Ninety(90) Seminar/Conference Marketing Ideas
Ralph Elliott, PhD Vice Provost and Professor of
Economics EmeritusDirector, Seminar Marketing Institute
Contact: [email protected] (one t) www.seminarmarketing.org
Copyright 2003, 2006, 2007, 2009
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1. Use Direct Mail Marketing to Build Your Data Base
Clients Customers
Inquiries/Leads
Prospects Suspects
Use Direct Mail to Get More People into the Funnel
Window
Return
Postage
Headline
2. Let Direct Mail Drive Traffic to a Landing Page with an Incentive to Get People to Fill Out the Form
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3. Use Search-Engine Marketing (SEM) to Build the Data Base
Google AdWords, Yahoo-Sponsored Search, & MSN
• Auction environment for cost-per-click pricing
• Rapid deployment and immediate results
• Detailed tracking and analysis provided
• Easy-to-make changes/activate seasonal campaigns
4. Get Keyword Ideas from Wordtracker Keyword Tool
5. Bid on Key Words: A Google search of “defense technology” produces a Georgia Tech ad for Defense Technology (top ad on right-hand column)
6. Georgia Tech landing page. When prospects complete the form, capture their interest area
7. Raise your Pay-Per-Click Bids to Get to Third Position
• Increase your bid on your Pay-Per-Click (PPC) program for your most profitable courses or product lines –
• MarketingSherpa reports that bidding on the top positions in search-result listings generates the highest ROI for search engine marketing
Key word is seminar marketing …ranked #1 on natural rank and # 5 on paid search
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1
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8. Use Geo
Selects to Better Target Your
Google Ad Words
PQ: What Have You Found to Be Best for Driving New Traffic to Your Site?
• Direct Mail • Search Engine Marketing • Search Engine Optimization • Social Media such as Facebook, Twitter,
Linkedin, etc.• Space Ads in Publications
9. Use Google
Analytics to Track Landing
Pages and Website
What can you do to lower your
bounce rate to below 50%
10. Show Your Certificate on Your Landing Page
11. Provide an On-Line Chat to Move the Prospect toward a Sale
Another Live Chat Option
12. Offer to Answer a Question to Get More Landing Page Conversions
13. Use a Big Red Button to Get People to Stay on the Website and Get Their Email
14. Capture Visitors with Your Newsletter
Maybe
14 (a): Offer a Free Webinar to Capture Contact Details
15. Provide Whitelist Instructions
16. Get People to Register On-Line to Capture the Email Address
• Put easiest method or recommended or preferred method next to the on-line option
• Offer a registration fee discount or a free report or promotional item for online booking
• Highlight your privacy policy on the registration form…have a security certification such as ScanAlert Hacker Safe certification and logo on the registration form
Save $20 … register online
Detailed Agenda
17. Use On-Line Registrations to Capture the Internet Code and VIP Test Code
Use tracking codes to track test
results..when testing email variables that increase open and
response rates
18. Pre-Populate the Registration Form With the Tracking Codes
PQ: Pick One Email Variable You Recommend Testing
• Subject line• From line• Layout, colors or format• Email length• Offers/discounts• Sending time
19. Do a Follow-up Email to People Who “Abandon” the Registration
20. You Need the Email Address Because You Plan to…
• send immediate confirmation • email roster of fellow delegates• send link to questionnaire to send the
speaker questions• send access to password-protected
section of website to download white papers/handouts
Go “green” by posting PDF of SpeakerPower Points at Password Protected Section of the Website
22. Collect Birth Year for Generation
Marketing
23. Capitalize on the Four Generations in Today’s Marketplace
1925 to 1945: Greatest Generation
1946 to 1964: Baby Boomers
1964 to 1981: Generation X
1982 to 2009: Generation Y
Source: Journal of Career Planning and Employment
Send out a special email on the person’s
birthday
24. Use Twitter to drive Gen “Y” traffic to
your events
25. Drive Gen “X” Traffic with a Facebook Ad
26. Create a group for “Boomers” at
Linkedin and post content messages
with links; Ask speakers to post messages too.
