Designing and running a free (or very low 'token' cost) training or information event is a proven and very effective way to generate new business and customers.
The method can be used by anyone who needs new business and customers - by large corporations and even self-employed providers.
Designing and running free training/information/experience events is an excellent way to generate new business at any time, and the process works especially well in tough economic conditions, when customers want to save money, and are looking for new ideas themselves.
This method, with a little adaptation, is effective for all industries and all target markets:
training/information event method
| 1 | Design a training course or workshop or other educational/informative event. | Fill the event with useful facts, information, tips, techniques, statistics, methodology, advice, demonstrations, examples, and maybe a guest speaker/expert or two. See more content ideas below. The event you design must relate to your product or service, and appeal to your target decision-makers/customers. The event can be anything between two hours and a couple of days long. Generally the event will need to be bigger and more content-rich according to the size of customers and seniority of decision-makers you are targeting, although there can be exceptions. The most important issue is that the event will appeal to your target audience. Adapt this concept to be more of an 'experience' or showcase, or sampler, if you are targeting consumers with a consumer/lifestyle offering. |
| 2 | Decide a suitable method of advertising your event. | You could buy a list of target customers to use for direct marketing, or use an indirect method, for example display adverts or inserts, or web advertising. In the UK you do not need to register your own company or yourself under the Data Protection Act for using a customer list, unless, broadly, you rent or sell the list, or are offering financial services. More details (for the UK) about Data Protection rules are at the Information Commissioner's Office. You should also adhere to your local laws or guidelines concerning unsolicited direct marketing. In the UK these are explained by the Information Commissioner's Office in terms of marketing by phone, electronic or postal methods. If you are not in the UK seek equivalent advice. Generally a good approach is to buy a list from a reputable list supplier, or to use an indirect advertising method which will reach your target audience, and which is not subject to preference rules. By way of clarification, a phone call or email is direct marketing, whereas an advert or insert in a newspaper or magazine, or a card in the local newsagents window, are all indirect marketing. |
| 3 | Create an advertising mailer or other communications method for reaching your target audience. | Look at the advertising 'tricks of the trade' to help you do this. Sell the event, not your product or service. Your advertising must be very clear and concise. Make it easy for people to see immediately what you are offering, what the main benefits of the course/event are (ideally a single strong benefit), and easy for people to respond and register to attend. The event should be free, or offered at a low price so as to reduce 'no-shows' (people who say they'll come and then don't). My own preference is to offer the event free and minimize the 'no-shows' by some other method. The event must be very easy to get to, ideally by public transport, and offer easy car-parking for your target audience. The event date and timings must be as easy as possible for your target audience to take time off work to attend. For example do not stage an event for finance directors at month-end or fiscal year-end. Take account of other seasonal factors which would make the timing of an event and its core benefit more attractive to customers. |
| 4 | Set up your method and system for handling responses and recording registrations of people wishing to attend. | These respondents are effectively enquirers or prospects for your product or service - think about it - you will have their attention at your event for the duration of your event. Ensure therefore that your registration system enables you to gather the necessary contact details enabling you to follow-up after the event. And ensure you look after them very well before, during and after the event, because this will reflect directly on your quality as a supplier or provider. |
| 5 | Run the event. | Do focus on giving: information, help, knowledge - whatever people need. Do not focus on selling. People will be attending to learn and take away knowledge, ideas, etc. If you sell hard or too much to them you will be breaking the psychological contract, and undermining your own integrity. At the end of the event seek feedback (use a suitable feedback form and evaluation method) about the quality of the event and what could have been included additionally or improved. During the event - typically in the coffee breaks and lunch breaks (if applicable) - you will be able to discuss and get to know what subsequent business development opportunities might exist among your attendees. They will approach you with questions and potential work/contracts if you seem to know your area well and you extend a professional and reliable image. It is appropriate at the event to seek people's permission to follow-up. If you fail to seek permission and then follow-up anyway this will upset some people. |
| 6 | Follow up. | Follow up the event with phone calls or appointments as appropriate. |
| 7 | Evaluate and refine. | Analyse the outcomes. Refine your methods and plan your next event. |
content ideas for a training/information event
Ideas for content to include in a training/information event used for business generation:
- tips
- tricks of the trade
- methods
- demonstrations
- health and safety aspects
- technology updates
- legal/law/legislation briefings
- guest expert speakers
- 'how to' sessions
- 'sampler' experiences
- showcase of suppliers/products/services
- activities and games (must be relevant and enjoyable - not all areas are amenable to this)
- workshop sessions
- hands-on making and doing and trying, etc
The extent to which you sell your own products/services at a training/informative event depends on the situation.
As a general rule, the bigger and more complex/expensive the product/service then the less you should try to sell it at the event. Your aim in this situation is to build your own credibility and to generate interest for follow-up discussions.
If you are targeting consumer/retail customers then you can include a stronger selling element in the event. in which case position it suitably in your event advertising material. In this situation the event is arguably closer to a 'party' concept, as used and proven to work effectively by large businesses like Tupperware and Ann Summers, etc.
Choice of venue is important. You need somewhere flexible for numbers, especially if you are not going to be managing 'no-shows' tightly in advance somehow. Some venues are prepared to offer special deals for first events, on the basis that if it works they'll have the chance of further bookings. Be creative and adventurous in finding potential venues. Often an unusual venue can be a significant part of the attraction to the event. Negotiate with your potential venues until you get the deal you need.
Partnering with like-minded customers or suppliers can be useful in running events, and also in finding suitable venues.
If you are in the middle of the supply chain perhaps there is opportunity to partner with a large up-stream supplier to stage the event at their showroom or factory.
Use your imagination.
Imagine and maybe ask your potential customers what sort of event they would find helpful.
Running an event is a wonderful way to involve staff. Involvement motivates everyone who takes part, and lightens your own load.
If you are self-employed and want to design and run an event, and don't want to do it alone, then partner with an associate or a supplier.
In summary:
The clever part in using a training/information event to generate new business is designing and promoting the event so that it:
- appeals strongly to your target customers
- and links naturally to the products and services you seek to sell afterwards.
If you are really successful in designing and promoting and running effective events you can find that the event itself can become a chargeable 'product' for your business, or in some cases actually becomes the main part of your business.
In the modern age, successful selling increasingly requires the supplier to give (knowledge, information, experiences, etc) before selling anything. The training/information event method fits this way of working extremely well.
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