Question

Topic: Advertising/PR

Need Help Coming Up With A Name For A Seminar

Posted by Anonymous on 4/1/2010 at 2:49 PM ET 250 Points
We have a great, informational workers' compensation seminar, but have had lackluster attendance. In the past we called the seminar "Controlling the 4 Cost Drivers of Work Comp" and I think that we need something more compelling to excite the audience we're targeting. The purpose of the seminar is to give educational information on how to control the hidden costs behind the experience mod, premium audit, hiring practices and return-to-work programs. Ideally we want to help people understand the workings of the work comp system and how having a proactive management strategy will help them lower their overall cost in the long run.
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RESPONSES

  • Posted on 4/1/2010 at 3:59 PM Author
    Well, it's a topic dealing with insurance so trying to give the impression that it's not dull and boring has been the hardest part!! Workers' compensation insurance is one of the most expensive line item expenses that a business owner has to deal with. In most cases, most owners are unaware that there are other ways to help control the price (premiums) of their insurance other than just getting quotes from multiple insurance agents. We have people on staff that are trained and certified to locate their overcharges (in the 4 areas of workers' compensation mentioned above) and can put systems in place that we help manage throughout the year in order to reduce the business owners insurance premiums. The point of the seminar is to educate the business owners in the areas where the overcharges occur, how the overcharges occur, and how they can effectively manage them on a proactive basis so they can achieve their lowest possible premiums.
  • Posted on 4/1/2010 at 7:20 PM Moderator
    Can you demonstrate that you save clients more than your fee? Can you guarantee it (or the service is free)?

    If so, I would think you'd have a strong presentation to make to a small business owner. Might require a face-to-face sales call. Getting them to come to a seminar sounds harder than closing the sale! (Who has time for a seminar on a boring topic?)
  • Posted on 4/2/2010 at 8:41 AM Author
    Yes, we can definately demonstrate that they can save more than our fee. The seminar fee was $100 for the entire day including lunch and one of our clients recently saved $53,000 because we found an inaccurate report sent into the work comp bureau. (We generally work with clients who pay $50,000 to $100,000+ in work comp premiums) I agree that getting people to a seminar on this subject is challenging, we've been trying with low success for the past two years, although when people attend they generally become our clients. In the past we've conducted 5 seminars throughout the year but this year we're going to only hold one seminar and do the rest via webinars in a 4 part series. We thought this would be a convenient way for more people to attend.
  • Posted by Jay Hamilton-Roth on 4/2/2010 at 9:08 AM Member
    "How To Save Over $50,000 In Worker's Compensation Premiums"
  • Posted on 4/2/2010 at 9:55 AM Author
    What do you think about
    "Boost Your Bottom Line: How to Save $$ on Work Comp Premiums"
  • Posted on 4/2/2010 at 10:04 AM Author
    or what about...
    "Boost Your Bottom Line: How to Drive Down the Cost of Your Workers Compensation Insurance"
  • Posted on 4/2/2010 at 2:54 PM Moderator
    "You're paying too much in Workers Comp Insurance. Free up that money for more important things."
  • Posted on 4/2/2010 at 2:57 PM Moderator
    Instead of promising savings or lower cost, why not promise cash on the bottom line. The more aggressive you are in your promise the more impact the seminar name will have. Everyone promises to save money on something. Instead promise more profit.
  • Posted on 4/2/2010 at 3:14 PM Author
    Ok...I like the idea of promising profit... what about
    "How to Turn Work Comp Overcharges into Bottom Line Profit"
  • Posted on 4/2/2010 at 5:27 PM Accepted
    What I do NOT like about your title is the "How to ..." introduction. It sounds like you are going to teach them something, not deliver the profit. The client still has to do something after you show them how.

    In the home improvement market, they segment consumers into three categories: Do-It-Yourself (DIY), Show-Me-How (SMH), and Do-It-For-Me (DIFM). The money is in DIFM, and that's where you want to be. Of course, you want your prospective clients to have the option to be DIY or SMH customers, but the big payoff, and your promise, should be DIFM.

    When you start with "How to ..." you're saying that you sell a SMH solution. That's rarely as effective as a DIFM promise. If you're going to put money on their bottom line, say so. Don't tell 'em you're going to show them how to put money on their own bottom line.
  • Posted on 4/2/2010 at 5:35 PM Moderator
    Liberate the excess Workers Comp funds you've been paying and turn them into profit NOW!

    A holiday bonus for your company: Turn Workers Comp payments into profit by year-end.

    Modern-Day Alchemy: We Transform Workers Comp into Profit for Your Company

    The Midas Touch: Turn Workers Comp into Gold!
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