07/ 25/ 2006
Doug Carmean thought holding educational workshops in his Seattle-based shoe store was a good idea, so he was amazed when low attendance forced him to cancel the classes.
"Our company is community-oriented," says Carmean, owner of Shoes-n-Feet. "We truly care about feet and health in general. I was surprised the public wasn't interested in learning about foot health."
Undeterred by his first failure, Carmean tried educational classes again. This time, he tied them to an event. When Carmean's business sponsored a three-day walk to benefit the Susan G. Komen Breast Cancer Foundation, he offered a foot-care workshop to walkers participating in the 60-mile fund-raising event. His first seminar on how walkers should care for their feet before, during and after the race drew 24 attendees who spent more than $3,000 in Carmean's store.
"From a marketing perspective, holding educational workshops promotes your business as one that delivers added value," says Bart Foreman, president of Group3 Marketing in Wayzata, Minn. "The topics don't have to be about your services or your products. Customers will still think of your business as one that puts forth a little more effort."
Americans have access to more information today than at any time in our history, and we still crave more. Forty-seven percent of adults attend some type of continuing education class each year, according to a survey by the U.S. Department of Education. Providing customers the tools they need to make smart decisions is a great way to build loyalty—and attract new customers.
At Marlene's Market and Deli, sales spike after speakers discuss benefits of holistic products sold at the health-food store. Each of Marlene's stores in Washington state holds at least one workshop a week. Attendance ranges from as few as five to more than 100 people. "Marlene's has long been considered a local resource for all things health," says Lori Lively, Marlene's director of public relations and education.
Teaching Tips
Five keys to holding successful educational classes in your business
- Know your audience. Before you choose workshop topics, make sure you know your clientele. How old are they? What are they interested in? Match topics to your customers, Foreman says.
- Find good speakers. Build a file of experts you can draw on. "Local doctors and university faculty are often good choices," Foreman says.
- Spread the word. Don't go to all this trouble for nothing. Make sure people show up. Promote the workshops with signs in your store, send a notice to your local newspaper and send flyers or e-mails to your current customers.
- Pick a partner. Shoes-n-Feet's Bob Carmean finds it helpful to plan sessions with local partners. "Joining with a local organization to host a workshop gives your small business even more exposure," Carmean says.
- Be persistent. Don't give up if your first workshop only draws a few people. Schedule another one. Continuity is the key, Foreman says, and it builds awareness.
NFIB.com
Looking for more ways to promote your business? Find ideas in the "Sales and Marketing" section of www.NFIB.com/toolsandtips.
