Failing For You
Failing For You
Strategies for Successful Event Planning
Chris Luecke, the host of Manufacturing Happy Hour, shares his journey from starting the podcast to hosting live events. He discusses the origins of the podcast, the transition to live events, and the strategies for successful event planning. The conversation also delves into the benefits of hosting live events, the challenges faced, and the importance of collaboration and community building.
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Hello everybody, welcome back to another episode of Failing For you. It is me, your host, jordan Yates, today, coming from a hotel room because I'm actually traveling for once, and I'm talking with Chris Lukey, aka the manufacturing happy hour guy, aka the pioneer of this space. Chris, it's an honor to have you on. I feel like a kid that's grown up and is having my hero on my podcast, so thank you for coming on. This is so exciting.
Speaker 2:Excited to be here. I've been seeing the work you've been doing for a while, jordan. You are certainly one of the leaders in the podcasting space in our industry now, so this will be fun. I'm looking forward to the conversation conversation.
Speaker 1:Yeah, I'll be good. Chris and I just spoke at a conference together. It was like a few months ago now so we got to share the stage up there. Now we're sharing the mic and getting into it. So Chris and I were chatting before we got on about what do we talk about with you guys? Because obviously I like to come in with some sort of theme, some sort of agenda, because you know we got to utilize these guests time well. Now, chris, like I mentioned, manufacturing Happy Hour. He started this podcast a while ago and it was kind of one of the first ones in the space. And then he's always been really good about staying on top of the trends and are more industrial manufacturing, automation, space, and lately what he's been doing is more live events, which to me is like mind blown. So, chris, can you first, before we get into what you're doing now, tell us about the beginning days of Manufacturing Happy Hour?
Speaker 2:Yeah, so Manufacturing Happy Hour started out of necessity and out of personal interest in late 2016. So I had moved from Houston, Texas, where you live, to San.
Speaker 2:Francisco, california, where the demographic of the type of customer I was serving as a salesperson in the automation industry it had changed right. Houston, I was calling on folks that had worked at their companies for 20, 30 years. They were old school handshakes in person meetings that's the way it was done Relationships. When I moved to San Francisco, you have your visions of what an individual in the Bay Area might be like Young 20-something, jumping companies year to year. There's some truth to that. I was calling on a younger demographic and they weren't necessarily sticking around their companies as long as maybe people had traditionally done so in the past. I needed a way younger demographic and they weren't necessarily sticking around their companies as long as they maybe people had traditionally done so in the past. So I needed a way to resonate with an audience of, at the time, young millennials like myself that were consuming content through new ways like videos and podcasts.
Speaker 2:So one day I poured myself a beer in my apartment on a Saturday afternoon, recorded a little pilot video that I sent to some of my mentors in the industry and said hey, I'm thinking about starting a video series where I talk about automation over a beer, because we use a lot of jargon and buzzwords, and I really think we should be talking about these topics in a way that just makes sense. The way you talk about something at a bar and we're going to record it on video. I'm just going to record it on my iPhone and then after that, I'm going to send it in an email newsletter to my customers, and it was simple, right, that was it. Like nothing. High tech Didn't have to buy anything besides an extra tripod.
Speaker 2:Like when I started, it all I had was a selfie stick that I had to prop up on some books, so started very basic and over time, I started sharing those videos to LinkedIn and YouTube and getting it out there.
Speaker 2:And that's where I started to realize there was something there, because I looked at other industries like the travel industry, the hospitality industry, other places were already using video and podcasts to show off what they were doing and my thought was it's like we got a lot of physical stuff in this manufacturing and automation world. Why is no one leveraging video to showcase that to the extent that I felt they could be? So that's where it all started. I needed a way to reach an audience as a salesperson, but I also wanted to play to my strengths. Like I'm very comfortable being on a microphone or on a stage and I know not everyone is in that same boat, but I just thought to myself it's like it would be silly if I didn't leverage something that I'm confident doing that most other people are uncomfortable taking on. So it was my interest in playing to my strengths as well as knowing that this is how the audience I wanted to reach consumed content. That's how manufacturing happy hour started.
