How do I get prospects to attend my event (seminar, webinar, etc.)?

Here are six important things to think about when it comes to getting prospects to attend your event.

Here are six important things to think about and plan for when it comes to getting prospects to attend your event.

Define the purpose of your event

Define the purpose of your event, and make sure it is an appropriate fit for your audience. Along with event purpose, define the details of the event and strategize:

• Topic: What will be discussed at the event
• Location: Where the event will be held.
• Cost: How much the event will cost, in total.
• Goals:  What you hope to accomplish at the event. 

Revisit your ideal client profile

To attract attendees to an event, revisit your ideal client profile to see who your audience is, and whom you want to direct invitations to. 

Visit your pipeline and prospecting list 

Once you have visited your ideal client profile, look at whom you want to attend your event from your pipeline/prospecting list. Depending on the list, your attendees could be:

• CFOs
• CEOs
• HR
• Insurance agents

Craft your invitation  

If the invitation is simply "You are invited to my event," think more in-depth. For example, if the attendee target is the C-Suite, recognize that they get invited to many events, so make it clear what makes this event different.

For example: If it is an event on cost-control measures for the benefits plan and the target is a CFO, say something like:

“Hi Joe Smith, I know we’ve discussed some of the challenges you’re having with containing costs in regard to your bottom line. Would you be interested in continuing that conversation at an upcoming event that speaks to those exact challenges? You’ll get 1 hour of CE credit and breakfast as well.”

Craft an invitation campaign 

There are many ways to give invitations to an event:

• Email
• Phone call
• Social media

It is best to do a combination of all of the above over a defined time frame, typically eight weeks before the event. 

Create a follow-up plan 

Define your follow-up plan for both marketing emails as well as sales representative interactions.

Overall, the most important piece of advice is to have a strategic plan around whom you want to attend and the invitation campaign.