Your event’s attendance has skyrocketed and you’re ready to take the plunge. It’s time to scale your event. But where do you start? And how can you replicate your event without too many growing pangs?

Chad Collins has been there. The founder of Learn With Bricks, Collins hosted the first Brick Fest Live back in 2014 and drew 24,000 attendees. Bringing together LEGO fans of all ages, the event has since grown into a two-day LEGO marathon with 28 stops around the country.

So how did Brick Fest Live grow to more than 28 events a year just three years later? Here are three takeaways you can use to scale your event and launch new ones, based on their success.

1. Turn your marketing into a machine

Born as a YouTube channel with tens of thousands of subscribers, Learn With Bricks knows the value of online marketing. In fact, Facebook is their number one marketing channel. So it was critical for them to have a ticketing partner who provides seamless integrations with Facebook, Google Analytics, and their own email platform.

Founder Chad Collins and his team used Eventbrite to automate their entire marketing machine, eliminating manual processes. Now, they can easily track how promotions are performing and even retarget people who have visited their checkout page but have not acted, all from one place.

Here’s how you can use Collins’ tactics to scale your own event:

  • Choose an event technology that can integrate with your marketing tools
  • Help people find your Facebook events by including the right details
  • Use a pixel on your event page to retarget visitors who haven’t yet purchased a ticket

2. Scale your event operations

With more time at his disposal, Collins has been able to turn his sights on expanding beyond Brick Fest Live — and beyond U.S. borders. He’s now free to focus on expanding the two events he launched in 2016: The Young Innovators Fair and Minefaire.

But with growth comes complexity. To help keep an eye on all his events, Collins relies on the Eventbrite Organizer app to get a real-time understanding of how his events are performing at a glance. “Instead of getting in front of a computer and checking each event one by one, it’s super helpful to go into the app and see the stats in real time,” Collins says.

Here’s how you can use Collins’ tactics to scale your own event:

  • Use real-time reporting on ticket sales to adjust your marketing strategy
  • Choose a ticketing technology that lets you give sub-users limited access, so you can delegate tasks without compromising delicate information

3. Minimize manual tasks

In addition to social media, Brick Fest Live also relies on email promotions like presales and early bird discounts. Thanks to an integration with Zapier, an automation app, their email system adds and tags any new ticket buyers, making it easier to target specific groups.

“We don’t have to manually export and import, it’s all just done,” Collins says. “We can implement our sales strategies really easily.”

Here’s how you can use Collins’ tactics to scale your own event:

  • Pick a technology that helps you onboard new hires quickly
  • Set up your system so that it can grow to accommodate additional events
  • Make sure your technology can set permissions for different users

Grow your event, step-by-step

Scaling an event can be difficult, but it is achievable — especially with the right technology. For a more in-depth look at how Learn With Bricks scaled theirs, read the full interview.

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