In the past, the following items have created trouble for those running SMMS Seminars—FSSR (Financial Strategies for Successful Retirement), LFS (Lifelong Financial Strategies), or SMM (Successful Money Management®):
§ Promoting multiple seminar series in a single mailing.
§ Varying the number of seminar sessions in your series.
§ Making sure people fill out their Personal Financial Data Forms.
§ Keeping track of who attended which sessions.
§ Keeping track of who gave which seminar session.
§ Following up with those who are ready to act now and keeping track of those who are not ready to act.
The BGM SMMS Seminar Campaign is the solution. With it, you can:
§ Manage multiple series of SMMS seminars.
§ Manage series of different lengths from a single mailing.
§ Keep track of who has turned in a filled- in Personal Financial Data Form and who has not, and nudge those who have not returned theirs with a series of pre-written letters.
§ Keep track of who has attended which session.
§ Ensure that the overwhelming amount of preparation and administration is delegated to staff.
§ Keep track of whether your staff is completing assignments in a timely manner.
§ Follow up on those who are ready to act now and keep track of those who are not ready.
SMMS Campaigns are divided into two main categories:
§ Production
§ Promotion
Production Campaigns
The Production styles are combined to create a 3-Part Series and/or a 4-Part Series. Each Session in the 3- or 4-Part Series is a separate Campaign. The naming convention lets you easily identify which Campaigns belong to which series.
For a 3-Part Seminar Series, you set up the following Campaigns:
§ 1st Session in Series § 2nd Session in Series § Final Session in Series
A 4-Part Series would consist of the following:
§ 1st Session in Series § 2nd Session in Series § 3rd Session in 4-Part Series § Final Session in Series
T r a n s f e r r e d F r o m P r o m o t i o n C a m p a i g n s
SMMS Production Campaign1st Session
T h i s t r a c k c o n t a i n s s t a f f a c t i o n s s u c h a s t r a i n i n g a n d s e t u p .N o C o n t a c t G r o u p s i n t h i s t r a c k .Staff Actions
C G s a r e f l u s h e d t o t h i s t r a c k f r o m o n e o r m o r e p r o m o t i o n C a m p a i g n s .T h e y h a v e b e e n s e n t a c o n f i r m a t i o n l e t t e r f r o m t h e p r o m o t i o n C a m p a i g n .C G s a r e c a l l e d t h e d a y b e f o r e t h e S e m i n a r t o c o n f i r m .T h o s e w h o c a n n o t c o m e a r e r e s c h e d u l e d f o r a n o t h e r S e r i e s , r e - t r a c k e d t o t h e " F u t u r e S e m i n a r "t r a c k , o r r e - t r a c k e d t o t h e " N o - S h o w " t r a c k ( t o b e c o n f i r m e d f o r t h e 2 n d S e s s i o n ) .T h o s e w h o c o n f i r m a r e m o v e d t o t h e " S c h e d u l e d " t r a c k .
Call & Confirm
C G s w h o d o n o t s h o w u p t o t h e S e m i n a r a r e t r a n s f e r r e d t o t h i s t r a c k .W h e n C G s a r e c a l l e d , t h o s e w h o c a n n o t a t t e n d t h i s S e s s i o n b u t w a n t t o r e m a i n i n t h i s S e r i e s( a n d m a k e u p t h e f i r s t s e s s i o n a t a l a t e r d a t e ) a r e t r a n s f e r r e d h e r e .N o - S h o w s a r e s e n t a " N o - S h o w " l e t t e r , w h i c h c o n f i r m s t h e m f o r t h e 2 n d S e s s i o n a n d f l u s h e dt h e m t o i t .
T h o s e w h o c a n c e l o r e x p r e s s a n i n t e r e s t i n a f u t u r e S e m i n a r a r e r e - t r a c k e d h e r e .T h e y a r e s e n t a " F u t u r e S e m i n a r " l e t t e r .T h e k e y w o r d " F u t u r e S e m i n a r " i s a d d e d a n d t h e y a r e f l u s h e d t o t h e F u t u r e S e m i n a r C a m p a i g n .