Speaker 1:That's so smart too, because I feel like that was the same reason I started making content. My podcast came along probably like a year and a half after I started making content on LinkedIn, but it was literally I was in sales and I was like I don't know anybody, like how am I going to like call people up and just be a cold caller? So the same thing. Like I was just making videos, posts on LinkedIn, and then it took a while before I thought of podcasting, cause I was like, oh God, that sounds hard, like I just I can't do that. And then, look, we're here now, but it's, it's interesting thinking like at the time you're like okay, how do I, how do I meet people? This, this is what I do, and we just try things out. I'm curious how were you comfortable being on the camera? Did you do like theater, did you? Or is it just your personality Like, how did you know that this is something like, hey, I think I can be good at.
Speaker 2:This is something like, hey, I think I can be good at. I'd done college radio, I'd played in bands, I've done other things where you got to jump on stage. So I didn't really do theater, aside from like, aside from one play in fourth grade. In retrospect maybe I should have done a little bit more of that, just because I, you know, that certainly is something that I always enjoyed. Being a spectator in the audience. I'm like, oh, I would have fun doing that.
Speaker 2:But you know you make choices and you prioritize things in life. In high school I was playing sports instead of doing theater, so I got a different experience there. But to answer your question, yeah, I'd been in scenarios before where I was on stage or I was behind a microphone or, quite frankly, as a salesperson like you're on stage a lot of times when you're giving a presentation to a group, right. So I don't want to use, I want people to realize you know you're probably doing a lot of things out there that leverage your abilities to be in front of an audience. It doesn't have to be someone that was in theater or in a band or on radio, for example.
Speaker 2:A lot of people can tap into that, and when they do, they have a tremendous advantage, because you and I have talked about this before we're seeing more video content in the industry today. It's becoming, if you will, more saturated, but I still think there's an opportunity for people to step up to the plate and do it, because certainly the majority of people aren't doing it, and an even greater number of people they might be doing it, but they're not doing it as well as they could be yet, and that's a topic for for later in the conversation.
Speaker 1:But there's still lots of opportunity to stand out.
Speaker 1:Yeah, no, seriously. And so now I want to talk more about like what you're doing today, of like the live events I just like had to address for the people who somehow haven't heard of you or just didn't know your backstory, how you got into it, because I think the same logic applies to where you are now of looking forward of doing live events. I've seen a lot of my favorite podcasters not from this space, but like silly girl podcasts, like pop culture, like girly niche things, where it's like they're doing live events, and I always wondered, like what does a podcaster do at a live event, like unless you're a comedian, like I really didn't know. So I'm curious one how you got started this thought process of I need to do live events and then I'll ask you my 10,000 other questions after that. So let's start there. How did you think I need to do a live event?
Speaker 2:Yeah, part of it just had to do with the name that I ended up picking for the platform Manufacturing Happy Hour. I don't need to change a single thing about the name to turn a podcast into an event. Right, You're at a conference people say, hey, what are you doing tonight? Oh, I'm going to the Manufacturing Happy Hour. It is a perfect name for it Visionary. It is a perfect name for it Visionary.
Speaker 2:Yeah, in addition to being comfortable on radio or on stage, I've also thrown events throughout most of my life. You know, from high school, college, I was the social chair in my fraternity. I've had that experience throwing events and I know the value of big events to small events there's lots of different ways to do it. So it was another natural part of the conversation and I remember the first event I ever did was probably like for 12 or so of my customers in the Bay Area. I just invited a handful of them out to a brewery and while I was there, one of my customers that worked at an end user and another that was a systems integrator they started talking to one another and they found some collaboration opportunities and I realized as a salesperson that was one of the most powerful things I could do was to get the people I served, my customers in the same area, talking to one another and then to an extent, they do the selling for me on my behalf. They find opportunities to work together. That's going to result in a project. They're going me on my behalf. They find opportunities to work together. That's going to result in a project. They're going to use my stuff.
Speaker 2:I saw lots of opportunities there from that initial moment and then you know it's just, it's become a fun thing, that has become really the face of the brand in a lot of ways. Like there's some people in my audience that listen to the podcast. There are other people in my audience that just go to the events and that's fine, right. I think anyone, when they create a platform or when they build their business, they need to figure out how are my ideal clients, how are the people in my community, whatever you want to call that group, you want to be very aware of how they're engaging with you and your brand, and for me that's podcasts, that's parties, and then also I call it the three p's, right, I do a lot of panels at events as well, since that's like the live version of an in, like an in-person podcast with a group of people. So that's, that's how manufacturing happy hour has evolved.