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27. Have a Permission Email (PEM) Data Base
• PEM Loyalists…the 40% of a data base that will go out of their way to patronize an organization whose permission email programs they like
• PEM Punishers…45% of a data base who have stopped doing business with an organization because of bad permission programs
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28. Email Data Base Opt-In Options…Consider Double-Opt-In
• Double Opt-in…confirmation email is sent to the opt-in user who must reply before being added to the email data base
• Confirmed Opt-in…confirmation email is sent, no further action…confirmation does offer the opportunity to opt-out
• Opt-in…users elect to receive email, no confirmation and no additional action
• Consent...users establish a business relationship and supply email address
Example of Double Opt-In
29. Respond to a Person
• When inviting inquiries or customers to email your organization, have them email a person….not “Info@”
• Like other response requests, more people will contact a specific person than a general office
30. Ask if They Prefer Text or HTML
31. Ask visitors to select frequency
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32. Do Geographic Segmentation
• One-day local programs…travel one hour • Two-day workshop…regional market• Two-day conference…semi-national • Three-day workshop…semi-national • Three-day conference…national • Week-long workshop…international • Week-long conference…international
33. Get Geo Select on the Sign-Up Form
©
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34. Segment Your House List by RFM, Interest Area and Target Your Marketing
• Recency of Past Attendance (R)• Frequency of Involvement (F)• Amount ($$) Spent to Date (M)• Type of Interest Area
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35. Know Your Participants & Allocate Resources Accordingly35. Know Your Participants &
Allocate Resources AccordinglyHigh Recency Low
Mon
etar
y V
alue
/Act
ivity
High
Low
36. Segment Your Email Database by Those Who Open Your Emails
• Create an "A" list: people who have opened one or more emails within last six months
• Create a "B" list: people who have not opened emails in last six months
• Create a "C" list: people who have not opened email in last year. Email marketing is not working for this segment of your data base
• Consider sending direct mail letter to "re-activate" this potential "deadwood”
37. Use Email Link Tracking to Determine Which Links Work Best
Use your Email service provider to track which links in your Emails promotions are most successful in driving traffic to particular web pages on your site
Configure links in your Email messages for use with your analytic application to see which links are generating worthwhile visits and/or conversions at your website
Visits that involve views of more than just a single page, etc…find links that create registrations
PQ: Which Link in Your Email Do You Think Would Do Best?
• Speaker Info• Agenda link• Venue/hotel• Register now• Boss convincing points• Testimonials
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38. Email Campaign: “Hook” Those Who Have Never Attended With First Email
• The “Welcome to Your Organization” will be the most important email you will send to a prospect added to the data base.
• Open rate is 2X regular open rates.
• What kind of offer could you use to get people to book now….(plus call to action)?
39. Put a guarantee in your
welcome
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A “double guarantee” will out-perform a single guarantee
41. Offer Another Program to Those Who Want a Refund
• Build trust among those who have never attended your programs by offering a unique money back guarantee (MBG)....such as "we will refund your registration fee and give you a 100% credit for another program.”
• By bringing the person back to another program, you turn a potentially unhappy advocate into someone who sings your praises.
PQ: What Info Item Would You Put in Your “Welcome” Email?
