Transcript Why Run A Workshop?

Annette Welsford
•
Direct Marketing Consultant with Australia Post
•
Several senior level Marketing Mgr roles
•
Masters Degree in Marketing
•
Now - ebooks, membership site, partner with Daryl and
Andrew in JV membership business, marketing consulting
and training
•
Organised around 250 workshops, conferences,
conventions – from 15 to 750 people
Why Run A Workshop?
To Build Products!
1. Video the event – sell DVD packs
2. Record the event – sell audios
3. Transcribe audios and sell transcriptions
4. Use all content and create big pack
5. Get testimonials – use to promote
products and to promote your next event
Why Run A Workshop?
To Build Products!
1. Speaking to audience elevates your expert
status
2. Adds authority to who you are, what you do
3. You present better live, on your feet
4. More adrenalin, more insightful, more
switched on. No retakes!
Why Run A Workshop?
1.
To build products !
2.
To introduce prospects to your business – “try
before you buy”
3.
Establish your reputation as an expert in the field –
build credibility
4.
Develop qualified leads and shorten the sales cycle
5.
To launch new products/services
6.
To add value to your existing clients – cement
relationship
7.
To reward clients for loyalty
Workshop
Models
Workshop Models
1.
Product Launch – 2 or 3 hours
2.
Hands On Training – 1 to 3 days, possible
guest speakers
3.
Seminar – 1 to 4 days, multiple speakers
4.
Conference/Convention – 1 to 4 days,
displays, breakout sessions, multiple speakers
Product Launch
2 or 3 hours
OBJECTIVE(S)
•
•
•
•
•
Sign up new members - membership site
Sell information packs
Sell products/services
Sell coaching
Secure ticket sales to bigger event
Product Launch
3 hours
RESULTS
Rethink, Revive, Restyle – Sydney
• 50 delegates
• 15 new members
• Product sales for JV partner
• Testimonials for promotional use
• Database for ongoing marketing
Product Launch
3 hours
RESULTS
Reset, Reshape, Restyle – Brisbane
• 200 delegates
• 25 new members
• 2 pack sales
• Testimonials and videos for promotional use
• Publicity for website
• Qualified list of people interested in
future events
Training Workshop
1 – 3 days
OBJECTIVE(S)
•
•
•
•
•
•
Build products
Build client relationship - teach new skills
Sell information packs
Sell products/services
Sell coaching
Sell membership program
Training Workshop
3 days
RESULTS
Secrets of Selling From Stage - Melbourne
• Audience: 98 people
• Sales: 80 new members,
audios, coaching program
• Products: DVD pack,
promotional videos
Training Workshop
3 days
RESULTS
Grants First Workshop - Brisbane
• Audience - 120
• Sales – packs, speaker and
affiliate products, membership
coaching program
• Products - DVDs, audios, packs
7 Planning Steps
1. Determine Your Objectives
2. Identify your Target Audience
3. Finalise Your Offer
4. Set a Date and Book a Venue
5. Develop An Outline of Content
6. Develop Your Timeline
7. Create Your Checklists
7 Planning Steps
1. Quantify Your Objectives
• Sign up X people to your membership site
• Sell X information packs
• Sell X products/services
• Sell X coaching services
• Secure X ticket sales to bigger event
7 Planning Steps
2. Identify your Target Audience
•
Geographic
•
Demographic
•
Psychographic
•
How many?
7 Planning Steps
3. Finalise Your Offer
•
•
•
•
•
Membership Site - price, period, bonuses
Pack – contents, price, bonuses
Coaching – frequency, content, price
Bigger event – content, bonuses, price
Products/Services – bundle, price,
bonuses
7 Planning Steps
4. Set Date and Book Venue
•
•
•
•
Weekday or Weekend, duration?
