6 STEPS TO END WORKSHOP NO-SHOWS

LET’S BE HONEST…

While only 50% attendance is expected from Digital Marketing registrations, some of you are not getting anywhere close to that. Some of you are seeing more like 20% – 30%. But what gives? You feel like you are doing everything you are being told to do and yet…your events are low and are getting worse by the month.

Lucky for you…

This is what we do for a living and we’ve learned a thing or two about attendance. The 6 steps listed below will breath fresh air into your seminar marketing attendance by helping you increase both show and close rates through our proven confirmation model.

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Give Something Away

One of the first things we recommend to increase seminar attendance is to add more value to the sign-up process.  While digital marketing automates things and allows you to focus on other aspects of your business…it can also work against you if it feels too robotic.  People want to be served individually even if you are not face-to-face with them. The easiest way to do this is to offer a free download after registration.  We like to put this on the lightbox (pop up form) to give them that extra psychological nudge to finish the process.

IMPORTANT – only about 20% of people who register will ever even look at this download.  It is used more as a psychological cue than anything, but that doesn’t mean you should neglect its content.  Make it something valuable and don’t worry about “giving too much away.” They can already find the information without you. Trust is not information today, it’s personality and value.  This download should be 1-6 pages and should reference the class throughout to reaffirm attendance.

Capture The Address

After someone registers, ask them for their address.  They have already committed and given you their personal info, capitalize on that and get their mailing address to you can mail them a confirmation packet.  Say something like, “Great, where should we mail your confirmation packet?”

Not only will most people complete this secondary step, it also further commits them to attending because now they are deep into the process.

Upsell Something On Thank You Page

After asking for the address, send them to a thank you page that “upsells” them something.  The benefit here is that you are no longer talking to a cold audience…you are speaking directly to someone that is interested in the thing you just had them sign up for.  Take advantage of this moment and offer something relevant.

Here are a couple examples:

1. Opt them into Facebook Messenger – Messenger gets a 95-100% open rate and more than half the people that make it to this point will opt in for it.  Just this step alone can increase your attendance significantly. Imagine being able to send 40-50% of your registrants a message and knowing that damn near all of them saw it!

2. Offer them a free book.  Maybe you wrote a book or just have several copies of something you’d like to give away…perfect chance to do just that.

3. Start them on your video indoctrination sequence.  By this point, the new registrants know who you are because you have been co-promoted for this event (hopefully!), use this opportunity to get some face time prior to the event so you can start establishing know, like, and trust right out of the gate.

HINT: After they opt-in, send them a thank you and include the download from step one in it.  Then, the day before, send the reminder.

Use Email Confirmation Funnels

This one seems obvious, but make sure you email everyone that registers.  About 40% of people will read your email and you don’t want to miss out on that touchpoint.  Use a service like MailChimp, Active Campaign, Drip, or our favorite, Infusionsoft to automatically send a set of 3 confirmation emails once someone opts in.  Send the first one immediately, the second one the day before and third one the morning of.

TIP: Include a link to the Google map of your venue so they know exactly where to find you.

Use Text Messages

Much like Facebook Messenger, texting is extremely effective (100% of people will read your text!).  You can use an automation platform that integrates with your email automation software that will send these out for you.

We recommend an “echo strategy” where you echo the emails with text messages. This means that you will send out a total of 3 in the same manner as described in the email confirmation funnel above.

Make Your Phone Calls!

This is perhaps the most important aspect of the entire thing.  If you want to increase your attendance and effectively increase your ROI…you MUST MAKE YOUR CONFIRMATION CALLS!!!!  It blows my mind how many Advisors pay good money for each and every registration they acquire but then blow it because they don’t want to make a few 30 second calls.  I’m telling you right now, this step cannot be missed or you should not waste your money on seminar marketing at all. Doing this will increase your attendance by 15-25%…it’s worth your time.

We recommend making an initial call within 24 hours of registration and making another one the day before the event they registered for. Having a personal conversation brings the human element to a robot driven process.  This personal connection means a lot to the people who are on the receiving end and is a great way to build rapport as well.  Keep your conversations short and sweet and always point to the class for answers.

HOT TIP: if you don’t speak well on the phone or just know you are not good at it…have someone else do it.  Your assistant, your spouse, your kid, or even as a last option, a call center can get the job done. There is no easy way to say this, but any of those will be better in the end if you sound like a sick, starving horse on the phone!

CONCLUSION

If you haven’t picked up on the theme yet, it’s the idea of “Layers.”  With all the technology that exists today, you can afford to be smart and stay top of mind of your registrants.  The competition is fierce out there…you can guarantee your ideal clients are constantly receiving other offers from your competitors, the only way to stand out is to do just that…stand out!  Use the resources available to you to accomplish this and add these 6 steps into your next seminar process and you will see an increase in attendance.

As always, if you want help doing this or just want to follow our system already set and ready to go, email us at hello@richyandandrew.com and tell us to fix your attendance problem!