What if No One Signs Up?

Perhaps the biggest fear of someone offering seminars or workshops for the first time is having a dismally low turnout. Here are steps you can take to boost registration, even if the event is only a short time away.

It's the nightmare of every professional who offers group programs. You design a powerful workshop, schedule a date, broadcast your marketing message and no one registers. Then what?

Let's assume you have the basics down. You've chosen a compelling topic, identified a likely audience, and clearly described the benefits of participating in your program. Even the price is right. You've already sent information about your program to a list of strong prospects. What else can you do?


-Preventive Measures-

First, let's back up a step. There are several measures you can take early on in your promotion that will improve your chances of full enrollment:

1. Offer your program in house instead of to the general public. Selling your program to a company, association, or learning center with an established base of employees, members, or students can be much easier than trying to sell each seat yourself. You could also partner with an existing organization with a track record of filling programs, and share the profits in return for a full house.

2. Build your prospect list to equal 20-100 times the number of people you want to attend. A typical response rate from a postal mailing is 1-2%. Response to opt-in email is often even lower. (Don't even consider using unsolicited email.) In general, expect no more than 1% to respond if they don't know your work and rarely more than 5% even when they know you well. Make it a habit to capture the name and address of every prospect and get their permission to mail or email.

3. Plan to promote on multiple channels. Your promotion plan should include announcements in your ezine or newsletter, a description on your web site, postal mail, a brochure or flyer to distribute, calendar listings, and personal invitations. Don't rely on just one or two avenues -- students are much more likely to enroll when they see your program mentioned in many different places.



-Emergency Enrollment-

If your program has low or no registrations as the date approaches, here's what you can do to increase enrollment:

1. Call everyone on your prospect list and invite them personally. Don't count on mail and email to do the job. Place a phone call to each person you have a phone number for, give a brief description of the program, and invite them to attend. You'll be amazed how many people will say, "Thank you for calling -- I've been meaning to sign up."



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