Strategy #1 is to Promote. As Eric explains, don’t confuse Promotion with Announcements. Most people announce, and announcements don’t create promotion. Make sure people know that you are committed to it also, let them know the value and benefits. For example, “Here’s all the things you’re going to get if you decide to attend this event with us.” Promotion is all inclusive.
Strategy #2, promote to your entire team. Talk about what they are going to learn. Talk about the relationships, talk about the fun, adventure, excitement and ideas. Talk about all the benefits they would get by being there.
Strategy #3 – Work With Your Leaders. Identify key leaders that are going to be part of your promotional team. Give those people some benefits for promotion and results, such as maybe you have a special dinner or party for those people, or maybe some incentives or some bonus recognition. Use your leaders to create leverage. Get your team involved.
Strategy #4 –Prizes or awards. Maybe you could benefit by not just selling tickets, but you could use a few as giveaways, or incentives or bonuses. Maybe you’ve got a leg that needs to be built up in order for you to move to the next level. You can tell the people in your organization that if they achieve XYZ, then you have give them a ticket as a reward, as incentive, as a contest in order to be able to provide an incentive for them to do the task that’s going to reward you not only short term but long term.
Strategy #5 – Recognition. Recognize the people who register. Recognize the people who register early. Recognize the people who are on the leadership team. Recognize they’re stepping out and getting outside of their comfort zone. Recognize them on Facebook. Recognize them on email. Recognize them on conference calls. Recognize them however you want to recognize them, but recognition drives behavior, it really, really does.
Strategy #6 – Create an Event Within the Event. For example, if you are promoting an event, let them know of a special acticity or party you have planned just for your team. Create a little get together before the event even starts to get them excited and focused. There are lunches, breakfasts, dinners, workouts, or anything you want to do inside of your team. Create some extra things.
Strategy #7 – Repetition. Repetition being the idea that you can’t just announce this and you can’t just invite people, you have to promote, which means repeat it over and over and over and over and over again for people to realize that you’re serious about this.
Strategy #8 – Host Hotels. Create a host hotel if your event isn’t located in a hotel. Use it as party central. Maybe throw a pool part the day before the event, or have a party in lounge, or appetizers or dinner. Engage in those activities as a team. Use the hotel to help create some excitement.
Strategy #9 – No. 9. Corporate or Cross Line. Talk to people that maybe you have good relationship with that are cross line to you, and see if they want a little chunk of your tickets in order to bring part of their team. Also talk to Corporate and see if they want to use tickets as incentives or scholarships.
And finally Strategy #10 – Create breakout sessions for your team after the event is over. This will really help your team absorb the materials that were presented and create strategy that everyone can implement so you all are rowing on the same team.
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