90 Seminar Marketing Ideas


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  • 90 tips of pure gold here.

    I realised that it takes a huge effort to actually successfully plan a conference. By creating a product that broadcasts an event to 75+ sites and 90m+ potential delegates, we really managed to help conference organisers focus on some of the more important factors of their event - whilst we did the bulk of their marketing.

    come see at evvnt.com and I think we can make your job a lot easier :)
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90 Seminar Marketing Ideas

  1. 1. Ninety(90) Seminar/Conference Marketing Ideas <br />Ralph Elliott, PhD <br />Vice Provost and Professor of Economics Emeritus<br />Director, Seminar Marketing Institute<br />Contact: elliot@clemson.edu (one t) www.seminarmarketing.org<br />Copyright 2003, 2006, 2007, 2009<br />
  2. 2. Clients Customers<br />Inquiries/Leads<br />Prospects Suspects<br />1. Use Direct Mail Marketing to Build Your Data Base<br />2<br />
  3. 3. Use Direct Mail to Get More People into the Funnel <br />
  4. 4. Postage<br />Return<br />Window <br />Headline<br />
  5. 5.
  6. 6. 2. Let Direct Mail Drive Traffic to a Landing Page with an Incentive to Get People to Fill Out the Form<br />
  7. 7. 3. Use Search-Engine Marketing (SEM) to Build the Data Base <br />Google AdWords, Yahoo-Sponsored Search, & MSN<br />Auction environment for cost-per-click pricing<br />Rapid deployment and immediate results<br />Detailed tracking and analysis provided<br />Easy-to-make changes/activate seasonal campaigns<br />7<br />
  8. 8. 4. Get Keyword Ideas from Wordtracker Keyword Tool <br />
  9. 9. 5. Bid on Key Words: A Google search of “defense technology” produces a Georgia Tech ad for Defense Technology (top ad on right-hand column)<br />
  10. 10. 6. Georgia Tech landing page. When prospects complete the form, capture their interest area<br />
  11. 11. 7. Raise your Pay-Per-Click Bids to Get to Third Position <br />Increase your bid on your Pay-Per-Click (PPC) program for your most profitable courses or product lines –<br />MarketingSherpa reports that bidding on the top positions in search-result listings generates the highest ROI for search engine marketing<br />
  12. 12. 1<br />3<br />2<br />Key word is seminar marketing …ranked #1 on natural rank and # 5 on paid search <br />
  13. 13. 8. Use Geo Selects to Better Target Your Google Ad Words<br />
  14. 14. PQ: What Have You Found to Be Best for Driving New Traffic to Your Site? <br />Direct Mail <br />Search Engine Marketing <br />Search Engine Optimization <br />Social Media such as Facebook, Twitter, Linkedin, etc.<br />Space Ads in Publications<br />
  15. 15. 9. Use Google Analytics to Track Landing Pages and Website <br />What can you do to lower your bounce rate to below 50% <br />
  16. 16. 10. Show Your Certificate on Your Landing Page<br />
  17. 17. 11. Provide an On-Line Chat to Move the Prospect toward a Sale<br />
  18. 18. Another Live Chat Option<br />
  19. 19. 12. Offer to Answer a Question to Get More Landing Page Conversions<br />
  20. 20. 13. Use a Big Red Button to Get People to Stay on the Website and Get Their Email<br />
  21. 21. 14. Capture Visitors with Your Newsletter <br />Maybe<br />
  22. 22. 14 (a): Offer a Free Webinar to Capture Contact Details <br />
  23. 23. 15. Provide Whitelist Instructions<br />
  24. 24. 16. Get People to Register On-Line to Capture the Email Address<br />Put easiest method or recommended or preferred method next to the on-line option <br />Offer a registration fee discount or a free report or promotional item for online booking<br />Highlight your privacy policy on the registration form…have a security certification such as ScanAlert Hacker Safe certification and logo on the registration form<br />
  25. 25. Detailed Agenda <br />Save $20 … register online<br />
  26. 26. 17. Use On-Line Registrations to Capture the Internet Code and VIP Test Code<br />Use tracking codes to track test results..when testing email variables that increase open and response rates<br />
  27. 27. 18. Pre-Populate the Registration Form With the Tracking Codes<br />
  28. 28. PQ: Pick One Email Variable You Recommend Testing <br />Subject line<br />From line<br />Layout, colors or format<br />Email length<br />Offers/discounts<br />Sending time<br />
