Special Event:

Teal Swan & Matt Kahn

Increasing audience reach & growth


Introduction

The goal of this document is to present the idea of making Teal’s and Matt’s wisdom go viral. Along with a simple, yet effective solution, I want to describe how to achive the secondary (business oriented) goals as well.

The Concept


The main idea is to make people curious and excited about the event and increase the desire during the process. Instead of providing them immediately with the video, we create a special sign up landing page and continually increase the excitement via other channels and content (e.g. blog posts, instagram photos etc.). The landing page (and the one with a video player later when we publish the event videos) will be located within our new project (as a partner of the event). Let me explain the benefits for everyone and all the details below.

How?

The original idea was to manage everything within 3 weeks so we have enough time to build a “hype” and our (your) mailing list for the event. If you divide the video into several parts, we can publish each part once a week. Once people subscribe, we inform them that once the video (landing page) is ready, we will send them e-mail with a link. In the meantime we increase awareness and excitement using other channels and tools.

What are we going to use?


Synchronicity.io website channels

  1. Special sign up landing page (goal is to build the e-mail list)
  2. Related topic post (blog) post to raise awareness (questions or written short interview about topics that will be in the video) about the event
  3. Promotional blog post dedicated to the event (leads to sign up page)
  4. Special “play” landing page (embed video + indirect special offer to sell digital products)

Synchronicity.io e-mail

After Subscription

  • calendar integration button (don’t miss it)
  • social media buttons (share)
  • link and info about Synchronicity, Matt and Teal

3 Promotional e-mails

  • 7 days before
  • 3 days before (+1 increase urgency)
  • morning before (+2 increase urgency)

Teal’s & Matt’s channels

  • social media to raise awareness about the event and the landing page
  • e-mail to indirectly mention the event within regular campaign(s)

Include an event promo in your regularly scheduled emails or newsletters that are going out. This can be anything from a simple P.S. at the bottom of the email to a graphic sidebar ad in your newsletter.

A scheme for a better understanding of the process


Same process for each video part (considered a separate event)

Example of the sign up landing page

First Draft of a little bit more complexed landing page with 1 main goal — to subscribe

Media types created for a better understanding and increased virality

  • video (most attractive)
  • transcript
  • embedable presentation/PDF (overview of top ideas)
  • audio

Why don’t just do it on our channels?

  • it brings more attraction to do it elsewhere (unconventional interruption from the stereotype, something new). Moreover, all the community we build will be directed back to content you create in the future
  • you can easily sell “special offers” on other channels (like Matt usually does) without being considered self-promotional or commercial by the spiritual community
  • we make this video/event exclusive and we can repeat such events some other time

What do we get from this?

  • audience growth and help to more people than “just” publishing the video
  • increased awareness about Teal & Matt and visible discussion about the topics (blog, Synchronicity posts, your social networks)
  • professional event marketing campaign where you care only about providing the video and some additional activity on your channels that you do anyway
  • advertising the campaign from our budget
  • revenue growth
  • bigger e-mail list (you will get all the subscribers from our list regarding the event) and more attention
  • main video and events exclusively always published on Synchronicity.io
  • complete report with all the numbers

What do you want for this?

20% of sales (Gumroad / other affiliate tracking), we will offer this option in the future for other great teachers/leaders as well, just a bigger percentage.

What is required on our behalf?

To tell if this idea resonates with you and if you are in (or your suggestions / ideas also on timing) or not.

We will take care of everything else (also the suggestion regarding your channels — when and what to do). Though, we would need some help with media alternative types (audio, transcript, presentation) so we can offer people variety of content types to enjoy and share.

Finally…

  • the event will be pinned as a post/banner the whole time on synchronicity.io
  • event landing page will be most probably at: events.synchronicity.io/teal-matt
  • the video will be embed and playable only there via Wistia.com video player which enables special clickable notes and CTA (call-to-action) inside the player so we can redirect people at the end to the special offer if we want. We also avoid a self promo announcements (even though I basically have nothing against it, some people do)
  • I don’t recommend uploading it later to youtube because it loses its exclusivity (as Matt does with their hosted content), but this is just a recommendation, leaving this up to you. We don’t plan to make any money from your video (e.g. uploading it to our Youtube channel). If you decide to put it on your Youtube later, no problem but it may cause that people will next time just wait for that.


Love,

Ladislav

PS: I tried to make it as simple as possible. For any questions contact me at ladislav.sulc@emphatic.cz. We are on the same mission and this is just another creative way to make it easier for all of us ;)