 WebProWorld Marketing Forum |
"I Heard Your Company Might Be for Sale."
I talked to a colleague and friend of mine not long ago, with a masters degree
in marketing and has a good history of success. One day we were discussing the
plight of a certain struggling long-running family business since the 1930's...
Is
it profitable to display competitor ads?
Let's take a look at an aquisition that took place not long ago -- but an eternity in tech years -- the Yahoo aquisition of Flickr.
All
About Podcasting
Podcasting, the practice of making downloadable broadcasts for the iPod (or other
mp3 players), is growing in popularity. Pioneered by ex-MTV VJ Adam Curry...
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Top 7 Ways You Can Save And Earn Money Using Web Conferences
You know, we are always looking for more effective means of communication. Effective communication results in better results for business, relationships, or teams of any kind, including non-profit organizations.
London's Citizen Journalists Slammed In The Guardian
John Naughton, in today's Guardian: Why I have serious doubts about the 'citizen
reporters'... "I suppose there will be arguments about how this imagery and footage
is justified...
6
Steps To Effective Management During Change
Take the pain out of gain and decrease the upheaval surrounding change by following six commonsense steps to effective management.
Managers:
Here's a PR Template For You
Let's start out with a caution for business, non-profit and association managers: the premise of public relations implies that the work you do BEFORE you use PR tactics, such as press releases, brochures and broadcast interviews, will determine the success of your public relations effort.
It's
Awful Quiet Out There In Tech Support Land
Is something going on in tech support land? I've submitted queries to two companies through their formal channels. I might as well have folded them into paper airplanes and sent them aloft into the canyon just beyond my backyard.
Survey
Says...
Do you have a list of e-mail addresses of your customers or prospects? Do you
have a list of e-zine subscribers...
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07.20.05
How To Market A Seminar
 By
Matt Bacak
Have you ever left a seminar thinking: "I could have done a better job than
that!" Before you start signing up attendees, take a few minutes to think
about what you are getting into.
Putting on a seminar involves planning, time, and money. Understanding the ins
and outs of the industry will go a long way in helping you hold a successful seminar.
That's where I come in. Over the past 4 years, I have put on over 4,000 seminars,
and a handful of national conventions. I will help you plan the event, and make
sure that someone shows up!
The first thing that you need to consider is your purpose for holding the seminar.
Are you trying to make money on ticket sales? Or money after the class? Are you
just trying to get people in the door? Your goal of the seminar will play a huge
role in the marketing method that you choose. Don't be afraid to think outside
of the box here.
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Many companies will try to make the most money possible on all fronts. This greedy
train of thought will leave your seminar lacking some very important elements.
Choose one and stick with it. Many seminar gurus know that the real money in the
seminar business is in the after class sales. This could be follow-up work from
your instructor, a subsequent training seminar, an add-on product, etc. You want
everyone to leave with something in their hand.
Now that you have your goal set, its time to put butts in chairs! Don't let anyone
fool you into thinking that a successful seminar has to cost a lot of money. If
your overall goal is to get after the class sales, or fill up a room consider
some of these options:
- Give it away! It's a radical idea, but one that I have grown to know and love.
By offering the class for free, you eliminate many of the barriers to the sale.
Price is not an issue, and they will expect less from you. That doesn't mean that
you should skimp on content, but their expectations will be considerably lower.
If you have the resources and time, consider making a pre-seminar call to touch
base with everyone that is signed up. This will encourage the students to show
up on time, and help built a relationship for future sales.
- Submit a press release. Create a simple press release (1 page or less) highlighting
your company and your seminar. Don't forget to include your registration phone
number. Submit that release to your local paper, and wait for the phone to ring.
If the paper decides to pick it up- you get free publicity!
- Cross-marketing opportunities. Depending on the seminar, you may be able to
find cross marketing opportunities. For instance, if you were doing a financial
based seminar teaching students how to file their taxes, you could pair up with
a local tax preparation office or accountant. They could pick up half of the marketing
tab, or advertise to their existing client base. The possibilities are endless.
I have had some great results by pairing with the local chamber of commerce or
bank chains. They will offer their seminar space for free, and help with free
advertising.
- Local paper. Get a price quote from your local paper. Small town publications
will usually cost less than $500 dollars, while metropolitan areas can run as
much as $2000.
- Mailers. Direct mail is always a popular choice, but tends to cost a bit more
to execute. Consider forgoing the expensive four color brochure in place of a
targeted letter, hand signed. They cost a lot less to reproduce and tend to draw
more attention than a mass mailer. Postcards are also an inexpensive way to reach
a large group of people. Consider sending your mailers to pre-existing customers
or you can buy a targeted mailing list from companies like www.infousa.com.
No matter what method you choose, try to get your campaign rolling 2-3 weeks prior
to the seminar. The marketing pieces should be in their hands within that time,
anything before or after will likely go unnoticed.
Now that you have attendees, you need to focus on the seminar itself. There
are many barriers to adult learning, but they are easy to overcome. The main one
that I have come across has to do with the format of the class. You want to create
an environment that will encourage teamwork and participation. The instructor
plays a huge role in the overall feel of the seminar. They need to guide the students
to the right answers, allowing them to try to find the answers in their workbooks
or among each other. When creating a workbook, keep the sentences short and to
the point. Avoid grammatical errors and long drawn out paragraphs. When possible,
use bullet points to break up large amounts of data. If the subject warrants it,
add plenty of graphics or screenshots. Over 65% of the general population is visual
learners, so make sure to give them plenty to see.
Last but not least, focus on the seminar itself. Don't get caught up in catered
lunches or complex setups. Offer tea and coffee and plenty of breaks throughout
the day. They are there to learn and hopefully give you their money, the rest
is just details!
About the Author:
Matt Bacak, The Powerful Promoter
and Entrepreneur Magazine e-Biz radio show host, has helped a number of clients
target his specialty, opt-in email direct marketing systems. The Powerful Promoter
is not only a sought-after internet marketer but has also marketed for some of
the world's top experts. |
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