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May
1998
HOW TO MAKE YOUR SEMINAR
"NO RISK"
It wasn't so long ago that high-tech seminars generated
2 percent response almost automatically. In the past
few years, however, the number of seminars has increased
exponentially, and it's grown increasingly difficult
to stand out from the crowd. One way to do so is to
offer something free for attending. For example:
- An
electronic commerce client offered a free book on
relationship marketing (a $30 value) and generated
4 percent response from an executive audience...
- A
start-up software client offered a free single-user
copy of their product (a $195 value) and generated
2.5 percent response, twice their initial estimate
- A
multimedia software client mailed half their invitations
offering free software (a $20 value) and half without.
The free software doubled response.
Seminar
marketing is all about selling the event, not the product.
Offering something free - whether it's software, a book,
an information kit, whatever - makes your event more of
a "no risk" proposition for the attendee. And the additional
investment you make will probably *decrease* your cost
per lead.
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