WEBVTT
00:00:00.560 --> 00:00:01.919
Hey, I'm Jenny.
00:00:02.080 --> 00:00:06.240
And I'm Lindsay, and you're listening to the Virtual Summit Secrets Podcast.
00:00:06.480 --> 00:00:11.519
This is a place for you if you want to learn hashtag all the things about hosting a virtual summit.
00:00:11.759 --> 00:00:17.519
We've hosted and produced countless summits, and we cannot wait to share with you all of our biggest secrets.
00:00:17.760 --> 00:00:22.719
So sit back, grab your favorite drink, and get ready to put on a killer summit experience.
00:00:25.039 --> 00:00:30.160
What if one of the smartest business decisions that you could make is not creating a brand new summit?
00:00:30.399 --> 00:00:37.679
So many hosts finish their events, immediately start brainstorming their next big idea, and then never think about running the same summit again.
00:00:37.920 --> 00:00:41.280
But what if the summit that you already built isn't just an event?
00:00:41.439 --> 00:00:44.479
What if it's one of the most valuable assets in your business?
00:00:44.719 --> 00:00:49.520
Today we're gonna be myth busting the idea that every summit has to be completely new every single year.
00:00:49.679 --> 00:01:01.840
We're talking about why repeating a summit isn't lazy, what you should update, what you should keep exactly the same, and how building event equity can actually make your summit stronger, easier, and more profitable over time.
00:01:02.079 --> 00:01:03.600
Let's talk about it.
00:01:03.920 --> 00:01:05.120
Hey, I'm Jenny.
00:01:05.359 --> 00:01:09.439
And I'm Lindsay, and you're listening to the Virtual Summit Secrets Podcast.
00:01:09.760 --> 00:01:14.560
This is a place for you if you want to learn hashtag all the things about hosting a virtual summit.
00:01:15.040 --> 00:01:20.799
We've hosted and produced countless summits, and we cannot wait to share with you all of our biggest secrets.
00:01:21.040 --> 00:01:26.000
So sit back, grab your favorite drink, and get ready to put on a killer summit experience.
00:01:28.239 --> 00:01:36.719
Hey there and welcome back to the Virtual Summit Secrets Podcast, the go-to show for entrepreneurs who want to host profitable, high-impact virtual summits without the overwhelm.
00:01:36.879 --> 00:01:45.920
We're your hosts, Jenny and Lindsay from Summit Success Squad, and every week we pull back the curtain on what actually works when it comes to planning, promoting, and profiting from virtual summits.
00:01:46.079 --> 00:01:51.680
Today's episode is one we've wanted to record for a while because we see so many hosts making this mistake.
00:01:51.920 --> 00:01:56.000
They finish a successful summit and then they never run it again.
00:01:56.239 --> 00:02:02.480
Instead, they start completely over new branding, new website, new speakers, new messaging, new everything.
00:02:02.640 --> 00:02:07.840
And honestly, we think that is costing hosts way more time and energy than they realize.
00:02:08.080 --> 00:02:15.840
One of our biggest beliefs is this a successful sum a successful summit shouldn't necessarily be a one-and-done event.
00:02:16.080 --> 00:02:18.400
Hosting the same event again isn't lazy.
00:02:18.479 --> 00:02:19.439
It's efficient.
00:02:19.680 --> 00:02:27.840
If you've already created something that your audience loved, if you already validated the topic, if you've already built the systems, why wouldn't you want to leverage that again?
00:02:28.000 --> 00:02:33.840
We'd much rather improve an existing summit than start completely from scratch building something we don't even know is going to convert.
00:02:34.000 --> 00:02:39.840
One of the biggest mistakes that we see hosts make after a successful summit is assuming that they have to create an entirely new one.
00:02:40.080 --> 00:02:44.000
But sometimes your next great summit is simply version 2.0.
00:02:44.240 --> 00:02:46.080
So where does this pressure come from?
00:02:46.319 --> 00:02:48.159
We think that there are a few reasons.
00:02:48.319 --> 00:02:51.199
First, people assume their audience will get bored.
00:02:51.439 --> 00:02:56.159
Second, they feel that if they're growing, they always have to create something new.
00:02:56.400 --> 00:03:01.039
And third, they think repeating an event somehow means that they are not being innovative.