Speaker 1:I like panels because I've been on like a good handful in the industry because somebody else sets it up, they coordinate it, they get the guests there and then I just go on stage and talk about things I know about. But I find this concept of like hosting a live event to be so intimidating. Like I see the value, especially now that I'm back in an industry where I'm seeing people in person all the time, rather than before where I was so remote for two years, so secluded. I never had to worry about human interaction and so my business was great. Because I'm like oh well, I'm talking to people from behind a camera, it's pre-recorded.
Speaker 1:If I mess up, it's fine. It's such low stakes and it's like if nobody watches it, nobody will know. But if you host an event and no one shows up except for one person, then we're like okay, that's pretty obvious, nobody showed up. Like that. That's so intimidating to me. Can you like you strike me as being too confident for this, but were you nervous when you threw your first event, like with the manufacturing happy hour? That like it wouldn't have a good turnout? Or like, how did that go? Like? What were your thoughts there?
Speaker 2:I'll share a couple things. For the first one, you know because I was doing this. If I remember right, you started your career kind of right in the middle of the pandemic. Am I correct, Right?
Speaker 1:2020.
Speaker 2:Yeah, so, like I was doing it, pre-pandemic so I was doing events like in person was kind of the thing back then. In fact, most people didn't have virtual meeting. They rarely jumped on Zoom, so I think part of it was hey, that was the norm for me was doing in-person interactions. A couple of things.
Speaker 2:The first event I had a good enough amount of RSVPs that I'm like, okay, I know some people are going to be here and I didn't set the expectation that it was just going to be this big thing. I'm like, hey, it's probably going to be like 12 of us hanging around a table at a brewery, right? So people went in with the expectation that it was going to be a small, intimate event. So setting the expectation of what the event is like and getting RSVPs, that's one thing to kind of take away some of the concerns. The other thing is I have inevitably thrown events that less people have attended than I thought. Whether that's traffic flaking out, conflicting things taking place at the same time, there are plenty of reasons why you might get less people than you expect at your event.
Speaker 2:I will say hiring a great photographer that can make a room look full or make people look energized, regardless of how many people are there is a great thing to have, right? Because at that point it's, you know, there. There are always great ways to spin your event and I would say, hey, we're on a podcast called failing for you, right? Let's say you throw an event that gets less people than you would have expected to attend. What I would do is I would not highlight the fact that I got less people than I expected. I think a lot of people default to that. They'll share a LinkedIn post afterwards where they're like hey, it didn't go exactly as planned, but everyone that showed up had a great time. It's like why not you just default to saying everyone that showed up had a great time?
Speaker 2:I don't think people need to doubt themselves in that capacity, because I've been to plenty of events that have been. I've been to some events that have had way more people than expected, and that's also an issue, but there's always a redeeming quality to any event and I would say focus on the positives of that event and getting in, having the people that you had there, versus focused, focusing on the things that you're like. Well, I didn't plan for the event to go this way and I'm going to highlight that fact. The reality is, if people show up and have a good time within their group of people that they're hanging out with, in my opinion, that's a great event right there and focus on that aspect.
Speaker 1:No, that's a very positive way to look at it, cause, like it's funny you saying that because we're literally on failing for you and like always like hey, here's what I sucked at, but you, for PR reasons, don't always have to talk about what you suck at.
Speaker 1:Like sometimes it's like we do want to be like framing in good light, because if you're going to do another event you don't want to be like, so my events suck, they're horrible, no one comes, but please come to the next one one. It's like you have to build that excitement and, like you know, take the positive out of it so you can like get it to go to the next one, because the first thing of anything is never the best, but you have to learn from it and you have to give yourself credit for trying. But I'm curious from, like the business side of this, like if we can get into that. I don't know, are you comfortable talking about, like when what things cost not specific numbers, but stuff like that to where people are? Like does this make sense for me to spend money on this? Like are you, are you comfortable getting into that?
Speaker 2:Yeah, yeah, we can get into some of the nuts and bolts about it, right, because it's all about creating a budget that makes sense for the event.
Speaker 1:And yeah you.
