Content Before Tickets
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A breakdown of how to build and monetize events by first creating media/content presence, then leveraging that authority to sell tickets and sponsorships.
Core Strategy for Event Business
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Start with content/media to build audience first
- Create blog, magazine, or other media presence
- Use this to establish authority in the niche
- Build initial audience and industry connections
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Focus on niche B2B markets
- Target industries where deals are high-value
- Look for niches where companies spend millions on components/services
- Find areas where in-person networking has clear ROI
Revenue Model
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Primary revenue from booth/exhibitor sales
- Hire salespeople on $80k base + commission
- Top salespeople can earn $300k+
- Sell booth space like real estate - premium locations cost more
- Focus on B2B vendors who can justify $50k+ booth costs
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Ticket Sales Approach
- Some events offer free passes to attract attendees
- Others charge $300+ per ticket
- Value proposition includes:
- Networking opportunities
- Latest industry tech/innovations
- Notable speakers
- Justified business travel
Keys to Success
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Events can last decades if done right
- Many examples of 100+ year old trade shows
- Build recurring revenue through annual events
- Higher multiples than other business models (10-15x profit vs 5x)
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Focus on value creation
- Help vendors get quality leads
- Enable meaningful business connections
- Provide industry education/updates
- Create justifiable business travel opportunities
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Strong exit potential
- Multiple potential buyers (PE firms, public companies)
- Buyers look to combine multiple shows for synergies
- Higher multiples than typical small businesses
- Proven model with many successful examples
Example Success Case
- UK Media & Events company
- 17 B2B trade shows
- $32M revenue (2019) with 30% margins
- Expected to sell for 12x profit ($100-120M)
- Recovered quickly post-COVID
- Built through focusing on transportation/testing niche
Sam Parr
Host of MFM and fitness influencer
Sam Parr is a serial entrepreneur and business media pioneer.
In 2016, he founded The Hustle, a business news media company that started in his kitchen with just $12 and grew to eight figures in revenue.
Sam led the charge in making newsletters popular when few believed in their potential.
After four successful years, he sold The Hustle to HubSpot, a publicly traded company. Now operating as HubSpot Media, The Hustle reaches 3 million readers daily, employs a team of nearly 100, and has been the launchpad for dozens of its staff to found their own media companies and newsletters.
Sam remains the host of the popular business podcast, My First Million, and continues to start and sell companies. He also co-founded Hampton, a highly vetted community for entrepreneurs, founders, and CEOs, and teaches people to write better through his platform, Copy That.