  29. 29. 19. Do a Follow-up Email to People Who “Abandon” the Registration <br />
  30. 30. 20. You Need the Email Address Because You Plan to…<br />send immediate confirmation <br />email roster of fellow delegates<br />send link to questionnaire to send the speaker questions<br />send access to password-protected section of website to download white papers/handouts<br />
  31. 31. Go “green” by posting PDF of Speaker<br />Power Points at Password Protected <br />Section of the Website <br />
  32. 32. 22. Collect Birth Year for Generation Marketing<br />
  33. 33. 23. Capitalize on the Four Generations in Today’s Marketplace<br />1925 to 1945: Greatest Generation<br />1946 to 1964: Baby Boomers<br />1964 to 1981: Generation X<br />1982 to 2009: Generation Y<br />Source: Journal of Career Planning and Employment<br />
  34. 34. Send out a special email on the person’s birthday <br />
  35. 35. 24. Use Twitter to drive Gen “Y” traffic to your events <br />
  36. 36. 25. Drive Gen “X” Traffic with a Facebook Ad<br />
  37. 37. 26. Create a group for “Boomers” at Linkedin and post content messages with links; Ask speakers to post messages too.<br />
  38. 38. 27. Have a Permission Email (PEM) Data Base <br />PEM Loyalists…the 40% of a data base that will go out of their way to patronize an organization whose permission email programs they like<br />PEM Punishers…45% of a data base who have stopped doing business with an organization because of bad permission programs <br />38<br />
  39. 39. 28. Email Data Base Opt-In Options…Consider Double-Opt-In<br />Double Opt-in…confirmation email is sent to the opt-in user who must reply before being added to the email data base<br />Confirmed Opt-in…confirmation email is sent, no further action…confirmation does offer the opportunity to opt-out<br />Opt-in…users elect to receive email, no confirmation and no additional action <br />Consent...users establish a business relationship and supply email address<br />39<br />
  40. 40. Example of Double Opt-In<br />
  41. 41. 29. Respond to a Person<br />When inviting inquiries or customers to email your organization, have them email a person….not “Info@”<br />Like other response requests, more people will contact a specific person than a general office<br />
  42. 42. 30. Ask if They Prefer Text or HTML<br />
  43. 43. 31. Ask visitors to select <br />frequency<br />
  44. 44. 32. Do Geographic Segmentation <br />One-day local programs…travel one hour <br />Two-day workshop…regional market<br />Two-day conference…semi-national <br />Three-day workshop…semi-national <br />Three-day conference…national <br />Week-long workshop…international <br />Week-long conference…international <br />44<br />
  45. 45. 33. Get Geo Select on the Sign-Up Form<br />©<br />
  46. 46. 34. Segment Your House List by RFM, Interest Area and Target Your Marketing<br />Recency of Past Attendance (R)<br />Frequency of Involvement (F)<br />Amount ($$) Spent to Date (M)<br />Type of Interest Area<br />46<br />
  47. 47. 35. Know Your Participants & Allocate Resources Accordingly<br />High Recency Low<br />High<br />Monetary Value/Activity<br />Low<br />47<br />
  48. 48. 36. Segment Your Email Database by Those Who Open Your Emails<br />Create an &quot;A&quot; list: people who have opened one or more emails within last six months<br />Create a &quot;B&quot; list: people who have not opened emails in last six months<br />Create a &quot;C&quot; list: people who have not opened email in last year. Email marketing is not working for this segment of your data base<br />Consider sending direct mail letter to &quot;re-activate&quot; this potential &quot;deadwood”<br />
  49. 49. 37. Use Email Link Tracking to Determine Which Links Work Best<br />Use your Email service provider to track which links in your Emails promotions are most successful in driving traffic to particular web pages on your site <br /> Configure links in your Email messages for use with your analytic application to see which links are generating worthwhile visits and/or conversions at your website<br /> Visits that involve views of more than just a single page, etc…find links that create registrations <br />
  50. 50. PQ: Which Link in Your Email Do You Think Would Do Best?<br />Speaker Info<br />Agenda link<br />Venue/hotel<br />Register now<br />Boss convincing points<br />Testimonials <br />
