In today’s session, we will delve into workshop best practices, specifically tailored for elder law and estate planning attorneys who host educational seminars or workshops. By implementing these strategies, you can optimize your workshop attendance and achieve marketing success.
Frequency and Timing of Workshops
To strike the right balance, aim to host one to two workshops per month for small and solo practices.
A popular approach is to schedule workshops on the second or fourth week of the month. This timing has proven effective, as it aligns with attendees’ availability and helps maximize workshop participation.
Ideal Workshop Size and Registration Targets
Finding the ideal workshop size is crucial. Based on our experience, a sweet spot for small and solo practices is around 30 registrations. This number allows for effective engagement and fosters a comfortable environment for both attendees and presenters. Start with this target as it is achievable for most markets.
Selecting the Right Day and Time
Carefully consider the day and time for your workshops. Tuesdays and Thursdays have emerged as the most favorable days to host these events.
Avoid scheduling workshops on Mondays or Fridays, as attendees may be less likely to attend. The optimal time slot is between 5:00 and 6:00 p.m., as it accommodates most schedules and tends to attract higher-quality attendees.
Providing Food at Workshops
While offering food can be enticing, it is not essential for the success of your workshops. Instead of providing a full meal, consider offering light refreshments and snacks.
This approach not only saves costs but also allows attendees to focus on the educational content without distractions.
Choosing the Venue
Contrary to popular belief, an expensive venue is not necessary to attract quality attendees. Libraries, community centers, and local restaurants with additional rooms can serve as suitable and cost-effective workshop venues.
When selecting a venue, prioritize accessibility, convenient parking, and ease of navigation, especially for seniors. (3 tips on choosing the perfect venue)
Time of Year Considerations
Hosting workshops throughout the year can be successful, irrespective of the season. However, avoid scheduling workshops on major holidays.
November and December present excellent opportunities for workshops, as they can incorporate relevant themes and tap into attendees’ holiday mindset.
Follow-Up with Registrants
Personalized follow-up calls have proven highly effective in ensuring workshop attendance. Reach out to registrants as soon as possible after their registration to express gratitude and confirm their attendance. A second call the day before or the day of the workshop serves as a reminder and reaffirms their commitment.
Maintain a list of no-shows and follow up with them for future events, maximizing attendance and leveraging marketing resources effectively.
Transitioning from Workshops to Consultations
To increase the conversion of workshop participants into consultation appointments, utilize a pre-framing technique. Mention the complimentary consultation at the beginning of the workshop, emphasizing that the event covers general information while personalized consultations offer tailored advice.
Schedule consultations during the workshop to avoid overcrowding at the end, ensuring a smooth transition for interested attendees.
Marketing Strategies to Get Workshop Attendees
Craft targeted messaging to attract qualified attendees. We primarily use Facebook Ads as our marketing strategy, and it works extremely well to fill workshops. (Check out our free download – Facebook Ads: A Beginner’s Guide)
Regardless of the method you’re using, you should tailor your advertising copy to resonate with the attendees’ needs and concerns. Experiment with different copy and registration pages to find the most effective combination. Test various headlines, descriptions, and visuals to determine what captures the attention of your target audience and drives them to register for your workshops.
Track and analyze data from your marketing campaigns to gain insights into their performance. Monitor metrics such as click-through rates, conversion rates, and registration numbers. This data will help you assess the effectiveness of your strategies and make informed decisions about optimizing your marketing approach.
By staying adaptable and responsive to your audience’s preferences and needs, you can maximize the success of your workshop marketing and attract a steady stream of engaged attendees.
By implementing these workshop best practices, you can enhance your marketing efforts, attract qualified attendees, and increase the likelihood of converting workshop participants into consultation appointments.
Remember to test and refine your strategies based on the specific needs of your practice.
Join us for our next free Marketing Training Session here.
At Bambiz, we work with elder law and estate planning firms and have extensive experience filling workshops for attorneys throughout the U.S.
To learn more about how we can help grow your business using seminars, workshops, or online marketing, schedule a free 15-minute call with us.