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Get Over Sixty Ways to Get People to Inquire or Register for Your Seminars, Conferences, Training, Webinars, & Online Courses
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1
Ralph Elliott, PhD
Vice Provost and Professor of Economics Emeritus
Director, Seminar Marketing Institute
Copyright 2009 -2014 All Rights Reserved
Chicago Annual 2014 Conference
Best Practices to Get People to
Respond Now!
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Three Response Objectives
Clients Customers
Inquiries/Leads
Prospects Suspects
.
1. Drive Traffic to Your Website
2. Convert Inquiries Into Customers
3. Convert Customers Into
Clients
3
Test the waters with a trial offer
Guarantee job success
Refund after the program starts
MBG with positive presentation
Offers to Get People to Respond Now
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Free Test Trial
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Code Fellows Guarantees a Job
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Job at 60 to 100k or Tuition Back
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72 Hrs
Have a Positive
Guarantee
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MBG with compensation
Register now & pay at the end of the program
MBG plus take another program free
Offers to Get People to Respond Now
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MBG Plus Another Program Free
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.
Early-bird discount
Extension of early-bird discount
Extension of the hotel room block
Delayed billing
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Offers to Get People to Respond Now
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Early Bird
Early-Bird Discount Combined With Team Attendance
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Extended Early Bird
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Extend the Room Block
Mention # Rooms Left
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Offers to Get People to Respond Now
User-friendly cancellation policy
Personal Pledge
Limited enrollment
Include a ‘call me now’ option
Include a ‘live chat’ option
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Include a Pledge/Personal Guarantee
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Get a Commitment Early in the Promotional Cycle
On an undecided live-chat 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 that 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
Offers to Get People to Respond Now
Questions the boss/partner needs answered before granting approval to attend/enroll
Testimonials of participants at the last sell-out session
A ‘virtual advisor’ to answer questions
Tentative no-obligation close
Team discounts 28
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Testimonials From Happy Customers
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Virtual Advisor
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Stress Team Attendance in Your PDF and
Emails
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Offers to Get People to Respond Now
Show that a class is sold out
Create a standby list to maintain urgency
Show some sessions/sections are sold out but other sessions are available with limited seating
Include ‘QR’ codes on your registration form for easy response
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Scan
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Offers to Get People to Respond Now
Show picture of certificate to build credibility + payoff to attending
Include ‘virtual’ advisory board listing
Provide social links to engage
Breakfast with your big-name speaker to induce early booking
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Show Your Advisory Board
In addition to providing advice, a prestigious Board will “create a barrier to entry” by discouraging others from entering the market since you have all of the key players on your Board
Consider creating a “virtual” advisory board with no physical meetings…all contacts by phone, email, or meeting software
Start with a well-known Chairperson, and others will be more willing to join
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Provide Social Links to Engage
First 50
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Offers to Get People to Respond Now
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Offer a ‘sit in & see for yourself’ option
Offer to present the program ‘in-house’
Provide a ‘personal consulting’ option
Create an annual award for your major event
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Offers to Get People to Respond Now
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Give a ‘test drive’ option
Offer the web visitor a ‘walkabout’
Provide the optimal lead time to promote your offer
Limit the number of sessions to reduce indecisiveness
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Optimal Lead Time (Two-Day Regional Program)
Seminar Lead Time
Relative Response
Weeks ahead of first date that first promo is received
0 4 6 8 10 12 14 16
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Impact of Multiple Sessions on Response Rate
0 5 10 15Number of Dates/Locations Shown in Promotion
ResponseRate
per 1,000
2
1
Total Response
2.29
2.03
1.64
Offers to Get People to Respond Now
Use psychological pricing
Bundle or de-bundle your offer
Build credibility with price
Offer several pricing options to market segments that need help
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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
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.
