subject: Workshop Marketing - Explain the Hidden Benefits [print this page] Workshop Marketing - Explain the Hidden Benefits
When you are ready to plan your event, the question I always get is "How do I get people to come to my event?" It is simple, really: if you want to get your customers and prospects to your event, you need to convince them of the benefits of going as part of your event marketing. Your clients invest their time and money to attend your event and want to make sure that it is worth their while. Especially when you target people from out of your immediate area, there are additional costs associated with coming to your event; airfare, hotel, meals, etc. You have to position your workshop or seminar so that it is clear to your audience that your event is a "can't miss" experience and exactly why they have to attend.
As you create your event vision, you also should be thinking of what you want the outcome to be for your attendees. What is it that you teach that will transform their lives, their businesses, their relationships? You must have a very clear idea of the 3-5 most important benefits for your audience and communicate that over and over in your seminar marketing messages.
Most workshop leaders and event promoters focus on the benefits of their teachings, and rightfully so. However, there is a hidden benefit to your event and you have to make sure that your audience understands that. The hidden benefit of attending your event is the connections your audience will make among themselves and the relationships they will build with the other attendees. Remember, you have an audience of like-minded people and they are all looking for similar transformations. They may be competitors, but more likely, they are different enough in their offerings and niches that they will benefit from working together.
Your attendees will form:
Friendships - Many lifelong friendships start at events. When you spend long days and evenings together, share meals, drinks and common experiences, something special happens. You form a bond that will always be there. And these days, with social media like Facebook, Twitter and LinkedIn so prevalent, it is easier than ever to stay in touch with each other. Then months or years later, your event will always be the common thread that unites them.
JV Partnerships - A Joint Venture (JV) Partnership will develop many times from an event when two attendees target the same audience, but different products. They will get together and promote one's product to the other one's list and vice versa. Generally the revenue of each promotion is split 50/50, so that everyone benefits. In addition, you can use it to cross pollinate and grow each other's lists, which is huge in this day of list building importance.
Strategic Alliances - Another way relationships formed at events pay off is through strategic alliances.. This might happen quite spontaneous and without intention. You start following your new friends content; blog posts, tweets, Facebook pages and then you start sharing them. You start retweeting, commenting on blog posts and tagging pictures on Facebook with your friend's name. Although this happens quite naturally, it is reciprocated and it creates a movement of driving traffic to each others websites.
Affiliate Relationships - Similar to JV Partners, when you become an affiliate, you promote someone's product to your audience for a commission. Usually affiliate relationships are not necessarily timeline specific and can be promoted through banners on your website and ads or recommendations in your ezine. In addition to becoming someone's affiliate, you can also start affiliate relationships for your own products and services. You will pay your affiliates a commission and each affiliate becomes a commission based sales person for you.
These connections are sometimes more valuable than the content delivered at the event, no matter how great the training presented. So make sure you communicate not only the benefits of your training and how your event will transform your audience's lives and businesses, but also who is going to be at your event in your event marketing. Tell your prospects what types of attendees you are expecting and how your event is going to facilitate all these lucrative and lasting relationships.
Daphne Bousquet, C
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