Seminars are one of the most popular lead generation vehicles for software companies. One proponent of the seminar strategy is Asymetrix Corporation of Bellevue, Washington, a leading provider of learning, decision support and multimedia authoring tools for Microsoft Windows.

In the Fall of 1995, the company launched a seminar series targeting corporate training managers, HR managers and CBT (Computer Based Training) developers. Each seminar was a half-day event that discussed techniques for incorporating multimedia into CBT applications, and also included a demonstration of the company's new ToolBook® 3.0 product, a desktop tool for developing and deploying multimedia and learning applications.

In an attempt to attract more qualified attendees and to better cover the cost of the seminar, the company elected to charge a registration fee of $95. Attendees received a copy of the ToolBook product (a $175 value), a "how to" booklet on multimedia, and a free copy of CBT Solutions magazine.

To promote the series, Asymetrix used in-house creative resources to develop a simple, two-color, tri-fold self-mailer which was then sent to over 30,000 customers (people who had bought previous versions of the ToolBook product) and prospects in 24 U.S. and Canadian cities.

Results were disappointing. Response averaged only 0.5 percent, and a large percentage of the attendees were already Asymetrix customers. Even though the seminars resulted in a significant amount of upgrade revenue, it did little to attract the new business that was the main objective of the program.

In May 1996, Asymetrix hired our firm, Connect Direct, and asked us to propose an alternative strategy. After some initial consultation and analysis of the first campaign, we made the following recommendations:

1. Change the seminar from paid admission to a free event.

2. Rewrite and redesign the invitation, changing the format to a personalized letter package including a two-page cover letter, four-color brochure and business reply card.

Although we could appreciate the client's wish to defray expenses by charging for the seminar, we knew that a free event would generate a much higher response. We also were confident that the additional revenue generated from follow-on sales would outweigh the loss in registration fees.

The recommendation of the new, letter-style format was based on experience with campaigns for other software clients. Self-mailers can be a lot less expensive to produce, but in tests we've conducted, letter packages consistently generate at least fifty percent higher response. When targeting a corporate audience, we believe that letter packages tend to make it through the mail room more successfully, and that their personal, narrative tone makes for a more compelling message.

The letter, brochure and reply card combination also gave us more "real estate" in which to describe the event. We felt this was critical to the success of the program, because when you're asking someone with little free time to spend half a day (or more) in a hotel, you need to present sufficient incentive to justify them investing four hours in your presentation.

In addition to a comprehensive agenda, the new seminar invitation also offered clear, concise business benefits ("Learn how to cut training costs dramatically ...") and also described three free "gifts" for attending - the multimedia "how to" guide, a free copy of 3D F/X (a Windows tool from Asymetrix used to create 3-D images and animations), and a 50 percent "savings certificate" good towards on-site purchase of any ToolBook product.

The new seminar invitation mailed in June, in staggered drops totaling over 75,000 pieces, targeting prospects in twelve cities across the U.S. and Canada. Names came from a variety of rented lists including magazine subscribers, seminar attendees, and people who had purchased other CBT-related products.

Results were spectacular. Response rates averaged over four percent (eight times the previous response), with "standing room only" at a number of sites. (This caused some logistical problems, as Asymetrix was forced to scramble and book larger hotel rooms.) A significant number of attendees took advantage of their 50 percent "savings certificate," which meant revenue impact was immediate. In addition, the Asymetrix telesales force was able to close significant business by following up with attendees by telephone after each event.

"One of the keys to our success was prompt follow-up via telephone with everyone who attended the seminar," reports Terry Miller, Asymetrix' Vice-President of Direct Sales. "Also we made the decision early on to extend the 50 percent savings offer for a period of two weeks after each event. In addition to single unit sales, we also secured some major product purchases and consulting contracts, some as large as $100,000, that we can attribute directly to leads that were generated by the seminar campaign."

"Connect Direct's seminar strategy was right on target," adds Frank Coyle, Marketing Director for ToolBook products. "The events were successful both financially and from a lead generating perspective. Within the first 60 days, revenues were almost double our investment in the seminars. As a result, seminars are now an integral part of our marketing mix."