  51. 51. 38. Email Campaign: “Hook” Those Who Have Never Attended With First Email<br />The “Welcome to Your Organization” will be the most important email you will send to a prospect added to the data base.<br />Open rate is 2X regular open rates.<br />What kind of offer could you use to get people to book now….(plus call to action)?<br />51<br />
  52. 52. 39. Put a guarantee in your welcome<br />
  53. 53. 40<br />A “double guarantee” will out-perform a single guarantee<br />
  54. 54. 41. Offer Another Program to Those Who Want a Refund <br />Build trust among those who have never attended your programs by offering a unique money back guarantee (MBG)....such as &quot;we will refund your registration fee and give you a 100% credit for another program.” <br />By bringing the person back to another program, you turn a potentially unhappy advocate into someone who sings your praises.<br />
  55. 55. PQ: What Info Item Would You Put in Your “Welcome” Email?<br />Money back guarantee<br />Incentive coupon<br />Warm hugs and kisses<br />Testimonials <br />Mission/Vision Statement <br />
  56. 56. 42. Use Factors Influencing Peoples’ Choice of Email to Open and Read<br />56<br />
  57. 57. 43. Ideas on the “From” Field in Your Email Campaigns<br />Make sure recipients trust your organization <br />Put the name of your organization first<br />Follow the organization’s name by an individual’s name <br />The “from” field in your email is your brand, therefore, the “from” field is more important than the subject line <br />57<br />
  58. 58. 44. Use Pitch vs. Teaser Subject Line<br />40 million emails sent by MailChimp<br />Highest open rates (ranging from 60% to 87%) had the most straightforward subject lines <br />Lowest open rates--subject lines (1%-14%) tried to be clever<br />58<br />
  59. 59. 45. How to Increase Your Click-Through- Rate (CTR) on Email Offers<br />Your recipients often have email settings configured so they can read the first two paragraphs without actually opening the email<br />Work your reg/offer link or weblink into<br /> the first paragraph<br />Many recipients peruse only the first paragraph and go right to the offer via the link  <br />59<br />
  60. 60. How to Increase Your CTR on Email Offers<br />Emails should be top-heavy with best offers &quot;above the fold&quot; to instantly capture the reader&apos;s attention <br />That doesn&apos;t mean the email must be short. Support points can continue below the fold…the details that clinch the sale <br />Include atleast 3 links to your landing page and/or reg screen/in house screen – and one in the first two sentences<br />60<br />
  61. 61. 46. Use TinyURL.com to Reduce Length of Your Links<br />
  62. 62. 47. Email Timing and Delivery<br />Avoid Mondays and the first day after holidays for your email marketing<br />Click thru rates usually higher when sending early AM, just before lunch, or late PM<br />If your audience is spread over several time zones, stagger your deliveries<br />62<br />
  63. 63. 48. Email Copy Recommendations<br />Keep emails to around four(4) paragraphs<br />On HTML, keep screen length to 1.5 to 2.0 screens<br />Brand your emails by using the same banner graphic and design across the top as used on the landing page, web, print ads, brochures<br />63<br />
  64. 64. 49. Use SpamAssassin to Check Your Spam Score <br />SpamAssassin assigns a Spam score for each message<br />A score of less than 3 is generally considered acceptable<br /> A score of between 3 and 5 warrants review, and a score of more than 5 should definitely be examined <br />64<br />
  65. 65. A Very Good Spam ScoreResult: Clean Message - 0.4 Pts <br />
  66. 66. 50. Email “Double Check” Tips<br />Include a link to read the message outside of email. A “read as web page” link and “view on mobile device” link provides an alternative to those who can’t read your message.<br />Check all images and links. Make sure the links and redirects are working. So simple but critical.<br />Make sure the “from” address works. Recipients sometimes reply to the “from” address instead of “reply-to.”<br />
  67. 67. 51. Email Messages: Use an Early-Bird Expiration in an Email Blast<br />Good to have justification for sending additional emails…<br />Early bird is one of them…<br />Also, smaller non-profit sectors will be more price sensitive…<br />Hence, segment the file…target the early- bird message… personalize the appeal<br />67<br />
  68. 68.
