Do collaborations work? Roadtrip recap
A few weeks ago, I interviewed Cindy on the Confessions podcast where she did a detailed recap of her amazing launch (coming soon!).
One of the things she said struck me.
In running paid ads, she spent anywhere between $6-$10 on a lead which she was STOKED on.
Not to give everything in the episode away now, but she also told me that not one of her buyers came from ads. Zero, zilch.
Which is all good! This was her first public launch of this product and now she will loop in those new paid ad leads into her ongoing marketing and hopefully they will convert down the line.
But I’m not going to lie - I immediately thought, “There has to be another way.”
Insert 👉 COLLABORATIONS.
As a 9x summit host, I’ve seen the power of collaborating with people who have similar audiences to mine since 2020.
I tell this story all the time, but it took me over 18 months to grow my email list to about 600 people and then in roughly two weeks of promo for my first Raise More Together summit - I more than doubled it to over 1,300 email subscribers.
Whether it’s a summit, a bundle or a workshop - I’ve been a big fan of collaborating ever since.
So when Rhea, Cindy, Rachel, Brooke and I met in Ojai for a peer-mastermind earlier this year - we left saying to each other, “We’ve gotta do something together!” That’s how Roadtrip - a live 2-hour workshop was born.
Here were the results:
228 buyers
67% live show up rate
Total profit: $4,598* or $920/person
*We had some small expenses including graphic design and processing fees
What worked:
We had a target audience: nonprofit fundraisers
We had a theme: Using the summer to prep for the end-of-year giving season. All of the sessions pointed toward this theme
Email marketing: I personally drove 106/228 sales and didn’t post about this offer once on social media. I only used email marketing
Charging: We all agreed we want to grow an email list of buyers, not just lookers. We also wanted nonprofit fundraisers who were committed. Turns out charging even $23 gets people to show up live, be super active in the chat and start taking action straight away.
What could be improved:
At the start of the live session we had a Zoom capacity issue, but were able to solve it in 6 minutes so it was all good.
We did a 2 week open cart with a tiny bit of a warm up phase. If we really wanted to get 300-500 folks there - we would need to increase this timeframe.
Could have added an upsell
Honestly, this was a super fun way to work with friends, earn some money while growing our email lists and share the work.
I also estimate that the quality of these buyers will be significantly stronger compared to some other marketing channels.
It was also solid proof for me, as a summit host, that online events are not dead. They just need to be good 😉.
Highly recommend!
Have any questions about hosting or participating in a collaboration? Leave a comment below 👇.