OFFLINE Advertising of Your Seminar Event

Scott Elder — Wed, 28 Apr 2010 07:01:15 +0000

You’re doing a seminar. Great. Does it make sense to spend any of your money advertising your event OFFLINE?

You’ll hear from a variety of advertising reps that the answer is YES. When they approach you to advertise the event, they will tell you HOW GREAT their particular ad vehicle is.

My response is always: I AGREE! I’m sure you’re great. I’ll then add: For US to make the MOST money I think it would be UNFAIR for me to merely pay you a fee for the ad. I think we should split the money 50-50.

So let’s have you run the ad as OFTEN AS YOU WANT and just split the money. That will make you even MORE than my PAYING for ad space.

Anyone who takes you up on that deal, go for it.

If not, do NOT spend money with any of the people who approach you. Remember that most ad reps get paid by the amount of dollars in advertising they book. Their compensation does NOT depend on YOUR results!

My goal is to make it so that like me, you NEVER lose money on an event.

If you follow my advice, I only HOPE to get you as close to that goal as I possibly can.

When people come to me and say they are doing a seminar in 3 months and want my help to market it, the first question I ask is: “how big a targeted email list do you have?”

If they say NONE, I always suggest they take the money they were planning to spend on advertising and donate it to their favorite charity.

The money would be MUCH BETTER spent!

Event Promotion Tip: After the Seminar

Scott Elder — Sat, 26 Dec 2009 05:12:49 +0000

Don’t leave straight after your event.
Stay around and hold court. Answer questions and give folks more great revelations. If they like what you have got to say, it’s likely they’re going to buy more product. Speakers who straight away cut out at the end of their events are misguided. Considering Success by the Numbers Each promotional methodology you use costs something. The most straightforward way to work out the successfulness of your attempts is to use the greenbacks out vs greenbacks in technique. Every promoting technique you use to pump your event will have a different rate of return. Here is how to work out effectiveness. Forget costs for this system. Simply take the quantity of greenbacks generated by registrations and compare that to the quantity of money paid for the promotion or advertising. Let’s imagine you spend $1,000 and make $2,000. That sure is a twenty-one ROI, which is average. Below this proportion would be poor. If a specific marketing strategy pulled 3:1, then it might fall into the good class. Any methodology of promotion that pulled 4:1 or better is a home run! If you had 2 promotions that pulled the very same number of folks, you would glaringly go after those folk with the promotional approach that cost the smaller amount.
You need to use each promotional implies pulls more than it costs. In a number of cases, where you know you can sell a load of products or consulting work, you could be willing to use those methods that don’t break even. If you know thru experience that your average attendee’s lifetime value is $750, you should be ready to pay that amount ( or some substantial chunk of it ) to get somebody to attend your event. But we also know that different folk make a response to different way of promotion. Some folk will never reply to a solicitation made through Television .
Others never make a response to direct mail.

You frequently will get a different group of folk from different types of promotion. This simplified approach works well unless you sell products at your convention. ( And if you do not, you have sort of missed the entire point of this book, haven’t you? ) Unless you include product sales in your calculations, there is not any way to show how well you are doing. I suggest you employ a measurement of Bucks / Person / Minute, as I explained in a prior article.

Seminar Marketing | Marketing Seminars and Promoting Your Own Events » promote events

OFFLINE Advertising of Your Seminar Event

Event Promotion Tip: After the Seminar