Bundle vs. De-Bundle the Offer
“De-Bundle” your offer and let the prospect take just one day or any combination
“De-bundle” by selling break tickets, meal tickets, and dinner tickets
“De-bundle” by charging for hard copies of the materials
Or “bundle” the registration fee and hotel room costs into one fee
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Build Credibility with Price
Increasing the seminar price may increase perceived value and build trust
However, increasing the seminar price beyond the “psychological limit” may have the effect of reducing attendance
On the other hand, the revenue may increase with an increase in price. This is generally true for longer “multi‑day” seminars 60
Capitalize on Price Sensitivity with Different
Pricing Options
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Offers to Get People to Respond Now
Offer last-minute seating
Give a ‘bring a friend’ discount
Sell a ‘season pass’
Provide a team attendance pass across multiple courses
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Last Minute
Bring a Friend
Annual Pass
Premium Pass
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Group Pass
Offers to Get People to Respond Now
Segment your communication by recency & frequency
Segment your emails by opens
Segment your Google ads by geo selects
Raise your ‘pay-per-click’ bid
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Know Your Participants & Allocate Resources Accordingly
Know Your Participants & Allocate Resources Accordingly
High Recency Low
Moneta
ry V
alu
e/A
ctiv
ityHigh
Low
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Segment Your Email Database by Those Who Open Your Emails
Create an "A" list of people who have opened one or more of your emails within the last six months
Create a "B" list of people who have not opened your emails from you in the last six months
Last, create a "C" list of people who have not opened your emails in the last year. Email marketing is not working for this segment of your database. Consider sending a direct-mail letter to "re-activate" this potential "deadwood”
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I like the career guide download …great incentive to provide one’s
details
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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
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More Responses on Your Landing Page
Opt-out option – Put a ‘No thanks’ button top right; it’s one of the first things the user sees
Simplicity – Ask for two fields. The simpler the sign-up form, the more likely it is that it will be completed
Confirmation CTA: Once the user completes the form, use the opportunity to spread the word via Twitter. This is great use of thank-you-page real estate
Offers to Get People to Respond Now
Promote your best tweets with Twitter ads
Promote your website or Facebook event listing with Facebooks ads
Complement your LinkedIn contacts with LinkedIn ads
Have 3-5 Pinterest boards related to your department
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Promote Your Event Tweets
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Offers to Get People to Register Now
Use ‘whole-brain’ communication
Consider a ‘feature & benefit’ box
Put your benefit checklist in the ‘right’ order
Use empathy and avoid fog
Remember the ‘rule of seven’
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Touch On All Communication Styles
ANALYTICAL DRIVER
AMIABLE EXPRESSIVE
LOW RESPONSELOW
ASSERTIVE
HIGH ASSERTIVE
HIGH RESPONSE
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Put the best reason #1 and the second best #10
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Check Your Empathy and Avoid Fog Index
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 level
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Use The ‘Rule of Seven’ in Marketing
Offers to Get People to Respond Now
Promote the conference networking
Get snappy, benefit-oriented titles from speakers
Write multiple subject lines for your emails
Allow the visitor to see the logistical layout
Create speaker badges for speakers’ websites
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Signs on Each Table for Networking
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TITLE COPY. What are five snappy, benefits-laden titles for your topics?
1. 2.3. 4. 5.
Speaker Promo Copy Form
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Show visual image of meeting
area, breaks,
reception, and
sponsorship area
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Create Speaker Badges for Their Websites
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Offers to Get People to Respond Now
Let site visitors create a training plan
Capitalize on the ‘bandwagon’ effect
Implement marketing after the sale
Provide a ‘can’t attend’ option
Send a ‘regret’ survey
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Let Visitors Create a Training Plan
Easier to sell more to existing customers than to find new ones
Provide site visitors an opportunity to create a training plan
Provide a certificate once the appropriate number of courses has been taken…
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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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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
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Provide a “Can’t Attend” Option ..Allows People to Listen
and View the Conference
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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 or she is not attending
List several possible objections on the survey and then leave some open-ended space for the person to list the reasons for not attending
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Other Offers to Get People to Respond Now
Create circles and do handouts with Google+
Upload and share streaming video online with YouTube
Link your Instagram account with other social-media networks, such as Facebook and Twitter handles, to share photos with all of your followers and increase participation in your social-media accounts
Make it easy for people to find your Foursquare page: Link it with your Facebook and Twitter handles or other media apps
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Other Offers to Get People to Respond Now
Create a conference SlideShare page
Use social media press releases
Use event Directories
Create a tweet for attendees
Socialize your ads
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Growth Strategies Options
Present Market
New Market
Present Product
1 Market
Penetration
2 Market
Development
New Product 3
Product Development
4 Diversification