Annette Welsford

• Direct Marketing Consultant with Australia Post

• Several senior level Marketing Mgr roles

• Masters Degree in Marketing

• Now - ebooks, membership site, partner with Daryl and Andrew in JV membership business, marketing consulting and training

• Organised around 250 workshops, conferences, conventions – from 15 to 750 people

Why Run A Workshop?

To Build Products!

1. Video the event – sell DVD packs

2. Record the event – sell audios

3. Transcribe audios and sell transcriptions

4. Use all content and create big pack

5. Get testimonials – use to promote products and to promote your next event

Why Run A Workshop?

To Build Products!

1. Speaking to audience elevates your expert status

2. Adds authority to who you are, what you do

3. You present better live, on your feet

4. More adrenalin, more insightful, more switched on. No retakes!

Why Run A Workshop?

1. To build products !

2. To introduce prospects to your business – “try before you buy”

3. Establish your reputation as an expert in the field – build credibility

4. Develop qualified leads and shorten the sales cycle

5. To launch new products/services

6. To add value to your existing clients – cement relationship

7. To reward clients for loyalty

Workshop Models

1. Product Launch – 2 or 3 hours

2. Hands On Training – 1 to 3 days, possible guest speakers

3. Seminar – 1 to 4 days, multiple speakers

4. Conference/Convention – 1 to 4 days, displays, breakout sessions, multiple speakers

Workshop Models

Product Launch 2 or 3 hours

OBJECTIVE(S)

• Sign up new members - membership site

• Sell information packs• Sell products/services• Sell coaching• Secure ticket sales to bigger event

Rethink, Revive, Restyle – Sydney

• 50 delegates• 15 new members• Product sales for JV partner• Testimonials for promotional

use• Database for ongoing marketing

Product Launch3 hours

RESULTS

Reset, Reshape, Restyle – Brisbane • 200 delegates• 25 new members• 2 pack sales • Testimonials and videos for promotional use• Publicity for website • Qualified list of people interested in

future events

Product Launch3 hours

RESULTS

Training Workshop 1 – 3 days

OBJECTIVE(S)

• Build products• Build client relationship - teach new

skills• Sell information packs• Sell products/services• Sell coaching• Sell membership program

Training Workshop3 days

RESULTS

Secrets of Selling From Stage - Melbourne • Audience: 98 people• Sales: 80 new members,

audios, coaching program• Products: DVD pack,

promotional videos

Grants First Workshop - Brisbane

• Audience - 120 • Sales – packs, speaker and

affiliate products, membership coaching program

• Products - DVDs, audios, packs

Training Workshop3 days

RESULTS

7 Planning Steps

1.Determine Your Objectives

2.Identify your Target Audience

3.Finalise Your Offer

4.Set a Date and Book a Venue

5.Develop An Outline of Content

6.Develop Your Timeline

7.Create Your Checklists

7 Planning Steps

1. Quantify Your Objectives

• Sign up X people to your membership

site

• Sell X information packs

• Sell X products/services

• Sell X coaching services

• Secure X ticket sales to bigger event

7 Planning Steps

2. Identify your Target Audience• Geographic

• Demographic

• Psychographic

• How many?

7 Planning Steps

3. Finalise Your Offer

• Membership Site - price, period, bonuses

• Pack – contents, price, bonuses• Coaching – frequency, content, price• Bigger event – content, bonuses,

price• Products/Services – bundle, price,

bonuses

7 Planning Steps

4. Set Date and Book Venue• Weekday or Weekend, duration?

• Geographic location – access, transport

• Meeting room size and price• Venue facilities – catering, parking,

equipment• Other events on at that time

7 Planning Steps

5. Develop Content Outline

• Headings and subheads of each session

• Times for each session• Speakers for each session• Any exercises during sessions• Tools, handouts, other support

material

7 Planning Steps

6. Develop Your Timeline • Book video, audio, speakers• Create Registration website• Identify and contact list owners for

marketing• Develop and implement marketing• Identify and contact team members• Finalise handouts, gift bags• Finalise presentation• Create rego lists, name tags

