Timing Your Workshop Marketing

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When you create your Winning Workshop, you want to be sure you have people actually attending the event.  One way to sell your event is through your marketing plan.  Obviously, your marketing plan is crucial to getting the “butts in seats” so to speak.  In the next few blog posts, I will talk about the three “T”s of marketing your workshop.  Today, we start with the first “T”: Timing.

Time Your Workshop Marketing

Time Your Workshop Marketing

Timing is an important key in marketing your workshop.  For a free workshop that lasts a couple of hours, you do not need too much lead time.  2-3 weeks of well targeted marketing is usually sufficient.  It doesn’t take much planning ahead to get out of the office for a couple of hours or get someone to watch the kids.  If you start marketing it much further out than that, people may sign up and forget about it and not show.  Or, they will think that they will sign up closer to the event, because something else may come along. And then they forget about it.  2-3 weeks is perfect to get it on their calendar, get them to sign up and show up.

Now if you are planning a larger event that requires a larger investment and that will have people coming from out of town, you want to start marketing way ahead of time.  You may not want to sell tickets right away, but you want to get it on people’s calendar and get them excited about it.  Then about 60-90 days out you hit the promotions hard.

If you want to draw people from all over the nation, you’ll want to start seeding at least 6 months in advance.  You can start dropping hints and even do a “Save The Date” campaign.  You can get people excited about the upcoming event.  You then continue with your “Early Bird” campaign, where you try to fill seats at a reduced price, or offer special bonuses for signing up early.

Then you graduate to the full fledged promotional campaign and hit it hard.  One of the biggest mistakes people make is to stop marketing too soon.  It takes consumers 7-10 marketing impressions before they buy, but most marketers stop after 3-5 messages.  The key is to never stop marketing your event.

There will be people that sign up at the last minute. Some people just need a little longer to make the decision.  Maybe they don’t have all the information yet.  Maybe it takes them a little longer to make arrangements.  Maybe they need more impressions before it finally becomes a “must attend”.  Don’t stop marketing your workshop until you open the doors.  You never know if that last minute attendee will become your best client.

Be sure to check back tomorrow for the second “T” in marketing your workshop or event; Tools.

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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. So helpful! I get so nervous marketing (the worry: will anyone come??) that I lose track of logical, organized strategies.
    Judy Stone-Goldman recently posted..This is Not a Promise

    • Daphne Bousquet, CMP says:

      Having a strategy, road map and plan makes things much easier. When you stick to the plan, tweak it here and there when you need to, you can fill your workshops every time. Check back for more workshop marketing tips. After all, August has 31 days!

  2. Hi Daphne,

    This is a perfect strategy including all of your timelines and suggestions on the marketing plan. As a matter of fact I’m in the middle of promoting a workshop for a client and while we started about a month ago, as the time draws closer we’re getting ready to ramp it up.

    I’ll be back to read more! Well done!
    Deb Augur recently posted..Becoming a Super Affiliate Is Easier Than You Think

    • Daphne Bousquet, CMP says:

      Thanks Deb! I am glad you are enjoying the blog. Good luck with the workshop. I’ll be releasing some information about my upcoming workshop marketing course soon, so stay tuned!

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