• Money back guarantee• Incentive coupon• Warm hugs and kisses• Testimonials • Mission/Vision Statement
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42. Use Factors Influencing Peoples’ Choice of Email to Open and Read
Influencing Factors PercentageKnow and trust the sender 59.2
Subject line 41.1
Open only emails I normally receive 33.6
Previously opened and thought valuable 30.1
Preview caught my attention 19.0
Discount 17.5
Free shipping offer 15.1
Company doesn’t send me much email 10.9
Looked like the catalog I received 9.4
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43. Ideas on the “From” Field in Your Email Campaigns
• Make sure recipients trust your organization
• Put the name of your organization first
• Follow the organization’s name by an individual’s name
• The “from” field in your email is your brand, therefore, the “from” field is more important than the subject line
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44. Use Pitch vs. Teaser Subject Line
• 40 million emails sent by MailChimp
• Highest open rates (ranging from 60% to 87%) had the most straightforward subject lines
• Lowest open rates--subject lines (1%-14%) tried to be clever
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45. How to Increase Your Click-Through- Rate (CTR) on Email Offers
• Your recipients often have email settings configured so they can read the first two paragraphs without actually opening the email
• Work your reg/offer link or weblink into
the first paragraph
• Many recipients peruse only the first paragraph and go right to the offer via the link
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How to Increase Your CTR on Email Offers
• Emails should be top-heavy with best offers "above the fold" to instantly capture the reader's attention
• That doesn't mean the email must be short. Support points can continue below the fold…the details that clinch the sale
• Include atleast 3 links to your landing page and/or reg screen/in house screen – and one in the first two sentences
46. Use TinyURL.com to Reduce Length of Your Links
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47. Email Timing and Delivery
• Avoid Mondays and the first day after holidays for your email marketing
• Click thru rates usually higher when sending early AM, just before lunch, or late PM
• If your audience is spread over several time zones, stagger your deliveries
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48. Email Copy Recommendations
• Keep emails to around four(4) paragraphs
• On HTML, keep screen length to 1.5 to 2.0 screens
• Brand your emails by using the same banner graphic and design across the top as used on the landing page, web, print ads, brochures
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49. Use SpamAssassin to Check Your Spam Score
• SpamAssassin assigns a Spam score for
each message• A score of less than 3 is generally
considered acceptable• A score of between 3 and 5 warrants
review, and a score of more than 5 should definitely be examined
A Very Good Spam ScoreResult: Clean Message - 0.4 Pts
50. Email “Double Check” Tips
Include a link to read the message outside of email. A “read as web page” link and “view on mobile device” link provides an alternative to those who can’t read your message.
Check all images and links. Make sure the links and redirects are working. So simple but critical.
Make sure the “from” address works. Recipients sometimes reply to the “from” address instead of “reply-to.”
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51. Email Messages: Use an Early-Bird Expiration in an Email Blast
• Good to have justification for sending additional emails…
• Early bird is one of them…
• Also, smaller non-profit sectors will be more price sensitive…
• Hence, segment the file…target the early- bird message… personalize the appeal
PQ: What Percent (%) Discount Do You Give For Early Birds?
• 10%• 15%• 20%• 25%• None
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Extended Early Bird
Email with Early Bird Extension
53. Creating an email with Boss
Convincing Points
54.Promote the Venue and Hotel
Rates
54a. Create a “Sense of Urgency” in Your Email
55. Forward to a Friend at the Top of the
56. Stress Team Attendance in Your
PDF and Emails
Team Attendance
Offer: Send 3 and the 4th is
FREE
57. Provide Team Attendance Form On-Line
Group Form
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58. Use The Best Monthsfor Seminars
1. March 2. February
3. October4. November
5. April 6. September
7. May 8. January
9. December 10. July
11. June 12. August
BEST
WORST
Employer-Paid Events during Normal Business Hours
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59. Use The Best Days for Seminars
1. Wednesday
2. Thursday
3. Tuesday
4. Friday
5. Monday
6. Saturday
7. Sunday
BEST
WORST
Employer-Paid Events during Normal Business Hours
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60. Use Optimal Lead Time (Two-Day Workshop Program)
Seminar Lead Time
Relative Response
Weeks ahead of first date that promo is received
0 4 6 8 10 12 14 16
61. Capitalize on Price Sensitivity
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45
50
245
250
595
600
95
100
295
300
695
700
145
150
395
400
795
800
195
200
495
500
895
900
62. Use Psychological Price Barriers
• Recommendation # 1 . . . Charge just below the barrier; for example, $45 instead of $50; $95 instead of $100; $145 instead of $150
• Recommendation # 2 . . . When you break one barrier, go to the bottom of the next barrier; for example, if you break $50, go to
$95; if you break $100, go to $145; if you break $150, go to $195.
