Join your fellow MPI-WI colleagues with four hours of information-packed training on effective seminar and conference marketing! Expert Dr. Ralph Elliott from Clemson University will share hundreds of ideas and strategies to increase your revenue stream through creative marketing. Dr. Elliott will be presenting four of his most requested marketing workshops for our chapter. Planners and suppliers alike will gain knowledgeable information on a variety of marketing topics focusing on increasing the effectiveness of your marketing campaign. Attendees will also receive an extensive set of reference materials designed by Dr. Elliott.

How to Use External Marketing Databases to Increase Your Response Rate
If you're thinking about entering a new market segment, you will most likely need to include external databases in your promotional strategy. Also, you may use external databases to capture new entrants into your existing markets. In this session, you will learn:

•	Your growth strategies and when you need to use external databases
•	Using external databases on inquire generators versus the full offer/package
•	Six selection criteria to ensure external database success
•	How to use merge/purge on external databases to increase response rates
•	Critical questions you should be asking your database broker
•	How to get more information out of data cards
•	Tracking techniques so that you chase the winners
•	Opt-In E-mail databases... how to use them without creating spam

How to Increase Seminar/Conference Registrations with Irresistible Offers
During this session, you will learn to increase registrations by:

•	Providing Registration and Payment Options
•	Continuing To Sell After the Sale
•	Having an Irresistible Cancellation Policy
•	Giving a Money-Back Guarantee
•	Using Pricing Discounts Incentives
•	Spelling out Enrollment Limits
•	Humanizing the Registration Process
•	Creating a Sense of Urgency
•	Capitalizing on Double-Duty Advertising
•	Creating a "sticky" Web Site

How to Use Promotional Strategies to Capitalize on Your Customer's Communication Style
Some of your customers are analytical; others are drivers, amiable, or expressive. In this session, learn how to use "whole brain" promotions to capture the attention and interest of your customers based upon their communication styles. Build credibility and create strong "calls for action" for each customer cluster relative to communication preference. Benchmark examples of providers who are using whole brain communication to build seminar/conference attendance!

How to Overcome the Nine Most Common Objections to Customers Registering for Your Programs
You will be able to benchmark with real-world examples from other providers who have successfully overcome the most common objections customers have to registering for programs. Leave with an action plan of specific steps you can take to overcome members' objections so that you can boost attendance at your upcoming events. Topics to be covered in this information-packed program include:

•	Getting Prospects and Customers to Respond
•	Timing Your Promotions to Optimize Responses
•	Financial Issues to Improve the Bottom Line
•	Promotional Components to Increase Registration
•	Using Copy that Builds Rapport and Empathy so Recipients Respond
•	Building the Internal Database to Maximize Attendance
•	Database Quality through Management and Maintenance
•	How to Use External Databases to Build Attendance
•	Testing and Tracking to Determine What's Best
•	Effective Use of Other Media to Get Customers
•	Getting Your Package Past Interceptors and Overcoming Objections
•	Finding the Ideal Location for Your Events
•	The Program Evaluation as a Marketing Tool
•	Effective Marketing and Selling of In-House Seminars

Quality Inn & Suites
2969 Cahill Main
Madison, WI 53711
Phone: 608-274-7200
Fax: 608-274-7720
Reservations: 1-877-424-6423
Web: Click here
Rates: $62
Room Block Cutoff is January 31, 2005

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Faculty consultant, Seminar Marketing Leader and Economist Ralph Elliott oversees a multi-million dollar program as Vice Provost for Off-Campus, Distance and Continuing Education at Clemson University.

Elliott's marketing experience includes conferences, seminars, executive briefings, in-house sales, cassette tapes, international study tours, videotape marketing, teleconferencing, and residential executive programs. He is known nationally as a dynamic seminar leader, having delivered more than 100 presentations at various state, regional, and national conferences for organizations across the United States as well as Oxford, England; Kaohsiung, Taiwan; Banff, Canada; Amsterdam, Netherlands; Vienna, Austria; Brisbane, Australia; Auckland, New Zealand and Düsseldorf, Germany. His workshop on "Effective Seminar/Conference Marketing" has been cited by many past delegates as one of the world's best programs on how to increase attendance and profits from events and in house training.

Elliott holds a Ph.D. in Economics from North Carolina State University; he is also a Professor of Economics at Clemson. His 70 publications include a best-selling Mailing List monograph and the classic "Effective Marketing and Selling of In-House Programs." More information on Elliott is available at www.clemson.edu/esm.