Geographic location – access, transport
Meeting room size and price
Venue facilities – catering, parking,
equipment
• Other events on at that time
7 Planning Steps
5. Develop Content Outline
•
•
•
•
•
Headings and subheads of each session
Times for each session
Speakers for each session
Any exercises during sessions
Tools, handouts, other support
material
7 Planning Steps
6. Develop Your Timeline
•
•
•
•
•
•
•
•
Book video, audio, speakers
Create Registration website
Identify and contact list owners for marketing
Develop and implement marketing
Identify and contact team members
Finalise handouts, gift bags
Finalise presentation
Create rego lists, name tags
7 Planning Steps
7. Create Your Checklists
•
•
•
•
•
•
Marketing materials - emails, website, banners
Graphic Design and Printing – handouts, banners,
nametags, tshirts, caps, signage
Equipment – AV, computer, lighting
Documents – presentations, posters, workbooks,
registration lists, websites,
Music
Gifts, prizes
9 Marketing Steps
1. Registration
Online Registration Facility
• Sales page
• Registration / payment page to Aweber/Paypal
• Thankyou page
Offline Registrations
• Form – fields, signature
• Credit cards (merchant account?)
/ Cheques (to whom?)
9 Marketing Steps
A. Online Registration
Sales page
•
•
•
•
•
•
•
Give Workshop Unforgettable Branding
Create attention grabbing headline and subheads
Entice with emotional and benefit driven copy
Introduce and establish speaker credentials
Provide outline of content and outcomes
Prove with video and written testimonials
Close with urgency “Call to Action”
9 Marketing Steps
A. Online Registration
•
•
•
•
•
How Not to Do It - Australian Business Camps
Reset Reshape Restyle
David McMahon - Create More Customers Now Workshop
Roberta Faddoul – Success Secrets
Armand Morin – 12th Big Seminar
9 Marketing Steps
B. Offline Registration
•
•
•
Need a booking form
Need a merchant account (credit card
payments)
Need to enter email into aweber or other
email database to confirm registration
and send pre workshop marketing
9 Marketing Steps
2. Email Marketing to Your List
•
•
•
•
•
•
Start 4 – 12 weeks beforehand
At least 3 – preferably more
Build excitement
Focus on content and outcomes
Use testimonials
Call to action
9 Marketing Steps
3. Email Marketing to JV List
•
•
•
•
•
Agree on JV commissions
Set up affiliate link –code they put onto
registration page or mirror page or link
Write emails for the list owner
Start emailing 3-4 weeks beforehand
Follow up to ensure it’s happened
Marketing Your Workshop
9 Marketing Steps
4. Publicity
•
•
Target the media
Find story angle (not workshop)
Courier Mail
South East Advertiser
9 Marketing Steps
4. Targeted Direct Mail
• Local businesses
• Local organisations
9 Marketing Steps
5. Letterbox Drops
• Local area
• Local businesses
9 Marketing Steps
6. Local Businesses
• Flyers
• Posters
9 Marketing Steps
7. Online Listings
Event Setter.com
Brisbane.gumtree.com.au
Womensnetwork.com.au
9 Marketing Steps
8. Social Networking Sites
Facebook
BusinessWomenUnite.com
Myspace
9 Marketing Steps
Retail posters and flyers
Direct Mail
Letterbox
Online Event Directories
Social Networking Sites
Publicity
Affiliate marketing
Email marketing
200 registrations
9 Marketing Steps
9. Post Registration Marketing
•
•
•
Keep excitement happening
Confirm workshop arrangements
Send out survey
Execution Tips
1. Couple of Days Before
• Implement any last minute marketing to increase numbers
• Finalise your presentation (use survey results)
• Choose your wardrobe (clothes, accessories, grooming)
• Check all the handouts, banners
• Prepare gift bags
• Organise prizes
• Finalise agenda
• Provide venue with run sheet
Execution Tips
2. One Day Before
• Print name badges
• Print registration lists (several copies)
• Print presentation slides – handout format
• Check arrangements with venue
• Check all equipment is working and pack
• Pack stationery box
Execution Tips
3. D Day
• Make copies of presentation onto other
computers, USB flash drive
• Check every slide, sound and video on laptop,
plugged in and up on screen
• Check all microphones, sound systems, lights
• Brief staff/helpers, AV people
• Check arrangements with venue
• Check handouts, gift bags, prizes
Execution Tips
4. During Presentation
• Helpers – door, ushering, handouts
• Walk in / break music
• Smile, relax and be yourself
• Watch audience reactions, comfort, alertness
• Watch time
• Don’t get flustered if things go wrong
Execution Tips
5. After Presentation
• Be available to talk to audience
• Get testimonials
• Pack up using checklists
• Process orders and answer queries within 48
hours
• Get products made and orders fulfilled asap
• Keep building relationship with delegates
Summary
• ALWAYS record it to make products (audio, video, packs)
• Market it to your customer and prospect lists, then to wider
audience
•
•
•
•
•
•
Be clear about the purpose and your objectives
Always have a back end to offer
Give great value and content
Don’t spend a fortune
Plan, prepare, practise
Grow into it. 2 hours, 1 day, 3 days!