Speaker 2:You can do a lot of that just based on some simple math, right? And one of the things I'll say this up front one of the things that I've enjoyed about hosting events at breweries, for example. That's that's. I worked for Anheuser-Busch for a long time. I ran a podcast that was very much beer specific for a long time before I started manufacturing happy hour. Not only does that kind of play to my roots, but it's also a very good way to control your costs, because you're not going to a bar that potentially has a lot of different alcohols on the shelf that can cost variable amounts of money. A glass of beer is probably going to cost the same amount for the most give or take a dollar or two at a brewery, right? So the reason I share that very specific example at the start of this answer is I think people need to be thinking about things that they can do to control costs in throwing an event, especially for an independent podcaster, for a small business that doesn't have a ton of money to throw around.
Speaker 1:Or you're like the young marketing person that's like, hey boss, I think we should do this. And then they're like that's a lot of money. So it's kind of like how do you? Almost because with podcasting obviously you spend like a little bit of money on software you could do it virtually like it doesn't really cost much. But in event it's like you have to like have manpower. You have, I guess, like I guess you said you pay a photographer, things like that Can you walk us through like the logistics of what it's like to set up one of these events?
Speaker 2:Yeah, yeah, totally. So the first thing I'm going to do when I plan out an event is I'm going to make sure I've got the audience that I want to reach there. For example, I know I have a big audience in St Louis, my hometown, a big audience in Milwaukee, so those are going to be spots that naturally, I would choose to host an event, versus, say, I don't know, albuquerque, new Mexico right, I don't have a big network there. It's going to be harder. So pick a spot where you know, where you know your ideal audience is hanging out. And not only are these cities where I have a network, but I have a network of manufacturing leaders there. So that's the audience.
Speaker 1:I'm trying to target manufacturing leaders.
Speaker 2:So, first of all, know the audience you want to attract and pick a spot that's going to get them there. The other thing, the next thing I would say is you got to pick a date, you got to pick a venue. With dates, you can talk all day long until you're blue in the face on whether Thursday or Tuesday makes more sense and things like that. Generally, I find Monday through Wednesdays and even Thursdays, those are going to be the times when you can do an event. Probably Tuesday, wednesday, thursday is the sweet spot because it's not at the start of the week, it's not at the end of the week. You're going to be able to get people there.
Speaker 2:So I would say focus on that and then also be cognizant of the time and things like traffic. Like, are you picking a spot that's really out of the way? Are you picking a spot that's really out of the way? Are you picking a time that's right after work so people can just show up? Be thinking about that element and then you know when you pick your venue.
Speaker 2:This is where I think being frugal, especially with a first event, is helpful. I would not go in booking a space that you got to pay a couple thousand dollars for right out of the gate and I just say a couple thousand dollars. I've seen event spaces that you can reserve for a couple hundred and I've seen them be more than a few thousand. Right, so there's a big range there. What I would focus on is just getting a good group of people to the same spot, and what I did the first time.
Speaker 2:I just had a table reserved at a brewery. It was nothing special. I was banking on an event of 12 people showing up, so there was obviously no charge for that. I just called them in advance and said, hey, I'm going to be bringing a group of 12 in, or so is there a way we can get a table reserved. Sure, you're going to be here. You're going to be buying drinks. That's great. Now, that's a. That's a small event, right? Maybe you're doing something that's 2436 people A big thing that I think of in these areas, in addition to not having to splurge on the venue itself, especially for a first event, get drink tickets as well, or something that says hey everyone that shows up, you get two drinks right.
Speaker 2:Because then you know hey, 25 people RSVP'd, we're buying two drinks for them. That's 50 drinks. You know pretty much what it's going to cost at that point. It's simple math. At that stage and those would be my biggest things Depending on the audience, depending on the time of day, I might have a topic or I might have a theme.
Speaker 2:Sometimes having a general manufacturing meetup is enough to get people out there, because maybe there's a need for that in that particular city or that region, or maybe you need to be more dialed in, maybe you need to say, hey, this is for food manufacturers, this is for pharmaceutical manufacturers. It goes back to the first thing I was saying Know the type of audience you want to attract and think of a reason that's going to get them out there. Maybe it's just to network, or maybe there's going to be someone there that is important to the industry that you want them to meet. Or, on a larger scale, we've done live podcasts before, we've done comedy nights. We've tried a bunch of different things, to experiment, to get people out there.