00:03:01.199 --> 00:03:07.680
But here's the thing: think about your favorite annual conferences, your favorite annual challenges, your favorite live events.
00:03:07.840 --> 00:03:11.120
People don't stop attending just because they have happened before.
00:03:11.280 --> 00:03:13.599
In many cases, people actually look forward to them.
00:03:13.680 --> 00:03:16.319
And that's exactly what can happen with your summit.
00:03:16.719 --> 00:03:21.199
Now let's talk about why we love and host our own repeatable summits.
00:03:21.439 --> 00:03:24.319
There are some huge advantages to repeating a summit.
00:03:24.400 --> 00:03:26.000
And the biggest is time.
00:03:26.159 --> 00:03:27.199
You already know it works.
00:03:27.360 --> 00:03:33.680
You already have the website, the email sequences, the workflows, the graphics, the project plan, the automations, the speaker systems.
00:03:33.759 --> 00:03:37.199
And instead of rebuilding everything, you're just improving it.
00:03:37.360 --> 00:03:42.560
That allows you to spend your energy making the experience better instead of recreating every single asset.
00:03:42.719 --> 00:03:47.759
And if the summit converted well the first time, why wouldn't you give it another chance to succeed?
00:03:48.080 --> 00:03:54.400
Now you might be wondering what should actually stay the same because repeating a summit doesn't mean that nothing changes.
00:03:54.560 --> 00:03:57.280
There are definitely things that we do intentionally keep though.
00:03:57.439 --> 00:04:03.120
The core promise, the audience, the overall experience, and the branding.
00:04:03.360 --> 00:04:05.120
These are the things that create recognition.
00:04:05.280 --> 00:04:09.599
And over time, people begin associating your brand with that signature event.
00:04:09.759 --> 00:04:17.600
And we think that is incredibly valuable because consistency builds trust, recognition builds anticipation, and that is how events become known.
00:04:17.759 --> 00:04:20.000
Now, here's where people sometimes get confused.
00:04:20.160 --> 00:04:23.519
You absolutely don't want to rerun the exact same event forever.
00:04:23.680 --> 00:04:25.839
There should be fresh elements every year.
00:04:26.079 --> 00:04:28.560
For us, the first things we'd update are the speakers.
00:04:28.639 --> 00:04:30.879
Obviously, you're not gonna have the same speakers every year.
00:04:31.040 --> 00:04:33.600
In addition to that, that means new session topics.
00:04:33.759 --> 00:04:35.600
And also the bonus offers.
00:04:35.759 --> 00:04:37.279
These things naturally evolve.
00:04:37.439 --> 00:04:40.879
The conversations change, the examples change, new experts emerge.
00:04:41.040 --> 00:04:47.279
And at the same time, if your backend offer converted really well, there's really no reason to replace it just because you think you should.
00:04:47.439 --> 00:04:50.240
If it fits and it worked last time, keep it.
00:04:50.399 --> 00:04:53.680
Not everything needs to change simply because another year has passed.
00:04:53.839 --> 00:04:58.240
And one of the questions that we ask ourselves is, is this still serving our audience?
00:04:58.399 --> 00:05:02.079
And if the answer there is yes, there's probably no reason to reinvent it.
00:05:02.319 --> 00:05:06.639
Now we want to talk about something that we don't hear enough people actually talk about.
00:05:06.879 --> 00:05:11.519
And that is that we like to think about building event equity.
00:05:11.680 --> 00:05:16.000
So instead of constantly starting over, you're making one event better and better each year.
00:05:16.160 --> 00:05:24.560
You collect testimonials, you improve the attendee experience, you gather feedback, you refine your systems, you strengthen your messaging, you build anticipation.
00:05:24.720 --> 00:05:27.040
And eventually people begin to recognize that event.
00:05:27.120 --> 00:05:33.600
Instead of saying, oh, they're hosting another summit, they say, oh, that whatever it's called, summit is back.
00:05:33.759 --> 00:05:36.319
That's a completely different level of positioning.
00:05:36.639 --> 00:05:38.639
So now we want to bust a few myths.
00:05:38.800 --> 00:05:42.879
So the first myth is that people won't come twice.
00:05:43.439 --> 00:05:51.600
And actually, many attendees will happily return if they're getting fresh perspectives, updated speakers, and once again a great experience.
