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5 Myths of Event Marketing
By Bob Hanson- In working with organizations that do
hundreds of live and online seminars with marketing
objectives, I’ve collected a list of the top event
marketing myths. Read on to see if you are making
these mistakes.
Myth #1: A Topic of Great Interest to My Company
Will Draw
Many people assume that just because they present a
topic important to their business that the target
audience will appreciate this and show up in droves.
The fact is prospects are likely to only respond to
something of great interest to them.
Myth #2: The Topic or Speaker Alone Drive
Registrations
In short, this is a good start but not enough. You
need a robust marketing plan and a compelling
invitation and offer to sell-out your event.
Myth #3: Failing to Get Speakers to Buy into Sales
Objectives
Many speakers think their primary objective is to
educate, entertain, or demonstrate their expertise,
anything but the primary objective of most events,
which is to ENHANCE SALES.
Myth #4: Failure to Re-Market the Event to
Registrants
Many marketers think that their job is done when a
prospect registers for an event. If you are offering
a free event, for example, you can easily experience
no-show rates of 60% or more.
Myth #5: Not Using a Marketing Sequence to Sell
Registrants
Many marketers think a simple follow-up call or
mailing is enough to convert interested prospects.
Sales conversion is generally not that easy. Don't
fall into these common traps. Instead, avoid them
and see your sales rise. Here are some revenue
boosting strategies.
Event Marketing Myth Busters:
1. Find out the top pain points of your target
market and run events geared towards those issues.
2. Build your invitation on the best practices of
direct marketing including a compelling headline,
magnetic benefits, and an irresistible offer.
3. Have your speaker present a sales script written
for them. Or, add a second speaker who SELLS.
4. Send at least two reminders before the event.
5. Use a marketing conversion sequence that combines
email, telemarketing, and direct mail.
Contact Bob Hanson, Founder, Must-See Webinars at:
bhanson@quantum-leap-marketing.com
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