Question

Topic: Strategy

Advice On Marketing A Seminar (self-help)

Posted by Anonymous on 10/19/2009 at 5:44 PM ET 75 Points
Any thoughts on marketing a self help seminar on a limited budget (a few hundred dollars to a thousand)? The company is a start-up and the talent is there in terms of the speaker and program. However, the limited budget is really a limiting factor in fully branding and establishing the company at this time.

I would prefer to work with a larger budget however that is not realistic at this time but the business plan calls for direct mailings, and additional advertising in the future. I don't know if a press release or just building up a grass roots network and utilizing online media will yield the desired people in the seats for the events.

What would be recommended for this type of a start up? What would be a more realistic budget for this event? Any recommendations for books or strategies?
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RESPONSES

  • Posted by CarolBlaha on 10/19/2009 at 6:06 PM Accepted
    Direct mail for only $1K is just too passive. Especially for a new group with no following. A press release is a good start-- if you have the contacts to get it published. And you target the publication for those looking for this type of event. You need some guerrilla marketing tactics instead of the knee jerk, "everything would be fine with more $$". It rarely is.

    Market lazar sharp to groups that would benefit from this. Self help is a very broad group. It can mean confidence, "the secret", weight loss, sprituality, dealing with divorce, or abuse support. Whoever it is, you will have to go to those who can refer, recommend and fusion market with you.
  • Posted by CarolBlaha on 10/19/2009 at 6:22 PM Accepted
    I doubt you are going to be able to call each likely particpant personally-- if you'd be calling consumers.

    But, if the seminar is confidence, you can talk to psychologists for referrals. Employment counselors that work with people without the confidence to interview well-- or are scared to get back into the network. Companies that want more aggressive sales people, or those with call reluctance.

    Again, self help is a very broad term. If you narrow your niche it is easier to be lazar sharp in your marketing. Who will benefit from this seminar, (If the answer is everyone-- its not a good answer)
  • Posted on 10/19/2009 at 8:03 PM Accepted
    Agree that you'll need to focus your message & your audience.

    Definitely don't overlook PR, especially the PR that's local to your seminar. You may be able to interest a local paper/radio in the "start-up story" -- try the biz section or human interest (if the owner is a local, too).

    You'll want to tap into the "alternative" social networks in your area. Sure, do the social media thing. But really focus on getting your headliner out there in the public. If she or he is charismatic enough to make an impression at events/mixers, the business will follow. Don't forget the business cards.

    Good luck!
    Kelly Ann
  • Posted by Jay Hamilton-Roth on 10/20/2009 at 8:58 AM Accepted
    Give the first seminar away. Make it free to attend to a limited number of people. Make your goal to fill the room, not to make any money (at first). If the content of the seminar is good, then you've got a room full of ambassadors to help spread the word to their networks.
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