Interview - Deanna Rogers

Deanna Rogers

Deanna Rogers is an event professional who is revolutionizing the way we think about running successful events. With ownership of Evolve Events and a key role as the general manager of Epic Network, Deanna brings a wealth of experience and a results-driven mindset to the table. Event planning is not just about creating visually appealing occasions but also about making them profitable. Deanna understands this crucial aspect and is here to provide you with practical tips, ideas, and strategies to ensure your events are both visually captivating and highly profitable.

Deanna shed light on the crucial distinction between a fulfillment event and a monetized event. She highlighted that many event organizers focus solely on fulfilling the needs of their attendees or members, without realizing the untapped potential for monetization. By incorporating strategies like sponsorships, upsell offers, coaching programs, or mastermind sessions, event organizers can generate additional revenue and cover the event’s costs.

I asked Deanna about prepping the audience for an event and cultivating a mindset of willingness to spend. Deanna emphasized the importance of understanding the audience and resonating with their needs and desires. Prepping the audience involves setting the right expectations from the start. She suggested openly discussing the offer during the event, stating that there will be an opportunity to explore it further on a specific day. However, she cautioned against turning events into pitch fests, where speakers incessantly promote their own products or services, as it can leave a negative impression and discourage attendees from making purchases. Deanna also stressed the significance of making tailored offers that align with the event’s purpose and the attendees’ interests.

In response to the question about alternative ways to monetize an event, Deanna shared several effective strategies. One approach she mentioned is offering VIP upgrades, which can provide attendees with an enhanced experience and exclusive benefits. VIP upgrades may include perks such as priority seating, a separate entrance, access to a VIP lounge, or even a special meal or reception that is not available to standard ticket holders. Deanna also highlighted the potential of VIP meet-and-greets, particularly when featuring a celebrity speaker. In this scenario, VIP ticket holders gain an extra privilege by being able to participate in a meet-and-greet session with the celebrity after the main session. By charging for the VIP experience, organizers can generate additional revenue that can offset expenses, such as the cost of booking the celebrity speaker.

In pricing VIP experiences with popular speakers, Deanna emphasized the importance of working backwards from the budget and considering the limitations set by the celebrity’s contract. She suggested starting with the known costs, such as the speaker fee and any additional expenses like providing lunch or a reception for the celebrity. By subtracting these costs from the budget, organizers can determine the amount they need to collect through VIP ticket sales to cover those expenses. She also recommended keeping the number of VIP tickets sold slightly below the maximum allowed by the celebrity’s contract and adjusting the ticket price slightly higher. This way, organizers can create a more intimate setting and enhance the value of the experience for attendees while still ensuring the costs are covered.

When it comes to sponsorships, Deanna mentioned that the sponsorship landscape is evolving, with many companies moving away from traditional sponsorship options and seeking more experiential and speaking opportunities. Experiential sponsorship offers creative alternatives to the standard booth or table setup. Sponsors can be associated with specific experiences, such as being the reception sponsor, coffee sponsor, or having a dedicated speaking session. They may also have the opportunity to deliver a soft pitch or direct attendees to their booth or table in a prominent location. By offering unique and engaging experiences, organizers can attract sponsors and provide them with valuable opportunities to connect with the audience.

Deanna also discussed the importance of aligning the sponsorship strategy with the event’s budget. This could involve identifying the number and type of sponsors needed to cover the expenses. She recommended securing multiple sponsors at different levels, such as gold, silver, and platinum, or finding sponsors willing to contribute a specific amount. She also stressed the significance of creating opportunities for sponsor ROI, such as using passports to drive traffic to sponsor booths or incorporating interactive elements that encourage attendees to engage with sponsors. This helps ensure that sponsors see a return on their investment and create mutually beneficial partnerships. 

When planning an event, Deanna advises that the first considerations are the location, dates, and venue costs as hotel prices have increased significantly. By determining the location and dates early on, you can assess the budgetary impact of your choices. For example, if you plan to hold the event in a popular tourist destination during peak season, prices may be higher compared to the off-season. Once you have established the location and dates, Deanna suggests focusing on building the program. This involves identifying your desired speakers, determining the number of sponsors you want to attract, and developing the overall structure of the event. By starting with a clear understanding of the budget and logistical aspects, you can then proceed to shape the content and experiences that will make your event valuable to attendees and sponsors.

When we discussed finding speakers for the event, Deanna emphasizes the importance of finding speakers who resonate with your audience. While some people may prioritize bringing in a celebrity, it’s crucial to ensure that the chosen speaker is a celebrity to your audience, not just to you. To find the right speaker, Deanna suggests reaching out to someone knowledgeable in the field, like a speaker agent, and communicating the criteria and requirements for the event. By leveraging their expertise, you can receive recommendations and ensure a good fit for your audience.

Planning and monetizing a successful event requires careful consideration of various factors such as venue, dates, budget, speakers, sponsors, and the interest and needs of the audience. With thoughtful planning, a well-curated program, and a focus on audience satisfaction, an event has the potential to become an unforgettable and financially successful experience.

If you need assistance with planning an epic event or have any inquiries, you can reach out to Deanna Rogers through the Evolve Events Group website www.evolveeventsgroup.com