How To Double Your Attendance
As a motivational speaker, I get to observe and sometimes help in marketing the events or conferences I'm involved in. Many are done well. But many are enough to make a savvy or cost-conscious individual weep.
Scenario 1: Again, from scratch.
A government department. Five-city speaking engagement that recurs annually. I was the keynote during the third year the event was conducted. Yet when I asked the organisers about their marketing of the event, they had not kept a record of those attending in previous years. Event marketing had to be done from scratch. To the same people. Yet again.
Scenario 2: Most popular and well-attended seminar ever.
Right after I was hired as the keynote for a seminar series across Australia, I asked the organisers how they were going to market the event to their audience (allied medical practicioners)’. For the email component, I asked if I could “offer a few suggestions?”"Of course,' they said and listened as I recommended:
1. Don't put your logo on top of the email. Have it on the right side or on the bottom. This is because most email programs won’t show images and it wipes all text to the right or off the viewable page.
2. Have the subject line read: "your personal invitation". This will get their attention AND it’s true.
3. Instead of a lot of waffle up front, simply put Who: What: Where: Why. People are tooooo busy today. Be straight out.
4. Follow with the marketing spiel after the plain invitation details.
The topic - Marketing Your Practice In Today's Wired World - was of interest to the attendees, but more importantly I'm sure the straightforward email helped enormously. They had more than double their normal RSVPs and record-breaking attendance.
What's my point? Why does Scenario One make this grown girl cry? It's the missed opportunities. It's the not planning and thinking ahead. It's not thinking outside the square. It's not putting yourself in your customers' shoes and trying to make things easy for them. Perhaps it's a syndrome of large organisations where there is employee turnover and specified job descriptions.
Debbie Mayo-Smith aka Ms Effective is one of Australasia’s most sought after motivational speakers and trainers. Debbie gives speeches, seminars and trains on technology and personal productivity. Sign up for her monthly quick tip newsletter here. http://debbiespeaks.com/newsletter/newsletter-sign-up/ To have Debbie speak at your next event or train your team call 64 27 575 5359 or visit her www.debbiespeaks.com