Speaker 2:So if I were to recap everything, you got to know your audience, you got to pick a place. Don't spend a ton of money on that place if you don't have to Do things like drink tickets to control costs. Obviously, you need to have an RSVP list so you have an idea of how many people are there, and then the final thing I would say is hey, make sure you're documenting the event as well, whether that's photos on your iPhone. That can be great for a first event. I'm at the point where I like bringing in a photographer, because now that I'm doing larger events with 40 to 50, sometimes hundreds of people, it's great to have someone there that's dedicated to getting candid photos of everyone just having a good time, and that way I can focus on being the host versus all the other logistics that go into an event.
Speaker 1:No, that's such a good point and I love that you're a podcaster because you do think to recap your stuff and you're so good at getting it in a good time window. It's so fun hosting another podcaster, just note on that. So one question which I think maybe you mentioned in the beginning, but this is going to sound like the dumbest question ever, but I'm going to ask it anyways. My listeners are used to my dumb questions. What is the point of hosting a live event? Is it to get leads? Do you sell tickets and make money? Like why? I mean maybe because, like, there has to be something beyond the altruism of just like I want to be around people who care about what I care about, like usually I'm thinking the business case. What are reasons to host a live event?
Speaker 2:My and first of all, that's a great question. There are no dumb questions in podcasting, so great question. First of all, the reason to host an event. I would. I would go back to thinking of what are my goals as a brand, what are my goals as a company? Because there's no one correct answer to this. Throwing an event needs to cater to the type of goals you're trying to be as a company. So, for example, one of my goals at Manufacturing Happy Hour is to increase listenership.
Speaker 2:Right, we get about 1200 people listening every week, which is an awesome audience. I love all the folks that are, but I also know that not everyone that could be a listener of Manufacturing Happy Hour is a listener today, so part of it is I want to increase my listenership. That's one reason to throw an event specific to my business as well. The other thing is I mentioned this you know my business is basically podcasts, panels and parties. Those are the three things that I'm doing that can can generate income. Right, live in the dreams. It's. It's a good time. There's no doubt about it. I, I I am very lucky to be able to do what I do, um, and the reality is it caters to the overall image of the brand as well.
Speaker 2:People want to see a side of manufacturing that's not suits and stiff buttoned up. You know old school ways of doing things. They want something that not only has I'll say a cool factor to it. It's getting less easy for me to say that because I'm getting older, so I'm automatically aging out of being cool.
Speaker 1:You're cool as hell man.
Speaker 2:Thank you, I appreciate I appreciate you patronizing me with that one. But regardless of whether or not it's cool, it has a unique vibe in the industry and other manufacturing companies want to be associated with that and want to be seen around that. So it's a way to help attract more sponsors to the brand. I've given two examples so far Increased listenership for the podcast attract more sponsors. But it goes back to the initial point of if a company is throwing an event, they got to be thinking of how is this going to accomplish our goals? And I would think about it.
Speaker 2:I think a typical manufacturing company is looking for leads and they need to be thinking about it in a non-immediate standpoint. And they need to be thinking about it in a non-immediate standpoint. I think one of the underrated strategies in any B2B industry right now, whether it's manufacturing or something else, is building community. People are craving community. So if a company can start building that community, maybe they host an ongoing event series, maybe they host a user group. If they're bringing that group together, that creates brand loyalty and it also gets people within their community talking to one another, sharing ideas, and I wouldn't be surprised if some of those ideas are going to be ideas associated with the way they use that company's product or service.
Speaker 2:So there are a lot of different ways to think about it, but I think the most important thing to say is think about your business, think about your immediate goals, both short and long term, and figure out if throwing an event is something that can get the right people out there to start getting you closer to achieving that goal.
Speaker 1:Yeah, I think the sponsorship thing makes a lot of sense, especially with the way that your like business works, because it is like people want to be associated with your brand. And I've seen, from like bigger event point of views from like organizations like I'm sure you've been paid to like go speak at things, but I've even had people that are like, hey, we'll pay you a couple thousand dollars to just like be at this event and to me I'm like I feel like this should feel good, but I'm like so antisocial, I'm like I can't, I can't do it, but like I I see that being advantageous as well, but at a smaller portion. Would you say that where you're at in your event status that like are you to the point where you think I need to invite key people to come here, or like pay certain people to come, or are you still kind of the person that people pay to go to events, or have you been on the?