  69. 69. PQ: What Percent (%) Discount Do You Give For Early Birds?<br />10%<br />15%<br />20%<br />25%<br />None<br />
  70. 70. 52<br />Extended Early Bird<br />
  71. 71. Email with Early Bird Extension<br />
  72. 72. 53. Creating an email with Boss Convincing Points <br />
  73. 73. 54.Promote the Venue and Hotel Rates<br />
  74. 74. 54a. Create a “Sense of Urgency” in Your Email <br />
  75. 75. 55. Forward to a Friend at the Top of the Email<br />
  76. 76. 56. Stress Team Attendance in Your PDF and Emails<br />
  77. 77. Team Attendance Offer: Send 3 and the 4th is FREE<br />
  78. 78. 57. Provide Team Attendance Form On-Line <br />Group Form <br />
  79. 79. 58. Use The Best Monthsfor Seminars<br /> Employer-Paid Events during Normal Business Hours<br />BEST<br />WORST<br />1. March 2. February<br />3. October 4. November<br />5. April 6. September<br />7. May 8. January<br />9. December 10. July<br />11. June 12. August<br />79<br />
  80. 80. 59. Use The Best Days for Seminars<br /> Employer-Paid Events during Normal Business Hours<br />BEST<br />WORST<br />1. Wednesday<br />2. Thursday<br />3. Tuesday<br />4. Friday<br />5. Monday<br />6. Saturday<br />7. Sunday<br />80<br />
  81. 81. Seminar Lead Time<br />Relative Response<br />0 4 6 8 10 12 14 16<br />Weeks ahead of first date that promo is received<br />60. Use Optimal Lead Time (Two-Day Workshop Program)<br />81<br />
  82. 82. 61. Capitalize on Price Sensitivity <br />
  83. 83.
  84. 84. 62. Use Psychological Price Barriers<br /><ul><li>Recommendation # 1 . . . Charge just below the barrier; for example, $45 instead of $50; $95 instead of $100; $145 instead of $150
  85. 85. Recommendation # 2 . . . When you break one barrier, go to the bottom of the next barrier; for example, if you break $50, go to $95; if you break $100, go to $145; if you break $150, go to $195.</li></ul>84<br />
  86. 86. 63. Psychological Barriers if You Break $1,000 <br />From $995 to $1245<br />From $1245 to $1495<br />From $1495 to $1995<br />From $1995 to $2950<br />From $2950 to $4950<br />From $4950 to $7495<br />From $7495 to $9450<br />85<br />
  87. 87. 64. On Inquiries, Get Them to Register with “Register Now; Pay Later”<br />Collect money with an invoice<br />Market “after the sale” to eliminate buyer’s regret while invoice is being processed<br />Personal call before program<br />Check venue records against regrecords…(send note to those not on hotel list, offer to help find room)<br />Payment due prior to program <br />86<br />
  88. 88.
