PLEK DIY Playbook: Layer 2 - Events & Live Revenue

What You'll Accomplish

By the end of this playbook, you'll have:

- Created and sold out your first PLEK event using NFC + PIN technology

- Built a sustainable event business that you control 100%

- Turned community members into paying customers

- Generated real-time revenue data from ticket sales

- Established yourself as a professional live artist

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Why PLEK Events Revolutionize Live Music

The Problem with Traditional Ticketing

- Massive Fees: Ticketmaster takes 20-30% in fees

- No Data: You never learn who bought tickets

- Venue Dependence: Need established venues with expensive equipment

- Complex Setup: Requires advance planning, contracts, promotional partnerships

- Payment Delays: Money held for weeks after shows

- No Fan Connection: Anonymous transactions with no follow-up

The PLEK Events Advantage

Keep 96% of Revenue

- Only 4% platform fee vs. 20-30% traditional fees

- Money hits your account within 24 hours

- No venue fees, equipment rentals, or middleman costs

Revolutionary NFC + PIN Entry

- No QR Codes: Fans tap phones together for instant verification

- Backup System: 6-digit PIN if NFC fails

- 100% Success Rate: Never worry about scanning issues

- Professional Image: Cutting-edge tech impresses fans and venues

Complete Control

- Any Location: Create events anywhere you can perform

- Your Rules: Set capacity, pricing, guest list

- Direct Relationship: Know every attendee personally

- Real-Time Data: See sales and check-ins live

Geographic Intelligence

- Fan Mapping: See where ticket buyers are located

- Demand Prediction: Know which cities want shows

- Tour Planning: Route tours based on actual fan density

- Local Partnerships: Connect with venues where fans already are

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Step 1: Your First Event Strategy

Event Type Selection

Start Small - Intimate Settings (20-50 capacity):

- Living Room Shows: Fan's home, backyard, apartment

- Coffee Shop Gigs: Partner with local cafes

- Record Store Sessions: In-store acoustic performances

- Art Gallery Shows: Creative spaces with built-in atmosphere

- Rooftop Sessions: Unique views, great for social content

Event Planning Framework

4-Week Event Timeline:

Week 4 (Planning Week):

- Choose venue/location based on community geographic data

- Set date/time using peak community activity data

- Determine capacity based on local fan count

- Create event on PLEK with photos and description

- Set ticket price (start low, build credibility)

Week 3 (Community Pre-Launch):

- Message local fans directly: "Planning something special in [City]..."

- Share behind-the-scenes venue selection process

- Build anticipation without revealing full details

- Test NFC + PIN system with PLEK support

Week 2 (Launch Week):

- Announce event to community 24 hours before public

- Send direct messages to VIP community members

- Post event on social media with PLEK link

- Share "limited capacity" messaging to create urgency

- Monitor sales in real-time using PLEK dashboard

Week 1 (Final Push):

- Send personal messages to community members who viewed but didn't buy

- Share event prep content (setlist planning, sound setup)

- Create "who's going" content featuring early ticket buyers

- Final push to fill remaining capacity

- Prepare event day scanning setup

Pricing Strategy for New Artists

Start Low, Build Value:

- First Event: $15-25 (focus on selling out, not maximizing revenue)

- Second Event: $20-30 (proven demand, slightly higher price)

- Third Event: $25-35 (established reputation, premium pricing)

- Ongoing: Scale based on demand and venue costs

Pricing Psychology:

- Round Numbers: $20, $25, $30 (easier mental math)

- Limited Capacity: "Only 30 tickets available"

- Early Bird: "First 10 tickets $20, then $25"

- VIP Options: "Front row + meet & greet $40"

Step 2: Mastering NFC + PIN Technology

Understanding the Technology

NFC (Near Field Communication):

- How It Works: Fans hold their phone near yours to verify entry

- Range: 2 inches or less for security

- Speed: Instant verification and check-in

- Cool Factor: Fans love the futuristic feel

PIN Backup System:

- 6-Digit Code: Each ticket gets unique PIN

- Backup Method: Works when NFC fails or isn't available

- Universal Compatibility: Works on any phone

- Manual Entry: You type PIN into your PLEK app

Event Day Scanning Setup

Pre-Event Preparation (30 minutes before doors):

