One of the things I love to do in the summer is to pick strawberries. But as we arrived at the UPick field recently, we were told that we were the last customers, because the field had been picked over.
We still were able to pick about 4lbs of delicious ripe strawberries, it just took us a little longer. It was harder to get the strawberries, but not impossible.
Many workshop hosts avoid hosting events in the summer, because it is harder to fill the room. One of the reasons that it is harder to fill the room is because your audience is focused on other things, like vacations, sun and fun.
However, it may be harder, but it is not impossible. You just have to market smarter.
Fall is prime event season. You could go to 5 different seminars in your industry if you wanted to. There is a lot of competition between events, as these events are all vying for the same attendees. In summer, you don’t have to worry about that. Your event stands alone and it is easier to stand out from the crowd.
Sun and Fun
You do have to compete with family vacations. However, what if you can offer the tax deductible family vacation? (Consult your accountant before making claims!) If you offer a seminar at a resort that also offers fun kids camps, you may be able to have your attendees bring the kids. They can have fun, while your audience gets educated, inspired and transformed.
Choosing a location that invites attendees to either bring their families or that entices them to add some vacation time either before or after the event will also improve your attendance.
Know Your Audience
As with everything, it all begins with knowing your audience. You may have an audience that welcomes summer events, especially if you add some fun elements. (Pool side reception, anyone?)
When you market smarter, you can even fill a summer event. For more tips on marketing your workshops and seminars, join me for my free webinar, the 5 Essential Keys To Filling Your Workshops and Seminars.