how to get record attendance at your next event! ron rosenberg @ronrosenberg
TRANSCRIPT
How to Get Record Attendance at Your Next Event!
Ron Rosenberg@RonRosenberg
Real-Life Examples
Marketing Strategy #1:
It’s Not About You – It’s About THEM
Why Do People Attend Events?
Find Solutions to Pressing Problems Uncover New Opportunities Make Sure Their Competition Doesn’t Win Get Away from the Office Get a Break from Everyday Stress
Blue Marker – Yellow Marker
Highlight in BLUE If It’s About… You Your Organization The Event The Location The Speakers The Networking Opportunities
Blue Marker – Yellow Marker
Highlight in YELLOW If It’s About… The Attendees Their Business How It’s Going to Help Them Make Money Keeping Them Out of Jail The Experience of the Location
Blue Marker – Yellow Marker
Bottom Line:
If You Turn BLUE to YELLOW
Then YELLOW Turns to…
$$$ GREEN $$$
Realtor Association of West/South Suburban Chicago
Education Workshop Relevant Topic, Qualified Speaker Focused on Speaker Credentials Total Registrations: 13 Shifted from Features to Benefits
Results: Total Registrations: 201 1,446% Increase in Attendance $18,492 in Revenue
Regina JordanDirector of Education
Marketing Strategy #2:
Get Inside Their Heads
12 Components of an Compelling Message
1. Specific Purpose
2. Killer Headline
3. Clear Statement of Value
4. Compelling Story
5. Irresistible Offer
6. Overcoming Objections
7. Testimonials
8. Better Than Risk-Free Guarantee
9. Definite & Urgent Call to Action
10. Multiple Ways to Respond
11. Bonuses
12. A "P.S." Restating The Offer
Special Bonus:
Free Marketing Webinar!
How to Create Outrageously Effective Marketing Materials
Special Bonus Strategy:
A Session Description Is aStand-Alone Marketing Piece
Will This Get People to Register?
“Learn how exciting new technologies are evolving to move the industry away from manually processing account media requests and chain of title information to on-demand technologies that allow organizations to retrieve critical media and chain of title history in real-time”
…Or How About This?
“Individuals and organizations can be so immersed in day-to-day operations that it can be difficult to step back and see how the work is affecting an organization’s performance and overall strategic direction. Performance dashboards allow you to clearly see what work is crucial, set priorities and understand the vitality of your organizational systems”
Try This One On for Size…
This year, Ron Rosenberg is presenting a brand-new program where you’ll discover:
A membership guarantee that will deliver over $7.2 MILLION in dues
How participating in a “conspiracy” led to record conference attendance
One simple change that generated a 1,446% increase in conference registrations
A basic niche-marketing strategy that increased membership by over 20%
Easy-to-follow copy strategies that increased event revenues by over 94%
I Can’t Attend Because…
“It’s too far to travel”
“It costs too much to register”
“The entire office will go into the dumpster if I’m not there to watch everything”
“It’s just going to be a bunch of vendors delivering thinly-veiled sales pitches”
Actual Program Testimonials:
“Good speakers, very entertaining and motivational.”
“I had a great time and found the workshops to be informative and helpful”
“Expo was great. I had ample opportunity to meet vendors and learn about new solutions”
A Good Testimonial Includes:
Compelling Copy Full Name Job Title Company Location Photo
A Good Testimonial…“Ron Rosenberg’s recent presentation for the members of my Triangle Internet Marketing Mastermind group was so jam-packed with red hot ideas that I thought the bulb on the projector was going to explode from displaying so many powerful concepts in such a short period of time!
If you’ve never heard Ron speak, then you are truly missing out on one of the most engaging and enlightening presentations about the keys to effortlessly writing successful copy. His techniques make it so simple a 12 year old could do it.
The entire audience (of veteran internet marketers nonetheless) was furiously taking notes and sitting on the edge of their seats for nearly 2 hours. I actually had to go to the bathroom so bad I almost burst because I couldn’t miss a second!
They amount of praise and thanks I received from my members afterwards was overwhelming. Not to mention the amazingly immediate increase in my sales after implementing just one of Ron’s tips.Trust me, you need to beg this man to find you a spot in his always booked calendar to speak at your next event.”
