Know-How Exchange : Strategy

Door prizes or giveaways generally won't help attendance at something like this. Corporate HR departments won't leave work or take personal time to go to an event like this just to get a door prize.

Giving away things at these events (pens, note pads, backpacks, etc.) are generally done to help keep presence of mind with the people who did go, adding value to your client for those who did go.

To increase attendance, you need to get the word out about the event and the benefits to them of attending to the people you want to target.

Peter is 100% correct (as usual).

The best thing you can do is put resources into: (a) making the seminar content even more valuable; and (b) publicizing the benefits of attending to your target audience. See how effective and creative you can get with those two things, and don't waste time on irrelevant promotions or distracting stunts.

Thanks for the responses. They are great.

Let me add in 1 more piece - aside from a door prize what about a raffle at the end of the seminar? Many people will stay for the information or for CLE credits however some will leave early. They brought up the idea of a nice gift basket or something of value which someone would win.

They are looking to add more gusto as well as more value to the seminar as it's important info but can be pretty dry. However they do not want to dilute their brand image or come off cheap/cheesy.

Raffle might help get people to stay longer. Common raffle items are things like iPads. Not sure a gift basket would do much.

If you are attempting in increase attendance - prizes are after the fact.

If you are attempting to increase attendance - why do they "need" to attend?
why would they want to attend?

The incentive to make time for your event is not the give-away's. You need to think what matters to them...or...climb inside their heads and see what they think about <><><> What's in it for me?!

When you figure out ... what's in it for me? ... beat that path until the message is clear

More front work, less back work

It looks like you are changing the objective. Initially the goal was to increase attendance. Now we're talking about "more gusto."

The effort should be to make the content of the seminar more interesting and valuable, not to try to fool the audience with misdirected and borrowed interest in the name of "more gusto." Once you've improved the seminar you can promote the changes and the new content to attract more of the right people to attend.

Give the gift basket to the presenter who shows the greatest improvement in the seminar's content.

You noted that "many people will stay for the information or for CLE credits however some will leave early." The ones who leave early may be telling you that they don't think there's much value to be realized by investing more of their time. Take the hint. That's better than trying to bribe them with a gift basket or a raffle.

Thank you so much for the great feedback! This was our first time posting in the forum and see the huge value. Thanks once again.