Seminar Marketing: Return on Investment

This program is designed to get results, period. We realize that in this hyper-competitive landscape it is essential for you to see a return on your hard earned seminar marketing dollars. We also realize that many advisors are reluctant to try new methods of prospecting having been burned by some ineffective appointment setting service or lead generating program. The logic behind why our seminar program works is not rocket science or some secret incantation of words that will magically makes prospects show up at your event, but rather the following time tested marketing principle flawlessly executed: We deliver a compelling message at the right time to the right people via an effective medium.

The typical response rate to our mailings will be about 1%. There are a multitude of factors that will affect the return on your particular campaign. These include the location of your event, target audience, timing, quality of mailing list and copy written on your invitation. Some advisors achieve higher response rates than 1% by having their events at high end restaurants. Some reps choose not to offer meals at their presentations and will achieve less than 1% response rates. The vast majority will offer a decent meal at a decent restaurant and should expect a response rate of about 1%.

Let's assume that you send out our Silver Package mailing of 7,500 invitations to fill up two dinner seminars that you are hosting on Tuesday and Thursday of a given week. Also assume that you get the expected response rate of about 1%, and 80 people come to your presentations, of which 50 are buying units. For example, a husband and wife attending together would represent 1 buying unit. If you can set appointments with half of these people that would represent 25 appointments. Assume 20% of the appointments will cancel or not fit your client profile, leaving you with 20 solid appointments. Further, say 12 out of the 20 appointments turn into clients and you earn $3,000 commission per client. Or since you know your own close ratio better than anyone, factor your own average commission rate and appointment setting ratio into the above scenario. Do the math, it is not hard to see the potential. It all starts with having people in the seats, and that is where we can help.