Wayne unknowingly discovered the proverbial “starving crowd”. A niche market that is capable of consuming far more than he single handedly is capable of producing. He didn’t realize this at first, and no slight on him, but I still don’t think he understands how BIG this market is.
Several times a month Wayne would rent a dance hall and hire a D.J. Through grass-roots marketing he’d fill a small ballroom with sixty or seventy paying attendees. Not bad. He was popular, enjoyed himself and was profitable.
Then he attended two of my workshops and took me up on a free 30-minute consultation. After briefly chatting with Wayne after the first workshop, and doing a bit of research before our call I realized Wayne has a HUGE opportunity hosting events for this under-served community, save retirement havens like Florida and Arizona. He could easily 10x his business just operating in his two or three surrounding counties. Thinking even BIGGER he could franchise. Or to save on much of the set up cost he could sell private license agreement and marketing packages all over the country. Other retires would love to have this part-time, high income business of hosting, greeting guests, schmoozing and profiting in a fun social environment with their peers. All while being the center of attention. Nice boost to a person’s ego, regardless of age.
As I mentioned, after the first workshop Wayne scheduled the 30-minute free consultation link he found on my website. Smart. Learning about him and his business was fascinating. Experience had taught me there was both short and long term marketing opportunities. Most important Wayne was open to thinking and operating unconventionally.
At that moment Wayne was not ready to invest any more money into his business. Which I respected as only being a matter of temporary circumstances we could fix; right away.
Over the telephone and computer screen share I gave him two ideas. Dictated three subject lines to use for his next series of emails. Personally, I “worked my magic” by optimizing his emails for readership and placing the needed mechanism to make them all shareable in all variety if social media. Allowing them to “go virial”.
No surprise to me, he’s doubled the paid attendance to his events ever since.
If he chooses he can now progress by offering his charter members to lock-in their low price of $15 per event by prepaying for quarterly, semi-annual and annual memberships online using PayPal, which is easy. Up his door price to $20; still a bargain. He can offer sponsors who’d gladly pay him to have access and perhaps his endorsement selling all varieties of products and services to this market. Such as, financial services, burial insurance, reverse mortgages, travel charters, home improvement, prepaid cell plans, long term care, and a variety of durable medical equipment. At the same time, he can consider selling protected territories around the county. Or, find a willing buyer or partner to really set a fire to this business. Futures so bright he’s gotta wear shades.
Rock on Wayne