Workshop marketing may well be the key to breaking into the lucrative, yet underserved, womens marketplace.
While many professionals tend to use the terms workshop and seminar interchangeably, it is important to note the distinct difference between the two marketing approaches.
The traditional seminar approach involves a presenter addressing an audience on the selected topic, usually with little or no feedback required from participants.
The seminar format may be appropriate when you have a very large audience or an extremely limited amount of time in which to cover your material. However, if you will have a manageable size group and ample time, the workshop approach is worth considering. Workshop marketing is a very interactive, education-oriented format that encourages attendees to participate either verbally or through hands-on exercises.
The workshop marketing approach appears to work for professionals targeting women because women, in general, are more likely to make significant financial purchases once they are educated about them. Through in-depth education in a workshop setting, they are able to gain a better understanding of how certain products will be of use to their particular lifestyle.
Workshops also afford the professional who acts as a presenter with a chance to establish relationships and instant credibility with prospective clients through a scripted approach.
In addition, workshops also allow for more effective and efficient use of your prospecting time since you are in front of a number of potential clients at once.