Scheduled
A C a l l i n g L i s t R e p o r t , p r i n t e d w i t h W o r k s h e e t , i s p r o d u c e d t h e d a y o f t h e w o r k s h o p a n d p l a c e din t he banke r ' s box . Th i s l i s t i s f i l l ed ou t a t t he Sem ina r and re tu rned t o t he S C A w h o u s e s i t t or e - t r a c k A t t e n d e e s a n d N o - S h o w s , l o g D a t a F o r m s a n d p r o c e s s r e f e r r a l s .A f t e r t h e S e m i n a r , e a c h C G i s r e - t r a c k e d t o t h e a p p r o p r i a t e t r a c k .
No-Show
Future Seminar
A t t e n d e e s a r e s e n t a l e t t e r t h a n k i n g t h e m f o r a t t e n d i n g a n d c o n f i r m i n g t h e m f o r t h e 2 n d S e s s i o n.G u e s t s a r e a d d e d t h r o u g h t h e D a t a E n t r y W i z a r d a n d s e n t a l e t t e r t h a n k i n g t h e m f o r a t t e n d i n ga n d c o n f i r m i n g t h e m f o r t h e n e x t s e s s i o n .T h e K e y w o r d " S e m i n a r A t t e n d e d " i s a d d e d t o e a c h C G a s t h e y a r e f l u s h e d t o t h e n e x tC a m p a i g n .
This t rack conta ins s ta f f ac t ions such as t ra in ing and se tup.No Contac t Groups in th is t rack .
StaffActions
CG s are sen t a con f i rmat ion le t te r and f lushed to th i s t rack f rom Sess ion 1 .Ca l l s a re made t he day be fo re t he Sem ina r t o con f i rm .Those who canno t a t t end bu t a t t ended Sess ion 1 a re re - t r acked to t he "No Show" t r ack ( t o bec o n f i r m e d f o r S e s s i o n 2 ) .C G s who canno t a t t end and d id no t a t t end Sess ion 1 a re re - t racked to t he "Doub le No -Show"t rack ( to be reschedu led fo r the nex t se r ies ) .T h o s e w h o c o n f i r m a r e m o v e d t o t h e " S c h e d u l e d " t r a c k .
Call & Confirm
C G s who do no t show up to t he Semina r bu t a t t ended Sess ion 1 a re t rans fe r red to t h i s t r ack .W h e n C G s a re ca l led ( f rom the Ca l l & Con f i rm t rack ) , those who canno t a t tend th is Sess ionbu t a t tended Sess ion 1 a re t rans fe r red he re . (W i th the op t ion to make up th i s sess ion a t alater date.)No-Shows a re sen t a "No-Show" le t te r con f i rm ing them fo r the n e x t Sess ion , and f l ushed tothe nex t Sess ion .
ScheduledA f resh Ca l l ing L is t i s p r in ted f rom th is t rack , p laced in the Banker 's Box, updated a t thesess ion , and de l i ve red back to the S C A.A f te r the Seminar , each CG i s re - t racked to the approp r ia te t rack .
No-Show
DoubleNo-Show
At tendees who have t u rned i n t he i r Da ta Fo rms are sent a le t te r thank ing them for a t tend ingand con f i rm ing them fo r t he nex t Sess ion .T h e K e y w o r d " S e m i n a r A t t e n d e d " i s a d d e d t o e a c h C G a s t h e y a r e f l u s h e d t o t h e n e x tCampa ign .
Attended,Data In
C G s who do no t show up to t he Semina r and d id no t a t t end Sess ion 1 a re t rans fe r red to t h i st rack .They a re sen t a le t te r reschedu l ing them fo r the nex t ava i lab le ser ies .
