Amanda Engler, 36, is the CEO of Amanda V Engler LLC. She's based in Traverse City, Mich.
What I do:
I am a key business strategist for online businesses that want to scale their portfolio of virtual conversion events. I also facilitate crucial discussions and show the impact based on the desired outcomes and explain exactly how I can help to improve online businesses' visibility and revenue.
Why I love my job:
I totally geek out on the strategy of creating virtual event funnels! This is the idea of creating a virtual event that leads to an offer on your value ladder, which then leads to your next virtual event and subsequently your next offer on your value ladder—creating retention, ascension and revenue for online business owners. I also really love making sure the experience for the attendees is valuable, memorable and fun!
My career journey:
I started out as a catering and wedding sales manager in Squaw Valley (Lake Tahoe), California where I met my now-husband while working at the same resort. Moving to Michigan to be closer to my husband's family, I transitioned into corporate events and became a conference service manager. After having kids, I realized I needed more flexibility and control over my schedule and started my own business planning virtual events in 2019.
My greatest career accomplishment:
I help online coaches scale predictably, consistently and sustainably by leveraging the power of virtual events. [Also,] being named to Eventex's 100 Most Influential People in the Event Industry for my work in pioneering conversion virtual events. And of course, each and every one of my clients I have been fortunate enough to serve, and the proceeds I have been able to donate to Comfort Cases as a part of my charitable-giving initiative through my own virtual events.
How I helped my organization during COVID:
When the pandemic hit, I assisted my son's school fundraiser pivot online as well as numerous other face-to-face clients. What was really cool was that after helping my face-to-face clients pivot online, I developed a new framework that I took back to my online summit clients that actually helped them to increase their conversions into their offers!
In addition to those activities, I started offering free training inside my group on how to plan and execute successful virtual events for any planner wanting to learn to sustain their business during these uncertain times. With that sprang an additional revenue stream in my business, where I created courses and other products for both planners and entrepreneurs who want to plan and host their own virtual events.
The time I averted a complete event disaster:
I had a client that served mental health care providers and I was helping them pivot their virtual event online. What I was unaware of was tech phobia. I did not consider this since most of the healthcare industry was using telemedicine at this time. The first day we were struggling to get attendees over to the sponsorship platform where they could network and engage with our sponsors. (Because there was CEUs, the conference and the sponsors had to be on different platforms.) Every attendee was sent an email with video instructions on how and when to log into the platform, and we actually shared the video at the end of a session which quickly put attendees' minds at ease. We saw a huge increase in the number of attendees in the sponsorship platform, making the client and sponsors very happy.
My most memorable event experience in the past year:
Stepping in to be an emcee for a virtual event for my mentor! She had fallen ill and had to reschedule her virtual event. Due to this reschedule, she needed additional support and reached out to emcee the event. It was such an honor to have my mentor reach out—and I loved every minute of being out in front of the crowd, engaging with attendees and leading panel discussions!
Best advice I’ve ever received:
Early on in my career, I had a colleague ask “What would a man do?” At the time, I had a client request additional features of a virtual event platform and I almost paid the upgrade fee myself without passing this onto the client. This had more to do with how I viewed the value of my services than the actual fee (which I think was minimal). This has greatly impacted my view of growing my own business and showing up as a CEO as opposed to a service provider.
Impressive stats I’m responsible for:
For most of my clients that work with me one on one, we are able to achieve a 40% opt-in rate to their virtual event, plus an 80% show-up rate, a 90% retention rate throughout the virtual event and a 30% conversion rate into their offer!
What’s next?
In addition to helping my one-on-one clients and program clients, I will be hosting my very own three-day live, virtual event called "Scale Your Virtual Event," where online entrepreneurs will learn how to [earn] three times their last virtual events revenue. It is for those that have hosted a virtual event in the past with success and are ready to take a magnifying glass to the things that didn't work, highlight the things that did and use advanced strategies like sponsorships and gamification. The virtual event will be held April 27-29.
What I do outside of work:
I am a part of several online masterminds as well as local associations like Women in Leadership and Northern Michigan Event Professionals. My children and I donate our time to a local charity called Father Fred’s, which helps families in our community get food, clothing, goods and financial assistance. I also donate a portion of proceeds from my virtual events to a charity called Comfort Cases, which sends children in the foster care system a suitcase with supplies they need instead of a garbage bag (which is what most get). I also enjoy volunteering in my children's school, [as well as] painting, running and snowboarding with my husband.
Dream vacation:
To take a two-week vacation split between Italy (where my grandfather’s family is from—there is even a street named after him!) and to the island of Malta (where my husband's grandparents lived).
Favorite icebreaker line:
Who is your celebrity doppelganger? I always get Rachael Ray.
Connect with Engler on LinkedIn, Facebook and Instagram, or join her Virtual Event Central group.
“Connect x BizBash 40 Under 40” is sponsored by VDA, an experiential marketing and event design agency based in Massachusetts that specializes in custom live, virtual and hybrid experiences.
