Over the years, working behind the scenes I have been asked, “How do you get such higher attendance at your events than others can?” (At the end of this post you’ll read one example) I suppose there are three “P’s” I could refer to: Prayer, Pulling together a good team, and Promotion. You’ve probably got a fairly decent handle on the first two so let me focus on the third one. I believe this is truly the one biggest breakdown for many events and the key to the success of only a few. More than having a big name, well known speaker, or a fancy cutting edge title, most events are poorly attended due to weak promotion.
A couple of years ago, I was in California on a speaking tour and visiting a ministry where I had served for years. Walking through the office, I overheard the person in charge of promotions state to a newer employee, “It’s all about the seven touches!” I smiled really big inside because that is the key I am writing about. And it was so successful while I was working with this ministry, that this lady has adopted it as the ministry’s mantra as well as her own. Hopefully, you will do the same.
The theory (or law) of Seven touches is simply this: You must put the information for any event in front of all possible attendees no less than seven times for most people to grasp it and make the commitment to attend. Now, let’s break down what that really entails. It is not seven times of the same means or wording. Your delivery must be varied. For example, today, many organizations rely on e-mail alone to promote an event. This is not good as it will connect (at the level you desire) with only about 10 percent of your audience. It is okay to use e-mail, but not e-mail alone.
Your promotion should include:
· An event specific mailing postcard or brochure promoting nothing except the event. (One 3 months out and another 4-5 weeks out is ideal)
· Your organization’s magazines, newsletters, or regular programs, the three issues prior to the event.
· Promotional materials to each church to display and print in their newsletters and weekly programs
· E-mails to not only pastors or church office inbox. Create a list of other leaders in the churches who would benefit by attending the conference. Multiple e-mails should be sent during the months leading up to the event – change the wording.
· Social media – take advantage of all the free publicity and promotion by using social media (Facebook, Twitter, Linked-in and others). Encourage those on your “friends” list to pass the message along to their friends as well. You have just multiplied your contact base by hundreds. The more people who share it, the greater the multiplication!
· Announce the upcoming event at all meetings two-three months prior.
· Make personal contacts. Personally invite every pastor and church leader you see and visit with to attend the event. Set aside time and call pastors and church staff members encouraging them to attend.
If you will invest a little time and energy in promoting your event you will see results. I can assure you of this because I’ve lived it and it has proven true time and again. One ministry where I served, we created a new annual equipping event in a region where no one (not even the largest of organizations) had ever (in 20 plus years) had more than 250 people in attendance for any event. I did not know this when I set our goal at 400. Almost twice what the best attended events accomplished. While no one laughed at my expectations, they tried to break it to me gently. But God had a different idea. We not only reached 400. Our goal of 400 was blown away as 520 attended the first year and grew each year following. Prayer and promotion were the key with a good team pulling together.
Do not cut corners when promoting an event. It’s not that “they” don’t care, or don’t want to attend. It is mainly because we’re not getting the information in front of them enough – in the right manner. Make the seven touches a part of your mantra and your event planning – you will see the difference. Seven is the threshold, don’t stop at seven if you can use ten.
George Yates is a Church Health Strategist and Coach, assisting churches, pastors, and individuals reach for their full God-given potential.