7 Planning Steps

7. Create Your Checklists• Marketing materials - emails, website,

banners• Graphic Design and Printing – handouts,

banners, nametags, tshirts, caps, signage• Equipment – AV, computer, lighting• Documents – presentations, posters,

workbooks, registration lists, websites, • Music• Gifts, prizes

9 Marketing Steps

Online Registration Facility• Sales page• Registration / payment page to Aweber/Paypal• Thankyou page

Offline Registrations• Form – fields, signature• Credit cards (merchant account?)

/ Cheques (to whom?)

1. Registration

9 Marketing Steps

Sales page• Give Workshop Unforgettable Branding• Create attention grabbing headline and

subheads• Entice with emotional and benefit driven

copy• Introduce and establish speaker credentials• Provide outline of content and outcomes• Prove with video and written testimonials• Close with urgency “Call to Action”

A. Online Registration

9 Marketing Steps

• How Not to Do It - Australian Business Camps• Reset Reshape Restyle• David McMahon - Create More Customers Now Workshop• Roberta Faddoul – Success Secrets• Armand Morin – 12th Big Seminar

A. Online Registration

9 Marketing Steps

• Need a booking form• Need a merchant account (credit

card payments)• Need to enter email into aweber or

other email database to confirm registration and send pre workshop marketing

B. Offline Registration

9 Marketing Steps

• Start 4 – 12 weeks beforehand• At least 3 – preferably more• Build excitement• Focus on content and outcomes• Use testimonials• Call to action

2. Email Marketing to Your List

9 Marketing Steps

• Agree on JV commissions• Set up affiliate link –code they put

onto registration page or mirror page or link

• Write emails for the list owner• Start emailing 3-4 weeks

beforehand• Follow up to ensure it’s happened

3. Email Marketing to JV List

Marketing Your Workshop

9 Marketing Steps

• Target the media• Find story angle (not workshop)

4. Publicity

South East Advertiser

Courier Mail

9 Marketing Steps

4. Targeted Direct Mail

• Local businesses• Local organisations

9 Marketing Steps

5. Letterbox Drops

•Local area

•Local businesses

9 Marketing Steps

6. Local Businesses

•Flyers

•Posters

9 Marketing Steps

7. Online Listings

Event Setter.com

Brisbane.gumtree.com.au

Womensnetwork.com.au

9 Marketing Steps

8. Social Networking Sites

Facebook

BusinessWomenUnite.com

Myspace

9 Marketing Steps

Publicity

Letterbox

Direct Mail

Retail posters and flyers

Online Event Directories

Email marketing

Affiliate marketing

Social Networking Sites

200 registrations

9 Marketing Steps

• Keep excitement happening• Confirm workshop arrangements• Send out survey

9. Post Registration Marketing

Execution Tips1. Couple of Days Before

• Implement any last minute marketing to increase numbers

• Finalise your presentation (use survey results)

• Choose your wardrobe (clothes, accessories, grooming)

• Check all the handouts, banners

• Prepare gift bags

• Organise prizes

• Finalise agenda

• Provide venue with run sheet

Execution Tips2. One Day Before

• Print name badges

• Print registration lists (several copies)

