an actual person answer the phone if anyone has a question about the event.
  • Recruit high quality staff. Many organizers go cheap on staff, which I think is a big mistake. You need a team that is well informed and loves their job.

You must have a well-run organization, from that first contact to online to live. It makes your event stand out from the others and elevates the attendee experience.

Create a digital revenue strategy

The best way to drive digital revenue for a live event is to determine what your event has to offer that is unique compared to others in the same niche. Create a marketing plan around that.

Here’s a real example: My wife and I host one of the largest horse competitions in the USA.  Why do we have huge participation? We are the only event that is hosted at a casino facility and the only event to pay out over $200k in two separate races.Essentially, we give competitors two chances to win. If they lose at the horse event, they can walk to the casino and try again. This additional win opportunity sets us apart from the other events. So we create and focus our digital revenue strategies for the event around that advantage.

Other ways to drive revenue

What are other ways to drive more online revenue for your live event? Is there something your competitors aren’t doing that you can? For example, we stream our entire event live as a source of revenue. Other ways include webcast sponsorships and post-event videos. We sell over $20k attaching our sponsors to the live webcast of the event. And we add a small charge onto the paid attendee fee so that they can watch the video after the event and bring it back home and share it with others.


Editor’s note: This post has been updated from 2016.



About Ryan: Ryan Dohrn is an award-winning ad sales training coach, a nationally recognized internet sales consultant and in international motivational speaker. He is the author of the best-selling ad sales book, Selling Backwards.  Ryan is the President and founder of Brain Swell Media and 360 Ad Sales Training, a boutique ad sales training and sales coaching firm with a detailed focus on ad sales training, internet consulting and media revenue generation. Ryan is also the Publisher of Sales Training World.


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