A t tendees who d id no t t u rn i n t he i r Da ta Fo rms are sent a le t te r thank ing them for a t tend ing andencou rag ing t hem to comp le te t he Da ta Fo rm . Th i s message a l so con f i rms t hem fo r t he nex tS e s s i o n .T h e K e y w o r d " S e m i n a r A t t e n d e d " i s a d d e d t o e a c h C G a s t h e y a r e f l u s h e d t o t h e n e x tCampa ign .
This track contains staff actions such as training and setup.No Contact Groups in this track.
StaffActions
CGs are sent a confirmation letter and flushed to this track from the 2nd Session.Confirmation calls are made the day before the Seminar.Those who cannot attend are re-tracked to the "No-Show" track (to be confirmed for the finalSession).Those who confirm are moved to the "Scheduled" track.
Call & Confirm
Scheduled
A fresh Calling List is printed from this track, placed in the Banker's Box, updated at thesession, and delivered back to the SCA.After the Seminar, each CG is re-tracked to the appropriate track.
No-Show
Attendees who turned in their Data Forms at this Session and gave one or more referrals aresent a letter thanking them for attending, congratulating them on completing the assignment,thanking them for the referral(s), and confirming them for the next Session.The Keyword "Seminar Attended" is added to each CG as they are flushed to the finalSession.
Attended,Data Out,
No Referral
CGs who do not show up to the Seminar are transferred to this track.They are sent a letter, which confirms them for the final Session, and flushed to the finalSession.
Attendees who have not turned in their Data Forms but gave one or more referrals are sent aletter thanking them for attending, thanking them for the referral(s), and encouraging them tocomplete the Data Form. This message also confirms them for the next Session.The Keyword "Seminar Attended" is added to each CG as they are flushed to the nextCampaign.
Attended,Data Out,Referral
Attended,New Data In,No Referral
Attended,Prior Data In,
Referral
Attended,Prior Data In,No Referral
Attended,New Data In,
Referral
Attendees who turned in their Data Forms at this Session are sent a letter thanking them forattending, congratulating them on completing the assignment, and encouraging them tocomplete the Referral Sheet. This message also confirms them for the next Session.The Keyword "Seminar Attended" is added to each CG as they are flushed to the finalSession.
Attendees who have not turned in their Data Forms or did not give referrals are sent a letterthanking them for attending and encouraging them to complete the Data Form and submit theReferral Sheet. This message also confirms them for the next Session.The Keyword "Seminar Attended" is added to each CG as they are flushed to the nextCampaign.
Attendees who turned in their Data Forms at a prior Session and gave one or more referrals atthis Session are sent a letter thanking them for attending, thanking them for the referral(s), andconfirming them for the next Session.The Keyword "Seminar Attended" is added to each CG as they are flushed to the finalSession.
Attendees who turned in their Data Forms at a prior Session are sent a letter thanking them forattending and confirming them for the next Session. They are also encouraged to turn in theReferral Sheet.The Keyword "Seminar Attended" is added to each CG as they are flushed to the finalSession.
This track contains staff actions such as training and setup.No Contact Groups in this track.
StaffActions
CGs are sent a confirmation letter and flushed to this track from the prior Session.Confirmation calls are made the day before the Seminar.Those who cannot attend are re-tracked to the "No-Show" track.Those who confirm are moved to the "Scheduled" track.
Call & Confirm
ScheduledA fresh Calling List is printed from this track, placed in the Banker's Box, updated at thesession, and delivered back to the SCA.After the Seminar, each CG is re-tracked to the appropriate track.
Attendees who have turned in their Data Forms and gave one or more referralsare sent aletter thanking them for attending, thanking them for the referral(s), and informing them thatthey will be called to schedule their personal follow-up session.They are re-tracked to the "Follow-Up Calls" track.
Attended,Data In
Attendees who have not turned in their Data Forms but gave one or more referrals are sent aletter thanking them for attending, thanking them for the referral(s), encouraging them tocomplete the Data Form, and informing them that they will be called to schedule their personalfollow-up session.They are re-tracked to the "Follow-Up Calls" track.