1. Charge Your Phone: Ensure 100% battery

2. Download Attendee List: Have backup in case of connectivity issues

3. Test NFC: Practice with PLEK support or team member

4. Set Up Entry Area: Clear space near entrance for phone tapping

5. Brief Security/Staff: Show them how system works

Entry Process Flow:

1. Fan Arrives: Greet them personally (you know their name from PLEK)

2. Choose Method: "Want to try NFC tap or use your PIN?"

3. NFC Process: "Hold your phone near mine... perfect!"

4. PIN Process: "What's your 6-digit code?" → Enter in app

5. Confirmation: Fan gets checked in, you see their profile

6. Personal Touch: "Great to finally meet you [Name]!"

Troubleshooting Common Issues

NFC Problems:

- Too Far Apart: Phones need to be within 2 inches

- Case Interference: Some thick cases block NFC

- Old Phones: Devices from 2018+ generally work

- Solution: Always offer PIN backup immediately

PIN Problems:

- Forgotten PIN: Show them on their PLEK ticket

- Wrong PIN: Double-check they're looking at correct event

- Manual Lookup: Search by name in your attendee list

- Solution: PIN is always visible in fan's PLEK app

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Step 3: Revenue Optimization

Real-Time Sales Monitoring

PLEK Dashboard Features:

- Live Sales Counter: See tickets sold in real-time

- Revenue Tracking: Watch money accumulate instantly

- Fan Analytics: See who's buying (location, profile, history)

- Sales Velocity: Track how fast tickets are moving

- Conversion Data: See who viewed vs. who bought

Sales Optimization During Campaign:

- Monitor Daily: Check sales every morning

- Identify Slowdowns: If sales stall, create urgency

- Personal Outreach: Message fans who viewed but didn't buy

- Content Boost: Share exclusive event prep content

- Price Adjustments: Raise price as capacity fills

Upselling and Add-Ons

Revenue Maximization Strategies:

- VIP Upgrades: Meet & greet, front row, signed merch

- Merch Bundles: "Ticket + T-shirt for $35"

- Recording Rights: "Buy ticket + get live recording"

- Food/Drink: Partner with venue for beverage sales

- Transportation: "Ticket + ride share discount"

Post-Event Revenue

Capitalize on the Experience:

- Live Recording Sales: Offer recording to all attendees within 24 hours

- Photo Packages: Professional photos from the event

- Next Event Pre-Sale: "First access to next show"

- Exclusive Merch: "I was there" limited edition items

- Community Upgrade: VIP community access for attendees

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Step 4: Event Experience Design

Pre-Event Community Building

Attendee Connection (1 week before):

- "Who's Going" Feature: Let fans see other attendees

- Event Group Chat: Create temporary chat for attendees

- Meetup Coordination: Help fans carpool or meet beforehand

- Venue Info: Share parking, directions, what to expect

- Setlist Voting: Let attendees vote on songs they want to hear

Creating Memorable Experiences

Event Day Execution:

Entry Experience (15 minutes):

- Personal Greeting: Use fan names from PLEK data

- Welcome Drink: Water, coffee, or signature beverage

- Setlist Preview: Show what you'll be playing

- Photo Opportunity: Designated area for fan photos

- Community Connection: Introduce fans to each other

Performance Experience (45-90 minutes):

- Personal Stories: Share stories behind songs

- Fan Recognition: Thank specific community members by name

- Interactive Elements: Song requests, Q&A between songs

- Exclusive Content: Play unreleased material

- Community Love: "This is why I love my PLEK community"

Post-Performance (15 minutes):

- Meet & Greet: Photos with every attendee who wants one

- Thank You: Personal thanks for supporting independent music

- Next Steps: Tease upcoming events and community content

- Contact Exchange: Encourage 1:1 messages on PLEK

- Feedback Request: Ask what they'd like to see next

Content Creation Strategy

Document Everything:

- Setup Process: Share behind-the-scenes venue preparation

- *Soundcheck*: Quick clips of rehearsal

- Fan Arrivals: Show excitement as people check in with NFC

- Performance Highlights: Key moments during show

- Fan Reactions: Capture audience enjoying the music

- Post-Show: Thank you content and cleanup

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Step 5: Geographic Expansion Strategy

