How to Develop and Promote Successful Seminars and Workshops: The Definitive Guide to Creating and Marketing Seminars, Workshops, Classes, and Conferences [Paperback]

Howard L. Shenson (Author)

Book Description

Publication Date: September 3, 1990

A complete guide to succeeding in today's burgeoning seminar business--from developing a program and market testing, to pricing, promotion, advertising, and more! How to Develop & Promote Successful Seminars & Workshops The adult education business--seminars, workshops, classes, conferences--is one of the fastest growing industries in the country and, for many, extremely profitable. Now, Howard Shenson shares proven-effective, research-based strategies responsible for filling more than one million seminar seats, to allow anyone with marketable knowledge to succeed in the seminar business. You'll learn:
* How to select a marketable subject and test market any seminar for about $1,000 or less
* How to develop a dynamic program and effective program materials
* How to create a powerful, registration producing marketing strategy and design winning promotional materials
* How to assess promotional effectiveness and fine-tune marketing to increase sales
* How to evaluate and choose where and when to conduct your seminar or workshop
* How to select hotel and conference facilities
* How to price your program to ensure maximum registrations/profitability
* How to develop or obtain program materials and how to add to your profits through back-of-the-room sales of products and services
* How to creatively select and rent mailing lists, and maximize your direct mail response while reducing marketing expense

Editorial Reviews

From the Back Cover

A complete guide to succeeding in today’s burgeoning seminar business—from developing a program and market testing, to pricing, promotion, advertising, and more! How to Develop & Promote Successful Seminars & Workshops The adult education business—seminars, workshops, classes, conferences—is one of the fastest growing industries in the country and, for many, extremely profitable. Now, Howard Shenson shares proven-effective, research-based strategies responsible for filling more than one million seminar seats, to allow anyone with marketable knowledge to succeed in the seminar business. You’ll learn:

• How to select a marketable subject and test market any seminar for about $1,000 or less
• How to develop a dynamic program and effective program materials
• How to create a powerful, registration producing marketing strategy and design winning promotional materials
• How to assess promotional effectiveness and fine-tune marketing to increase sales
• How to evaluate and choose where and when to conduct your seminar or workshop
• How to select hotel and conference facilities
• How to price your program to ensure maximum registrations/profitability
• How to develop or obtain program materials and how to add to your profits through back-of-the-room sales of products and services
• How to creatively select and rent mailing lists, and maximize your direct mail response while reducing marketing expense

About the Author

HOWARD L. SHENSON, CMC, is an internationally recognized authority on the marketing of seminars, information products, and consulting services. His creative strategies have been responsible for the sale of more than one million seminar registrations. He has written a number of bestselling books, including The Contract and Fee-Setting Guide for Consultants and Professionals and Shenson on Consulting, both published by Wiley.

Product Details

• Paperback: 275 pages
• Publisher: John Wiley & Sons, Inc; 1 edition (September 3, 1990)
• Language: English
• ISBN-10: 0471527092
• ISBN-13: 978-0471527091
• Product Dimensions: 9.5 x 7.2 x 0.8 inches
• Shipping Weight: 1.4 pounds (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (13 customer reviews)
• Amazon Best Sellers Rank: #93,177 in Books (See Top 100 in Books)
  • #44 in Books > Business & Investing > Industries & Professions > Consulting
  • #85 in Books > Business & Investing > Skills > Running Meetings & Presentations

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Customer Reviews

Most Helpful Customer Reviews

112 of 114 people found the following review helpful:

3.0 out of 5 stars Good, but it depends., June 17, 2000

By 

James F. Taszarek "Jim Taszarek" (Scottsdale, Arizona) - See all my reviews
(REAL NAME)   

This review is from: How to Develop and Promote Successful Seminars and Workshops: The Definitive Guide to Creating and Marketing Seminars, Workshops, Classes, and Conferences (Paperback)

By "depends" I mean your level of experience. If you're new at seminars and workshops this book is a solid goldmine of basic information. Shenson did a good job of providing the theories and the very practical. Lots of forms and check off lists. Good basic stuff. If, on the other hand, you have experience - it's a bit elementary, and a bit dated. With a 1990 copyright, the book pre-dates PowerPoint for example. The focus of the material is definitely on the promotion of the workshop - not the development. While there's much it doesn't speak to - it's a good starter for the novice.

15 of 15 people found the following review helpful:

5.0 out of 5 stars Dated but very good, June 25, 2006

By 

Elijah Chingosho "Dr Elijah Chingosho" (Nairobi, Kenya) - See all my reviews
(REAL NAME)   

This review is from: How to Develop and Promote Successful Seminars and Workshops: The Definitive Guide to Creating and Marketing Seminars, Workshops, Classes, and Conferences (Paperback)

This is a good introductory book for those that need to develop and promote successful seminars and workshops. The book covers what one needs to know about developing a program, market testing, setting the right fees, marketing, promotion, advertising and publicity. The reader is provided with useful practical tips and advice that I have used to good effect.

The book is well written in simple English that is easy to follow and understand. Despite the book being a bit dated, the advice it provides is still relevant and very useful and practical. Even the veteran has something to learn from this excellent book.

Those who wish to capitalize on the growing business of seminars, workshops, conferences and training classes are recommended to read this book for guidance and directions.

8 of 8 people found the following review helpful:

3.0 out of 5 stars Very dated, July 30, 2007

By 

David Eastman "Owner, The Wealthy Daughter, LLC" (Ukiah, CA) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: How to Develop and Promote Successful Seminars and Workshops: The Definitive Guide to Creating and Marketing Seminars, Workshops, Classes, and Conferences (Hardcover)

While this book gives a good starting point for a seminar newbie, it is quite hampered by its dated material. All statistics and pricing examples are from the late 1980's. There is no recognition anywhere in the book that the Internet exists, PowerPoint can be used in presentations, etc. For instance, you are warned against using carbon copy paper. Hello? Good in 1990, but needs a serious and thorough updating to reflect current trends and technologies.