Whether you host a workshop to generate leads, get more clients or increase your revenue per client, your initial objective always stays the same; to fill your workshop.
Your approach for marketing may (and should) be different for introductory workshops as opposed to multi day seminars. However, whether you want 20, 50 or 500 attendees for any type of event, you need these three things to get it done.
It is crucial to allow enough time to market your event. Most workshop leaders run into trouble when they run out of time to properly promote their workshop. The best time to start marketing your event is at your last event. Yes, even if they are a year apart.
This is even more important when you are running a multi day event. Although you won’t promote introductory workshops that far out, you can approach your potential partners and get them on board to get the word out when the time comes.
The earlier you start the better. I have never heard any workshop host say that they will begin marketing later next time. On the contrary, they always say: “This was great! Next time, I will start marketing sooner.”
You also have to have the right tools in place to register your attendees. After all, you have to have a mechanism in place to sell your tickets or take your registrations. You want to make it super easy for them to get their ticket, and that includes creating an online registration page.
Of course, you can go the old fashioned route and mail out invitations, wait for the checks to come in and create a registration list that way. However, not only does it take way too long, it is not very effective. In this day and age of immediate gratification, people want to be able to register and have confirmation right away, day or night.
Although there are companies like Eventbrite that have simple templates that you can plug into, to sell tickets to your workshops and seminars, it is more effective to have a registration page that you control. There is a system when it comes to taking your potential attendees through the buying process. When you try to bypass that system and take short cut, your workshop room will stay empty.
Once you have your timing right and your tools in place, it is time to drive traffic to your registration page. Unfortunately, not just any traffic will do. Attending an event is an investment of not only money, but also of time. That means that your attendees have to know, like and trust you before they buy a ticket.
If you are hosting an event that will last more than 3 hours, you will find that your attendees come from your house list. They may already be clients, or they have raised their hands saying they are interested in receiving your updates. They may also be familiar with your teaching through your blog, social media or videos.
Warm traffic is the name of the game when it comes to events, just because you are asking a lot more from your attendees than just to buy a product. When it comes to braving traffic to come cross town, or incurring travel expenses to come cross country, they have to have a connection with you that goes beyond the registration page.
Allowing enough time for your marketing, having the right tools in place and driving traffic to your registration page are all important pieces of your overall event marketing plan. To get more information on filling your workshops and seminars, join me for a free webinar “The 5 Essential Keys To Filling Your Workshops and Seminars”.
Register today at http://eventstrategysolutions.com/webinar
Daphne Bousquet uses her 20+ years of event planning experience to create profitable event strategies and implementation for coaches, entrepreneurs, speakers and self employed professionals that want to grow their businesses with workshops and seminars. She is the creator of the How To Get The Butts In The Seats Of Your Next Workshop Or Seminar System, a unique digital course that teaches you how to fill your events with your ideal audience.
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