Hello! I'm Samuel Chapman. 

I'm on a mission to show you that every product based business can flourish and grow, no matter the challenges. Regardless what you sell, or whether you have a physical or online location.

With the right knowledge, tools, and a bit of inspiration, you can achieve amazing results.

Attracting New Customers Using Events

As a product-based business owner, attracting new customers is always a top priority. But how do you break through the noise in a crowded market and connect with people who are genuinely interested in what you offer? One powerful way is through events, workshops, and masterclasses. These opportunities not only allow you to showcase your products but also build trust with potential customers and demonstrate the value behind your business.

In today’s episode, we’re going to dive into how you can create your own events to attract new customers, build deeper connections, and ultimately turn them into loyal buyers.

Why Events Are Essential for Attracting New Customers

Hosting an event gives you the chance to put a face to your business and interact directly with potential customers. Whether it’s an in-person workshop, a virtual masterclass, or a live product demo, events create a unique opportunity to build trust, share your expertise, and engage with people in a way that standard advertising just can't match.

Here are a few reasons why events are so effective for attracting new customers:

• They showcase your expertise: When you offer valuable, actionable content, you position yourself as an expert in your industry. This builds credibility and trust with your audience.
• They create personal connections: People are more likely to buy from someone they know and trust. Events provide the perfect setting for you to connect with potential customers on a more personal level.
• They allow for real-time interaction: At events, attendees can ask questions, share their concerns, and interact with you in ways that they can’t do through a website or social media posts.

Now that we know why events are important, let’s dive into how you can create successful ones that will attract new customers to your business.

1. Choose the Right Type of Event for Your Business

When it comes to hosting events, there’s no one-size-fits-all approach. The type of event you choose should align with your business goals and the preferences of your target audience. Here are a few event types to consider:

• Workshops: Offer a hands-on experience where participants can learn a new skill related to your products. For example, if you sell skincare products, you could host a workshop on creating a personalized skincare routine.
• Masterclasses: These are more in-depth learning experiences that allow you to showcase your expertise and educate potential customers about the value of your products.
• Product Demos: A great way to give potential customers a firsthand look at your products in action. Demonstrating how your products solve a problem or meet a need can help people see their value immediately.
• Pop-up Events: If you have a physical store or market stall, a pop-up event is a great way to bring in new customers. These events are perfect for creating buzz and excitement around your products.
• Virtual Events: If your audience is spread across different locations, hosting an online event is a cost-effective way to connect with potential customers anywhere.

2. Create Value-Driven Content for Your Event

One of the key things to remember when planning an event is that it’s not just about showcasing your products—it’s about offering value. You want to ensure that your event helps attendees solve a problem, learn something new, or gain insight that they can apply in their own lives.

Actionable Tip:
For example, if you sell handmade jewelry, host a masterclass where you teach participants how to style jewelry for different occasions. Or if you sell fitness equipment, run a workshop on creating a home workout routine. Whatever the focus, make sure the content speaks to your ideal customer’s pain points and desires.

3. Promote Your Event to Attract Attendees

Once you’ve decided on the type of event and created your content, it’s time to promote it. Successful events don’t happen by accident—successful promotion is key to attracting the right people. Here are a few ways you can spread the word about your event:

• Social Media: Share sneak peeks, countdowns, and event details on all your social media platforms. You can also run paid ads to target your ideal audience.
• Email Marketing: If you already have an email list, send out invitations to your subscribers with all the event details. Don’t forget to send reminders as the event approaches!
• Collaborations and Partnerships: Partner with other businesses or influencers who share your target audience. This can help you reach a wider audience and attract more potential customers to your event.
• Event Listing Websites: For in-person events, consider listing them on local event websites or platforms like Eventbrite or Meetup to increase visibility.

4. Create a Warm, Welcoming Environment

When attendees show up to your event, whether online or in-person, make sure they feel welcomed and valued. Your goal is to build relationships and trust, so make sure your attendees feel like they’re more than just a number on a list.

Actionable Tip:
For in-person events, ensure the venue is welcoming, comfortable, and set up in a way that encourages interaction. For virtual events, use interactive tools like live chats or Q&A sessions to keep participants engaged. Always have a friendly and approachable demeanor, making it clear that you are there to help and provide value.

5. Follow Up and Continue the Relationship

Once your event is over, your job isn’t finished. Following up with attendees is crucial to maintaining the momentum you’ve built. You want to continue nurturing these relationships and guide them down the path toward becoming loyal customers.

Actionable Tip:
Send a thank-you email to all attendees, offering them a special discount or exclusive offer as a follow-up to the event. You can also send them additional resources, such as a recording of the event or a freebie that adds more value. Keep the conversation going through email and social media, and remind them of the benefits of your products.

6. Turn Your Events Into a Lead Generation Strategy

Even if attendees don’t purchase immediately, events can still serve as a powerful lead generation tool. By capturing contact information and building relationships, you can continue to market your products to them long after the event ends.

Actionable Tip:
Offer a free downloadable resource or bonus content in exchange for attendees’ contact details. This could be a PDF guide, a mini-course, or a special offer for future purchases. By building your email list, you create a valuable resource for future marketing efforts.

Events, workshops, and masterclasses are a fantastic way to attract new customers to your product business and build meaningful relationships with them. By choosing the right event type, creating valuable content, and promoting your event effectively, you can engage potential customers, build trust, and showcase your products in an authentic, impactful way.

Remember, the key is to focus on delivering value, building relationships, and nurturing those connections after the event is over.

Got questions or want to chat?

Drop me a message on Instagram @productcoachsam. I’m here to help you succeed!

Samuel Chapman