Holding a seminar comes down to three honest questions.
You have a great idea that you’re passionate about. It’s time to share it with the world… or a room full of people.
Sound familiar?
In many cases, the emotion of a new idea (starting a business, taking a vacation or, in this case, holding a seminar) needs to be countered by honest answers to simple questions. Is it really a good idea to fill a room full of people for a seminar? Use the following questions to determine that answer.
Is the content relevant?
The challenge for any organization is objectively reviewing content. This can be very difficult, as it requires the removal of ego or emotion. The question “Is this worthy of a seminar?” should really be “Regardless of what I think, is this worthy of a seminar?
Does your topic touch the audience’s “pain point?” You can identify relevant topics by simply listening to clients, identifying recurring issues in target markets, even listening to the morning news. (“Increasing Sales in a Slow Economy” was one idea that came to mind while listening to the news while driving to work.)
Will the seminar provide fresh perspective or new information? To ensure your future seminar content is different, survey attendees to learn which portion they found interesting, or the topics they want to learn more about.
Do we have a good speaker?
Audiences want to be entertained. Good speakers know this is their responsibility. So how do you find a good one?
Is the speaker easy to understand?If your best speaker is soft-spoken or shy, allow her to “team teach” with someone who is outgoing and confident. The right teammate makes an average speaker better. Team teaching reduces the burden of preparation; provides a more relaxed learning environment; and keeps the audience engaged through the alternating personalities, styles and experiences.
Is the speaker confident on the subject?
It’s not rocket science. The best way to ensure a confident speaker is study and practice. Memorize the content’s fundamentals (the “who, what, where, when, why and how”) and practice answers to common questions. Another option is to divide and conquer: Survive the presentation by delaying questions to the end. The speaker will feel more confident, and it’s likely that the presentation answered many questions.
Is the speaker excited about the subject?
An audience wants to feel involved. The speaker’s energy makes this happen. You can gauge energy through the speaker’s movement and vocal emphasis. But your most important barometer is the audience. Can you “see” the audience paying attention, asking questions… even smiling?
Are we committed to marketing the seminar?
Most organizations won’t have the advantage of a famous speaker to help promote a seminar. They’ll have to invest the time and money necessary to create awareness (advertising) and buzz (networking).
Marketing a seminar requires knowledge of the target market, the message that resonates within it, consistency and attention-getting splash. But seminars are not a new item on the marketing landscape. Audiences will look for answers to the following questions:
Credibility. Is your speaker is worth their time and money?
Location. Is your seminar’s location as enticing as its content?
Deliverables. What will they receive for their investment, and will these items help them after the seminar?
Networking. Can they meet with other business owners, civic leaders, etc?
One-on-One time. Can the audience meet the speaker after the seminar?
Answers to these questions will prevent a time- and money-sucking mistake or result more market awareness, credibility and business.
Sunday, July 27, 2008
Monday, June 30, 2008
Blah, blah, blah. Just keep it simple.
Blah, blah, blah. Just keep it simple.
Many times we run into businesses that feel the need to show all things (and say all things) to establish their identity within the marketplace. Fight this urge. Look what happens when messages are designed to be short, repeatable and resonate with an audience.
When Bill Clinton campaigned for his first term as President in 1992 (was it that long ago?), the basis of his campaign theme was simple: “It’s the economy, stupid.” Clinton, a little-known Governor of Arkansas, stayed focused on this message and repeated it often.
The rest, as they say, is history.
Sixteen years later, the nation is in the clutches of the Obama v. McCain presidential campaign. Obama’s message? “Change.” And McCain’s message is…
…Anyone? ... Anyone? …Bueler?
To avoid the misconception that this is an endorsement – God knows how my opinion influences the masses – I’ll admit that I tend to vote conservatively. (Now that half of you have immediately defined me as either pure evil or stupid, thanks for considering CKME.) But, from a pure marketing perspective, I see Obama as the front-runner due to his clear, simple message: “Change.”
So…
…How clear is your message to your public? How easy is it for your clients, prospects, vendors and staff recognize you from the competition? Are you – and what makes you different – easy to remember and repeat?
Whether it’s a corporate tagline or a campaign theme, it’s vital to take the time to make sure your message is simple, easy to remember and different from the competition. It should begin to answer the question, “Why should I pick you?”
Chances are, if you can answer this clearly and quickly, your target market will vote you to the top.
Many times we run into businesses that feel the need to show all things (and say all things) to establish their identity within the marketplace. Fight this urge. Look what happens when messages are designed to be short, repeatable and resonate with an audience.
When Bill Clinton campaigned for his first term as President in 1992 (was it that long ago?), the basis of his campaign theme was simple: “It’s the economy, stupid.” Clinton, a little-known Governor of Arkansas, stayed focused on this message and repeated it often.
The rest, as they say, is history.
Sixteen years later, the nation is in the clutches of the Obama v. McCain presidential campaign. Obama’s message? “Change.” And McCain’s message is…
…Anyone? ... Anyone? …Bueler?
