PRIVATE LABEL SUMMIT CASE STUDY

See how this e-commerce educational  company generated over 2,500 new emails, built a 1,000+ person Facebook group, added 163 new customers, and generated $12,656 (Upfront) from a single virtual summit with 80% FREE Traffic!

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EMAIL LEADS

Generated 2500+ new email leads

FB Messenger

Over 

1,000+

FB Messenger Subscribers

THE CAMPAIGN GOAL

The goal was to build an email list, build a Facebook group, grow a FB messenger list, and establish authority and credibility as an e-commerce coach without significant ad spend...ALL AT ONCE!

The e-commerce niche is a tough one. There is tons of competition, and we knew we'd be competing for attention. 

We knew we would need a strong summit brand that embodied exactly what the summit was about, thus the "Private Label Summit" was born...

ABOUT THE BRAND

Private Label Summit target audience

The brand’s target customer is pretty obvious, the e-commerce seller. Now, this can be broken down into many segments. Those who already own an e-commerce business but want to grow it, people looking to start an e-commerce business, and people who were simply looking to find new methods to generate revenue online.

Marketing tactics we employed

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Private Label Summit target guests

The brand’s target guests were only the BIGGEST and BEST in the ecom space. We started recruiting heavy hitters, people everyone knew, and people we knew would help promote the summit. 

Being a new brand, it wasn't easy to convince people to come on, but by positioning our summit as a well oiled machine (which it was), some of the biggest names in ecom saw that we were doing it right and agreed to come on.

We secured guests like Ezra Firestone, Trey Lewellan, Nate Lind, and more! Once the big names signed on it was a breeze getting other guests to join as well.

The affiliates for this summit were responsible for over 65% of all summit registrants!

The Private Label Summit was a virtual summit for e-commerce sellers and aspiring sellers who wanted to build or grow their business.

The primary goal of this summit was to build a sizeable email list and Facebook Group while establishing authority for our client. 

Our client was a successful e-commorce seller, but was not very well known...he wanted to change that, and that's exactly what we helped him do.

This particular client wanted to keep the costs of his summit lean, and primarily focus on organic marketing. We were able to launch his summit with just $2000 in ad spend, while still generating over $12,500 in immediate revenue.

We also built him a Facebook group of 1000+ engaged members, 2,500 email subscribers, 100+ customers (people who PAID him), and over 1000 Facebook Messenger Subscribers...

This means that the summit NETTED about $10k...not that impressive right?...WRONG!

Because that means our client GOT PAID to build his list, his customer base, his community and his authority!

REVENUE

Summit Only: $12,500

FACEBOOK GROUP

1,000+ Members Added 

NEW CUSTOMERS

This Summit Boasted 163 New Customers

ABOUT THE BRAND

The Private Label Summit was a 100% new brand established literally out of thin air for this summit. Their goal was to launch a complimentary brand that would piggie back off of the summit brand after it concluded.

To do this it was crucial we executed a summit unlike ANY e-commerce summit that had been done before. This summit literally was the "birth of a brand" which meant a lot of excitement, but also a big challenge.

Langan Digital is a Full Service Digital Marketing Agency. We are a team of highly trained professionals from around the globe with one shared goal: to make sure our clients succeed. We do that through top tier marketing strategies, and one of our most popular marketing strategies are virtual summits. 

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Again the goal of this summit was to keep it lean in terms of ad spend, but we also had a target goal of over 2,000 registrants, so we knew we had to get creative in terms of marketing.

After recruiting heavy hitters in the ecom space, we had the foundations for what would be the core of our marketing strategy..."Influencer Marketing".

We created tons of great quality content for our guests, and gave them specific instructions for promotion that both expanded our exposure and their own.

This is a common strategy with virtual summits, but we took it a step further...

We then leveraged the viral nature of our guests promotion to reach out to software giants in the space.

Within just days we had two companies agree to promote our summit and before you knew it we crushed our goal of 2,000 registrants! (For More on How We Promoted This Summit go to the "SUMMIT PROMOTION" section.)

THE SUMMIT FUNNEL

This summit funnel was built completely using ClickFunnels, a sales funnel creation software. The reason we chose ClickFunnels was because our summits are built to PROFIT, and that means conversions are crucial. ClickFunnels was built with exactly this goal in mind, so it suited us well.

