Determining How Many Offers to Promote When Marketing Seminars

With the amount of time, effort and money you sink into your marketing, you want to see a big return on your investment. This desire makes it tempting to load your promotional pieces with multiple offers.

For example, you might try to promote your paid seminar… and in the same marketing piece, also promote a free seminar. You might promote a free seminar… but also want to promote a free report and a free consultation.

On the surface, this strategy seems logical. The more offers you include, the more likely you are to present one that appeals to any particular prospect… right?

Surprisingly… no.

When making a single offer, prospects have one question to answer: “Do I want this or not?” All they have to decide is yes or no.

Presenting prospects with a choice of offers, however, makes them think. Now they don’t merely have to decide “yes or no”… they have to decide which offer they want most. That seemingly simple change can muddy the waters just enough that your prospects toss your promotional piece in the trash or into their “I’ll deal with this later” pile.

Still convinced that making multiple offers in the same promotional piece makes sense? Here are some tips to help you get the most bang for your buck:

1. Are you promoting a free seminar, where you sell your products, services or next (paid) event? Try offering a recording to people who can’t make it to the preview… or who don’t want to attend a live seminar, but are otherwise interested in receiving your information.

Don’t be surprised if you get fewer people signed up for your live event — ordering a recording is easier to say yes to than attending a seminar. (Tip: send the recording to no-shows. That way, you can salvage the “lost” registrations by still getting your valuable
information in their hands.)

Also consider testing a virtual event (teleseminar or webinar) against an in-person seminar. Virtual events are easier to attend because they don’t require any travel, which makes them easier to promote.

2. Are you promoting a live paid seminar? You can safely promote your live preview event or teleseminar in your marketing brochure. Position it as a free trial for people who want to try before they buy.

3. If you insist on making multiple free offers in one promotional piece — for example, offering a report, a free teleseminar, and a free consultation – help prospects quickly grasp what you are trying to promote by using big, bold subheads and formatting. Remember, prospects are spending just a few seconds scanning your marketing pieces. If you bury your offers in dense paragraphs of text, they’ll ignore what you’re saying. But if you can telegraph what you’re trying to communicate (“I have 3 gifts for you — take your pick”), you’ll do a better job of grabbing attention and getting them to act.

My final tip? Test, test, test. By coding your promotions and tracking your results, you’ll know for sure which approach — one offer vs. multiple offers – produces the best bottom-line results.

15 Irrefutable Marketing Proficiencies

Time and again I talk to people who try one or two promotional strategies, don’t get the desired results and give up. They are confused about what marketing is and convinced that it will never work for their business. Does this sound like you?

You see, marketing is more than just one technique. It’s about becoming proficient at many “little” things. Here is my list of a few of those “little things”. I call them ’15 Irrefutable Marketing Proficiencies’. Check to see how many of them you’ve already mastered.

1. PASSION

I’m passionate about why I’m in business. What I do impacts who and what I care about. Performing my regular work activities gives me joy, re-energizes me and is my way of contributing to the world.

2. VISION

I can see where my business will be in the future. I’m excited to undertake the tasks necessary to get there. When I talk about my business people around me become enthusiastic and willingly lend their support.

3. STRATEGY

My business is strategically-driven by a long term plan. I don’t get distracted by “busy work”. All activities are results driven. I evaluate all opportunities based on my strategic plan.

4. CLARITY

I’m clear about who my ideal clients are, what problems I solve for them and how I do it. This clarity allows me to save time, money and energy; I only contact and follow-up with people who want and appreciate my services.

5. UNIQUENESS

What I do and how I do it differentiates me from others and creates “top-of-mind” awareness in my chosen niche. My business is unique so I don’t have competition. Others, who offer similar services, simply provide an opportunity for me to sharpen my skills, outsource overflow work and create strategic alliances.

6. MESSAGE

My introduction easily and powerfully communicates who I am and what I do. My message is clear and memorable even to people who don’t need my services. My introduction is benefit-based, jargon-free, describes my ideal clients, their biggest problem and the solution I provide.

7. IDENTITY

My business identity is an extension of who I am. All aspects of my business – from my business cards, to stationary, to web site, to my personal appearance – present a consistent, attractive image that’s appropriate for my industry.

8. MOMENTUM

My marketing strategies and activities are in line with my strengths and talents. It’s easy for me to promote my business because I love what I do, know the value I create and use only promotional activities I enjoy. I promote my business consistently and continuously and never allow the work I do for clients to break my marketing momentum.

