Speaker - May 2011

Casting a reality check on real-world conundrums
Desperately Seeking Attendees

I would reschedule unless I knew several attendees from other countries had booked airline tickets. In that case, I would increase marketing and call everyone who told me, ‘If you do a seminar on (insert topic), I will be there!

—Patricia Fripp, CSP, CPAE San Francisco, Calif.

A public seminar lacks energy and impact if only a few people attend, and it can be very uncomfortable for those present. So, if I knew the attendance wasn’t going to improve, I would call the people who registered and tell them the event is being postponed. I would offer a prompt full refund, along with a free book, teleclass registration, etc.

You’ve spent months planning a public seminar. The event is only three weeks away, and registrations are abysmal.

Now what?

—Kimberly Medlock, CPO Olive Branch, Mo.

Move forward with
the event and:
1. Work your list. Contact
every current and past
customer and prospect
via phone, postcard,
e-mail, Twitter, LinkedIn,
Facebook, teleseminar,
and in person.
2. Make a special offer
to the ‘rubber chicken
circuit’—Rotary, Lions,
chambers of commerce.
3. Ask your affiliates to
recruit people.
4. Do joint ventures with
other people who have
similar target markets.

I would take the following steps:
•;Go to companies, such as Goldstar and Groupon, that can
advertise the session at a discount for a percentage of the fee.

•;Contact some key influencers and offer them free admissions.

•;Contact the registered attendees and offer them a discounted price or free admission for recruiting other attendees.

•;Contact local companies and invite them to bring some attendees for a special price.

Reschedule the event.
Learn how to market it, or
partner with people who
have big email lists and
will promote your event in
exchange for an enticing
affiliate commission.
—James Malinchak
Henderson, Nev.

—Arnold Sanow, MBA, CSP

Vienna, Va.

—Ed Tate, CSP Tampa, Fla.

What Would You Do? is a regular column that presents a real-life dilemma faced by professional speakers. NSA members are encouraged to submit a dilemma for possible discussion in this column. Please submit dilemmas to ethics@nsa-speaker.org. NSA reserves the right to edit submissions for length and style. All dilemmas will be anonymously attributed. Opinions expressed are those of the individual respondents, not NSA.

This only happened once. When something is a dead dog, nothing will resurrect it. We sent out a notice that we were testing a new concept. There wasn’t enough market demand, so we cancelled and offered a refund or credit for another program.

Send out email blasts and social media notices to generate excitement. Contact relevant asso-ciations. Remind those who signed up that their friends are welcome. Keep the momentum going and stay positive!

Do it anyway! If you go through it, you’ll grow through it! After the event, ask yourself what you did right. What will you do differently next time? When NSA member Craig Valentine and I held a public seminar in Dallas, only three people came and we lost money. Recently, 200 people attended our event in Vegas. Focus on your tenth event, not your first.