1. Ninety(90) Seminar/Conference Marketing Ideas Ralph Elliott, PhD Vice Provost and Professor of Economics Emeritus Director, Seminar Marketing Institute Contact: elliot@clemson.edu (one t) www.seminarmarketing.org Copyright 2003, 2006, 2007, 2009

2. Clients Customers Inquiries/Leads Prospects Suspects 1. Use Direct Mail Marketing to Build Your Data Base 2

3. Use Direct Mail to Get More People into the Funnel

4. Postage Return Window Headline

6. 2. Let Direct Mail Drive Traffic to a Landing Page with an Incentive to Get People to Fill Out the Form

7. 3. Use Search-Engine Marketing (SEM) to Build the Data Base Google AdWords, Yahoo-Sponsored Search, & MSN Auction environment for cost-per-click pricing Rapid deployment and immediate results Detailed tracking and analysis provided Easy-to-make changes/activate seasonal campaigns 7

8. 4. Get Keyword Ideas from Wordtracker Keyword Tool

9. 5. Bid on Key Words: A Google search of “defense technology” produces a Georgia Tech ad for Defense Technology (top ad on right-hand column)

10. 6. Georgia Tech landing page. When prospects complete the form, capture their interest area

11. 7. Raise your Pay-Per-Click Bids to Get to Third Position Increase your bid on your Pay-Per-Click (PPC) program for your most profitable courses or product lines – MarketingSherpa reports that bidding on the top positions in search-result listings generates the highest ROI for search engine marketing

12. 1 3 2 Key word is seminar marketing …ranked #1 on natural rank and # 5 on paid search

13. 8. Use Geo Selects to Better Target Your Google Ad Words

14. PQ: What Have You Found to Be Best for Driving New Traffic to Your Site? Direct Mail Search Engine Marketing Search Engine Optimization Social Media such as Facebook, Twitter, Linkedin, etc. Space Ads in Publications

15. 9. Use Google Analytics to Track Landing Pages and Website What can you do to lower your bounce rate to below 50%

16. 10. Show Your Certificate on Your Landing Page

17. 11. Provide an On-Line Chat to Move the Prospect toward a Sale

18. Another Live Chat Option

19. 12. Offer to Answer a Question to Get More Landing Page Conversions

20. 13. Use a Big Red Button to Get People to Stay on the Website and Get Their Email

21. 14. Capture Visitors with Your Newsletter Maybe

22. 14 (a): Offer a Free Webinar to Capture Contact Details

23. 15. Provide Whitelist Instructions

24. 16. Get People to Register On-Line to Capture the Email Address Put easiest method or recommended or preferred method next to the on-line option Offer a registration fee discount or a free report or promotional item for online booking Highlight your privacy policy on the registration form…have a security certification such as ScanAlert Hacker Safe certification and logo on the registration form

25. Detailed Agenda Save $20 … register online

26. 17. Use On-Line Registrations to Capture the Internet Code and VIP Test Code Use tracking codes to track test results..when testing email variables that increase open and response rates

27. 18. Pre-Populate the Registration Form With the Tracking Codes

28. PQ: Pick One Email Variable You Recommend Testing Subject line From line Layout, colors or format Email length Offers/discounts Sending time

29. 19. Do a Follow-up Email to People Who “Abandon” the Registration

30. 20. You Need the Email Address Because You Plan to… send immediate confirmation email roster of fellow delegates send link to questionnaire to send the speaker questions send access to password-protected section of website to download white papers/handouts

31. Go “green” by posting PDF of Speaker Power Points at Password Protected Section of the Website

32. 22. Collect Birth Year for Generation Marketing

33. 23. Capitalize on the Four Generations in Today’s Marketplace 1925 to 1945: Greatest Generation 1946 to 1964: Baby Boomers 1964 to 1981: Generation X 1982 to 2009: Generation Y Source: Journal of Career Planning and Employment

34. Send out a special email on the person’s birthday

35. 24. Use Twitter to drive Gen “Y” traffic to your events

36. 25. Drive Gen “X” Traffic with a Facebook Ad

37. 26. Create a group for “Boomers” at Linkedin and post content messages with links; Ask speakers to post messages too.

