Here is another question from a subscriber:
Does event advertising in small town local papers work? Do you buy ads or just appear in their calendar section?
Unless you are hosting a community festival, I advise against buying advertising for your workshop in in local newspapers, small town or not. The simple reason that newspapers, even small town newspapers are not targeted enough.
When you advertise in a newspaper, you are paying for the privilege of reaching all the people that the newspaper distribute to. That means you are paying for a lot of people that are NOT your audience.
It is too hard to stand out with an ad in a newspaper like that and get your ideal audience to your workshop. Your ideal audience are those people who can benefit the most from your workshop and they will also have the best results.
It is easy to think that your workshop can help lots of people and it is tempting to go after everyone. But that will dilute your message, cost more money and will leave you with fewer registrations.
Calendar of Events
Instead of spending your event advertising dollars on an ad, make sure that you are in the calendar of events, both in the online version and the print editions with a listing that is clearly targeted to your ideal audience.
The calendar of events is one of the places where people look to see what is going on that weekend or what is coming up for the following week or month. Listings are usually free or very inexpensive and there is always the chance that ideal attendee is reading that section.
Get Featured In The Newspaper
It is a lot more effective to have your event featured in the newspaper than to have an ad. Think of a local angle that would be interesting for the newspaper to write a story on. Do you have a great human interest story? Would it be something that the business section would be interested in?
Pitch your story to the reporter who usually writes on the topic. You will get a lot more mileage out of a story than you would a stand alone ad.
Do you have a question about marketing your event and getting butts in the seats? Post your question in the comments and I look forward to answering it.