Attended,Data In,Referral
Attended,Data Out
No-Show,Data In,Referral
No-Show,Data In
Attended,Data Out,Referral
Attendees who have turned in their Data Formsare sent a letter thanking them for attendingand informing them that they will be called to schedule their personal follow-up session.They are re-tracked to the "Follow-Up Calls" track.
Attendees who have not turned in their Data Forms and did not give referrals are sent a letterthanking them for attending, encouraging them to complete the Data Form, and informingthem that they will be called to schedule their personal follow-up session.They are re-tracked to the "Follow-Up Calls" track.
No-Show,Data Out,Referral
No-Shows who have turned in their Data Formsare sent a letter informing them that they will becalled to schedule their personal follow-up session.They are re-tracked to the "Follow-Up Calls" track.
No-Shows who have turned in their Data Forms and gave one or more referralsare sent aletter thanking them for the referral(s) and informing them that they will be called to scheduletheir personal follow-up session.They are re-tracked to the "Follow-Up Calls" track.
No-Shows who have not turned in their Data Forms and did not give referrals are sent a letterencouraging them to complete the Data Form and informing them that they will be called toschedule their personal follow-up session.They are re-tracked to the "Follow-Up Calls" track.
No-Shows who have not turned in their Data Forms but gave one or more referrals are sent aletter thanking them for the referral(s), encouraging them to complete the Data Form, andinforming them that they will be called to schedule their personal follow-up session.They are re-tracked to the "Follow-Up Calls" track.
Follow-Up Calls
CGs are called to schedule their personal follow-up session.As appointments are set, leads are managed with Lead Processing Speedbuttons.AllCGs are flushed from the Campaign.
Targeting Attendees As with other seminars run with Gorilla, Future Seminar leads are part of your Best List. In fact, we have created a separate Campaign for you to follow up on your Future Seminar leads.
There is also a special invitation letter and script for people who have been referred by previous seminar attendees.
Total no-shows are not usually an important component; your Prospects are paying money for their seats, so nearly all of them will usually show up for most sessions. Nevertheless, letters are provided to help you reduce your no-show rate even further, and to encourage single-session no-shows to attend the rest of the course.
Out-of-House Campaigns Your main mailing of SMMS brochures is through SMMS. You already know how to do that. The Gorilla “Out-of-House” mailing simply re-produces the timeline recommended in your SMMS material.
This mailing is generally a two- or three-color flyer with text that SMMS has tested and determined to create interest. The Planning Checklist prompts the Seminar Coordinator to go through a proofing process with SMMS on the brochure text and on the information for each series in this promotion. The Out-of-House Campaign will walk you through your part of the process and will track respondents from this promotion so that you can calculate the cost per lead.
There are two Out-of-House Campaigns, one for responses that are handled by the Sponsor, and the other when you receive responses in-house.
Out-of-House Promo—In-House Responses. When your office is receiving responses, you use this promotion style. Each respondent is entered into the System and added to the Respondent track for the Series they want to attend. They are sent a confirmation letter and flushed to the Call & Confirm track of the 1st Session Production Campaign.
Out-of-House Promo—Out-of-House Responses. When your Sponsor is handling responses, you add the respondents into this Campaign after the Seminar. They are then flushed to the Attended track of the appropriate 1st Session Production Campaign.
This track contains staff actions such as training and setup.No Contact Groups in this track.
StaffActions
Destination Track
As CGs respond, they are entered through Contact Management and added tothe Respondent track in this campaign. This allows you to track the cost perlead of outside promotions.CGs in this track are flushed to the Attended track of the appropriate SMMSProduction Campaign.
Respondents
OutsidePromotion
SMMS Out-of-House Promo -In-House Responses
This track contains staff actions such as training and setup.No Contact Groups in this track.
