Is Your Seminar Underexposed?

Frequent Contact with Prospective Seminar Attendees Is a Must If You Want to Fill Seminar Seats. Here’s What to Do When You’re Working with a Limited Budget

By Jenny Hamby, the Seminar Marketing Pro™
Certified Guerrilla Marketer and Direct-Response Copywriter

Do you promote your seminars enough? Chances are the answer is “no.”

Many seminar promoters think they can get away with contacting prospective attendees once or twice before their events. Then, if their meager marketing efforts don’t pack the room, they throw up their hands and declare that seminars don’t work.

Remember, though, that your prospects are extremely busy. And you are competing with hundreds – if not thousands – of other marketing messages for your prospects’ attention.

Tip #1: Keep promoting until your event starts.

Your prospective seminar attendees need to be exposed to your marketing message a certain number of times before they’ll even notice that you’re trying to communicate with them … and even more times before they’ll respond. Depending on the statistic’s source, you need to contact prospects 7 to 20+ times before even thinking about throwing in the towel. This means promoting right up until the day your seminar starts.

Tip #2: Increase your frequency around deadlines.

Whenever a deadline approaches, contact your prospects more often – even multiple times a day. They’ll notice the increase in the number of messages and pay closer attention.

Uncomfortable with sending so many promotions? Reframe your actions. Rather than telling yourself that you’re “bugging” your prospects, remind yourself that you’re providing valuable reminders that will keep prospects from missing out.

Tip #3: Focus efforts where they will matter the most.

When you’re working with a limited budget and you are THE marketing department, you may not have the time or money to do as much follow-up as you’d like. So put the 80/20 rule to work and focus your efforts where they are most likely to pay off. Who are your best customers and prospects? Who is MOST likely to attend your event? Focus your efforts on them primarily, then reach other groups as time and money permit.

Prospects are busy – and they suffer from FOMO (Fear Of Missing Out). As a result, they’ll postpone registering for your event right up until the moment they have to sign up. Keep your seminar front and center by promoting frequently and right up until the end to maximize your results.