Marketing Workshop: Explain the Hidden Benefits

When you’re ready to plan your event, the question I always get is “How do I get people to come to my event?” It’s actually simple – if you want your clients and prospects to attend your event, you need to convince them of the benefits of attending as part of your event marketing. Your clients invest their time and money to attend your event and they want to make sure it is worth it. Especially when you are targeting people outside of your immediate area, there are additional costs associated with attending your event; airfare, hotel, meals, etc. You should position your workshop or seminar so that your audience is clear that your event is a “must see” experience and exactly why they need to attend.

As you create your event vision, you also need to think about what you want the outcome to be for your attendees. What do you teach that will transform their lives, their businesses, their relationships? You need to have a very clear idea of ​​the 3-5 most important benefits to your audience and communicate it over and over again in your seminar marketing messages.

Most workshop leaders and event promoters focus on the benefits of their teachings, and with good reason. However, there is a hidden benefit to your event and you need to make sure your audience understands it. The hidden benefit of attending your event is the connections your audience will make with each other and the relationships they will establish with other attendees. Remember, you have an audience of like-minded people and they are all looking for similar transformations. They may be competitors, but they are most likely different enough in their offerings and niches that they benefit from working together.

Your assistants will form:

Friendships – Many lifelong friendships begin at events. When you spend long days and afternoons together, sharing common foods, drinks, and experiences, something special happens. You form a bond that will always be there. And these days, with social media like Facebook, Twitter, and LinkedIn so prevalent, it’s easier than ever to stay in touch. Then, months or years later, your event will always be the common thread that unites you.

JV Associations – A joint venture (JV) will develop many times from an event in which two attendees address the same audience, but different products. They will meet and promote each other’s product on the other’s list and vice versa. Generally, the proceeds from each promotion are split 50/50, so everyone benefits. Plus, you can use it to cross-pollinate and grow others’ lists, which is huge on this all-important day for list-building.

Strategic Alliances – Another way in which relationships formed at events work is through strategic alliances. This can happen quite spontaneously and unintentionally. You start following the content of your new friends; blog posts, tweets, Facebook pages and then start sharing them. You start retweeting, commenting on blog posts, and tagging images on Facebook with your friend’s name. Although this happens quite naturally, it is reciprocal and creates a movement of driving traffic to each other’s websites.

Affiliate relationships – Similar to JV partners, when you become an affiliate, you promote someone’s product to your audience for a commission. Generally, affiliate relationships are not necessarily timeline specific and can be promoted through banners on your website and advertisements or recommendations in your ezine. In addition to becoming someone’s affiliate, you can also start affiliate relationships for your own products and services. You will pay your affiliates a commission and each affiliate will become a commission-based marketer for you.

These connections are sometimes more valuable than the content delivered at the event, no matter how great the training presented. So be sure to communicate not only the benefits of your training and how your event will transform the lives and businesses of your audience, but also who will be at your event in your event marketing. Tell your prospects what kind of attendees you are expecting and how your event will facilitate all of these long-lasting, lucrative relationships.