StaffActions
As CGs respond, they are entered through Contact Management and added tothe Respondent track for the Series they want to attend. This allows you to trackthe cost per lead of outside promotions.CGs are sent a confirmation letter and flushed to the Call and Confirm track inthe appropriate SMMS Production Campaign.
RespondentsSeries I
CGs who want to attend Series II are entered through Contact Management andadded to this Respondent track.They are sent a confirmation letter and flushed to the Call and Confirm track inthe appropriate SMMS Production Campaign.
RespondentsSeries II
CGs who want to attend Series III are entered through Contact Management andadded to this Respondent track.CGs are sent a confirmation letter and flushed to the Call and Confirm track inthe appropriate SMMS Production Campaign.
The Referral Process When Referrals are received, they are entered into your System and the referral is processed through the New Referral Wizard. The Referror is sent a letter thanking them for the referral. Depending on whether you have any seminars scheduled for the near future, the referrals are sent one of the following letters:
§ The “SMMS Welcome Invite” letter, inviting them to your next Seminar. They are then added to the Non-Respondent Calls track of the Referral Mail/Phone Campaign.
§ The “SMMS Welcome – Promise Invite” letter, introducing yourself and promising to invite them to your next seminar. They are given the Keyword “SMMS Referral.” When you launch your next series, they are brought into the Referral Mail/Phone Campaign. They are sent a letter reminding them of your earlier letter and inviting them to attend your seminar. This letter re-tracks them to the Non-Respondent Calls track.
As respondents are flushed to the 1st Session Campaign, the “SMMS Keyword” is removed.
Referral Mail/Phone Campaign If you’re a good presenter and sell yourself well, those who have seen your presentation will refer friends to you to attend. You can use the Referral Mail/Phone Campaign to send them an invitation letter and soft-sell the Seminar. The SMMS brochure is sent with these invitations. If you are receiving responses in your office (as opposed to a college or other entity collecting them), the invitation is followed up with a phone call. This Campaign style could also be used to send invitations to a select group of Clients, Prospects, or Connections.
Here’s how it works. An invitation is sent. When responses come in, the person is re-tracked to the Respondent track for the Series they wish to attend. (By default, there are three respondent tracks.) Each Respondent track sends a confirmation letter and flushes them to the appropriate 1st Session Production Campaign. If they do not respond, they are called.
This track contains staff actions such as training and setup.No Contact Groups in this track.Staff
Actions
Promotion:Non-respondent
Calls
CGs who are called but not interested are re-tracked to this track until the end of thePromotion Campaign.They are flushed from the Campaign and the Keyword "SMMS Referral" is removed.Based on your office policy, these can be removed from your database, converted toMM leads, or if they are interested in something else, processed with LeadProcessing Speedbuttons .
As CGs respond, they are re-tracked to the Respondent track for the Series they wishto attend.CGs are sent a confirmation message and flushed to the Session 1 track in theappropriate SMMS Production Campaign. In the process, the Keyword "SMMSReferral" is removed.
RespondentsSeries I
As responses are received, CGs are re-tracked to the appropriate Respondent Track(Series I, II, or III).New referrals received are sent an invitation through the Referral WIzard and addedto this track.(Optional) non-respondents are called to invite them to the Seminar.If calls are not made, non-respondents are added to the next Referral Mail/PhoneCampaign you activate unless you remove the Keyword "SMMS Referral."If they are interested, they are re-tracked to the appropriate respondent
track. If not, they are re-tracked to the "Called, Not Interested" track.
Called, NotInterested
CGs who have the Keyword "SMMS Referral" are added into the Campaign to thistrack.An Invitation is sent which re-tracks CGs to the Non-Respondent Calls Track.
Promotion:SeminarInvitation
FutureSeminar
CGs who are interested in attending but cannot schedule now are moved to this track.They are sent a "Future Seminar" letter and flushed to the Future Seminar Campaign.The Keyword "SMMS Referral" is removed.