• Print presentation slides – handout format

• Check arrangements with venue

• Check all equipment is working and pack

• Pack stationery box

Execution Tips3. D Day

• Make copies of presentation onto other computers, USB flash drive

• Check every slide, sound and video on laptop, plugged in and up on screen

• Check all microphones, sound systems, lights

• Brief staff/helpers, AV people

• Check arrangements with venue

• Check handouts, gift bags, prizes

Execution Tips4. During Presentation

• Helpers – door, ushering, handouts

• Walk in / break music

• Smile, relax and be yourself

• Watch audience reactions, comfort, alertness

• Watch time

• Don’t get flustered if things go wrong

Execution Tips5. After Presentation

• Be available to talk to audience

• Get testimonials

• Pack up using checklists

• Process orders and answer queries within 48 hours

• Get products made and orders fulfilled asap

• Keep building relationship with delegates

Summary• ALWAYS record it to make products (audio, video,

packs)• Market it to your customer and prospect lists, then

to wider audience• Be clear about the purpose and your objectives• Always have a back end to offer• Give great value and content• Don’t spend a fortune• Plan, prepare, practise• Grow into it. 2 hours, 1 day, 3 days!

Do It The Easy Way!Profitable Workshop Secrets

Complete Workshop Preparation Kit

Do It The Easy Way1. Comprehensive Step by Step Manual

• Workshop models

• Tips for planning objectives

• Guides to choosing venues, AV companies, videographer, speakers

• Detailed planning guide, timeline charts

• Marketing tips and samples of emails, press releases, flyers, sales pages, follow up letters

Do It The Easy Way1. Comprehensive Step by Step Manual

(cont)

• Templates for all the checklists

• Staff and volunteer briefing sheets

• Templates for order forms, registration forms, disclaimer forms, signage

• Cost tracking spreadsheet

• Payment processing options

Do It The Easy Way2. CDs

• Interview: Andrew – running workshops

• Interview: Paul Godden - video requirements

• Interview: Annette – planning and implementation

• Interview: Jo Martin – the workshop environment

• Interview: Clem – fulfilment

• Interview: Tina – providing back of room support

• Electronic files – all checklists and templates

Do It The Easy Way3. Camtasias

• How to set up aweber forms to build prospect list and to capture delegate registrations

• How to set up emails in aweber – auto and broadcast

• How to export list from aweber into excel

• How to do Word merge to print name tags

Do It The Easy Way

Resources List – value $120• Venues in major cities

• Audio and Video Services

• Promotional items

• Graphic design

• Printing

• Copywriting

• Online event listing directories

Bonus 1

Do It The Easy Way

Certificate - 1 hour strategy and planning

consultation with Annette Value $400

Bonus 2

Do It The Easy Way

Certificate – Publicity Strategy Audit, Press

Release Critique, Media Plan with Sue

Value $1200

Bonus 3

Do It The Easy Way

1 month free to

SecretsOfSellingfromStage.com

Learn how to be a charismatic speaker and sell your

products

Value $97

Bonus 4

Do It The Easy WayProfitable Workshop Secrets $1275Complete Workshop Preparation Kit

• Manual• Checklists• Templates• Interviews and electronic files• How to camtasias

Bonus 1 – Resources List $120Bonus 2 – Strategy/Planning consultation $400Bonus 3 – Publicity Audit $1200Bonus 4 – 1 month SecretsOfSellingFromStage.com$97

Total Value $3092

Do It The Easy WayProfitable Workshop Secrets $1275Complete Workshop Preparation Kit

• Manual• Checklists• Templates• Interviews and electronic files• How to camtasias

Bonus 1 – Resources List $120Bonus 2 – Strategy/Planning consultation $400Bonus 3 – Publicity Audit $1200Bonus 4 – 1 month SecretsOfSellingFromStage.com $97

Total Value $3092

Workshop Special OfferWorkshop Special Offer $895$895

Special Bonus Tonight OnlyCountdown Clock Software – value $135

Do It The Easy WayProfitable Workshop Secrets $1275Complete Workshop Preparation Kit

• Manual• Checklists• Templates• Interviews and electronic files• How to camtasias

Bonus 1 – Resources List $120Bonus 2 – Strategy/Planning consultation $400Bonus 3 – Publicity Audit $600Bonus 4 – 1 month SecretsOfSellingFromStage.com $97Bonus 5 – Countdown Clock $135

Total Value $3227

Workshop Special OfferWorkshop Special Offer $895$895