38. 27. Have a Permission Email (PEM) Data Base PEM Loyalists…the 40% of a data base that will go out of their way to patronize an organization whose permission email programs they like PEM Punishers…45% of a data base who have stopped doing business with an organization because of bad permission programs 38

39. 28. Email Data Base Opt-In Options…Consider Double-Opt-In Double Opt-in…confirmation email is sent to the opt-in user who must reply before being added to the email data base Confirmed Opt-in…confirmation email is sent, no further action…confirmation does offer the opportunity to opt-out Opt-in…users elect to receive email, no confirmation and no additional action Consent...users establish a business relationship and supply email address 39

40. Example of Double Opt-In

41. 29. Respond to a Person When inviting inquiries or customers to email your organization, have them email a person….not “Info@” Like other response requests, more people will contact a specific person than a general office

42. 30. Ask if They Prefer Text or HTML

43. 31. Ask visitors to select frequency

44. 32. Do Geographic Segmentation One-day local programs…travel one hour Two-day workshop…regional market Two-day conference…semi-national Three-day workshop…semi-national Three-day conference…national Week-long workshop…international Week-long conference…international 44

45. 33. Get Geo Select on the Sign-Up Form ©

46. 34. Segment Your House List by RFM, Interest Area and Target Your Marketing Recency of Past Attendance (R) Frequency of Involvement (F) Amount ($$) Spent to Date (M) Type of Interest Area 46

47. 35. Know Your Participants & Allocate Resources Accordingly High Recency Low High Monetary Value/Activity Low 47

48. 36. Segment Your Email Database by Those Who Open Your Emails Create an "A" list: people who have opened one or more emails within last six months Create a "B" list: people who have not opened emails in last six months Create a "C" list: people who have not opened email in last year. Email marketing is not working for this segment of your data base Consider sending direct mail letter to "re-activate" this potential "deadwood”

49. 37. Use Email Link Tracking to Determine Which Links Work Best Use your Email service provider to track which links in your Emails promotions are most successful in driving traffic to particular web pages on your site Configure links in your Email messages for use with your analytic application to see which links are generating worthwhile visits and/or conversions at your website Visits that involve views of more than just a single page, etc…find links that create registrations

50. PQ: Which Link in Your Email Do You Think Would Do Best? Speaker Info Agenda link Venue/hotel Register now Boss convincing points Testimonials

51. 38. Email Campaign: “Hook” Those Who Have Never Attended With First Email The “Welcome to Your Organization” will be the most important email you will send to a prospect added to the data base. Open rate is 2X regular open rates. What kind of offer could you use to get people to book now….(plus call to action)? 51

52. 39. Put a guarantee in your welcome

53. 40 A “double guarantee” will out-perform a single guarantee

54. 41. Offer Another Program to Those Who Want a Refund Build trust among those who have never attended your programs by offering a unique money back guarantee (MBG)....such as "we will refund your registration fee and give you a 100% credit for another program.” By bringing the person back to another program, you turn a potentially unhappy advocate into someone who sings your praises.

55. PQ: What Info Item Would You Put in Your “Welcome” Email? Money back guarantee Incentive coupon Warm hugs and kisses Testimonials Mission/Vision Statement

56. 42. Use Factors Influencing Peoples’ Choice of Email to Open and Read 56

57. 43. Ideas on the “From” Field in Your Email Campaigns Make sure recipients trust your organization Put the name of your organization first Follow the organization’s name by an individual’s name The “from” field in your email is your brand, therefore, the “from” field is more important than the subject line 57

58. 44. Use Pitch vs. Teaser Subject Line 40 million emails sent by MailChimp Highest open rates (ranging from 60% to 87%) had the most straightforward subject lines Lowest open rates--subject lines (1%-14%) tried to be clever 58

59. 45. How to Increase Your Click-Through- Rate (CTR) on Email Offers Your recipients often have email settings configured so they can read the first two paragraphs without actually opening the email Work your reg/offer link or weblink into the first paragraph Many recipients peruse only the first paragraph and go right to the offer via the link 59

60. How to Increase Your CTR on Email Offers Emails should be top-heavy with best offers "above the fold" to instantly capture the reader's attention That doesn't mean the email must be short. Support points can continue below the fold…the details that clinch the sale Include atleast 3 links to your landing page and/or reg screen/in house screen – and one in the first two sentences 60

61. 46. Use TinyURL.com to Reduce Length of Your Links

62. 47. Email Timing and Delivery Avoid Mondays and the first day after holidays for your email marketing Click thru rates usually higher when sending early AM, just before lunch, or late PM If your audience is spread over several time zones, stagger your deliveries 62

63. 48. Email Copy Recommendations Keep emails to around four(4) paragraphs On HTML, keep screen length to 1.5 to 2.0 screens Brand your emails by using the same banner graphic and design across the top as used on the landing page, web, print ads, brochures 63

64. 49. Use SpamAssassin to Check Your Spam Score SpamAssassin assigns a Spam score for each message A score of less than 3 is generally considered acceptable A score of between 3 and 5 warrants review, and a score of more than 5 should definitely be examined 64

65. A Very Good Spam ScoreResult: Clean Message - 0.4 Pts

66. 50. Email “Double Check” Tips Include a link to read the message outside of email. A “read as web page” link and “view on mobile device” link provides an alternative to those who can’t read your message. Check all images and links. Make sure the links and redirects are working. So simple but critical. Make sure the “from” address works. Recipients sometimes reply to the “from” address instead of “reply-to.”

