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Part 3: Proper Preparation Prevents Poor Performance…At Least Most Times

By now you’ve realized that it takes time to put on a seminar, specialty class or community event. You have to spend time polling your members to ensure you’re selecting a seminar that’s the right fit for your community. You must determine how you’re going to compensate your instructor and how much you’re going to charge attendees. It makes sense that something like this would take time, as gains are never made overnight. If you want to have a successful event, you must plan ahead of time.

Here are some strategies we use when planning for a successful event:

  • Determine a Budget: As discussed in the previous article, you need to make a profit. You need to know what you’re spending, why you’re spending it and how you’re going to make a profit.
  • Develop a Marketing Strategy (…even if it’s a small one): People need to know that the seminar is happening. Be sure to inform your community and those outside that might be interested in attending. Word of mouth, email and Facebook ads are a few of the successful methods you may use. Be creative. If your instructor is from outside your business, be sure to share marketing strategies and find ways to collaborate in getting the word out.
  • Set a Realistic Timeline: Your budget and your marketing strategy should be tied to a timeframe. If possible, give yourself at least three months to prepare for the event. Begin advertising no less than two months out. If we had to pick one factor that contributed the most to the success or failure of a seminar, this is it. Time never seems to be on our side, but it is. You just have to give it to yourself.

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If you are able to take note of and implement these three strategies, then you should have little to no problems with executing the event. Regardless, anything can happen so here are a few tips you may find useful on game day.

  • Evaluate parking arrangements
  • Make a checklist for items needed
  • Have an area for registration/check-in
  • Send an email reminder to participants the night before with any special instructions/changes

It’s also good to get into the habit of having an evaluation form to receive feedback from the class. You’ll want to know if participants enjoyed their experience, whether they’d come for another and what they believe could be done better next time. As with the data from your original survey, this information is extremely valuable for future success.

Seminars, classes and community events are an awesome way to provide more for your members, add credibility to your brand, and ultimately, improve your bank account. Remember, know what your member base wants, determine the means by which to give it to them and develop a plan for success.

Experience is everything. Over the last four years, we have had a great deal of seminars, classes and community events. We’ve learned from both our successes… and our mistakes. We hope that with this information, you’ll be better able to serve your community and the mission of your business!

Looking for tips on how to marketing your next event or specialty seminar? Get your copy of our free 10-Step Gym Marketing Guide.

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From a small farm in Indiana to summiting Mt. Rainier, Beau has worked and participated in a variety of industries from the lowest to the highest of company positions. Currently, he is the Finance, Office, and Business Development Manager at Axistence Athletics, LLC and is hoping to pursue a Ph.D in Health & Behavior Sciences at the University of Colorado-Denver this fall. He enjoys pretty much every sport (especially soccer), has a passion for teaching, and lives an active existence with his fiancé Jennifer and dog Olie.