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63. Psychological Barriers if You Break $1,000
• From $995 to $1245• From $1245 to $1495• From $1495 to $1995• From $1995 to $2950• From $2950 to $4950• From $4950 to $7495• From $7495 to $9450
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64. On Inquiries, Get Them to Register with “Register Now; Pay Later”
• Collect money with an invoice• Market “after the sale” to eliminate buyer’s
regret while invoice is being processed• Personal call before program• Check venue records against reg
records…(send note to those not on hotel list, offer to help find room)
• Payment due prior to program
65. Get a Commitment Early in the Promotional Cycle
• On an undecided caller, use the tentative “no obligation registration technique” to convert the person into a sale
• Essentially, you allow the person to register without paying but note payment is due a week or so prior to the start of the program
• Alternatively, you may offer to accept a purchase order or a letter of intent
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66. Importance of Who Else is Attending…
CHIEF Marketer's survey on what makes a conference worth a delegate’s time and money…
70% said that the experience level of their fellow attendees really mattered...
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67. “Merchandise” the Offer
• The way the offer is presented can affect the response rate
• 50% off is better than half-price • Buy 1 and get 1 free is better than 2 for
the price of 1
68. Use Word-of-Mouse
At your web site, in your emails, and in your newsletter, ask readers to encourage their friends to subscribe.
You can have a reader forward his/her copy, but you risk the friend’s clicking on the unsubscribe link.
Use the "forward to a friend" function that email management services provide.
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Add a Suggestion Box to Your Website
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Order Confirmation
Instructions Ticket Info
*Please PRINT THIS RECEIPT and bring it with you to the event entrance.*If you cannot print this receipt, please bring a PHOTO ID.*You will NOT receive paper tickets unless special arrangements have been made.
RALPH [email protected]
Order Number 57252243-722390Ticket(s) Ordered On Jul 25, 2007Free Order
Event / Date / Time / Location Hosted By
Transformations - An introduction to the Greater Delaware Valleys premier holistic learning center
DateAugust 11, 2007
Time9:00 am ET - 12:00 am ET
LocationTransformations - New Jersey
2301 Evesham RoadSuite 109
Voorhees, NJ 08043US
Registration Pagehttp://www.eventbrite.com/event/57252243
Hosted By TransformationsTransformations is the Greater Delaware Valley’s premier Holistic Learning Center with the vision to help individuals, families and communities actualize their highest potential while contributing to the greater good.
For assistance, please contact the organizer:[email protected]
TICKET BUYER QUANTITY TICKET TYPES PAID
ralph elliot 1 An Introduction to Transf... $0.00
ORDER TOTAL $0.00
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73. Make Sure Your Site has RSS
Meet me at88x33
Meet me at88x33
Meet me at120x50
Meet me at120x90
Meet me at120x240
&
European Text Analytics Summit 120x240
Meet me at125x125
&
European Text Analytics Summit
125x125
European Text Analytics Summit
250x125
European Text Analytics Summit
300x240
European Text Analytics Summit
250x250
European Text Analytics Summit
120x600
European Text Analytics Summit
234x60
74. Create banners for sponsors, exhibitors, and speakers to post at their
sites
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75. Have a “User - Friendly” Cancellation/Payment Policy That:
• Allows refunds up to two weeks in advance• Always allow substitutions• Allow transfers to another session• Gives some of value even though the person
cancels at the last minute • Always allows exceptions (rule of reason)
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77. Don’t Kill the Sale before the Sale with the “Fine Print”
• By registering for a Move Ahead One, LLC (Move Ahead 1) event you are agreeing to these terms:
• Cancellations and Substitutions
• If you must cancel for any reason, you must notify us 3 business days prior to the event by writing to [email protected]. No refunds are given however we will credit you an equal amount for another event. You may, however, transfer your registration to another person at any time.
• Move Ahead 1 reserves the right to make changes to the events program. Unforeseen circumstances may result in the substitution of a presentation, topic or speaker.
