How to Develop and Promote Successful Seminars and Workshops: The Definitive Guide to Creating and Marketing Seminars, Workshops, Classes, and Conferences / Edition 1

by Howard L. Shenson

Overview

A complete guide to succeeding in today's burgeoning seminarbusiness—from developing a program and market testing, to pricing,promotion, advertising, and more! How to Develop & PromoteSuccessful Seminars & Workshops The adult educationbusiness—seminars, workshops, classes, conferences—is one of thefastest growing industries in the country and, for many, extremelyprofitable. Now, Howard Shenson shares proven-effective,research-based strategies responsible for filling more than onemillion seminar seats, to allow anyone with marketable knowledge tosucceed in the seminar business. You'll learn:
* How to select a marketable subject and test market any seminarfor about $1,000 or less
* How to develop a dynamic program and effective programmaterials
* How to create a powerful, registration producing marketingstrategy and design winning promotional materials
* How to assess promotional effectiveness and fine-tune marketingto increase sales
* How to evaluate and choose where and when to conduct your seminaror workshop
* How to select hotel and conference facilities
* How to price your program to ensure maximumregistrations/profitability
* How to develop or obtain program materials and how to add to yourprofits through back-of-the-room sales of products andservices
* How to creatively select and rent mailing lists, and maximizeyour direct mail response while reducing marketing expense

Product Details

ISBN-13:	9780471527091
Publisher:	Wiley
Publication date:	01/16/1991
Pages:	288
Sales rank:	1,121,216
Product dimensions:	6.97(w) x 10.06(h) x 0.74(d)

About the Author

HOWARD L. SHENSON, CMC, is an internationally recognized authority on the marketing of seminars, information products, and consulting services. His creative strategies have been responsible for the sale of more than one million seminar registrations. He has written a number of bestselling books, including The Contract and Fee-Setting Guide for Consultants and Professionals and Shenson on Consulting, both published by Wiley.

Table of Contents

How to Select Seminar Topics That Sell.

Marketing and Promotion.

How to Design and Write Promotional Materials That GetResults.

Single Program Brochures vs.

Seminar Catalogs.

How to Select and Rent Mailing Lists.

When to Mail Seminar and Workshop Promotions.

The Capture Ratio: Calculating Expected Direct MailResponse.

Promoting Seminars with Advertisements.

Where and When to Hold Seminars and Workshops.

Selecting Hotels and Conference Facilities.

Pricing Your Program.

Added Profits: Successful Back-of-the-Room Selling.

Promoter, Presenter, and Participant.

The Winning Program.

Conclusion.

Index.