Are Events Worth It? Here’s What We’ve Learned

0:28We're recording from Frankfurt, Germany right now. we get into our own lessons. The first lesson is when you go to an event, of course, you're looking for the right audience. On top of that, you're looking for more people to attend. Most conferences, when they say they have 5 ,000 attendees, and if it's a two-day event, they have 2 ,500 attendees per day. So they added up to 5 ,000. It's the same people over and over going to the event. So it's had 5 ,000 attendees per day. And I learned this from the organizer because they were breaking down a lot of the events Eric and I go to or know about and how they skew the numbers.

1:10I'm like, oh, this is really important for us to know as marketers. If you're going for networking or speaking or sponsorships, anything like that, you want to make sure you're going to events that have a real number. So you want to ask them how many people per day are going to the event versus what's the total number. And by the way, Marcel and his wife, Louisa, So they threw this conference and they've been growing this conference every year. Last year was actually 2 ,500 people. This year's 5 ,000 people concurrent at the event today. And I think what's also inspirational is that Marcel watched one of the biggest marketing conferences in the United States grow.

1:46And he's actually surpassed them in terms of size this year, right? And it just goes to show you that as long as you continue to focus on a thing, it will eventually compound. And all of a sudden he's like, oh, my God, it's bigger than what inspired me to start this in the first place. and having a conversation too. He loves doing this event, but his main business is growing. And we did have the conversation about focus is what we've been talking about over and over. And even at dinner yesterday, we had a dinner and there was a 20 year old kid, very smart kid, right? And he was asking, what's kind of the secret?

2:14Like, what do I need to know to be successful? And then we kind of all just said the same thing to him. Like, you guys focus on one thing and just do it for a very long time. And we're seeing the same thing play out here too. Yeah. Yeah. All right. So I wanted to take a second to tell you about the Agency Owners Association. So this is a agency peer group ran by my podcast co-host Neil Patel and myself, Eric Su. And these were nine and eight figure agency owners respectively. And what I will say is at the end of the day, you wanna learn from people that have been there, done that. If you wanna grow your agency to seven figures, eight figures and beyond, this is the group for you.

2:44And we bring in other agency owners to speak as well. And it's a great peer group where you can help each other out. And you're gonna learn how to acquire more clients. You're gonna learn how to take yourself out of the day-to-day and to build the business of your dreams. And the cool thing till November 30th, we are holding a special price and you can apply at marketing school, the aisle slash agency. And the great thing about it as well, if you try to get into group, there's a seven day free trial, right? So once November 30th hits, we're going to increase the price by$200 per month. So right now you're getting it at the lowest price possible.

3:13So go to marketing school, the aisle slash agency to learn more, and we'll see you inside. You guys even do events yourself too, right? We do events, although we're slowing down on the conferences and events for 2025. We should talk about that. So interestingly enough, we did an episode maybe like a month ago or so. And Neil was like, you know, I think I'm going to do three events a month and, you know, I'm going to set a budget aside for it and let's just go, right? And then we had a conversation a couple of days ago. He's like, yeah, you know, I think I'm going to dial it back. So go ahead. Yeah.

3:43I think events are an amazing place to generate business. And I do think if I spoke at one event in EMEA, one event in North America or in Americas and one event in APAC on a monthly basis, my business would grow much faster. But then I also look at family and how me traveling so much impacts family. And at the end of the day, I was like, is extra money not worth not being home? And I'd rather not have the cash or the growth or the net worth than seeing my kids grow. Yeah. That is it for today. Again, from Frankfurt, Germany, this is Marketing School. And don't forget to rate, review, subscribe and go to marketingschool.io slash agency if you want to join the Agency Owners Association.

4:33And we'll see you tomorrow.