1. Determine what
your real goals are for your seminar. And for your promotion.
2. Know your direct
competition for your seminar. And, your competition for your products
Is the promotion
ONLY to sell the seminar? Or, are you looking for other things, too?
Image? Awareness? New clients? Maybe even the sale of product?
Know what is expected!
Know your objectives. And then prepare accordingly.
Do you have "indirect"
seminar competition, too...those who are professions in the staging
of special events, workshops, a congress, symposiums, meetings and other
activities which may compete with you?
surprised...know all your competition!
3. Specifically identify
your audience. Make certain you can both identify and reach the right
Who exactly do you
want to reach? Why? Is this the person who attends? Or influences? How
many people inside the same organization do you need to reach? Their
titles? What is the company size...number of employees, number of locations,
sales volume? Have any of these attended your event previously?
There is no such
thing as too much knowledge about your audience...make sure you know
who will buy what you sell.
First, answer these
3 prime questions. And, then this is what your seminar promotional package
4. The title, the
name of the event, clearly, crisp, concise, self-explanatory - very understandable.
Your name, your title (and sub-title, too), must summarize your entire
5. The dates, location
and all "local" information. Complete with days of week and
dates, exact location by name of site and street address, telephone and
Sometimes the dates
are shown with a calendar. Sometimes the site is described with a map.
6. The benefits of
attending your seminar.
7. A list of who
Know the difference
between features and benefits...and share the benefits. What people
will learn, or earn, or make, or save, or how they will be better off,
more intelligent...any of a score of reasons - benefits - of attending.
8. Clearly define
the program. What the program agenda is... what is going to be addressed
at this event.
The types of people
who will benefit by attending your special seminar event. Most often
this is done with a variety of different business titles and/or descriptions.
It might be in an
outline format. Sometimes it is done by morning, afternoon, evening.
Sometimes in chronological order. The schedule of what is happening
when is key to your success.
9. What "extra
value" are you offering? A premium? A discount for early registration
and payment. Both!? Other? i.e., if your marketplace commits now, what
do they gain? Over and above the seminar message.
10. How does your
audience register, sign-up to be a part of your event?
Have clear and complete
registration information. Your promotional package and registration
form must share your complete story.
11. Use testimonials
to support your event.
Quotes from others
make you credible, believable. Use them to support your message and
12. Pictures / charts
/ graphs / maps / illustrations.
makes your promotional package more interesting. And consequently understandable.
Use graphic tools to get and keep attention.
13. Your sponsor
information...who YOU are! And why you can make this offer...i.e., your
credibility. Telling your story will help you sell your seminar.
14. How to pay.
Cost and payment
options. Today that means mail, phone, fax, E-mail for receiving an
order. That means credit cards, checks, money-orders, cash for payment.
The more options you offer your audience the more response you will
get. Make it easy for your audience to spend their money with you.
Also, include cancellation
and transfer options...the more you tell the more you will sell.
15. The materials
the audience will take home.
The physical notebooks,
support brochures, computer disks...any handout materials the attendees
will take away and use later gives your seminar additional value.
16. For the seminar
leaders, those presenting - a full biographical sketch on each person
who will be a part of your program. Including a picture of each makes
your message even more credible.
17. Continuing education
credit information can give your seminar additional value.
If you have this
option, and / or if you have a tie with a formal school, university
or other educational institute, include that news. Some of your audience
will buy from you because you offer this relationship and "extra"
to their benefit.
18. Tax credit or
tax deduction status is another benefit you may offer.
needs to be carefully researched so as not to mis-lead, nor to mis-state.
If your seminar is eligible for special tax consideration, make certain
your marketplace knows.
19. A Guarantee of
Nothing is more
important in your seminar promotion than to clearly state - and then
boldly promote - your absolute guarantee of satisfaction. Your guarantee
should be short, easy to read, easy to understand, with few to no exceptions.
The stronger your guarantee the stronger your full message.
20. Your copy needs
to be emotional as well as rational.
Emotion is important
in any learning process...even the decision to attend - or not! - may
be made more on emotion than on reason. Use emotional sales copy to
boost your seminar attendance.
21. Make your contact
Not just your corporation
name - at least 1 live person, too. With their complete name and title,
phone, fax and mailing address at a minimum. E-mail and Web site, too
- if appropriate. Make yourself available to talk with your marketplace.
Establish a Timetable
Now that you have
your promotion ready to go to market, here is a recommended timetable.
22. This schedule
assumes your prime tool will be direct mail, or facsimile.
and other media might also be used...usually within the last 2 weeks
immediately prior to your seminar date;
18-24 weeks out from seminar date, 2nd mailing/contact 12-15 weeks out
from seminar date, 3rd mailing/contact 6-9 weeks out from seminar date,
& 4th mailing/contact 3-4 weeks before the seminar date.
Bonus #23. Try a
TeleMarketing campaign to your best prospects who have not registered.
This effort made 10-14 days before the event many times will yield outstanding
AND, to guarantee
a higher attendance, 2-3 days before your seminar, telephone to reconfirm
the event with all who are pre-registered. This will remind them of
their commitment...and shows YOU care.