Thanks for everything!Teddy Garcia
PresidentCybermedia Marketing Inc.
www.cybermediamarekting.com
A Good Testimonial…
“Ron Rosenberg’s recent presentation for the members of my Triangle Internet Marketing Mastermind group was so jam-packed with red hot ideas that I thought the bulb on the projector was going to explode from displaying so many powerful concepts in such a short period of time!”
A Good Testimonial…
“Ron Rosenberg’s recent presentation for the members of my Triangle Internet Marketing Mastermind group was so jam-packed with red hot ideas that I thought the bulb on the projector was going to explode from displaying so many powerful concepts in such a short period of time!”
A Good Testimonial…
“If you’ve never heard Ron speak, then you are truly missing out on one of the most engaging and enlightening presentations about the keys to effortlessly writing successful copy. His techniques make it so simple a 12 year old could do it.”
A Good Testimonial…
“If you’ve never heard Ron speak, then you are truly missing out on one of the most engaging and enlightening presentations about the keys to effortlessly writing successful copy. His techniques make it so simple a 12 year old could do it.”
A Good Testimonial…
“The entire audience (of veteran internet marketers nonetheless) was furiously taking notes and sitting on the edge of their seats for nearly 2 hours. I actually had to go to the bathroom so bad I almost burst because I couldn’t miss a second!”
A Good Testimonial…
“The entire audience (of veteran internet marketers nonetheless) was furiously taking notes and sitting on the edge of their seats for nearly 2 hours. I actually had to go to the bathroom so bad I almost burst because I couldn’t miss a second!”
A Good Testimonial…
They amount of praise and thanks I received from my members afterwards was overwhelming. Not to mention the amazingly immediate increase in my sales after implementing just one of Ron’s tips.”
A Good Testimonial…
They amount of praise and thanks I received from my members afterwards was overwhelming. Not to mention the amazingly immediate increase in my sales after implementing just one of Ron’s tips.”
A Good Testimonial…
“Trust me, you need to beg this man to find you a spot in his always booked calendar to speak at your next event.”
Teddy GarciaPresident
Cybermedia Marketing Inc.www.cybermediamarekting.com
A Good Testimonial…
“Trust me, you need to beg this man to find you a spot in his always booked calendar to speak at your next event.”
Teddy GarciaPresident
Cybermedia Marketing Inc.www.cybermediamarekting.com
A Good Testimonial…
“Trust me, you need to beg this man to find you a spot in his always booked calendar to speak at your next event.”
Teddy GarciaPresident
Cybermedia Marketing Inc.www.cybermediamarketing.com
How to Get Great Testimonials
Write Them Yourself! Change Your “Session Evaluation Form” Follow-Up Online Survey After 4-6 Weeks
XYZ Annual Conference
XYZ Annual Conference
Paving the Way to New Cutting-Edge,Value-Added, Best-in-Class,
Leading Edge Paradigms
Ritz-Carlton San Francisco
October 17-20, 2008
Marketing Strategy #3:
Hey, This Event Is Just for ME!
The Problem with Niche Marketing Is…
It Costs a Fortune!!!
Self Storage Association
Annual Conference Niche Marketing Limited Budget Full-Day Consulting
Results: “Secret Weapon”
Mike ScanlonPresident & CEO
Case Study: Self Storage AssociationPossible Member Classifications & Needs:
Large Corporations Regional Companies 2-5 Facilities Mom & Pop
Economies of Scale
Dominating Locally
Growth & Expansion
Fighting the “Big Boys”
Cover Letter Copy
This year’s SSA International Convention and Exposition is designed specifically for the small operator.
Take a look at Sessions M-105, T-214, and W-312, and you’ll see exactly what we mean…
Marketing Strategy #4:
Make Them Earn Their Pay!
