Event Advertising For Local Workshops

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promote your seminarWhen you’re hosting a workshop or seminar, getting butts in the seats is job one.  For that you need an overall marketing plan, of which promotion plays an important part.  There are many ways to promote your workshop and event advertising is just one.  In a previous post, I explained why you shouldn’t spend your event advertising dollars in local newspapers.  That leaves the question: “Where do I advertise my event?” Here are 3 suggestions for advertising your local workshop.


Facebook has a huge audience, but the nice part is that you can easily reach a very targeted audience just for your workshop.   You can target people down to the zip code, and then you can also filter it out for interest.  For instance,  if you are having a local workshop about nutrition, you can target for instance women between 40 and 50 who are interested in weight loss.  You can also create ads that target the same demographics but instead of weight loss they like Zumba, or jazzercise.

Event Advertising on Facebook

The nice thing about Facebook ads is that you know right away if they are effective.  So you can test them and if they don’t work, you can change them, change the target audience or make changes to the ad until it works.

Local Magazines

Magazines also target a specific section of the population and are a good place to advertise an event.  There are usually some local magazines that target parents, or health and fitness or local women.  Those magazines are a lot more targeted and give you more bang for your buck.

It is even better if you could place an article or series of articles in the magazine, so you can position yourself as the expert.  Sometimes the magazine will ask you to advertise as well.  Together that can be very effective.  Just think of someone reading an article that you have written in the local magazine and then on the next page, they see an ad for your event to learn more about the topic they just read about.  If they are your ideal audience, it is a no-brainer for them to check your event out.

Online and Offline Calendars

Most publications and their online counterparts have calendars of events.  It is where people check out what there is to do in their town, so you want to make sure you are listed.  Most of the calendars are free, although there may be a charge to be one of the featured events.  Don’t count on a huge influx of attendees from these calendars.  As with all advertising and promotion, see where you audience hangs out and post accordingly.

Get Butts In Seats

Event advertising can be an important part of your overall marketing and promotional strategy.  However, unless you have all the other pieces in place, you can also waste a lot of money, fast.  For instance, if you spend big money on an ad, but you don’t have a registration page that appeals to your ideal attendee and converts visitors into attendees, you will have nothing to show for your advertising dollars.

Butts In Seats On DemandThat is why Butts In Seats System walks you through all the elements of your marketing strategy.  From the words to use that appeal to your ideal attendee, to a registration page that converts, from event filling strategies that get attendees to say yes to promotions that raise your event’s visibility, Butts In Seats System is designed with the building blocks that fill your workshops and seminars.




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Daphne Bousquet, CMP

Daphne Bousquet, CMP

For more strategies to make your workshops and seminars more profitable, you’ll want to pick up a copy of the free report "Three Simple Secrets To Making 10K In A Day With Small Workshops." Daphne Bousquet uses her 20+ years of event industry experience to create profitable event strategies and marketing for coaches, entrepreneurs, speakers and self employed professionals that want to grow their businesses with workshops and seminars. She is the creator of the Butts In Seats Virtual Boot Camp, a unique digital course that teaches you how to fill your events with your ideal audience.
Daphne Bousquet, CMP
Daphne Bousquet, CMP
Daphne Bousquet, CMP


  1. Many thanks for such a great post. This has come at the right time for me as I am thinking of putting on some workshops in the next few months
    Andrew Milburn recently posted..What Makes You Happy

    • Daphne Bousquet, CMP says:

      You’ll find lots of tips on these pages, Andrew. Thanks for stopping by!

  2. I LOVE this post! It comes at a very good time for me as I am currently planning an event (way ahead of time) for October during German American Heritage Month. The magazine article and advertisement suggestion is perfect. I hadn’t even thought of that.
    Angie Schaffer-von Scheffelheim recently posted..Al Jolson: The Man Behind the Blackface

  3. I send press releases to local publications and often, if they don’t cover the event in an article, they’ll at least add it to a Calendar section.
    I also post on social media (FB, Twitter & LinkedIn).
    Thanks for the tips!
    Debra Jason recently posted..Marketing Mistake, Part 2: Two Questions to Ask When Identifying Your Ideal Client

    • Daphne Bousquet, CMP says:

      Press releases work great Debra. Thanks for chiming in. They definitely deserve a place in your marketing plan for local workshops. However, if you do workshops regularly and can find out who covers your topic in the news media, you can build a relationship with that person. That increases the chance of them covering your event tremendously!

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