How The Wrong Day Can Doom Your Workshop

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On what day should I host my workshop?  I am trying to choose between Thursday and Saturday.

That is an excellent question one of my clients asked me recently.  Seemingly innocent and simple, yet the answer has far reaching implications.  And you may be wondering the same thing.

best day for workshopIf you get the day of the week wrong, your workshop will likely stay empty.

So it is important that you make the right choice.  And to help you make the right decision and before you choose the day of the week for your event you need to know the answer to these 3 questions:

Who is your audience?

You have to know who you are targeting.  Entrepreneurs have different needs and desires than people who are employed, but are looking for a career change.  Perhaps you are targeting entrepreneurs that are want to start working full time in their business, but currently still have a job.  Perhaps you are targeting stay or work at home moms.

Each of these groups have different needs.  The day of the week has to meet that need. For instance, if your target audience still has a job, having your workshop on a weekday essentially ensures that your workshop stays empty.

What is your competition?

What or who are you truly competing with?  If you are holding your workshop on a weekday, you are competing with a paycheck in the case of the people who have a job.  For entrepreneurs, you are competing with their business and day to day activities.  If you are hosting your workshop on a Saturday, you are competing with family time, soccer games, and a round of golf perhaps.

(You could also be competing with mowing the lawn and cleaning the house, which could be a good thing! I will choose to go to a workshop over cleaning the house any day of the week.)

What are you offering that is so much better than they could otherwise do on that day?

You have to give your audience a very compelling reason to choose you over the alternative.  If you want them to choose you over their family, what can you offer them?  A better future for their family?  More freedom to spend with their family down the road? If you are targeting entrepreneurs on a weekday, emphasize that you are offering them a chance to work on their business instead of in their business.  It is a choice between growing your business or business as usual.

When you are completely clear on who your target audience is, what your workshop is competing against and how to position your workshop against that competition, you will not only know what day of the week to choose for your event, but also the words to use in your marketing that will entice your audience to choose you over the other options they have that day.

Get Answers

Of course it is not just the day of the week that affects your workshop attendance.  Want to know more?  Then join me for my new webinar, Standing Room Only: Why 9 Out Of 10 Workshops Don’t Fill Up And 5 Powerful Secrets To Ensure Yours Not Only Achieves Its Attendance Goals, But Surpasses Them

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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

Comments

  1. Getting the wrong day for any event is a disaster and these are great questions to ask to steer yourself in the right direction for picking the right day. I especially like: What are you offering that is so much better than they could otherwise do on that day? If you don’t have a compelling reason, they’re not as likely to come. This forces you to know the benefits and results of your event which you can use on all your promotional materials.

    Thanks for sharing these, Daphne.

    • Daphne Bousquet, CMP says:

      Thanks Jeannette. I think whenever we offer something we have to keep that question in mind. What could they be doing instead and why should they choose us. You are right it is all about benefits and results.

  2. Wonderful topic, Daphne — love it!

    I imagine, to some degree, there’s never a “perfect” day to choose for holding an event. In my mind, no matter what day you decide upon, there will most likely be reasons why people can’t be in attendance.

    I really appreciate your advice and I’d have to say putting your target audience’s needs first is a good beginning point.

    Take moms, for example. Some moms work outside the home and some don’t. Some are working both at home and in the corporate world, simultaneously. So there’s all kinds of factors to consider, isn’t there?

    Tweeted this one out and dashed over to Facebook to share it with my fans.

    Good stuff!
    Melanie

    • Daphne Bousquet, CMP says:

      Hi there Melanie. Thanks for sharing my post with your peeps. It all starts and ends with our audience, doesn’t it? The more specific you can make your target audience, the better your marketing will be. Moms is a really big group, and you are right, not all moms have the same needs. That is why I love your niche, single mompreneurs. You understand their needs and their challenges and that makes it easier to talk to them.

  3. Chris says:

    Thank goodness you clarified this Daphne!!! I’ve referred my own clients to this post because it was certainly helpful for me!

    Just asking those questions when we’re putting together our seminar/workshop helps you to focus in on what we’re really trying to accomplish and for whom…

    This one is a reference for anyone who is thinking about hosting an event!
    Thanks!!!

    • Daphne Bousquet, CMP says:

      Sometimes asking the right questions is more important than just getting the answer. If it helps you understand your audience and your event better, I am glad. Thanks for the comment!

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