Special Incentives
Provided by the Speakers: One-on-One Consulting Sessions Special “Closed-Door” Lunch Sessions Copies of Speakers Books & Products
Register for the XYZ annual conference by September 10 at 5:01 pm EST and you’ll be registered for one of three “Marketing Makeovers” by keynote speaker, Ron Rosenberg…
If You Haven’t Made Up Your Mind Yet…
Special “Preview Teleseminar” with Speakers Gets Members Off the Fence Builds Excitement and Reduces Buyers Remorse Helps Speakers Promote Breakout Session
Join us on October 22, at 1:30 pm for a special Preview Teleseminar where you’ll hear how five of our conference speakers will help you increase membership and retention, get record attendance at your events, and find new sources of non-dues revenue!
Use Their Skills to Help the Association!
Develop High-Level Marketing Strategies Review and Transform Marketing Materials Teach Exhibitors How to Get Better Results
Develop & Review Graphics Assist with PR Efforts Train Speakers on Presentation Skills
Marketing Strategy #5:
The Early Bird Catches the Worm
3 Techniques for Early Registration!
Technique #1: Ethical Bribes
Incentives Can Be Provided By: Speakers Sponsors Vendors
Secret Bonus: Make Them Meaningful!
Technique #2: Without a Deadline You Have No Offer!
AENC Conference Results
5.6% of Membership Registered Registered 90 Days Out vs. 3 Weeks 53% Ahead of Previous Year 33 Days Out Record Attendance At the Event!
Technique #3: The Best Time to Register for Next Years Event Is:
At This Year’s Event
Sample Copy to Be Read:
Are you enjoying this year’s conference? Well, as good as it is, we’re already working on next year’s event – and it’s going to be even better!
And if you’re ready to get on board, we have a VERY special offer for you: 35% off!!!
Just complete the forms being passed out – but remember, this offer is only good until (last day of conference)…
Marketing Strategy #6:
No Wild Goose Chases!
The Purpose of AnyPre-Conference Marketing Is:
Get Them to Register!
Never, Never, NEVERSend Them to…
Your Home Page
The Key to Locking in Conference Registrations On the Spot Is To Use:
A Landing Page
Marketing Strategy #7:
I Gha-Rawn-Tee It!
Carolinas Independent Automobile Dealers Association
“One of the things that Ron is a big advocate of is the notion of a money-back guarantee,” he commented. “The way to make whatever product or service an association has to offer more powerful is to include a money-back guarantee with no strings attached.
“We use that, for example, when we do dealer education seminars, which is really our sweet spot,” he continued. “We offer the money-back guarantee to everyone, but if I can tell that someone is not particularly enthused about being there, I will walk in front of that individual so he or she knows I’m delivering that message right to them. I simply tell them, ‘If at the end of this seminar you feel as though you didn’t learn anything useful or you didn’t learn anything that you didn’t know before you came in here, I’ll give you every copper penny back.’
I find that to be extremely powerful. After many, many years of doing this, I have yet to have anyone ask for their money back.”
Association Conventions and EventsJune/July 2008 Issue
Jim EdwardsExecutive Director
Michigan Minority Business Development Council
Double Your Money Back 1 Refund Requested 203 New Members 32 Based on Guarantee
Net Gain: 30 New Members
x $12,000/year = $360,000
x 20 years - $7.2 Million
Louis GreenPresident/CEO
Case Study:
Florida Regional MinorityBusiness Council
No Marketing Benefit Wasted Space
Company Logo as Headline
Name of Event
Name of Program
Logistical Details
Good Benefit-Rich Copy
Too Much Room for Sponsors
WAY Too Much Bio Information
More Good Copy
“Fluff” Copy
Required Sponsor Information
FRMBC Results
56% Increase Over Previous Event Record 94% Increase in Revenue
Bonus Marketing Strategy:
Take Action!
Take Action!
Complete Your Blue Form Attend the Special “Campfire Session”
Take Action!Be Sure to Attend:
Double Your Memoryin 45 Minutes!
This Afternoon4:30 - 5:15 pm
Chinese Proverb:
A hungry man can sit on his front porch for a long time waiting for a roast duck to fly into his mouth.
What Do You Want to Accomplish in theNext 30-90 Days?
Please rate this session now on the WEC15 smart mobile application
(iPhone/BlackBerry)
An email survey will be sent to all attendees after the conference.
For more information please visit the Registration Desk