00:05:52.000 --> 00:05:53.600
Then we have myth number two.
00:05:53.920 --> 00:05:56.240
You have to reinvent everything.
00:05:56.399 --> 00:05:58.240
And that is definitely not true.
00:05:58.560 --> 00:06:06.959
It's important to improve what's already working so that you can maximize the event without having to start completely from scratch.
00:06:07.199 --> 00:06:11.680
Then the third myth is that returning attendees will get bored.
00:06:12.000 --> 00:06:16.079
And to that, we say, not if you're continuing to evolve the content.
00:06:16.319 --> 00:06:20.560
So think about podcasts, conferences, and annual industry events.
00:06:20.720 --> 00:06:25.519
People come back because they trust the experience, not because every single detail is brand new.
00:06:25.839 --> 00:06:38.000
So if you think there is even a possibility that you will host a summit again, we want you to do yourself a favor as soon as your summit ends, and we do mean as soon as it ends, because if not, this is going to get harder to do.
00:06:38.079 --> 00:06:39.279
But we want you to gather feedback.
00:06:39.439 --> 00:06:45.120
We want you to analyze your data, document your systems, and debrief while everything is still fresh.
00:06:45.360 --> 00:06:49.839
Those few hours of work can save you dozens of hours next year.
00:06:50.079 --> 00:06:58.160
And we wish that more hosts treated every summit like an asset that they are going to improve instead of just a project that they are never going to touch again.
00:06:58.319 --> 00:07:01.199
And at the end of the day, your summit isn't just an event.
00:07:01.360 --> 00:07:02.399
It is an asset.
00:07:02.639 --> 00:07:05.920
The most valuable summit isn't necessarily the newest one.
00:07:06.079 --> 00:07:11.279
It's the one that gets great results, serves your audience well, and inspires attendees to take action.
00:07:11.439 --> 00:07:15.680
If your summit worked once, don't automatically assume that you need to retire it.
00:07:15.839 --> 00:07:17.040
Ask yourself these questions.
00:07:17.199 --> 00:07:18.639
Is this topic evergreen?
00:07:18.879 --> 00:07:21.439
Does it still solve a meaningful problem?
00:07:21.759 --> 00:07:24.240
Can I make that experience even better this time?
00:07:24.399 --> 00:07:28.560
And if the answer to these is yes, you might already have your next summit planned.
00:07:28.720 --> 00:07:30.399
You just haven't realized it yet.
00:07:30.639 --> 00:07:34.959
So before you start brainstorming a brand new summit, we want you to take a look at your last one.
00:07:35.120 --> 00:07:36.959
Ask yourself, what worked really well?
00:07:37.199 --> 00:07:38.639
What could we improve?
00:07:38.959 --> 00:07:41.759
Could this become our signature annual event?
00:07:41.920 --> 00:07:45.040
Sometimes your next big win isn't creating something new.
00:07:45.120 --> 00:07:47.519
It's just making something great even better.
00:07:47.759 --> 00:07:51.839
Thank you so much for tuning in to another episode of the Virtual Summit Secrets Podcast.
00:07:52.000 --> 00:08:01.040
If today's conversation changed the way you think about annual summits, then we'd love for you to subscribe, leave a review, or share this episode with another entrepreneur who's planning their next event.
00:08:01.199 --> 00:08:07.519
And if you're ready to create a summit strategy that's built for long-term growth, not just a one-time launch, then we'd love to help you.
00:08:07.680 --> 00:08:16.720
Whether you're planning your first summit or refining one that you already hosted, our strategy and planning sessions are designed to help you build an event that supports your business for years to come.
00:08:17.519 --> 00:08:26.079
Next week, we are going to be diving into one of our biggest values as summit strategists with an episode called The Summit Planning Shortcuts that we refuse to take.
00:08:26.319 --> 00:08:40.559
So we are going to talk about why some things simply aren't worth automating or rushing, why the speaker and attendee experience will always come first, and how maintaining quality control can make the difference between a summit people forget and one that they can't wait to come back to.
00:08:40.720 --> 00:08:41.919
So we will see you then.
00:08:42.159 --> 00:08:45.840
Thanks for spending time with us today on the Virtual Summit Secrets Podcast.
00:08:46.159 --> 00:08:54.159
If this episode was helpful, be sure to share it on social media and tag us at Summit Success Squad or personally share with somebody you know could benefit from it.