Speaker 2:flip side of it. Yet I mean, there's a mix, right, like I'm going to be doing a tour this summer, which is going to be. It's going to include live podcasts in each location, right. And since the industry is familiar with these folks, I'm throwing an event in St Louis and Drew Crow and I are going to do a live podcast together. People know Drew in the manufacturing space and they definitely know him in St Louis In Milwaukee. Megan Zimba is going to join me for that podcast.
Speaker 2:She's down the road in the Madison area. So my thought is I want to give people multiple reasons to show up to an event.
Speaker 2:Some people are going to show up because they're part of my network. They listen to Manufacturing Happy Hour. Other people are going to show up because they're part of Drew's network or they're part of Megan's network. And then another thing we recently did with a tour that I did literally just last week. I partnered with Swipe Guide, one of the longtime sponsors of Manufacturing Happy Hour. They brought an audience. And we also partnered with Women in Manufacturing and they brought an audience as well. So I think the moral of the story is collaboration. If you want to get people to come to an event, focus on other people that have overlapping but maybe not the exact same audience that you do. That are also going to be a reason that get people out to that event. So collaboration, I think, is key when it comes to especially if you're when it comes to throwing an event that you want to get, let's say, a lot of people to show up to.
Speaker 1:Yeah, no, that's. That's such a good tip and I'm glad as really getting towards the end, like you left us with that, because it seems like I've seen a lot of cross promotion and like I mean I've had so many other people with podcasts on my podcast and then, like I go on their podcast, and so it seems so natural here that it would make sense to literally do the same thing for live events. So I think that's a really good point. But before we end, I'm curious have you had any big fails so far through your event planning, podcasting, any funny little quips you want to leave us with?
Speaker 2:You know, for podcasting, a common mistake a lot of people make is they forget to hit the record button at least once in their life or a recording doesn't go as planned. I've been pretty lucky so far that I've had the redundancy in place to make sure there hasn't been a technical hiccup that ruins a show, for example. I think in general I'm pretty comfortable with what I'd call micro failures. I don't think of things as failures. I think of them as hiccups along the way, Because if you're doing something consistently, like posting on social media five times a week or releasing a podcast every week, even if one of those episodes doesn't get as many downloads or one of those posts doesn't get as many impressions, it's okay Because you're going to post another podcast next week. You're going to post another podcast next week. You're going to do another post tomorrow. There's always another chance to make up for it, Amen. You know, in sales I definitely had my failures. Every salesperson has big losses. They also have big wins. Right, I had my share of both of those and I think that is what made me comfortable, knowing that failure is just part of the process, me comfortable knowing that failure is just part of the process.
Speaker 2:I will say I recently did a live podcast and the AV setup was not what I expected and rather than freak out, rather than let it ruin the party, I'm just like all right, this isn't what I expected, but is there a way to get through this to kind of jerry rig a different type of recording setup and lo and behold, there was.
Speaker 2:Maybe the audio quality suffered slightly, but at the end of the day, I didn't let it ruin the event, I didn't let anyone else. No one else knew there was going to. There was an issue there, right. It was just one of those things where it's like, hey, I'm going to need to take 15 minutes to think about this, take a step back, figure out what the solution could be, get it set up and move on right, Because at the end of the day, there's always a solution in my mind if you take the time to step back and not freak out about it. So that was a kind of a long, rambly answer to say have I failed before? Where have I failed before? And also offer a podcasting and live event tip to wrap things up.
Speaker 1:Yeah, I think, like you said, like just don't take every little bump in the road. So, personally, like you're gonna fail and yeah, if you've been in sales, you get really desensitized to failures and mess ups, like it's just, like it's what it is. Let's figure it out from here and that's why, honestly, I made this podcast, because I'm just like it's not that deep. So I love that answer because I relate to it a lot. But, chris, thank you so much for coming on. This was great. The 30 minutes flew by so quickly. Guys, I hope you enjoyed listening to Chris. I feel like I haven't addressed the audience in a while. I'm always talking to them, but I've been so busy talking to you I haven't talked to the audience. So, guys, thanks for listening, chris, thanks for coming on and yeah, that's that's all we have for today. Um, thanks so much for listening. As always, I'm your host, jordan yates, and in the meantime, you know damn well I will be failing for you. So I will see you next time thanks.
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