Approximately one-half to two-thirds of the total cost of presenting a seminar is spent on the deceptively simple enterprise of generating interest and trying to exercise a positive influence on people’s decisions of whether not to attend. Whether it is advertising in a newspaper, direct mail/email promotion, telephone marketing, online advertising or radio commercials there are techniques that will
increase the effectiveness of your advertising and reduce your expenses.
Since promotional dollars must be spent in advance, with no guarantee of effectiveness,
thorough advance planning is necessary. The planning should include:
- A complete understanding of your promotional options
- Identifying your-target population
- An exploration of the available promotional media
- Determining what the motivation is to attend your program
Many solid, salable programs have failed because the consultant continued to invest in
marketing strategies that were clearly unprofitable. Don’t expect all of your promotions
to succeed, especially if you are taking chances reaching for new business; some of your
efforts will almost invariably fail. Let’s look at the options for promoting your seminar in a
cost effective way.
Promotional Options
- The one-step promotional cycle is the most commonly used for public seminars, and is almost always used for contract programs. The consultant has one chance to convince a prospective participant or client that his or her program is needed. For contract training, the consultant outlines the costs and benefits of the program and attempts to elicit the prospective clients support in the form of a contract. In the case of a public seminar, a direct mail brochure, online advertising or one space ad in a newspaper typifies the one-step promotional cycle.
- The two-step promotional technique provides for at least one follow-up promotional treatment. This might involve the mailing of a promotional brochure five weeks in advance of the seminar, with a follow-up post card or telephone reminder two weeks in advance. Alternatively, emails with a link to your consulting website can also be used initially followed by a telephone call. Some potential participants are encouraged to register as a result of the first promotion treatment and others by the second. While the promotion yield will not be double, it can often be increased by as much as 40 to 60% with an appropriate follow-up. Two-step promotions often provide the options of registering for a program in advance, while enabling a last-minute decision as well. “Act now and get a bonus. Save money and do it before you put this brochure down. But if you forget today, don’t worry; you can still come, at the regular price.”
- Last-minute fever is another promotional option. “First come, first served. No advance registration. Come early if you want to get a seat.” This method works with many programs, but the consultant has no way of knowing how many people will show, how large a room to get, etc. One of the major reasons that this option is used is to create a promotional environment of mild hysteria. The consultant is attempting to communicate that the program is so good and in such demand that he or she only has to announce its availability and open the gates to receive a flood of participation. While such marketing psychology is not effective for all seminars it will boost promotional effectiveness of many.
Whichever promotional model you select, you are well advised to keep the promotional offer simple and direct. If a promotional piece is too complicated or offers too many options (decisions to be made) your prospective participants will become confused and simply ignore it. Remember, whatever you present to prospective seminar participants it should reflect positively on your consulting practice and brand.
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