  89. 89. 65. Get a Commitment Early in the Promotional Cycle<br />On an undecided caller, use the tentative “no obligation registration technique” to convert the person into a sale <br />Essentially, you allow the person to register without paying but note payment is due a week or so prior to the start of the program  <br />Alternatively, you may offer to accept a purchase order or a letter of intent<br />
  90. 90. 66. Importance of Who Else is Attending…<br /> CHIEF Marketer&apos;s survey on what makes a conference worth a delegate’s time and money… <br /> 70% said that the experience level of their fellow attendees really mattered...<br />89<br />
  91. 91.
  92. 92.
  93. 93. 67. “Merchandise” the Offer <br />The way the offer is presented can affect the response rate<br />50% off is better than half-price <br />Buy 1 and get 1 free is better than 2 for the price of 1<br />92<br />
  94. 94. 68. Use Word-of-Mouse<br /> At your web site, in your emails, and in your newsletter, ask readers to encourage their friends to subscribe. <br /> You can have a reader forward his/her copy, but you risk the friend’s clicking on the unsubscribe link. <br /> Use the &quot;forward to a friend&quot; function that email management services provide. <br />
  95. 95. 69<br />
  96. 96. 70<br />
  97. 97. Add a Suggestion Box to Your Website <br /> 71<br />
  98. 98. 72<br />
  99. 99. 73. Make Sure Your Site has RSS<br />
  100. 100.
  101. 101. 74. Create banners for sponsors, exhibitors, and speakers to post at their sites <br />European Text Analytics Summit120x600<br />European Text Analytics Summit250x250<br />Meet me at88x33<br />European Text Analytics Summit300x240<br />Meet me at88x33<br />Meet me at120x50<br />Meet me at120x90<br />Meet me at120x240&European Text Analytics Summit 120x240<br />Meet me at125x125<br />&European Text Analytics Summit125x125<br />European Text Analytics Summit250x125<br />European Text Analytics Summit234x60<br />
  102. 102. 75. Have a “User - Friendly” Cancellation/Payment Policy That:<br /><ul><li>Allows refunds up to two weeks in advance
  103. 103. Always allow substitutions
  104. 104. Allow transfers to another session
  105. 105. Gives some of value even though the person cancels at the last minute
  106. 106. Always allows exceptions (rule of reason)</li></ul>101<br />
  107. 107. 76<br />
  108. 108. 77. Don’t Kill the Sale before the Sale with the “Fine Print”<br />By registering for a Move Ahead One, LLC (Move Ahead 1) event you are agreeing to these terms: <br />Cancellations and Substitutions<br />If you must cancel for any reason, you must notify us 3 business days prior to the event by writing to info@moveahead1.com. No refunds are given however we will credit you an equal amount for another event. You may, however, transfer your registration to another person at any time. <br />Move Ahead 1 reserves the right to make changes to the events program. Unforeseen circumstances may result in the substitution of a presentation, topic or speaker. <br />You consent to Move Ahead 1 recording and/or photographing the event and using such items, including your likeness, in future promotions. <br />By purchasing a ticket, you also agree to allow us to share your contact information with exhibitors and sponsors of that event only. Move Ahead 1 will not otherwise sell or share your information with any other third parties without your consent.<br />Move Ahead 1 reserves the right to reject or rescind any registration and return any fees accordingly. Registrant assumes all risks incidental to participation in all event activities, including, but not limited to, loss or damage to property and personal injury. Move Ahead 1&apos;s total liability in connection with participation in all event activities shall be limited to the amount of fees received, if any, from a particular individual registrant for the particular incident or event. <br />If you have additional registration questions, please contact info@moveahead1.com or call (732) 202-3599. <br />
