Presentation is loading. Please wait.

Presentation is loading. Please wait.

Annette Welsford Direct Marketing Consultant with Australia Post Several senior level Marketing Mgr roles Masters Degree in Marketing Now - ebooks, membership.

Similar presentations


Presentation on theme: "Annette Welsford Direct Marketing Consultant with Australia Post Several senior level Marketing Mgr roles Masters Degree in Marketing Now - ebooks, membership."— Presentation transcript:

1

2 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

3 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

4 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!

5 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

6 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 Workshop Models

7 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

8 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

9 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 Product Launch 3 hours RESULTS

10 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

11 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

12 Grants First Workshop - Brisbane Audience - 120 Sales – packs, speaker and affiliate products, membership coaching program Products - DVDs, audios, packs Training Workshop 3 days RESULTS

13 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

14 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

15 7 Planning Steps 2. Identify your Target Audience Geographic Demographic Psychographic How many?

16 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

17 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

18 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

19 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

20 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

21 9 Marketing Steps 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?) 1. Registration

22 9 Marketing Steps 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 A. Online Registration

23 9 Marketing Steps How Not to Do It - Australian Business Camps Reset Reshape Restyle David McMahon - Create More Customers Now Workshop Roberta Faddoul – Success Secrets Armand Morin – 12 th Big SeminarArmand Morin – 12 th Big Seminar A. Online Registration

24 9 Marketing Steps 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 B. Offline Registration

25

26 9 Marketing Steps Start 4 – 12 weeks beforehand At least 3 – preferably more Build excitement Focus on content and outcomes Use testimonials Call to action 2. Email Marketing to Your List

27 9 Marketing Steps 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 its happened 3. Email Marketing to JV List

28 Marketing Your Workshop

29 9 Marketing Steps Target the media Find story angle (not workshop) 4. Publicity

30 South East Advertiser Courier Mail

31 9 Marketing Steps 4. Targeted Direct Mail Local businesses Local organisations

32 9 Marketing Steps 5. Letterbox Drops Local area Local businesses

33 9 Marketing Steps 6. Local Businesses Flyers Posters

34 9 Marketing Steps 7. Online Listings Event Setter.com Brisbane.gumtree.com.au Womensnetwork.com.au

35 9 Marketing Steps 8. Social Networking Sites Facebook BusinessWomenUnite.com Myspace

36 9 Marketing Steps Publicity Letterbox Direct Mail Retail posters and flyers Online Event Directories Email marketing Affiliate marketing Social Networking Sites 200 registrations

37 9 Marketing Steps Keep excitement happening Confirm workshop arrangements Send out survey 9. Post Registration Marketing

38

39 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

40 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

41 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

42 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 Dont get flustered if things go wrong

43 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

44 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 Dont spend a fortune Plan, prepare, practise Grow into it. 2 hours, 1 day, 3 days!

45 Do It The Easy Way! Profitable Workshop Secrets Complete Workshop Preparation Kit

46 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

47 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

48 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

49 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

50 Do It The Easy Way Resources List – value $120 Venues in major cities Audio and Video Services Promotional items Graphic design Printing Copywriting Online event listing directories Bonus 1

51 Do It The Easy Way Certificate - 1 hour strategy and planning consultation with Annette Value $400 Bonus 2

52 Do It The Easy Way Certificate – Publicity Strategy Audit, Press Release Critique, Media Plan with Sue Value $1200 Bonus 3

53 Do It The Easy Way 1 month free to SecretsOfSellingfromStage.com Learn how to be a charismatic speaker and sell your products Value $97 Bonus 4

54 Do It The Easy Way Profitable Workshop Secrets $1275 Complete Workshop Preparation Kit Manual Checklists Templates Interviews and electronic files How to camtasias Bonus 1 – Resources List $120 Bonus 2 – Strategy/Planning consultation $400 Bonus 3 – Publicity Audit $1200 Bonus 4 – 1 month SecretsOfSellingFromStage.com $97 Total Value$3092

55 Do It The Easy Way Profitable Workshop Secrets $1275 Complete Workshop Preparation Kit Manual Checklists Templates Interviews and electronic files How to camtasias Bonus 1 – Resources List $120 Bonus 2 – Strategy/Planning consultation $400 Bonus 3 – Publicity Audit $1200 Bonus 4 – 1 month SecretsOfSellingFromStage.com $97 Total Value$3092 Workshop Special Offer$895

56 Special Bonus Tonight Only Countdown Clock Software – value $135

57 Do It The Easy Way Profitable Workshop Secrets $1275 Complete Workshop Preparation Kit Manual Checklists Templates Interviews and electronic files How to camtasias Bonus 1 – Resources List $120 Bonus 2 – Strategy/Planning consultation $400 Bonus 3 – Publicity Audit $600 Bonus 4 – 1 month SecretsOfSellingFromStage.com $97 Bonus 5 – Countdown Clock$135 Total Value$3227 Workshop Special Offer$895

58


Download ppt "Annette Welsford Direct Marketing Consultant with Australia Post Several senior level Marketing Mgr roles Masters Degree in Marketing Now - ebooks, membership."

Similar presentations


Ads by Google