In marketing, especially for seminars and events, consistency is crucial. Suppressing past invitees from new mailings may lead to missed opportunities.
Here’s why repeated exposure is important and why being cautious in suppressing invites may not always be the right approach.
The Power of Repetition
Marketing success often relies on repetition. Research suggests it can take seven or more exposures to a marketing message before it registers with potential customers.
This “Rule of 7” highlights that repeated exposure increases engagement and response rates. Suppressing past invitees too quickly can disrupt this repetition, causing your message to go unnoticed.
Building Recognition and Trust
Repeated invitations build recognition and trust. Multiple exposures to your seminar invite reinforce your event’s credibility and your brand’s reliability.
Familiarity can lead to trust, making it more likely that invitees will consider attending. Cutting off repeated touches too early risks losing this trust-building opportunity.
Timing and Readiness
Audience readiness varies. A non-response to initial invites doesn’t indicate a lack of interest. The timing might have been off, or the message might not have been compelling enough initially.
Regular follow-ups ensure your seminar stays at the top of your mind when the audience is ready to engage.
Avoiding Over-Suppression
Over-suppressing can lead to missed opportunities, lost leads, decreased awareness, and reduced impact. Your message may need reinforcement to make a lasting impression.
Balanced Approach
Avoid overwhelming your audience by finding the right balance:
- Segment Your List: Tailor messages based on engagement levels.
- Vary Content: Keep invitations fresh and engaging.
- Track Engagement: Use analytics to adjust your strategy and timing.
Suppressing past invites prematurely can hinder your marketing efforts. Repeated exposure may be needed to gain attention and convert interest into action.
By balancing your mailing strategies, you can maximize seminar promotions and avoid missing valuable opportunities.
Want to manage your upcoming seminar events ON-THE-GO? Watch our video about our NEW Mobile Check-in Tool below!
For information on our data-driven seminar marketing, the QUANTUS Event Management System, or the Seminar Follow-Up Program, please contact us at (800) 340-4794 or visit us at www.dataleader.com
PLUS: When you have time…below are some free marketing resources to support the success of your dinner seminars.
The Seminar ROI Calculator
The Free, Online, Seminar ROI Calculator helps you visualize the impact of your seminar marketing. Just input your seminar data to see a projection of your cost for marketing, revenue generated, and total return on investment. To get started, Click Here.
The Free Insider Seminar Guide
The Free, Insider Seminar Guide includes the seven critical best practices for seminar marketing and an annual calculator of recommended seminar dates for the best ROI. To download your Free Insider Guide today, Click Here.
The Follow-Up Campaign ROI Calculator
The Free, Online, Follow-Up Campaign ROI Calculator helps you visualize the impact of continuity marketing. Just input your marketing campaign data to see a projection of your response rate, cost per conversion, commissions, and return on investment. To get started, Click Here.