CGs who wish to attend the second series you are promoting are re-tracked to thisrespondent track.CGs are sent a confirmation message and flushed to the Session 1 track in theappropriate SMMS Production Campaign. In the process, the Keyword "SMMSReferral" is removed.
RespondentsSeries II
CGs who wish to attend the third series you are promoting are re-tracked to thisrespondent track.If you are not promoting a third series, this track is not used.CGs are sent a confirmation message and flushed to the Session 1 track in theappropriate SMMS Production Campaign. In the process, the Keyword "SMMSReferral" is removed.
Future Seminar Campaign The Future Seminar Campaign drips/drips/invites, drips/drips/invites. CGs who have expressed an interest in attending a future seminar are added to the Campaign in two ways:
1) During Promotion Campaigns, some people contacted will express an interest but will not be able to schedule for any series you are currently promoting. They are sent a “Future Seminar Message” and added to the Future Seminar Campaign.
2) During a Production Campaign, usually as your SMD makes the confirmation calls, some of those who responded earlier will not be able to attend or reschedule for another series at this time. They are re-tracked to the Future Seminar track in the Production Campaign. At the end of the Production Campaign, this track is flushed to the Future Seminar Campaign.
All those who express an interest in any type of Seminar (SMMS, FSSR, or LFS) are added to this Campaign. Here they receive Monthly Drip mailings for two months. The third month an invitation is sent with a list of upcoming Seminars. Those who do not respond to the third month’s invitation are moved back to the beginning of the Campaign to receive another three-month cycle of Drip mailings.
By changing the letters at the end of each three-month cycle, this Campaign can run indefinitely. However, if you are not producing a seminar for several months, you can shut down the Future Seminar Campaign after your last seminar. Three months before your next seminar series, activate a new Campaign to drip on your Future Seminar leads for two months before you invite them again. Because your Future Seminar leads are given the Keyword “SMMS Future Seminar,” it is easy to bring them back into the Campaign.
Th is t rack con ta ins s ta f f ac t ions such as t ra in ing and se tup .No Contac t Groups in th i s t rack .Staff
Actions
3rd DripMailing:Invitation
C G s in th is t rack have responded to an Inv i ta t ion.They a re sen t a Con f i rma t ion message and then f l ushed to the approp r ia teS M M S Semina r P roduc t i on Campa ign t r ack .
R e s p o n d e n t s
4 weeks later , an Inv i tat ion is sent , which re- t racks C G s to the Hold ing t rack .Th is mai l ing can be sent to a l l C G s in the t rack or on ly par t o f them, asn e e d e d .If C G s beg in t o accumu la te , non - responden t ca l l s a re made to weed downt h e l e a d s .
Des t ina t ion T rack
Four weeks la te r , a d r ip message is sen t , wh ich re - t racks the C G s to t he nex tt rack .
Promotion: 2ndDrip Message
C G s a re f l ushed to th i s t rack f rom Produc t ion Campa igns .A d r ip message i s sen t , wh ich re - t racks the C G s to the nex t t rack .
As responses a re r ece i ved , t he CG i s r e - t r acked t o t he Responden t t r ack .Non-Respondents a re he ld in th is t rack un t i l the beg inn ing o f nex t month 'smai l ing cyc le , then f l ushed ou t o f the Campa ign .
Running the CampaignEach mon th t he cyc l e i s :
1 . F lush the Non-Responden ts i n the Ho ld ing t rack ou t o f t he Campa ign .2 . S e n d I n v i t e f r o m 3rd Dr ip Mai l ing t rack, which re- t racks rec ip ients in to the Hold ing t rack.3 . Send 2nd Dr ip mai l ing, which re- t racks rec ip ients in to the 3 rd Dr ip Mai l ing t rack.4 . Run Housekeep ing Ac t ion to re -popu la te the 1 s t Dr ip Mai l ing t rack wi th the C G s who we re r emoved f r om t he Ho ld i ng t r ack .5 . Send 1 s t Dr ip mai l ing, which re- t racks rec ip ients in to the 2nd Dr ip Mai l ing t rack.