00:08:54.399 --> 00:08:56.799
New episodes will be released every Wednesday.
00:00:00.560 --> 00:00:01.919
Hey, I'm Jenny.
00:00:02.080 --> 00:00:06.240
And I'm Lindsay, and you're listening to the Virtual Summit Secrets Podcast.
00:00:06.480 --> 00:00:11.519
This is a place for you if you want to learn hashtag all the things about hosting a virtual summit.
00:00:11.759 --> 00:00:17.519
We've hosted and produced countless summits, and we cannot wait to share with you all of our biggest secrets.
00:00:17.760 --> 00:00:22.719
So sit back, grab your favorite drink, and get ready to put on a killer summit experience.
00:00:25.039 --> 00:00:30.160
What if one of the smartest business decisions that you could make is not creating a brand new summit?
00:00:30.399 --> 00:00:37.679
So many hosts finish their events, immediately start brainstorming their next big idea, and then never think about running the same summit again.
00:00:37.920 --> 00:00:41.280
But what if the summit that you already built isn't just an event?
00:00:41.439 --> 00:00:44.479
What if it's one of the most valuable assets in your business?
00:00:44.719 --> 00:00:49.520
Today we're gonna be myth busting the idea that every summit has to be completely new every single year.
00:00:49.679 --> 00:01:01.840
We're talking about why repeating a summit isn't lazy, what you should update, what you should keep exactly the same, and how building event equity can actually make your summit stronger, easier, and more profitable over time.
00:01:02.079 --> 00:01:03.600
Let's talk about it.
00:01:03.920 --> 00:01:05.120
Hey, I'm Jenny.
00:01:05.359 --> 00:01:09.439
And I'm Lindsay, and you're listening to the Virtual Summit Secrets Podcast.
00:01:09.760 --> 00:01:14.560
This is a place for you if you want to learn hashtag all the things about hosting a virtual summit.
00:01:15.040 --> 00:01:20.799
We've hosted and produced countless summits, and we cannot wait to share with you all of our biggest secrets.
00:01:21.040 --> 00:01:26.000
So sit back, grab your favorite drink, and get ready to put on a killer summit experience.
00:01:28.239 --> 00:01:36.719
Hey there and welcome back to the Virtual Summit Secrets Podcast, the go-to show for entrepreneurs who want to host profitable, high-impact virtual summits without the overwhelm.
00:01:36.879 --> 00:01:45.920
We're your hosts, Jenny and Lindsay from Summit Success Squad, and every week we pull back the curtain on what actually works when it comes to planning, promoting, and profiting from virtual summits.
00:01:46.079 --> 00:01:51.680
Today's episode is one we've wanted to record for a while because we see so many hosts making this mistake.
00:01:51.920 --> 00:01:56.000
They finish a successful summit and then they never run it again.
00:01:56.239 --> 00:02:02.480
Instead, they start completely over new branding, new website, new speakers, new messaging, new everything.
00:02:02.640 --> 00:02:07.840
And honestly, we think that is costing hosts way more time and energy than they realize.
00:02:08.080 --> 00:02:15.840
One of our biggest beliefs is this a successful sum a successful summit shouldn't necessarily be a one-and-done event.
00:02:16.080 --> 00:02:18.400
Hosting the same event again isn't lazy.
00:02:18.479 --> 00:02:19.439
It's efficient.
00:02:19.680 --> 00:02:27.840
If you've already created something that your audience loved, if you already validated the topic, if you've already built the systems, why wouldn't you want to leverage that again?
00:02:28.000 --> 00:02:33.840
We'd much rather improve an existing summit than start completely from scratch building something we don't even know is going to convert.
00:02:34.000 --> 00:02:39.840
One of the biggest mistakes that we see hosts make after a successful summit is assuming that they have to create an entirely new one.
00:02:40.080 --> 00:02:44.000
But sometimes your next great summit is simply version 2.0.
00:02:44.240 --> 00:02:46.080
So where does this pressure come from?
00:02:46.319 --> 00:02:48.159
We think that there are a few reasons.
00:02:48.319 --> 00:02:51.199
First, people assume their audience will get bored.
00:02:51.439 --> 00:02:56.159
Second, they feel that if they're growing, they always have to create something new.