67. 51. Email Messages: Use an Early-Bird Expiration in an Email Blast Good to have justification for sending additional emails… Early bird is one of them… Also, smaller non-profit sectors will be more price sensitive… Hence, segment the file…target the early- bird message… personalize the appeal 67

69. PQ: What Percent (%) Discount Do You Give For Early Birds? 10% 15% 20% 25% None

70. 52 Extended Early Bird

71. Email with Early Bird Extension

72. 53. Creating an email with Boss Convincing Points

73. 54.Promote the Venue and Hotel Rates

74. 54a. Create a “Sense of Urgency” in Your Email

75. 55. Forward to a Friend at the Top of the Email

76. 56. Stress Team Attendance in Your PDF and Emails

77. Team Attendance Offer: Send 3 and the 4th is FREE

78. 57. Provide Team Attendance Form On-Line Group Form

79. 58. Use The Best Monthsfor Seminars Employer-Paid Events during Normal Business Hours BEST WORST 1. March 2. February 3. October 4. November 5. April 6. September 7. May 8. January 9. December 10. July 11. June 12. August 79

80. 59. Use The Best Days for Seminars Employer-Paid Events during Normal Business Hours BEST WORST 1. Wednesday 2. Thursday 3. Tuesday 4. Friday 5. Monday 6. Saturday 7. Sunday 80

81. Seminar Lead Time Relative Response 0 4 6 8 10 12 14 16 Weeks ahead of first date that promo is received 60. Use Optimal Lead Time (Two-Day Workshop Program) 81

82. 61. Capitalize on Price Sensitivity

85. Recommendation # 2 . . . When you break one barrier, go to the bottom of the next barrier; for example, if you break $50, go to $95; if you break $100, go to $145; if you break $150, go to $195.84

86. 63. Psychological Barriers if You Break $1,000 From $995 to $1245 From $1245 to $1495 From $1495 to $1995 From $1995 to $2950 From $2950 to $4950 From $4950 to $7495 From $7495 to $9450 85

87. 64. On Inquiries, Get Them to Register with “Register Now; Pay Later” Collect money with an invoice Market “after the sale” to eliminate buyer’s regret while invoice is being processed Personal call before program Check venue records against regrecords…(send note to those not on hotel list, offer to help find room) Payment due prior to program 86

89. 65. Get a Commitment Early in the Promotional Cycle On an undecided caller, use the tentative “no obligation registration technique” to convert the person into a sale Essentially, you allow the person to register without paying but note payment is due a week or so prior to the start of the program Alternatively, you may offer to accept a purchase order or a letter of intent

90. 66. Importance of Who Else is Attending… CHIEF Marketer's survey on what makes a conference worth a delegate’s time and money… 70% said that the experience level of their fellow attendees really mattered... 89

93. 67. “Merchandise” the Offer The way the offer is presented can affect the response rate 50% off is better than half-price Buy 1 and get 1 free is better than 2 for the price of 1 92

94. 68. Use Word-of-Mouse At your web site, in your emails, and in your newsletter, ask readers to encourage their friends to subscribe. You can have a reader forward his/her copy, but you risk the friend’s clicking on the unsubscribe link. Use the "forward to a friend" function that email management services provide.

95. 69

96. 70

97. Add a Suggestion Box to Your Website 71

98. 72

99. 73. Make Sure Your Site has RSS

101. 74. Create banners for sponsors, exhibitors, and speakers to post at their sites European Text Analytics Summit120x600 European Text Analytics Summit250x250 Meet me at88x33 European Text Analytics Summit300x240 Meet me at88x33 Meet me at120x50 Meet me at120x90 Meet me at120x240&European Text Analytics Summit 120x240 Meet me at125x125 &European Text Analytics Summit125x125 European Text Analytics Summit250x125 European Text Analytics Summit234x60