To avoid the misconception that this is an endorsement – God knows how my opinion influences the masses – I’ll admit that I tend to vote conservatively. (Now that half of you have immediately defined me as either pure evil or stupid, thanks for considering CKME.) But, from a pure marketing perspective, I see Obama as the front-runner due to his clear, simple message: “Change.”
So…
…How clear is your message to your public? How easy is it for your clients, prospects, vendors and staff recognize you from the competition? Are you – and what makes you different – easy to remember and repeat?
Whether it’s a corporate tagline or a campaign theme, it’s vital to take the time to make sure your message is simple, easy to remember and different from the competition. It should begin to answer the question, “Why should I pick you?”
Chances are, if you can answer this clearly and quickly, your target market will vote you to the top.
Sunday, June 22, 2008
Word-of-Mouth Marketing: Not the most glamorous, simply the most important.
Want to know what drives a multi-million dollar company insane?
Consider the following scene:
You have a free evening and want to go to a movie. There are two you would really like to see. Both run at the same time.
The ads on TV piqued your interest. Yahoo! and YouTube had great previews with all kinds of information. The studio PR machines, working in full force, had likeable heroes from both movies on Leno and Letterman last night. Judging by the fact that one is co-marketing with McDonalds and the other with Burger King, it’s clear these movies are big budget flicks designed to entertain.
While this life and death decision rages in your head, you take the garbage to the curb and run into your neighbor. He saw both movies.
Decision made.
During one a two minute conversation (over a smelly bag of bad dip, diapers and old carpeting), one studio saw millions of marketing dollars fizzle.*
That’s the power of word-of-mouth marketing.
With all of the money spent on branding, advertising, search engine optimization, Internet strategies – pick your tactic, it’s amazing how little effort is directed toward one-to-one marketing. As more marketing tactics battle for our attention through TV, radio, billboards, The Internet, magazines, bathroom signs and gas pump messages, consumers have become more adept at tuning them out. (Be honest – do you remember even one percent of the banner ads you saw when surfing the web today?)
However, it’s still very difficult to tune out a one-on-one conversation (unless you’re married). It’s more important than ever for business to develop marketing messages that are short, punchy and to the point so that they are successfully sent and repeated from person… to person... to person… to person…
Don’t misinterpret this message. It isn’t, “All other forms of marketing are bad and ineffective.” In the scene above, both studios accomplished their initial goals of inform, intrigue and excite. All marketing tactics have their place. Advertising, The Internet, PR and cross-promotions are all viable options for the right product (at the right time and for the right audience).
The real message? Never underestimate or ignore the power of word-of-mouth as a viable marketing tactic. Unlike other options, it can make you just as easily as it can break you. Your marketing strategies should ALWAYS include word-of-mouth and the messages you want relayed through this unending channel. In essence, it is the foundation of marketing. Word-of-mouth was there before symbols were written on cave walls, and it will be there long after the Internet is viewed by kids as a quaint antique.
* Of course, the other studio assumed the credit for your decision. But even the winner knows there are millions of conversations like yours that could be lost.
Consider the following scene:
You have a free evening and want to go to a movie. There are two you would really like to see. Both run at the same time.
The ads on TV piqued your interest. Yahoo! and YouTube had great previews with all kinds of information. The studio PR machines, working in full force, had likeable heroes from both movies on Leno and Letterman last night. Judging by the fact that one is co-marketing with McDonalds and the other with Burger King, it’s clear these movies are big budget flicks designed to entertain.
While this life and death decision rages in your head, you take the garbage to the curb and run into your neighbor. He saw both movies.
Decision made.
During one a two minute conversation (over a smelly bag of bad dip, diapers and old carpeting), one studio saw millions of marketing dollars fizzle.*
That’s the power of word-of-mouth marketing.
With all of the money spent on branding, advertising, search engine optimization, Internet strategies – pick your tactic, it’s amazing how little effort is directed toward one-to-one marketing. As more marketing tactics battle for our attention through TV, radio, billboards, The Internet, magazines, bathroom signs and gas pump messages, consumers have become more adept at tuning them out. (Be honest – do you remember even one percent of the banner ads you saw when surfing the web today?)
However, it’s still very difficult to tune out a one-on-one conversation (unless you’re married). It’s more important than ever for business to develop marketing messages that are short, punchy and to the point so that they are successfully sent and repeated from person… to person... to person… to person…
Don’t misinterpret this message. It isn’t, “All other forms of marketing are bad and ineffective.” In the scene above, both studios accomplished their initial goals of inform, intrigue and excite. All marketing tactics have their place. Advertising, The Internet, PR and cross-promotions are all viable options for the right product (at the right time and for the right audience).
The real message? Never underestimate or ignore the power of word-of-mouth as a viable marketing tactic. Unlike other options, it can make you just as easily as it can break you. Your marketing strategies should ALWAYS include word-of-mouth and the messages you want relayed through this unending channel. In essence, it is the foundation of marketing. Word-of-mouth was there before symbols were written on cave walls, and it will be there long after the Internet is viewed by kids as a quaint antique.
* Of course, the other studio assumed the credit for your decision. But even the winner knows there are millions of conversations like yours that could be lost.
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