Event Planning - Event Monetization (Part II)

Selling products at events

An additional method of earning income from events involves offering food or merchandise for sale. This can be particularly beneficial during lengthier events, as attendees are likely to become hungry. You can either handle the food sales directly or collaborate with a food vendor such as a food truck or caterer, who may be willing to pay for the opportunity to sell to your guests.

As the organizer of an outdoor event series, I used to bring a car stocked with various items for sale like sunscreen, hats, water, and light snacks to my hiking events. Many attendees often forgot to bring these essentials and were grateful for the convenience of being able to purchase them on-site.

Announcing items for sale may feel uncomfortable for those inexperienced in selling, particularly at the start of an event before attendees have fully engaged with it. However, this practice can boost your earnings without negatively impacting attendance.

An additional method to generate income from events is by retailing branded merchandise such as T-shirts, hats, water canteens, pens, or other practical items for the attendees. These branded items should prominently feature your company's name, logo, and possibly your website. If you find this approach too promotional, consider selling products with just the logo and providing a business card or postcard along with each purchase containing more details about your company, particularly the website and social media accounts. This strategy enables you to earn supplementary revenue while transforming individuals into what I affectionately refer to as "walking advertisements" for your business.

Make sure to promote your business by wearing a branded shirt and possibly a hat at events. Feel free to wear them whenever you are in public to increase visibility.

Selling longer events

By leveraging short events that last only a few hours, you have the opportunity to promote longer events such as all-day seminars or full-weekend retreats, allowing you to charge hundreds or even thousands of dollars per participant.

It may be challenging at the beginning, but as your brand grows and gains trust and appreciation from people, along with having dedicated attendees who regularly participate, you can then present larger full-day or multi-day events to your most loyal and engaged audience. Once individuals become captivated by an experience, their desire for more tends to increase.

Upselling services

One more approach to earn income from complimentary events is by promoting premium or advisory services if they are available.

For instance, in the case of a business workshop focusing on educating individuals on promoting their company through social media, you could provide professional social media promotion services for those who are occupied or unable to manage their own social media marketing.

An additional illustration of upselling services might involve providing private options. For instance, in my hiking events business, I could have presented participants with the opportunity to book private tours, more demanding guided hikes, or advanced outdoor survival training as supplementary services.

When considering additional services to offer at your events, consider the attendees' motivations. If they are seeking to acquire knowledge, could you provide that service for them and present it as a sellable offering? This service might involve supplementary teaching, providing services to the attendees, or personalizing their experience to ensure they receive individual attention and stand out from the crowd, receiving direct support from you.

Genadinik, Alex, Event (2014) Planning: Management & Marketing For Successful Events, Kindle, ISBN: 1519178204, 

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