The Se lec t i on Ru le used i nc ludes C G s wi th the Keyword " S M M S Fu tu re Seminar " who a re no t a l ready in a "Seminar " Type Campa ign . Th isexc ludes C G s who a re a l ready i n t h i s Campa ign and i nc ludes those who were f l ushed f rom the Campa ign and have no t s i nce responded .( I f new responses come in a f te r t he CG i s f l ushed , the keyword "Fu tu re Semina r " i s removed . )A f te r the f i rs t cyc le , the le t te rs a re sw i tched.
Delaying the CampaignI f you a re no t p lann ing any seminars fo r an ex tended per iod o f t ime (more than a coup le o f mon ths ) , de le te t he Fu tu re Seminar Campa ign tos top the Month ly Dr ip Ma i l i ngs . Three months be fo re your nex t se t o f seminars , ac t i va te the Campa ign aga in to d r ip on your fu tu re seminarleads fo r two months be fo re send ing them an inv i ta t ion .
Mail/Phone Campaign The Mail/Phone Campaign works the same way as the Referral Mail/Phone Campaign. The two main differences are the invitation letter and the Selection Rule used to populate the Campaign. This Campaign is used to invite Clients, Prospects, Connections, or anyone else.
SMMS Seminar Promotion - Mail/Phone
This track contains staff actions such as training and setup.No Contact Groups in this track.Staff
Actions
Promotion:Non-respondent
Calls
CGs who are called but not interested are re-tracked to this track until the endof the Promotion Campaign.
As CGs respond, they are re-tracked to the Respondent track for the Seriesthey wish to attend.CGs are sent a confirmation message and flushed to the Session 1 track inthe appropriate SMMS Production Campaign.
RespondentsSeries I
As responses are received, CGs are re-tracked to the appropriateRespondent Track (Series I, II, or III).CGs remaining in this track are called to invite them to the Seminar (optional).If they are interested, they are re-tracked to the appropriate respondent track.If not, they are re-tracked to the "Called, Not Interested" track.If non-respondent calls are not made, CGs are flushed out of the
Campaign.
Called, NotInterested
CGs are added into the Campaign to this track.An Invitation is sent which re-tracks CGs to the Non-Respondent Calls Track.
Promotion:SeminarInvitation
FutureSeminar
CGs who are interested in attending but cannot schedule now are moved tothis track.They are sent a "Future Seminar" letter and flushed to the Future SeminarCampaign.
CGs who wish to attend the second series you are promoting are re-trackedto this respondent track.CGs are sent a confirmation message and flushed to the Session 1 track inthe appropriateSMMS Production Campaign.
RespondentsSeries II
CGs who wish to attend the third series you are promoting are re-tracked tothis respondent track.If you are not promoting a third series, this track is not used.CGs are sent a confirmation message and flushed to the Session 1 track inthe appropriateSMMS Production Campaign.
§ For the bulk of the promotion, use the Out-of-House Promotion Campaign. With your SMMS/FSSR brochures, you can and should promote more than one seminar series.
§ If you have any Seminar Referrals, run a Referral Mail/Phone Campaign (skip the phone follow-up if sign-up is handled by a third party).
§ Set up a Future Seminar Campaign with the initial Series and keep it running indefinitely to keep track of your Future Seminar leads. (Note: If you are not running seminars for more than a couple of months, delete the Future Seminar Campaign and start it up again three months before your next seminar.)
§ If desired, run a Mail/Phone Campaign for Clients, Prospects, or anyone else.
You may also wish to check with your Marketing Support Consultant for suggestions.
Putting it Together
At a minimum, you would have THREE Production Campaigns (for a 3-Part Series) and ONE Promotion Campaign running. You decide how little or how much promotion to use for each Seminar Series. This division of Production and Promotion Campaigns allows you to:
§ Run multiple Promotion Campaigns for one Seminar Series (3- or 4-Part), § Promote multiple Series in a single Promotional Campaign, § Easily reschedule someone to a different Series.
