Combining Internet and Direct Mail Marketing to Promote Seminars
One reason many seminar leaders and event promoters turn to Internet marketing is that they want to avoid the reasonable expenses associated with promoting seminaries via direct mail. However, for best results, you should use both on- and offline marketing.
It's true that direct-mail expenses can add up quickly and that Internet marketing can be more affordable. But direct mail is still powerful because it's feasible – and because your prospects' postal mail boxes are a lot less cluttered than their email inboxes.
To generate the largest return for your investment, use direct mail to promote your event to your house list only (eg, with a direct-mail package, self-mailer brochure, and / or postcard). Your house list will always be more responsive than a list of people who have never heard from you.
Here's a sample of how you can combine direct mail and online marketing to promote your event:
- Post a direct-response sales letter online (either on its own site on its own page within your existing site). Test how your list responds to a short-copy letter vs. a long-copy letter. Also test the impact of incorporating video onto your website.
- Be sure to include a way for prospects to add their name to your mailing list. At a minimum, use a "Join Our Mailing List" opt-in box. Better yet, offer access to a preview teleseminar, webinars or video tips, so that visitors who are on the fence about attending can raise their hand and indicate interest.
- Use autoresponders and / or broadcast emails to follow up with prospects who are on your opt-in email list.
- Drive traffic to your site using online advertising, seminar listing services, joint-venture partners and affiliates.
- Send press releases to appropriate media to get your seminar listed in event calendars. You might even have articles written about your event.
- Send direct-mail letters, brochures and / or postcards to your house list. Whenever possible, identify the prospects who are most likely to attend your event, and spend most of your promotional dollars reaching out this group. This strategy will help you generate the largest return on your direct-mail investment.
Be sure to carefully track the source of all leads and registrations, so you can accumulate a wealth of helpful information to plan future marketing campaigns. Occasionally, you'll be able to predict how many visitors need to be driven to your web site, how many emails need to be sent, and / or how many brochures you need to mail to achieve your revenue goals.