Podcast Summary: Marketing Matters with Ashley Brock
Episode #68: Client Win: How Kristen Williams Landed a $30k Deal from Paid Ads
Release Date: May 23, 2025
Introduction
In Episode #68 of the Marketing Matters™ Podcast, host Ashley Brock welcomes her guest, Kristen Williams, founder of Yes.Events. This episode delves into Kristen's remarkable journey in the event industry, highlighting how strategic use of paid advertising led her to secure a substantial $30,000 deal. The conversation offers invaluable insights for entrepreneurs and business owners aiming to amplify their reach and achieve significant growth through effective marketing strategies.
Kristen Williams' Background and Journey in Events
Kristen's Origin Story:
Kristen shares her unconventional entry into the events industry, revealing an interview process that involved flying to Miami for an event—a first-time experience with air travel. This pivotal moment exposed her to the lucrative possibilities within the event and marketing sectors.
"That was the first event that I ever went to, and that was the first time that I saw people, like, making millions and millions of dollars."
— Kristen Williams [02:46]
Career Growth:
Starting from the ground up, Kristen transitioned from basic roles to strategic positions, ultimately deciding to venture out independently to gain more freedom and control over her career.
The Meeting Between Ashley and Kristen
Initial Connection:
Kristen initially reached out to Ashley through a direct message (DM) after seeing an ad for Ashley's summit. Although their first interaction was hesitant, Kristen's attendance as a speaker at one of Ashley's events solidified their professional relationship.
"I saw you on stage, and I was like, okay, I really like this girl. And I also really felt I was like, okay, I could have a million dollar business."
— Kristen Williams [08:58]
Event Strategy vs. Event Coordination
Defining Roles:
Ashley distinguishes between an event coordinator and an event strategist. While coordinators manage logistics, strategists like Kristen focus on leveraging events as powerful marketing tools to drive sales and foster business growth.
"I want you to think of someone who can really help an event start from start to finish to ultimately lead to the goal that you're after with your event."
— Ashley Brock [05:39]
Kristen's Perspective:
Kristen emphasizes the importance of viewing events through a sales and engagement lens, ensuring that each event not only gathers people but also moves them closer to becoming clients or partners.
"She's thinking of it from the sales perspective of how can we leave these people so happy, so encouraged, and potentially, for a few of them, like, partnering with us."
— Ashley Brock [05:39]
The Power of Paid Ads: Kristen's Success Story
Initial Hesitation and Breakthrough:
Kristen recounts her initial skepticism about investing in paid ads, fearing high costs and uncertain returns. However, Ashley's guidance helped her realize that even modest ad budgets could yield significant results.
"You just need to have a little something. Like what you're spending on Starbucks right now could eventually turn into what you're spending on ads."
— Kristen Williams [11:21]
Securing the $30k Deal:
Through persistent efforts and strategic ad placements, Kristen attracted a high-value client who recognized her expertise from an ad and referred her to multiple potential clients.
"Something like that was turned into a $30,000 retainer."
— Kristen Williams [14:44]
Snowball Effect of Ads:
The discussion highlights how a single ad can create a ripple effect, leading to referrals, collaborations, and ongoing business opportunities.
"And so I think oftentimes we... a snowball effect."
— Ashley Brock [13:32]
Overcoming Challenges and Building Credibility
Addressing Ad Account Shutdowns:
Kristen shares her experience overcoming obstacles such as Facebook account shutdowns. Her resilience and Ashley's support were crucial in navigating these challenges and maintaining business momentum.
"We freaking did. Like, I've learned more even since our conversation on how to get people out of jail free."
— Ashley Brock [15:37]
Establishing Authority:
Running consistent ads not only boosts visibility but also enhances credibility. Kristen illustrates how ads serve as a testament to a business's commitment and expertise.
"It's credibility. Like, oh, you're running ads. I guess they're serious."
— Kristen Williams [18:19]
Lessons Learned: Importance of Offer Evolution and Ascension Plans
Avoiding Stagnation:
Kristen warns against the common pitfall of creating a single, flat offer without a clear path for clients to ascend to higher-value services. She emphasizes the necessity of designing offers that evolve with the client's journey.
"So, yeah, it's a lot of not being able to create an ascension plan."
— Kristen Williams [27:49]
Building by Design, Not Survival:
Drawing inspiration from Tony Robbins, Kristen advocates for building businesses intentionally rather than merely surviving. This approach ensures sustainable growth and facilitates the creation of meaningful client relationships.
"You don't want to build a business out of survival. You want to make sure you're building a business by design."
— Kristen Williams [28:34]
Advice for Entrepreneurs on Investing in Ads and Building Sustainable Businesses
For Aspiring Entrepreneurs:
Kristen advises evaluating both financial capacity and comfort levels before investing in paid ads. She underscores the importance of seeking proof through existing successful campaigns and leveraging social proof from platforms like Instagram.
"Look for the proof in those decisions would be what I would say to them."
— Kristen Williams [32:43]
For Established Entrepreneurs:
Kristen highlights the value of understanding ad dynamics to effectively collaborate with agencies. Knowledgeable entrepreneurs can better assess agency performance and ensure their marketing investments yield desired returns.
"Having that knowledge to even have those conversations, right, like, versus just throwing your money out there and just like losing it."
— Kristen Williams [33:04]
Conclusion and Takeaways
The episode underscores the transformative power of paid advertising when coupled with strategic planning and resilience. Kristen Williams' story serves as a testament to how targeted ads can unlock significant business opportunities, build credibility, and foster sustainable growth. Entrepreneurs are encouraged to thoughtfully invest in their marketing strategies, continuously evolve their offerings, and leverage ongoing learning to navigate challenges effectively.
Final Thoughts from Kristen:
"Look for the proof in those decisions... your Instagram, there's enough proof, right?"
— Kristen Williams [32:43]
Final Words from Ashley:
"What matters is, Kristen, I think it was like three or four times that things got shut down and we literally started over. And I'm so proud of you because we talked earlier about the plateau concept... That's when Kristen says, no, we're going to run ads and we're going to figure it out. And you did."
— Ashley Brock [16:35]
For listeners interested in hosting events or enhancing their marketing strategies through paid ads, Kristen Williams can be reached via Instagram at @Kristen.Yes.Events. Additionally, joining Ashley's "Win with Paid Ads" challenge is recommended for those looking to achieve similar successes.
Stay Connected:
- Kristen Williams: Instagram - Kristen Yes Events
- Ashley Brock's Challenge: ashleybrock.com/challenge