When you are thinking of hosting a workshop or seminar, you also have to think about your event marketing strategy. An event marketing strategy goes far beyond thinking about how to get the butts in the seats of your workshop. You also have to think about how your workshop fits into your overall marketing plan.
Generate Leads with a Front End Workshop
Are you using your event to generate leads? If this is the case, you want to choose an event format that is short and has a lower ticket price. Your event should be easily accessible to your attendees. Not many people will drive a couple of hours for a 3 hour workshop. Market your event in your community, to the people who are most likely to become clients.
Generate Revenue with a High End Seminar
If revenue is your primary purpose, a larger and longer seminar is called for. When you deliver excellent content during a longer event, you can command higher ticket prices. Even ticket prices of $1,000 and up are not out of the ordinary for high end seminars. But that is not the end of it. A portion of your audience will be so excited about you and what you teach that they will want more. Give them that option by offering a high end program for them to invest in. This is the strategy many experts use to generate 6 figures or more in a single weekend.
Don’t Market Them the Same Way
Obviously, these events are completely different. Not only are their purposes different, but they also attract distinctly separate audiences. Yet many event hosts try to promote them the same way. And that is doomed to fail. What works for a front end workshop will not get you any attendees at a higher price point.
There is a higher barrier to entry for a larger seminar. Your audience really needs to know, like and trust you before they commit to spend a few days with you. They have to be familiar with what you are teaching and convinced that they need what you have.
You need to plan you event marketing strategy around the way your front end workshop or higher end seminar fits into your business. You have to meet your audience where they are and give them compelling reasons to attend your event.
If you want to know more about planning your event marketing strategy, join me for a complimentary webinar, when I will share the 5 Essential Keys to Filling Your Workshops and Seminars. To register, go to http://eventstrategysolutions.com/webinar.