About this Course

Putting on a successful seminar or event isn’t easy. There’s a ton of details to consider… countless bases to cover… changing budgets to deal with…and a big bottom line to shoot for. What’s more, your organisation's reputation is on the line and maybe even your own job.

Whether you’re a newcomer or a veteran at filling seats at any event large or small, niche topic or general interest, high-ticket or low, you’ll come away with new and effective ways to pack the house and show a healthy profit.

Plan now to learn what those insider tricks are. Come ready to roll up your sleeves for this high impact 1-day course to learn the in’s and out’s of promoting your next seminar, workshop, or full-blown conference from smart, efficient execution of direct marketing fundamentals to sophisticated selling strategies.

Learning Outcomes:

• Get more miles out of e-mail, direct mail, telephone marketing, inserts, ads and your website
  
• Create an irresistible offer, making it attractive for delegates to register
  
• Utilise correct pricing strategies including discounts, team fees, how much to spend on promotions, psychological price barriers, and cost-based pricing
  
• Write to the best copy length, create a sense of urgency, personalise the promotions, and overcome the 9 most common objections to registering
  
• Write titles, use the agenda, testimonials, bios, pledges and guarantees to boost attendance
  
• Select the best packaging...self-mailers, e-mails, envelopes, cover letters, web pages and e-mail blasts
  
• Put together a winning sponsorship plan
  

Course Outline:

Event Marketing Principles

• Needs and Motivations of Event Customers, The Market Research Process, Effectively Collect and Analyse Market Data, Reporting the findings to the Team and Client
  
• Elements of the Marketing Mix (Product, Price, Promotion and Place)
  
• The Pricing Process and How to Establish a Pricing Plan for your Market, Target Marketing Channels, Promote and Develop a Website and Direct Marketing Strategy
  
• Practical Activity: Outline a Target Market Profile to understand the audience and their requirements
  

Marketing the Event

• Planning the Event Proposal Strategy with Your Target Market in Mind
  
• Preparing the Event Proposal, Sourcing and Sending Invitations, Budgeting and Buying Advertising
  
• Publicising the Event, Pre-Event Campaigns, Merchandising, Packaging and Sales Promotion, Formulating a Public Relations Strategy, Conducting Market Research, Methods of Measuring Marketing Activity
  
• Practical Activity: Write a Marketing Plan to collate all marketing activities, timelines and budgets
  

Event Sponsorship

• Determining Potential Sponsorship Market based on the Event Type, Time, Location
  
• Assessing Selling Points of the Event
  
• Determining Sponsorship Fulfillment Responsibilities
  
• Research and Set Sponsorship Pricing based on Market Factors and Event Exposure
  
• Practical Activity: Prepare a Sponsorship Proposal that illustrates the benefits of the event and why sponsors should participate
  

Who Can Benefit?

You’ll benefit most by attending this course if you are marketers or administrators who are often called upon to organise seminars or conferences for staff and customers.

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