Last month we noted the importance of scheduling events in the Fall. We reasoned that events generate leads which in turn can generate enrollments. Interestingly, many folks with whom I speak seem to measure event success based upon the number of attendees and enrollments.
This is fair to be sure, particularly if one is hoping to use the event to fill tutoring slots or a class taking place within a few days of the event but as fair as it is to measure event success in this way it is also incomplete.
The total number of event registrations is arguably as important since it allows one an opportunity to engage other potential clients for what could be a lengthy client life-span.
Here is a little more: leads from events come in the form of registrations and these registrations, whether they show up for the actual event or not, are viable prospects for follow-up. Therefore, even an event “no-show” has long term value.
Think about it this way…
Let’s assume that the your product is exceptional and that the company’s instructors are bright, engaging, and affirming to students.
Next, let’s assume that although the product and delivery is superior, the marketing and promotional strategy is drowned out by the web presence of larger competitors.
Finally, let’s assume that when someone does call or email your company and speak with either the owner or an academic director, those prospective clients almost always enroll.
In essence, we are saying the product is good, the word of mouth isn’t bad, and that when a client interaction occurs between company and prospective client, the client signs up! The challenge then becomes scaling-up the number of client interactions.
Therefore, increasing the number of prospective client interactions should increase the number of enrollments.
And this is where offering events and tracking and following up with all registrants over an extended timeline comes into play. Event strategy will increase the number of interactions. And here is where the magic can start to happen; instead of focusing on generating enrollments, focus on having quality client-interactions, capturing relevant information, and planning follow-up outreach.
This means that registrations, even when they don’t ultimately attend a free event, should be engaged. This tactic can help you scale up the number of interactions without having to invest additional marketing dollars.
One caveat, it does mean that you will spend more time on phone and email but once the paradigm is shifted good things happen quickly.
To learn more about this perspective check out this link on the long tail approach to marketing. Want to learn more about us or report an error? Kindly use the web form below.
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