First you invite your inactives, regulars, and prospects to a morning marketing seminar that is sure to please them. The theme could be: “ Creative strategy to give more impact for your advertising budget”. Even though the seminar is an educational seminar about understanding a good media mix with top of mind awareness, there will be plenty of information about your publication to make them far more receptive to your sales approach.
The promotion for the event has to be enthusiastic and well planned
Pick out a great place to meet, get a dynamic seminar leader, and you will have a very special event that your customers will not forget. Many publishers will run a front page article and a head shot and bio of the seminar leader at least 6 weeks in advance of the event, which is followed one week later with a large display ad. The ad can then be converted into a flyer which can be mailed out or hand carried to customers one week later. All potential attendees can also be reached by e-mail as well as the publication website.
The customers can be charged a fee, which could be 49.00 and they will gladly pay it, because it’s a bargain they can’t pass up. You can supply lunch at which time your salespeople can eat with them and discuss the seminar content with them. Perfect timing for the salespeople and their customer to interact.
Handling the logistics:
Imprint file folders with the name of your publication on the file tab. Enclose all hand outs with specific information about your publication, along with the seminar materials. Hand these out before the seminar begins so attendees can scan and get a better picture of the seminar.
Welcome and ground rules: Welcome the attendees and tell them the agenda for the day, how long each segment will be, when to expect a break, etc. Invite questions at any time. Encourage them to fill out and return the evaluation form.
Tell attendees how to get the most from the seminar:
Get them to think about the goals they want to accomplish from the seminar. They will see themselves focusing on those areas.
There are many businesses that attend this type of seminar. Urge the customers to meet a new face, learn about a new industry, share ideas about business and exchange business cards. Networking is a practical way to build their business.
There is no such thing as a bad question. The seminar leader will stand by during the break and at the conclusion of the seminar to answer questions. The seminar is designed to give the customers an opportunity to ask questions.
Share and Appreciate:
In many cases, the employer of the attendees paid their fee and gave them time to attend. Attendees are urged to go back to their office, share the knowledge gained, and say thanks to their employer.
Now you have the guidelines…
If you have questions about a customer seminar, please feel free to contact Bob Berting at firstname.lastname@example.org.