Using Fan Data for Tour Planning

PLEK Geographic Intelligence:

- Fan Density Maps: See exactly where your supporters are

- City Rankings: Which locations have most fans

- Travel Patterns: Where fans are willing to travel

- Engagement by Location: Most active fans by city

- Revenue by Location: Highest-value fans geographically

Multi-City Event Strategy

Building Your Circuit:

Phase 1: Home Base (Months 1-2):

- Perfect Your Process: Run 3-4 events in home city

-Build Confidence: Master NFC/PIN system and experience design

- Create Content: Document everything for social proof

- Establish Pricing: Find optimal price point for your market

Phase 2: Regional Expansion (Months 3-4):

- Identify Top Cities: Use PLEK data to find 5-10 fan concentrations

- Local Partnerships: Connect with venues/spaces in each city

- Community Outreach: Message fans in target cities directly

- Travel Logistics: Plan efficient routing between cities

Phase 3: Circuit Development (Months 5-6):

- Regular Schedule: Monthly/quarterly visits to top cities

- Local Champions: Identify VIP fans who help promote in each city

- Venue Relationships: Build ongoing partnerships with successful spaces

- Growth Tracking: Use PLEK data to see which cities are growing

City Launch Playbook

Entering New Markets:

60 Days Before:

- Analyze PLEK fan data for city

- Research potential venues using fan recommendations

- Message local fans: "Thinking about bringing a show to [City]..."

- Ask for venue suggestions and local insights

30 Days Before:

- Confirm venue and announce to local fans first

- Create event and open to community pre-sale

- Share "coming to [City]" content on social media

- Coordinate with local fans for promotion help

Event Week:

- Arrive early for venue familiarization

- Meet local fans for coffee/food before show

- Share "exploring [City]" content

- Connect with local music scene and venues

Post-Event:

- Thank local community publicly

- Share photos/videos featuring local fans

- Plan return date based on attendance and response

- Connect with local venues for future partnerships

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Step 6: Advanced Event Analytics

Performance Metrics to Track

Financial KPIs:

- Revenue Per Event: Total ticket sales minus costs

Profit Margin: Revenue minus venue/travel costs

- Fan Lifetime Value: How much attendees spend over time

- Cost Per Acquisition: Marketing spend per new fan

- Revenue Growth: Month-over-month event income increase

Engagement KPIs:

- Sell-Out Rate: Percentage of events that reach capacity

- Conversion Rate: Community members who buy tickets

- Repeat Attendance: Fans who attend multiple events

- Net Promoter Score: Would fans recommend your events?

- Social Sharing: How much attendees post about events

Geographic KPIs:

- Market Penetration: Percentage of local fans who attend

- Travel Distance: How far fans travel to events

- City Growth Rate: Fan acquisition in each market

- Venue Utilization: Best-performing venues by city

- Regional Revenue: Income by geographic area

Data-Driven Decision Making

Using Analytics for Growth:

- *Pricing Optimization*: Test different price points by market

- *Venue Selection*: Choose spaces based on attendance data

- *Timing Optimization*: Schedule based on fan activity patterns

- *Capacity Planning*: Set attendance limits based on conversion rates

- *Content Strategy*: Create content based on most engaging events

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Step 7: Event Day Operations

Pre-Event Setup (2 hours before)

Technical Setup:

- Test PLEK app NFC functionality

- Ensure strong internet connection (or download attendee list)

- Set up entry area with good lighting

- Position backup power source for phone

- Brief any help/security on check-in process

Experience Setup:

- Set up performance area and sound system

- Create welcome area with drinks/snacks

- Designate photo opportunities

- Prepare setlist and any notes about attendees

- Set up merchandise display (if applicable)

During Event Management

Entry Management:

- Personal Greeting: Use fan names from PLEK profiles

- Efficient Scanning: 30 seconds max per person

- Problem Solving: Have backup plans for tech issues

- Atmosphere Setting: Keep energy high and welcoming

- Community Building: Introduce fans to each other

Performance Management:

- Real-Time Engagement: Call out community members by name

- Energy Reading: Adjust setlist based on crowd response

- Story Telling: Share personal stories behind songs

- Exclusive Content: Play songs only for attendees

- Documentation: Designate someone to capture content

Post-Show Management:

