Show Time How to stage a workshop for remodeling contractors

\iZOUR CUSTOMERS are among I an estimated 300,000 remodelers in the United States. Yet, despite the large numbers, tlere are no college courses on how to run a successful remodeling business. Most remodelers possess the technical skills, but few have the business expertise needed to make their companies truly successful.

Remodelers need well-planned, easy-to-use infonnation on the subjects that form the formdation of their business: lead generation, professional selling, efficient production and effective business management. Sponsoring educational programs that help them with their businesses can attract remodeler business and enhance remodeler loyalty.

There are six critical questions to answer in planning a successful program:

1. What are the program's goals and how will success be measured?

2. What is the topic? Will it include a speaker, a video, a panel?

3. Who will be invited? Is the aim a benefit for current customers or a drive for new ones?

4. How will the event be promoted?

5. Where will it be held? Will food be served?

6. What are the anticipated expenses? Will remodelers pay to attend? Should co-sponsoni be sougbt?

Setting realistic goals.

The most successful seninars result from planning to meet welldefined goals. To deterrrine if the event is a success, you must first plot exactly the results you desire from presenting the program. Be practical and realistic.

For example, one company may want to increase each auendee's purchases by SVo. Anotber sets the goal of anracting 250 of tbeir present anstomers to the program as well as 50 potential customers. They want to open accounts with 10 of those 50 prospects to reach their quarterly new account goals.

Planning the program.

A powerful, educational progftm starts with a powerful speaker. To be effective, the speaker must pr€sent an action-pacled topic that's in demand by remodelers. Avoid'touchy-feel/' or non-remodeling specific prcgrams. Remodelers aren't aoracted by such topics, so the programs are poorly auended. The best presenations girr remodelers tips they can use today !o improve their business.

Obviously, a nationally known remodeling-specific speaker would generate tbe most attention (md anendance), but would also require the largest investmenL Howevs, in cmpring fre inveshent in a speaker to the otal cost of a progam, a professional speaker may actually be the most cost effective guarantee of a winning progrm. Other options re local speakers, a contracttr parel or even a video.

AfterrrarG, ask guasts to evalurte the speaker, topic and overall program. Wrinen evaluations can help sbape and imp'rOrre fuUre p'rogramS.

Inviting the guests.

Your gmls (wbetber to re&h existing or prospective buyen) will determine your guest list- If you bave a mailing database, start with bat as the basis of your promotional efforts. Otherwise, develop x mniliag [s11e use for this and many other purpc€s. Start building a database by obtaining the licensed remodeler list from yorn state (32 states have licensing).

Request the area mernbership list of remodeling associations such as the National Association of Home Builders-Remodelers Council or National Association of the Remodeling Industry. Purchase or rent mailing lists from publications that serve remodelers.

Promoting the program.

The single most important factor in creating a successful, well attended seminar is effective marketing. Try to reach prospects through three or four different media, including mailers, newsletter articles, banners, posters, bill stuffers and telemarketing. Promotional materials should arrive on the contractor's desk two tro three weeks before the event. A series of at least two mailings (with the first arriving four weeks prior to the program and the second arriving two weeks prior) are even more effective.

Develop a fonnula to estimate how many mailers to send in order to attract your projected number of contractors. Responses can vary widely. A low-cost program might atEact one of every 20 remodelers invited. An all-day seminar might bring in reservations from one rernodeler of every 200 invited. Concentrate on overselling rather than underselling the evenL

Reservations are mandatory. Contractors are crisis-oriented. Early commitments to attend must be encouraged, whether achieved by a tiered pricing system (a lower price if they reserve by a certain date) or by offering a premium to the first (perhaps 20) reservations. Consider offering a discount price for multiple a$endees from the same company. Ask for mail or phone reservations and payment when they make the reservations. Then confirm by mail or phone approximately one week before tle seminar.

Deciding the details.

. Timing. [.ate winter, eady spring and late fall are the best time for con-

Story at a Glance

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Set-up. Ask the speaker how the room should be setup. For an educational program of under 35 attendees, a U-shaped conference table is best. For larger groups, have the room configured classroom style, with tables so remodelers can take notes. Try to set up the room with 1-112 times the normal seating space for each individual. Because contractors are predominantly male and physically active, they tend to be of a larger build and will be more comfortable with extra space.

. Audio-visual needs. Most programs require a podium and microphone. See if the speaker requires other audio'visual needs (slide projector, scr@n, etc.) so these items can be included in Oe plan and budget.

Food. Attendance at any event is enhanced by food and beverage. A meal or break time also increases conversation and networking time. If at all possible, serve food. Advertising this as a draw will increase attendance. Avoid serving alcohol. Also allow for five to 10 minute breaks every L to l-ll2 hours for maximum comfort and attention span.

Payrng for the program.

Develop a cost vs. revenue projection based on the program planned and the anticipated attendance. While some yards choose to foot the entire bill, many find they'll need help on expenses.

The most obvious way to defray costs is to charge the attendees. Charging $25 for an evening workshop and buffet dinner or a $75-95 fee for an all day program is typical. Often a program has more value in the eyes of the audience if they are asked to pay for it Ifyou are putting on a workshop for which you want high attendance and would be willing to have admission free, consider a very nominal cost (perhaps $5) so that those who have reserved will have a monetary commitment to attend. You could even donate the fee to charity, providing an excellent publicity opportunity for your company.

Manufacturers or suppliers can also be contacted to co-sponsor the event. They contribute towards tlle expenses and receive some valuable exposure. Before agreeing on cosponsors, decide on the specific benefits: you can put their logo on the workbook and promotional materials; let them distribute their brochures to all attendees, have a booth or tabletop display in the room or inhoduce the speaker, or provide them with free tickers (perhaps 25) to distribute to their customers or access to a mailing list of attendee names.

Well-planned seminars and workshops are one way to a contractor's heart - and head - that can result in great exposure and loyalty for their suppliers.

Ir{ormationfor this article was provided by Remodeling Consulting Services, 9834 Capitol View Ave., Silver Spring, Md. 20910; (301 ) 588-8172.