• You consent to Move Ahead 1 recording and/or photographing the event and using such items, including your likeness, in future promotions.
• By purchasing a ticket, you also agree to allow us to share your contact information with exhibitors and sponsors of that event only. Move Ahead 1 will not otherwise sell or share your information with any other third parties without your consent.
• Move Ahead 1 reserves the right to reject or rescind any registration and return any fees accordingly. Registrant assumes all risks incidental to participation in all event activities, including, but not limited to, loss or damage to property and personal injury. Move Ahead 1's total liability in connection with participation in all event activities shall be limited to the amount of fees received, if any, from a particular individual registrant for the particular incident or event.
• If you have additional registration questions, please contact [email protected] or call (732) 202-3599.
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78. Eliminate Buyer’s Regret/Remorse
• Reduce cancellations/no-shows by marketing after the sale
• Tell customers what they will receive after they register
• Send follow-up thank you reminder notes/cards/emails
• Contact accounts receivable• Provide link to a questionnaire
PQ: Which Idea Would You Select to Reduce Buyer’s Regret?
• List of other organizations attending• Link to speakers to post questions• Update on new session/speaker• Password-protected networking site• Navigational chart to show/exhibit hall
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79. Copywriting Recommendations
• Empathy Index helps you measure reader focus.– Them(You) – Us(We) = Empathy Index
• The Gunning Fog Index helps ensure reader accessibility– (Average sentence length + number of
hard words) x 0.4 = Reading Level Difficulty…most read at 6 to 8
80. Use WIFM in Your Copy
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81. Use the Active Voice in Literatureand on Your Website
Example: The keynote speech was delivered by Sherry Walker. (Passive) vs. Sherry Walker delivered the
keynote speech. (Active)
It is generally better, to write in the “active” voice. Exceptions include when the “doer” is unknown, or when showing tact is your most important consideration.
Convert the following examples of passive writing into activevoice.
1. The music was enjoyed by everyone.2. A survey was made by the Health Department of the
nursing service at local hospitals.3. The backstage tours will be conducted by graduate
students.
82. Show Networking: Notice signs on each
table
Show visual image of
meeting area, breaks,
reception, and sponsorship
area
83. Know Your Email Clicks
• You will receive over 90% of your clicks from your email campaign within the first three days
• Click rates will rise at an increasing rate during the first day or two and then continue to increase at a decreasing rate for the remaining days
84. Provide A Web Link so People Can Manage Their Preferences
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85. Stagger Large Email Blasts to Avoid Triggering Volume-Based Filters
Some ISPs use volume-based filters. If the sending server exceeds certain volume thresholds, the emails may be blocked.
Volume thresholds vary by ISP.
The simple way to avoid overwhelming the receiving ISP and triggering a volume-based filter is to stagger your emails.
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86. Monitor Your Bounce Rate…Percentage of Emails That Come Back to You
• Hard Bounces…incorrect/invalid addresses should be suppressed immediately
• Hard-Bounce rate above 5% is a crisis • Soft Bounces…remove after three soft bounces • If possible, send an automatic fax (or postcard,
phone call) to bounced email address, letting users know their email bounced and how they can update their address
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87. Re-Activate the Deadwood
• Never open your email • Open but never click through • Click through but never convert• A 12-month non-purchasing inquiry • A 24-36-month plus non-buying customer• A 24-36-month non-buying organization
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88. Use Email to Wake Up Deadwood
• Communicate with a new subject line• Send a special “we’ve missed you” offer• Send best of “white papers” to lift CTR• Send a link to an on-line survey to capture
interest areas• Threaten to drop from the database?• Send a discount off an upcoming program
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89. Email a Regret Survey
• Send a “sorry you cannot attend” link to an online questionnaire in your last Email blast leading up to your event (sometimes called a Regret Survey)
• Ask the non-responding person why he/she is not attending
• List several possible objections on the survey and then leave some open end space for the person to list the reasons for not attending
90. Collect Opt-Out Reasons
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