How far in advance of a seminar start date do you suggest mailing the first print brochure and how frequently after that? For our higher revenue events, we usually start bulk mailing the print brochure 5 months out and then again 1x per month up until the event. Our events are usually two-day events that are always held in our state and we generally only market to people in our state (Michigan lawyers). Some people get overnight accommodations. Also, how soon is too soon to start mailing print brochures for an event?
Answer:
How far out in advance you start mailing your brochure does depend on the value and time commitment associated with your event/seminar. I think the best example for you would be our annual conference. It is a little longer than 2 days and we promote throughout the country so you probably don't need to start mailing as far out as we do but it could be a helpful model. Below is a timetable:
- 10 months out we get the website updated with the information for the next years conference and start our digital marketing effort.
- 9 moths out we mail our preliminary brochure. This brochure doesn't have sessions or presenters but acts almost as a "save the date"
- 5 moths out we mail the first mailing of our full brochure. This mailing goes to everyone. Past participants, our full mailing list, and any targeted/mass mailing we are doing.
- 4 months out we are mailing again to our best customers and send the brochure digitally again to everyone.
- 3 months out we are mailing again to our best customers
- 2 months out is our final mailing and this focus on best local customers based on the area the conference is in. When marketing nationally you start with a wide range and then tighten it up the as event gets closer with the thought that the last minute registrations will come from mostly from locals.
This is a simplified schedule but it should be a good example. We supplement all the print marketing with digital marketing (emails, social media posts, etc.).
So with your event I think 5 months out for the final brochure makes sense but if you do offer a preliminary brochure you could send it earlier. I also would recommend starting digital marketing in advance of the 5 moths and allow people to register at that point.