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Part 2 of a four part series by Kim Clausen & Jonathan Tessier
Making Workshops Work for You
Success Strategy #2 - Marketing for Maximum Attendance In the last series we talked about designing more compelling workshops. In this segment we will discuss three tips to effectively market your workshop so that you can have a sold out event every time. TIP #1: DON'T MARKET RANDOMLY There is a system for filling workshops. Typically the mistake that coaches make is that their marketing is not strategic or targeted, and involves random activities like posting fliers, running miscellaneous ads, and sending a single email to their potpourri list of contacts. With random activities such as these, workshops do not sell out and coaches get discouraged. In order to get the best results for your workshop, you need to focus your efforts toward a specific market so that you can speak their language, get their attention, and deliver solutions that meet their needs. You also want to choose a specific market so you can explore the many places they frequent and market to them there. Places such as
TIP #2: 'TOUCH' FREQUENTLY AND REGULARLY The best way to have maximum attendance at your workshops is to start marketing early by touching" (contacting) your prospects numerous times in advance, giving them value, and getting them familiar with you and your upcoming workshop. You do that by offering your prospects value added products and services that relate to your workshop. This gets your event on their radar screen, and familiarizes them with what they will be experiencing. These products could include a special report, an article, an audio product, or a teleseminar. The key is to send numerous products over time, giving them more opportunity to become familiar with you, like you, trust you, and be willing to invest their time and money with you. Studies indicate that new prospects will only spend a minimal amount of time and money when they first become aware of you and your company. Over time, as they become more familiar with you, they will invest more time and more money. This is why it is uncommon for a prospect to see a random flier or ad and show up at your event, spending their precious time and money without any knowledge of you. TIP # 3: MAKE IT COMPELLING AND GET THEM TO ACT In today's market of constant bombardment and media overload, it is more important than ever that your marketing efforts "rise above the noise", so you can be seen and heard, and capture the attention of your market. In order to "rise above the noise" and get the reader's attention, you must have these things:
Applying these strategies will make a significant impact on your workshop attendance. Do not to give up if your first workshop isn't SRO (Standing Room Only). Most aren't. It takes time to build your list, become known in your industry, and for people to experience that your workshops are worth their time and investment. As with any business building strategy, you want to plan, focus your efforts, implement your activities, adjust as needed, and continue to be persistent and patient. If you plan and follow the strategies we discussed, your workshop attendance rate will be much higher and will grow over time, allowing you to serve more people and impact your bottom line. To review our last article on designing compelling workshops, please click here. And be sure to catch us next time as we will discuss the 3rd Success Strategy for Using Workshops to Grow Your Business, Delivering a Workshop That Makes an Impact. Until then, here's to your success! About our experts: Kim Clausen is the President of Ready2Go Marketing Solutions and is a professionally trained coach who has more than 20 years of marketing and business development experience. Jonathan Tessier is a successful training manager, professional coach, and award-winning instructional designer who has more than 10 years of experience developing and delivering quality training programs. Ready2Go Marketing Solutions, Inc. creates completely developed, readymade and ready to implement, workshops, teleseminars, speeches and more that you brand as your own to grow your business. Our team has more than 45 years of development and marketing experience, which ensures you quality products that will make growing your business much easier. Register for our FREE telecall - Facilitate Your Workshops with Confidence and Ease, Thursday, February 5th @ 4:00 pm ET. Can't come? Register anyway and get the audio replay. www.FacilitateWithConfidenceAndEase.com Be sure to download our FREE Special Report on How To Fill Your Workshops With Qualified, Ready to Buy Participants! Go to www.MarketWithConfidenceAndEase.com CONTACT US: For more information, check us out at www.Ready2GoMarketingSolutions.com, or call us at 303-465-0454. Feedback is welcome at ExpertSeries@choice-online.com Visit choice, the magazine of professional coaching Website
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