9. METRICS

I don’t guess how well my business is doing. I have identified and regularly track specific, easy to measure performance indicators. At any point I can assess my progress against my written 90-day, six-month and one-year benchmarks.

10. SYSTEMS

All routine functions of my business are systematic; they are always done the same way and create predictable results every time. Lead generation, follow-up, keeping up clients’ files, tracking important dates, submitting proposals, sales process – I have a system for each one of those activities that allows me to complete them effectively and efficiently.

11. VALUE

I recognize that my clients buy not what I do but the value my work creates. I regularly attend training events and schedule activities that support me in learning fresh, valuable information (in- and outside of my area of expertise) so I become more indispensable to my clients. I’m clear about the value I deliver so I never hesitate to state my fees, recommend my business and ask for the job.

12. TOOLS

My promotional resources are limited so I make them count; they illustrate my expertise and pre-sell my services. All my marketing materials describe my ideal clients, list the problems I solve and communicate the benefits of working with me. I use tools like articles, public presentations, teleclasses, workshops, regularly updated content on my web site, and regularly published newsletter to attract new business and maintain connection with clients and strategic partners.

13. RELATIONSHIPS

I love my clients. I respect who they are and cherish the opportunity to be on their team. I recognize that they are people first and clients next. I strive to learn about their personal lives. I take note of and acknowledge their important dates – like birthdays and anniversaries. I’m there when they need support and celebrate their victories.

14. TEAM

I recognize my weaknesses and that I’m not an expert at everything. To bridge my shortcomings, I surround myself with other experts on whom I can readily call for support or refer clients to. They become my partners and board of advisors and help me grow my business.

15. MINDSET

I recognize that how I think about marketing and selling my services may limit my ability to grow my business. I make a conscious effort to continuously expand my marketing mindset. I look for and learn strategies that allow me to better leverage my unique talents and expertise as my best promotional tools.

That’s the list. Did you keep track of your “score”?

If most of those statements are true for your business – congratulations. But if you realized you’ve got some work to do – don’t despair. There are many ways you can quickly elevate your level of mastery of these proficiencies. Here are the three that come to mind right away:

=> Regularly buy and read marketing books. Start by focusing on topics you need most help with.

=> Attend a marketing seminar. An intense, day-long session with a few experts can give you a jump start you need.

=> Work with a marketing consultant. When your problem is too many ideas and not enough action – perhaps a more “hands-on” help is best for you. A marketing mentor can help you focus on a long term strategy and identify action steps you will feel comfortable taking on a daily basis.

Finally, keep this one thing in mind – mastering these proficiencies is not a matter of one day – it’s a matter of doing it daily.

© 2006 Adam Urbanski. All Rights Reserved.

Corporate Clothing As an Effective Promotion Strategy

How you present your company will make a crucial impression among your target market. One of the things you can do to create lasting impression from customers is by making use of promotional products. In particular, using Corporate Clothing is one way of maximising brand exposure to encourage sales profit. Employees can wear Corporate Clothing along with the company’s imprinted logo as part of your exposure strategy. Your choice of promotional material will play a crucial factor in helping your company achieve brand awareness and business growth.

More and More Companies Use Corporate Clothing

Corporate Clothing as promotional material offers a wide variety of choices for organisations to use. Corporate Clothing can be used by public and private sectors ranging from postman, office staff, and other employees to best promote the organisation or business. New Corporate Clothing strategies are used as uniforms for workers just for the purpose of promoting certain brands or products. However, the choice for this kind of promotional material is not only used by big corporations. Small businesses have also seen the cost-effective advantages they can get from using promotional materials as opposed to expensive television and print advertisement.

Things to Keep in Mind

If you want to use Corporate Clothing to improve your business, it is important to keep in mind some of the following pointers to maximise the benefits your company will get.

  1. Promotional garments should be trendy, comfy to use, and durable.
  2. You should choose items that offer free samples to make sure you arrive at the right choice.
  3. Excellent customer service is important to consider when choosing the right supplier for your promotional needs. Make sure delivery is on time and that they guarantee customer satisfaction.
  4. Pick a clothing supplier that offers sufficient choices of different apparel such as caps, bags, jackets, and many others that your employees need.
  5. As much as possible, work with promotional companies that do not have minimum order.
  6. Browse through the Internet to help you compare prices and quality materials.
  7. There are also in-house embroidery suppliers or printing services that offer all your needs for branded apparel. This will help you save time and money in obtaining your other needs from different suppliers.

Given this helpful information for you to start with your promotional strategy, you can best maximise the benefits of simple everyday things to promote your company.