103. Always allow substitutions

104. Allow transfers to another session

105. Gives some of value even though the person cancels at the last minute

106. Always allows exceptions (rule of reason)101

107. 76

108. 77. Don’t Kill the Sale before the Sale with the “Fine Print” By registering for a Move Ahead One, LLC (Move Ahead 1) event you are agreeing to these terms: Cancellations and Substitutions If you must cancel for any reason, you must notify us 3 business days prior to the event by writing to info@moveahead1.com. No refunds are given however we will credit you an equal amount for another event. You may, however, transfer your registration to another person at any time. Move Ahead 1 reserves the right to make changes to the events program. Unforeseen circumstances may result in the substitution of a presentation, topic or speaker. You consent to Move Ahead 1 recording and/or photographing the event and using such items, including your likeness, in future promotions. By purchasing a ticket, you also agree to allow us to share your contact information with exhibitors and sponsors of that event only. Move Ahead 1 will not otherwise sell or share your information with any other third parties without your consent. Move Ahead 1 reserves the right to reject or rescind any registration and return any fees accordingly. Registrant assumes all risks incidental to participation in all event activities, including, but not limited to, loss or damage to property and personal injury. Move Ahead 1's total liability in connection with participation in all event activities shall be limited to the amount of fees received, if any, from a particular individual registrant for the particular incident or event. If you have additional registration questions, please contact info@moveahead1.com or call (732) 202-3599.

109. 78. Eliminate Buyer’s Regret/Remorse Reduce cancellations/no-shows by marketing after the sale Tell customers what they will receive after they register Send follow-up thank you reminder notes/cards/emails Contact accountsreceivable Provide link to a questionnaire 104

110. PQ: Which Idea Would You Select to Reduce Buyer’s Regret? List of other organizations attending Link to speakers to post questions Update on new session/speaker Password-protected networking site Navigational chart to show/exhibit hall

111. 79. Copywriting Recommendations Empathy Index helps you measure reader focus. Them(You) – Us(We) = Empathy Index The Gunning Fog Index helps ensure reader accessibility (Average sentence length + number of hard words) x 0.4 = Reading Level Difficulty…most read at 6 to 8 106

112. 80. Use WIFM in Your Copy

113. 81. Use the Active Voice in Literatureand on Your Website It is generally better, to write in the “active” voice. Exceptions include when the “doer” is unknown, or when showing tact is your most important consideration. Convert the following examples of passive writing into active voice. The music was enjoyed by everyone. A survey was made by the Health Department of the nursing service at local hospitals. The backstage tours will be conducted by graduate students. Example: The keynote speech was delivered by Sherry Walker. (Passive) vs. Sherry Walker delivered the keynote speech. (Active) 108

114. 82. Show Networking: Notice signs on each table

115. Show visual image of meeting area, breaks, reception, and sponsorship area

116. 83. Know Your Email Clicks You will receive over 90% of your clicks from your email campaign within the first three days Click rates will rise at an increasing rate during the first day or two and then continue to increase at a decreasing rate for the remaining days

117. 84. Provide A Web Link so People Can Manage Their Preferences

118. 85. Stagger Large Email Blasts to Avoid Triggering Volume-Based Filters Some ISPs use volume-based filters. If the sending server exceeds certain volume thresholds, the emails may be blocked. Volume thresholds vary by ISP. The simple way to avoid overwhelming the receiving ISP and triggering a volume-based filter is to stagger your emails. 113

119. 86. Monitor Your Bounce Rate…Percentage of Emails That Come Back to You Hard Bounces…incorrect/invalid addresses should be suppressed immediately Hard-Bounce rate above 5% is a crisis Soft Bounces…remove after three soft bounces If possible, send an automatic fax (or postcard, phone call) to bounced email address, letting users know their email bounced and how they can update their address 114

120. 87. Re-Activate the Deadwood Never open your email Open but never click through Click through but never convert A 12-month non-purchasing inquiry A 24-36-month plus non-buying customer A 24-36-month non-buying organization 115

121. 88. Use Email to Wake Up Deadwood Communicate with a new subject line Send a special “we’ve missed you” offer Send best of “white papers” to lift CTR Send a link to an on-line survey to capture interest areas Threaten to drop from the database? Send a discount off an upcoming program 116

122. 20 500

125. 89. Email a Regret Survey Send a “sorry you cannot attend” link to an online questionnaire in your last Email blast leading up to your event (sometimes called a Regret Survey) Ask the non-responding person why he/she is not attending List several possible objections on the survey and then leave some open end space for the person to list the reasons for not attending

126. 90. Collect Opt-Out Reasons

127. Q&A Ralph D. Elliott, Ph.D. elliot@clemson.edu (one t) 864.710.2815 122