00:02:56.400 --> 00:03:01.039
And third, they think repeating an event somehow means that they are not being innovative.
00:03:01.199 --> 00:03:07.680
But here's the thing: think about your favorite annual conferences, your favorite annual challenges, your favorite live events.
00:03:07.840 --> 00:03:11.120
People don't stop attending just because they have happened before.
00:03:11.280 --> 00:03:13.599
In many cases, people actually look forward to them.
00:03:13.680 --> 00:03:16.319
And that's exactly what can happen with your summit.
00:03:16.719 --> 00:03:21.199
Now let's talk about why we love and host our own repeatable summits.
00:03:21.439 --> 00:03:24.319
There are some huge advantages to repeating a summit.
00:03:24.400 --> 00:03:26.000
And the biggest is time.
00:03:26.159 --> 00:03:27.199
You already know it works.
00:03:27.360 --> 00:03:33.680
You already have the website, the email sequences, the workflows, the graphics, the project plan, the automations, the speaker systems.
00:03:33.759 --> 00:03:37.199
And instead of rebuilding everything, you're just improving it.
00:03:37.360 --> 00:03:42.560
That allows you to spend your energy making the experience better instead of recreating every single asset.
00:03:42.719 --> 00:03:47.759
And if the summit converted well the first time, why wouldn't you give it another chance to succeed?
00:03:48.080 --> 00:03:54.400
Now you might be wondering what should actually stay the same because repeating a summit doesn't mean that nothing changes.
00:03:54.560 --> 00:03:57.280
There are definitely things that we do intentionally keep though.
00:03:57.439 --> 00:04:03.120
The core promise, the audience, the overall experience, and the branding.
00:04:03.360 --> 00:04:05.120
These are the things that create recognition.
00:04:05.280 --> 00:04:09.599
And over time, people begin associating your brand with that signature event.
00:04:09.759 --> 00:04:17.600
And we think that is incredibly valuable because consistency builds trust, recognition builds anticipation, and that is how events become known.
00:04:17.759 --> 00:04:20.000
Now, here's where people sometimes get confused.
00:04:20.160 --> 00:04:23.519
You absolutely don't want to rerun the exact same event forever.
00:04:23.680 --> 00:04:25.839
There should be fresh elements every year.
00:04:26.079 --> 00:04:28.560
For us, the first things we'd update are the speakers.
00:04:28.639 --> 00:04:30.879
Obviously, you're not gonna have the same speakers every year.
00:04:31.040 --> 00:04:33.600
In addition to that, that means new session topics.
00:04:33.759 --> 00:04:35.600
And also the bonus offers.
00:04:35.759 --> 00:04:37.279
These things naturally evolve.
00:04:37.439 --> 00:04:40.879
The conversations change, the examples change, new experts emerge.
00:04:41.040 --> 00:04:47.279
And at the same time, if your backend offer converted really well, there's really no reason to replace it just because you think you should.
00:04:47.439 --> 00:04:50.240
If it fits and it worked last time, keep it.
00:04:50.399 --> 00:04:53.680
Not everything needs to change simply because another year has passed.
00:04:53.839 --> 00:04:58.240
And one of the questions that we ask ourselves is, is this still serving our audience?
00:04:58.399 --> 00:05:02.079
And if the answer there is yes, there's probably no reason to reinvent it.
00:05:02.319 --> 00:05:06.639
Now we want to talk about something that we don't hear enough people actually talk about.
00:05:06.879 --> 00:05:11.519
And that is that we like to think about building event equity.
00:05:11.680 --> 00:05:16.000
So instead of constantly starting over, you're making one event better and better each year.
00:05:16.160 --> 00:05:24.560
You collect testimonials, you improve the attendee experience, you gather feedback, you refine your systems, you strengthen your messaging, you build anticipation.
00:05:24.720 --> 00:05:27.040
And eventually people begin to recognize that event.
00:05:27.120 --> 00:05:33.600
Instead of saying, oh, they're hosting another summit, they say, oh, that whatever it's called, summit is back.
00:05:33.759 --> 00:05:36.319
That's a completely different level of positioning.
00:05:36.639 --> 00:05:38.639
So now we want to bust a few myths.
00:05:38.800 --> 00:05:42.879
So the first myth is that people won't come twice.