Do It The Easy Way!
Profitable Workshop Secrets
Complete Workshop Preparation Kit
Do It The Easy Way
1. Comprehensive Step by Step Manual
• Workshop models
• Tips for planning objectives
• Guides to choosing venues, AV companies,
videographer, speakers
• Detailed planning guide, timeline charts
• Marketing tips and samples of emails,
press releases, flyers, sales pages,
follow up letters
Do It The Easy Way
1. Comprehensive Step by Step Manual (cont)
• Templates for all the checklists
• Staff and volunteer briefing sheets
• Templates for order forms, registration forms,
disclaimer forms, signage
• Cost tracking spreadsheet
• Payment processing options
Do It The Easy Way
2. CDs
• Interview: Andrew – running workshops
• Interview: Paul Godden - video requirements
• Interview: Annette – planning and implementation
• Interview: Jo Martin – the workshop environment
• Interview: Clem – fulfilment
• Interview: Tina – providing back of room support
• Electronic files – all checklists and templates
Do It The Easy Way
3. Camtasias
• How to set up aweber forms to build prospect
list and to capture delegate registrations
• How to set up emails in aweber – auto and
broadcast
• How to export list from aweber into excel
• How to do Word merge to print name tags
Do It The Easy Way
Bonus 1
Resources List – value $120
• Venues in major cities
• Audio and Video Services
• Promotional items
• Graphic design
• Printing
• Copywriting
• Online event listing directories
Do It The Easy Way
Bonus 2
Certificate - 1 hour strategy and planning
consultation with Annette Value $400
Do It The Easy Way
Bonus 3
Certificate – Publicity Strategy Audit, Press
Release Critique, Media Plan with Sue
Value $1200
Do It The Easy Way
Bonus 4
1 month free to SecretsOfSellingfromStage.com
Learn how to be a charismatic speaker and sell your products
Value $97
Do It The Easy Way
Profitable Workshop Secrets
Complete Workshop Preparation Kit
•
•
•
•
•
$1275
Manual
Checklists
Templates
Interviews and electronic files
How to camtasias
$120
Bonus 2 – Strategy/Planning consultation
$400
Bonus 3 – Publicity Audit
$1200
Bonus 4 – 1 month SecretsOfSellingFromStage.com
$97
Bonus 1 – Resources List
Total Value
$3092
Do It The Easy Way
Profitable Workshop Secrets
$1275
• Manual
• Checklists
• Templates
• Interviews and electronic files
• How to camtasias
Bonus 1 – Resources List
Bonus 2 – Strategy/Planning consultation
Bonus 3 – Publicity Audit
Bonus 4 – 1 month SecretsOfSellingFromStage.com
$120
$400
$1200
$97
Complete Workshop Preparation Kit
Total Value
Workshop Special Offer
$3092
$895
Special Bonus Tonight Only
Countdown Clock Software – value $135
Do It The Easy Way
Profitable Workshop Secrets
Complete Workshop Preparation Kit
• Manual
• Checklists
• Templates
• Interviews and electronic files
• How to camtasias
Bonus 1 – Resources List
Bonus 2 – Strategy/Planning consultation
Bonus 3 – Publicity Audit
Bonus 4 – 1 month SecretsOfSellingFromStage.com
Bonus 5 – Countdown Clock
Total Value
Workshop Special Offer
$1275
$120
$400
$600
$97
$135
$3227
$895