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The funnel was structured like this:

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Summit Home Page (Page 1): Free Ticket Optin (name and email)

Page 2: All Access Pass Upgrade ($47 + $17 Order Bump)

Page 3: Private Label Accelerator Beta Course ($297)

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The home page converted at 52.73%, well beyond industry standards. The second page of the funnel where we offered the All Access Pass Upgrade converted at 5.04%, which is in the top 25% in terms of cold traffic conversions, and lastly the BETA course upsell converted at 6.78% a number we were not happy with, but new would be likely with a large price jump from $47 to $297, and the nature of virtual summits (more on that in "The Summit Offers" section below).

SUMMIT PROMOTION

Throwing up a nice Summit website, and some offers is of course not enough to have a successful summit, so what did we do to promote it?

Because in this summit we utilized minimal ad spend, affiliate promotion was crucial. To encourage our affiliates to promote, we built out a robust affiliate members area, and created unique graphics for every single affiliate.

The affiliates for this summit were responsible for over 65% of all summit registrants! We attribute much of this to creating a summit that "looked and felt" professional, polished, and legitimate. We also attribute this to the high quality individual graphics we made for EVERY guest!

Once our guests started promoting it also made it much easier for us to secure software companies in the industry to promote as well.

Though as I said we did not have a robust paid ad campaign for this summit, we did still utilize Facebook ads to drive traffic.

Our primary strategy was to use video to promote engagement. This is a cheaper way to run Facebook ads, and because it was important that our summit made a big splash, we ran tons of engagement traffic using videos like this one below:

We also built out some additional pages for "Regular Price" orders, and "A La Carte" items such as the summit notes which brought in an additional $2,500 or so in revenue.

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The funnel also included a "Members Area" where guests could access their assets included in the All Access Pass, as well as an affiliate area which I will cover a little further down in this case study.

THE SUMMIT OFFERS

A key component to a successful summit are the OFFERS, or what you will actually be selling.

Here is a breakdown of the offers we used:

All Access Pass (Fast Action Price): The All Access Pass gave them the ability to access all the interviews from the summit in a private members area, they also were able to download MP3 recordings of all of the interviews.

As a bonus we also offered 4 hours of FREE group coaching. The goal of this was to add more value to the AAP, but also to give our client an opportunity to connect with guests, and sell additional products to them.

To incentivize people to take action NOW and purchase the AAP (now means right after grabbing their free ticket) we gave them 30 minutes to upgrade at a special FAST action price of just $47. To pull this off we used a great software called Deadline Funnel that makes it near impossible for them to get the discounted price if they don't take advantage of it right then and there!

A majority of the revenue from this summit was earned on this offer.

All Access Pass (Normal Pricing): We also offered the AAP at normal pricing. This was $97 one week before the summit, and $147 once the summit started. This generated roughly 18% of the revenue for this summit. 

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Summit Notes ($27): The summit notes were over 70 pages of detailed notes taken by a professional note taker for all the interviews of the summit. We offered this as a $27 "Order Bump" when they bought their All Access Pass.

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We had a roughly 50% uptake on this order bump for this summit.

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BETA Course Upsell: The upsell for this summit was a BETA course our client was working on. Admittedly this was kind of a "throw in" last minute, and as a result it did not do as well as we would have liked with just a 6.78% take rate. We would have like to see this at closer to 15 or 20%.

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Still though the sales from this course attributed to about 20% of the revenue for the summit. Make sure to read more about this upsell in our "Lessons Learned" section at the end of this article.

This also fed into our affiliate strategy since guests saw all the engagement we were getting for the summit and wanted to make sure others knew they were a part of it! It was a win-win for everyone!

FINAL THOUGHTS AND LESSONS LEARNED

Considering this summit was in a competitive niche, was launched with no existing brand in place, and had minimal $$$ spent on marketing, we think the Private Label Summit was a home run!

Not only did our client build a list, build his brand, build his authority, and PROFIT, but he built connections that he still has today that has led to joint business ventures, new opportunities, and more.

..but with even great success stories, comes lessons learned...here were the biggest lessons learned from the 2019 Private Label Summit:

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1. Know your EXACT offers before even considering a summit. As we stated earlier, the upsell for this summit was a BETA course that was "thrown together", had it been properly planned out, I'm certain we could have seen better conversions and more revenue here.

2. Understand MOST people are going to checkout your summit, before buying anything "BIG" from you. Upsells work with summits, but they are usually better sold on the backend of your summit. People want to see the value of your summit before investing in any upsells. 

3. Take on SPONSORS! With this summit we decided to not take on any sponsors. Because the revenue of the summit was not the primary concern it didn't make sense at the time...BUT knowing sponsor revenue could have been utilized for ad spend to make this summit even BIGGER makes us think twice about this one!

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