Welcome to a new episode of Business Lunch! Today, Roland Frasier and Ryan Deiss cover the story of Traffic & Conversion Summit (TNC), detailing its inception, growth, and eventual sale to Clarion Events. They share personal anecdotes from the journey, discuss strategic decisions that led to the event's success, and reveal the complexities of negotiating a sale. This episode provides a unique look at the behind-the-scenes efforts that transformed a simple event into a major business asset.

Highlights:

"Our goal is not going to be to make a lot of money. Our goal is going to be to have everybody leave saying, Wow, that was the best event I've ever been to."

"It felt like it was getting big and scary. I would have these recurring nightmares of something going wrong at this event."

"The reality is, most events suck. They're just a pitch fest."

"We controlled the programming of the event. So who's going to be on stage, which meant we still got the benefit of the platform of the event for our other brands."

Timestamps:

00:00 - Elevating the Event Vision

02:31 - Introduction to Traffic and Conversion Summit

05:23 - Evolution and Growth of the Event

07:52 - Increasing Production Value and Sponsorship Revenue

11:59 - Sale of the Event to Clarion Events

31:51 - Post-Sale Challenges and Pandemic Impact

35:10 - Reasons for the Event's Decline

CONNECT

• Ask Roland a question HERE.

RESOURCES:

• 7 Steps to Scalable workbook

• Get my book, Zero Down, FREE

To learn more about Roland Frasier 👉 https://msha.ke/rolandfrasier/

Connect with me on social:

🎵 TikTok:

/ rolandfrasier

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Welcome to a new episode of Business Lunch with your host Roland Frasier. In today’s episode, we delve into the current state of the luxury market, discussing its decline, consumer behavior changes, and implications for businesses. We examine factors like the pandemic's impact, Gen Z's preferences, and economic realities reshaping luxury consumerism. Join us as we explore what this means for the future of high-end brands and consumer experiences.

Highlights:

"Luxury is hurting; it's an indication of recession."

"Brands like Louis Vuitton made the mistake that Nike made with drop culture."

"The luxury brands are living in inflationary times of 2021-2022, not aligning with today's economic reality."

"If you are truly luxury, you can charge luxury prices, but the market has to agree that you are luxury."

Timestamps:

00:00 - Introduction to Luxury Market Trends

01:48 - Decline of Luxury and Economic Indicators

03:09 - Gen Z's Impact on Luxury Brands

04:39 - Pandemic Effects on Consumer Choices

06:12 - The Lipstick Effect and Consumer Spending

08:13 - Shift in Spending to Experiences Over Goods

10:45 - Real World Luxury Pricing vs. Value Proposition

13:58 - Business Strategies for Adapting to Market Changes

15:17 - Consumer Behavior Lagging Behind Economic Reality

17:53 - The Future of Sit-Down Restaurants and Service Industry

21:20 - Concluding Thoughts on Luxury Market and Business Adaptation

CONNECT

• Ask Roland a question HERE.

RESOURCES:

• 7 Steps to Scalable workbook

• Get my book, Zero Down, FREE

To learn more about Roland Frasier 👉 https://msha.ke/rolandfrasier/

Connect with me on social:

🎵 TikTok:

/ rolandfrasier

📸 Instagram:

Welcome to a new episode of Business Lunch! In this episode, Roland Frasier and Ryan Deiss dive deep into the intricacies of search marketing versus paid media, exploring how marketing strategies have evolved with technological advancements. They discuss the unpredictability of Google updates, the shift towards social platforms by younger demographics, and the importance of adopting a multi-channel approach in today's digital landscape. Tune in as they share insights on the most effective channels for reaching an audience and why owned media might be more crucial than ever.

Highlights:

"If you’re starting from scratch with marketing, it’s not search marketing I’d double down on."

"The new model for organic reach should include connection, authenticity, and a surround sound strategy across multiple platforms."

"People are looking for authenticity and consistency in the personalities they follow, not just content."

"As marketing evolves, the channels that once dominated are being overtaken by more agile, targeted, and engaging mediums."

Timestamps:

00:00 - Introduction: The Current State of Search Marketing

02:52 - The Inefficacy of Traditional Search for Nationwide Businesses

05:03 - Shifting Priorities: Paid Media vs. Organic Search

08:24 - The Impact of AI and Generational Changes on Search Behavior

11:05 - The Importance of Multi-Channel Marketing Strategies

14:00 - Connection and Authenticity in Content Marketing

17:00 - Discussing Owned Media and Its Advantages Over Organic Search

20:21 - User Experience and the Shift Away from Traditional Search

23:18 - Reddit as an Emerging Search Platform

26:28 - The Role of Specialized Sites and Social Groups in Niche Searches

27:24 - Conclusion: Future Outlook on Search Marketing

CONNECT

• Ask Roland a question HERE.

RESOURCES:

• 7 Steps to Scalable workbook

• Get my book, Zero Down, FREE

To learn more about Roland Frasier 👉 https://msha.ke/rolandfrasier/

Connect with me on social:

🎵 TikTok:

/ rolandfrasier

📸 Instagram: