For as long as professionals have been using social educational or dinner seminars to get in front of a consistent flow of qualified prospects there has been a persistent myth through the years: “People don’t go to seminars during the summer.”
FALSE: Good marketers listen to consumers and base their approach on data, behaviors and trends. For the past 15+ years, we have been the most vocal advocate for holding summer seminars BECAUSE THEY WORK and PEOPLE SHOW UP. There are plenty of folks to mail to…no community leaves town all at once.
THE FACTS: Your target audience does not suspend their needs, concerns or issues during the summer…nor at any other part of the year for that matter. They need your solutions year round…makes total sense right?
A comprehensive review of seminars marketed for the months of June, July and August in both 2009 and 2010 shows that over 90,000 reservations were taken!
When I recently asked a group what motivated them to conduct summer seminars, the overwhelming response was, “…because they work like any other time of the year (maybe except on December) and the main strategy behind it is because my competition takes the summer off” (they fall victims to the myth).
Another theme that emerged in those interviews was the importance of not losing production momentum. One confessed the obvious, “I know from personal experience that it takes an average of 30 to 60 days to convert a seminar prospect to a client. If I was to take two or three months off during the summer I’d be hard pressed to meet my personal and business goals.”
One other added, “Marketing and lead generation works the same way any program does. Starting and stopping my marketing based on months of the calendar is short-term thinking. Since I know marketing is an investment I need to be in front of prospects every month of the year. After all, if they (prospects) aren’t meeting with me they are meeting with someone else.”
It’s a season to steal away clients from your local competitors. Let them live the myth and be dormant. While the case for holding seminars during the summer is a clear and convincing one, some have also opted to mail out personalized invitations to private, one-on-one dinner meetings during those months. A program that was created more than four years ago, generates pre-qualified, pre-set appointments with the elusive, affluent prospects that historically don’t respond to seminar invitations.
Bottom line, professionals who continue their marketing efforts throughout the year will see more prospects, increase their client-base and generate the highest revenues. Avoid the myths, listen to the consumers…all good marketers do.
Jorge Villar is President of Response Mail Express (RME), with more than 26 years of direct marketing experience, he is known in several industries for his ability to create mail packages that garner the highest response rates. He is responsible for the Seminar Success program that, for the last 17 years has accounted for more than 65% of the events being held in the nation with over 14 million individuals making reservations. Mr. Villar has also been very successful marketing to physicians and business owners regarding Success Planning and Asset Protection. Response Mail Express, and parent company DME, is a $100+ million marketing powerhouse, housing over 600 employees in their 2 state-of-the-art facilities in Florida. Their marketing ideas are presently being utilized by over 10,000 clients, including: top producing advisors, estate planning attorneys, large financial organizations, health care organizations, universities and many other industries. Mr. Villar is a frequent key note speaker at national financial symposium and training conferences.
Academy Guest Blogger
American Academy of Estate Planning Attorneys, Inc.
6050 Santo Road, Suite 240
San Diego, CA 92124
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