Over the years working behind the scenes developing and promoting events and conferences I have been asked, “How do you get such higher attendance at your events than others can?” 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 breakdown for many events and the key to the success of 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.

I was recently in CA on a speaking tour and visiting a ministry I served with for years. 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 hers. 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 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 and will connect 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, three issues prior to the event.
• For regional events promotional materials should be sent 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 can be sent – change the wording & perhaps each touching on a different reason for attending.
• 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.
• 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 greater 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 had more than 250 in attendance for any event. I did not know this when I set our goal at 400. While no one laughed at my expectations, they tried to break it to me gently. But God had a different idea. We had 520 in attendance the first year and it grew each year. Prayer and promotion were the key with a good team pulling together.

For your next event, start early and commit to making a minimum of seven touches to every possible attendee. You will be blessed.