  109. 109. 78. Eliminate Buyer’s Regret/Remorse<br />Reduce cancellations/no-shows by marketing after the sale<br />Tell customers what they will receive after they register<br />Send follow-up thank you reminder notes/cards/emails<br />Contact accountsreceivable<br />Provide link to a questionnaire<br />104<br />
  110. 110. PQ: Which Idea Would You Select to Reduce Buyer’s Regret?<br />List of other organizations attending<br />Link to speakers to post questions<br />Update on new session/speaker<br />Password-protected networking site<br />Navigational chart to show/exhibit hall<br />
  111. 111. 79. Copywriting Recommendations<br />Empathy Index helps you measure reader focus.<br />Them(You) – Us(We) = Empathy Index <br />The Gunning Fog Index helps ensure reader accessibility<br />(Average sentence length + number of hard words) x 0.4 = Reading Level Difficulty…most read at 6 to 8<br />106<br />
  112. 112. 80. Use WIFM in Your Copy <br />
  113. 113. 81. Use the Active Voice in Literatureand on Your Website<br />It is generally better, to write in the “active” voice. Exceptions include when the “doer” is unknown, or when showing tact is your most important consideration.<br />Convert the following examples of passive writing into active<br />voice.<br />The music was enjoyed by everyone.<br /> A survey was made by the Health Department of the nursing service at local hospitals.<br />The backstage tours will be conducted by graduate students.<br />Example: The keynote speech was delivered by Sherry Walker. (Passive) vs. Sherry Walker delivered the keynote speech. (Active)<br />108<br />
  114. 114. 82. Show Networking: Notice signs on each table <br />
  115. 115. Show visual image of meeting area, breaks, reception, and sponsorship area <br />
  116. 116. 83. Know Your Email Clicks <br />You will receive over 90% of your clicks from your email campaign within the first three days<br />Click rates will rise at an increasing rate during the first day or two and then continue to increase at a decreasing rate for the remaining days<br />
  117. 117. 84. Provide A Web Link so People Can Manage Their Preferences<br />
  118. 118. 85. Stagger Large Email Blasts to Avoid Triggering Volume-Based Filters<br />Some ISPs use volume-based filters. If the sending server exceeds certain volume thresholds, the emails may be blocked. <br />Volume thresholds vary by ISP.<br />The simple way to avoid overwhelming the receiving ISP and triggering a volume-based filter is to stagger your emails. <br />113<br />
  119. 119. 86. Monitor Your Bounce Rate…Percentage of Emails That Come Back to You<br />Hard Bounces…incorrect/invalid addresses should be suppressed immediately<br />Hard-Bounce rate above 5% is a crisis <br />Soft Bounces…remove after three soft bounces <br />If possible, send an automatic fax (or postcard, phone call) to bounced email address, letting users know their email bounced and how they can update their address <br />114<br />
  120. 120. 87. Re-Activate the Deadwood<br />Never open your email <br />Open but never click through <br />Click through but never convert<br />A 12-month non-purchasing inquiry <br />A 24-36-month plus non-buying customer<br />A 24-36-month non-buying organization <br />115<br />
  121. 121. 88. Use Email to Wake Up Deadwood <br />Communicate with a new subject line<br />Send a special “we’ve missed you” offer<br />Send best of “white papers” to lift CTR<br />Send a link to an on-line survey to capture interest areas<br />Threaten to drop from the database?<br />Send a discount off an upcoming program<br />116<br />
  122. 122. 20<br />500<br />
  123. 123.
  124. 124.
  125. 125. 89. Email a Regret Survey <br />Send a “sorry you cannot attend” link to an online questionnaire in your last Email blast leading up to your event (sometimes called a Regret Survey)<br />Ask the non-responding person why he/she is not attending<br />List several possible objections on the survey and then leave some open end space for the person to list the reasons for not attending<br />
  126. 126. 90. Collect Opt-Out Reasons<br />
  127. 127. Q&A<br />Ralph D. Elliott, Ph.D.<br />elliot@clemson.edu (one t) <br />864.710.2815<br />122<br />
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