- Individual Photos: Photo with every fan who wants one

- Group Photos: Capture the entire community together

- Feedback Collection: Ask what they'd like to see next

- Next Event Teasing: Build anticipation for future shows

- Community Reinforcement: Remind them to stay connected on PLEK

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Step 8: Scaling Your Event Business

Evolution Timeline

Months 1-3: Foundation

- Goal: Perfect the event experience and technology

- Events: 1-2 per month, same city, 20-30 capacity

- Focus: NFC mastery, community building, content creation

- Revenue Goal: $500-1500 per event

Months 4-6: Expansion

- Goal: Expand to 3-5 cities with regular events

- Events: 2-4 per month, multiple cities, 30-50 capacity

- Focus: Geographic expansion, local partnerships, efficiency

- Revenue Goal: $1000-3000 per event

Months 7-12: Circuit

- Goa l: Established circuit with predictable revenue

- Events: 4-8 per month, 5-10 cities, 50-100 capacity

- Focus: Optimization, premium experiences, team building

- Revenue Goal: $2000-5000+ per event

Team Building for Scale

Key Roles as You Grow:

- Event Coordinator: Handles venue booking and logistics

- Community Manager: Manages PLEK community and fan outreach

- Content Creator: Documents events and creates marketing content

- Sound Engineer: Ensures professional audio quality

- Merchandise Manager: Handles product sales and inventory

Technology Stack Integration

Advanced PLEK Features:

- Automated Messaging: Set up sequences for ticket buyers

- VIP Recognition: Automatic identification of high-value fans

- Cross-Event Analytics: Track fan attendance across multiple shows

- Geographic Optimization: Auto-suggest cities based on fan density

- Revenue Forecasting: Predict ticket sales based on community size

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Step 9: Event Launch Checklist

First Event Preparation

30 Days Out:

- Choose date based on community activity data

- Select venue with 20-30 capacity

Create event in PLEK with compelling description

- Set ticket price at $20-25 for first event

- Take venue photos for event listing

14 Days Out

- Announce to community with 24-hour early access

- Send direct messages to local VIP fans

- Post on all social media platforms

- Create "limited capacity" urgency messaging

- Monitor sales and adjust promotion accordingly

7 Days Out:

- Send personal messages to fans who viewed but didn't buy

- Share behind-the-scenes preparation content

- Create attendee group chat for coordination

- Confirm venue details and sound setup

- Practice NFC scanning with PLEK support

Day Of:

- Arrive 2 hours early for setup

- Test all technology (NFC, sound, lighting)

- Set up welcome area and merchandise

- Review attendee list and prepare personal greetings

- Designate content creation responsibility

Success Metrics for First Event

- Sell Out: All tickets sold (even if only 20-30)

- NFC Success: 90%+ successful check-ins

- Community Growth: 10+ new fans join PLEK after event

- Content Created: 20+ photos/videos from event

- Fan Satisfaction: 90%+ would attend again

- Revenue Goal: Cover costs + $300+ profit

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Common Mistakes to Avoid

Don't Do This:

- Overestimating Capacity: Starting with venues too large

- Underpricing: Charging too little and devaluing your music

- Technology Panic: Getting frustrated when NFC occasionally fails

- Generic Experience: Treating it like any other concert

- Poor Documentation : Not capturing content for growth

Do This Instead:

- Start Small: Better to sell out 20 tickets than sell 20 of 50

- Value Your Work: Price appropriately for the intimate experience

- Stay Calm: PIN backup always works, smile and adapt

- Personal Touch: Use fan data to make each person feel special

- Document Everything: Every event should generate 20+ pieces of content

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Next Steps: Preparing for Layer 3

Event Foundation Complete

With successful events running, you're ready to:

- Sell merchandise directly to engaged fans

- Capture email addresses for marketing automation

- Build brand partnerships based on attendance data

- Scale to larger venues with proven demand

Moving to Layer 3: Merchandise & Physical Sales

- Event attendees become your first merchandise customers

- Community members trust your recommendations

- Live events create urgency for limited edition items

- Geographic data informs shipping and inventory decisions