The Production and Promotion Campaigns use the same Worksheet, so you can transfer a Contact Group from one Seminar to the next in the same Series, or in a different Series, and still retain all the Worksheet information. The Worksheet is maintained on a regular basis throughout the Campaign.
Here’s how the Worksheet and Registration Report work together to give you up-to-date information at the Seminar or in the office.
1) The Campaign Order directs the SC to set up a banker’s box to store the Registration Report, Campaign receipts, file folders for each attendee, workbooks for the series, completed Data Forms, etc. This box is taken to each session. After each session, the SC takes charge of the box and returns it to the SCA.
2) Before each session, your SCA prints out a Calling List Report for the Scheduled track. This Calling List is the Registration Report for your Seminar. The Worksheet is printed out on this Report. This gives you all the information you need at your fingertips.
3) After each session, the registration data for that session is entered into the System by the SCA and the Registration Report is filed in the banker’s box for that series. This maintains a complete record of each session.
4) As Data Forms and referrals are turned in, the Worksheet is updated, referrals are processed and the Data Forms and referral sheets are stored in the attendee’s folder in the banker’s box.
Strategy 1) Launch a single series through the System first (instead of multiple series at the same
time). This will allow you to: a) Observe how the System gives you the information you need when you
need it. This is called “just-in-time” learning. b) Let your team run through the procedures with less intensity than when
you run multiple series simultaneously.
2) Once the RR knows how the System works and the team knows how to produce the event, roll out a string of perfectly produced seminar series delivered with passion, conviction, and knowledge.
Although the System will let you run as many series from a single promotion as you wish, you will probably not want to promote more than three at a time so as not to confuse recipients with too many dates.
When you start running several series at once, you will also be promoting several at once. And IF you do your own registration, you will also be confirming several at once!
The System is set up to handle that easily. The way Gorilla manages multiple series of SMMS Seminars; you could give a dozen Seminars a day and keep them all separate on the System.
Since there is much more to producing a successful seminar than just deciding to have one, you must plan well. The various team members must share their points of view and information about what should and can occur—that is, have a meeting. The Seminar Marketing Director schedules a meeting and follows the Seminar Planning Meeting Agenda to ensure that all necessary elements are covered.
To achieve maximum coordination between team players, ensure that each team player knows both his or her job and what the other players are doing. A well-trained staff can produce the Seminar Series so that all the RR has to do is show up, give it, and rush back to the office to fill the appointments from the previous Seminar Series.
8 Seminar Producer: The Seminar Producer’s only duty in the System is receiving and reviewing the Action To-Do Lists each day. The Seminar Producer is never assigned an action on a Timeline.
8 Seminar Presenters: Responsible for presenting the Seminar. This is usually the RR(s) but it can be a separate post. Some organizations have hired people as "Education Directors." His/her job is mostly that of Seminar Presenter.
8 Seminar Marketing Director (SMD). Primarily responsible for ensuring the Seminar is full of interested, qualified people obtained at a profitable cost.
8 Seminar Coordinator (SC): Responsible for the event and includes responsibilities to secure appropriate facilities, arrange for meals or refreshments, manage any guest speakers, run registration, and provide handouts as appropriate.
8 Seminar Communications Assistant (SCA): Handles all written communications in relation to this event including invitations and confirmations before the Seminar and “No-Show,” “Future Seminar” and “Thanks for Attending” letters at the conclusion.
The optimum time for setup BEFORE THE SEMINAR is twelve weeks. First, you’ll need a few days to do the necessary pre-planning and figure out exactly which list to invite, where to hold the seminar, etc. Then, you need to allow time for SMMS to produce the brochures and drop them in the mail to your invitees and/or deliver them to you for in-office addressing. The invitations will arrive approximately three weeks before your Seminar. This leaves you almost a week until you have to decide whether to roll out calls in order to ensure adequate attendance.
