Story at a Glance

Build contractor loyalty by staging a remodolang seminar tips on planning, promoting and pricing your program.

"Gbhr*tiog Refenal Leadg in a SoftMarketr l:, ''.....,' '.''1.'.', ' "High Perfomrance/l-ow Budget Marketing for Remodelers" , ,: ,r,,: r ilTuming,Prospgcts:|nto::cu$tomers, creatrng the.:Prqflssiond.isellind.lP.lffigelili...,:tti "Money and Your Remodeling Business: The FinancialFacts of Remodeling'Lif. e" :: ; iiMaragine,Remo9:q$g $gduction fo.i..P-,rofit rnd.:Ptace,.flMffliiii...i.ililll ,'......,1 ,,.,,....' "Media Advertising for Remodelers" ::: , , ,,,,,,, ':,,, 'lSurvival Marketing: Cost Effective Marletin$ Str{egiCS, for a necessiOn , ;..ilR" eleis,BusinesiBasics::::r1ihe_:Ten s ,,sr-stggl,to,.rrofitiiand:Groluotjl.llllll.ll l..l ;,,:'nuitAingLeaat WlCI,,DiiectrMiit * g,,Y.our,,Bart,,Pnotffitsll,',,,',,,,,,, rrir::r:::::.,.::::: ', tractor-focused programs. Shorter workshops provide more flexibility in scheduling. Contractors favor programs that have the least impact on the workday, so schedule short workshops for early moming or late afternoon. And always list a registration time on your flier so guests can plan a timely arrival. A typical late afternoon program will offer registration from 4:00 to 4:30, two hours of the seminar, a one hour buffet dinner followed by one more hour of seminar. Facilities. If your facilities don't have adequate or appropriate space, consider a nearby hotel, conference center, college or utility auditorium. Your regional association may also have space. Try to choose a facility with free parking that can accommodate vans and pickup trucks.

. Set-up. Ask the speaker how the room should be set up. 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-ll2 times the normal seating space for each individual. Because conFactors are predominantly male and physically active, they tend to be of a larger build and will be more comfortable with exEa space.

Audio-visual needs. Most programs require a podium and microphone. See if the speaker requires other audio-visual needs (slide projector, screen, etc.) so these items can be included in the 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 l0 minute breaks every 1 to l-ll2 hours for maximum comfort and attention span.

Paying 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 commitrnent 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 the 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 introduce the speaker, or provide them with free tickets (perhaps 25) to distribute to their customers or access !o 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.

Information for this article was provided by Remodeling Consulting Semices, 9834 Capitol View Ave., Silver Spring, Md. 20910; (iOI ) 588-8172.