00:05:43.439 --> 00:05:51.600
And actually, many attendees will happily return if they're getting fresh perspectives, updated speakers, and once again a great experience.
00:05:52.000 --> 00:05:53.600
Then we have myth number two.
00:05:53.920 --> 00:05:56.240
You have to reinvent everything.
00:05:56.399 --> 00:05:58.240
And that is definitely not true.
00:05:58.560 --> 00:06:06.959
It's important to improve what's already working so that you can maximize the event without having to start completely from scratch.
00:06:07.199 --> 00:06:11.680
Then the third myth is that returning attendees will get bored.
00:06:12.000 --> 00:06:16.079
And to that, we say, not if you're continuing to evolve the content.
00:06:16.319 --> 00:06:20.560
So think about podcasts, conferences, and annual industry events.
00:06:20.720 --> 00:06:25.519
People come back because they trust the experience, not because every single detail is brand new.
00:06:25.839 --> 00:06:38.000
So if you think there is even a possibility that you will host a summit again, we want you to do yourself a favor as soon as your summit ends, and we do mean as soon as it ends, because if not, this is going to get harder to do.
00:06:38.079 --> 00:06:39.279
But we want you to gather feedback.
00:06:39.439 --> 00:06:45.120
We want you to analyze your data, document your systems, and debrief while everything is still fresh.
00:06:45.360 --> 00:06:49.839
Those few hours of work can save you dozens of hours next year.
00:06:50.079 --> 00:06:58.160
And we wish that more hosts treated every summit like an asset that they are going to improve instead of just a project that they are never going to touch again.
00:06:58.319 --> 00:07:01.199
And at the end of the day, your summit isn't just an event.
00:07:01.360 --> 00:07:02.399
It is an asset.
00:07:02.639 --> 00:07:05.920
The most valuable summit isn't necessarily the newest one.
00:07:06.079 --> 00:07:11.279
It's the one that gets great results, serves your audience well, and inspires attendees to take action.
00:07:11.439 --> 00:07:15.680
If your summit worked once, don't automatically assume that you need to retire it.
00:07:15.839 --> 00:07:17.040
Ask yourself these questions.
00:07:17.199 --> 00:07:18.639
Is this topic evergreen?
00:07:18.879 --> 00:07:21.439
Does it still solve a meaningful problem?
00:07:21.759 --> 00:07:24.240
Can I make that experience even better this time?
00:07:24.399 --> 00:07:28.560
And if the answer to these is yes, you might already have your next summit planned.
00:07:28.720 --> 00:07:30.399
You just haven't realized it yet.
00:07:30.639 --> 00:07:34.959
So before you start brainstorming a brand new summit, we want you to take a look at your last one.
00:07:35.120 --> 00:07:36.959
Ask yourself, what worked really well?
00:07:37.199 --> 00:07:38.639
What could we improve?
00:07:38.959 --> 00:07:41.759
Could this become our signature annual event?
00:07:41.920 --> 00:07:45.040
Sometimes your next big win isn't creating something new.
00:07:45.120 --> 00:07:47.519
It's just making something great even better.
00:07:47.759 --> 00:07:51.839
Thank you so much for tuning in to another episode of the Virtual Summit Secrets Podcast.
00:07:52.000 --> 00:08:01.040
If today's conversation changed the way you think about annual summits, then we'd love for you to subscribe, leave a review, or share this episode with another entrepreneur who's planning their next event.
00:08:01.199 --> 00:08:07.519
And if you're ready to create a summit strategy that's built for long-term growth, not just a one-time launch, then we'd love to help you.
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Whether you're planning your first summit or refining one that you already hosted, our strategy and planning sessions are designed to help you build an event that supports your business for years to come.
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Next week, we are going to be diving into one of our biggest values as summit strategists with an episode called The Summit Planning Shortcuts that we refuse to take.
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So we are going to talk about why some things simply aren't worth automating or rushing, why the speaker and attendee experience will always come first, and how maintaining quality control can make the difference between a summit people forget and one that they can't wait to come back to.
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So we will see you then.
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Thanks for spending time with us today on the Virtual Summit Secrets Podcast.
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If this episode was helpful, be sure to share it on social media and tag us at Summit Success Squad or personally share with somebody you know could benefit from it.
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New episodes will be released every Wednesday.
