When you’re ready to plan your event, the question I always get is “How do I get people to come to my event?” It’s really simple: if you want your current and potential customers to attend your event, you need to convince them of the benefits of attending as part of your event marketing. Your clients invest their time and money to attend your event and want to make sure it’s worth it. Especially when you’re targeting people outside of your immediate area, there are additional costs associated with attending your event; air tickets, hotel, meals, etc. You need to position your workshop or seminar so that it is clear to your audience that your event is a “can’t miss” experience and exactly why they need to attend.

As you create the vision for your event, you should also think about what you want the outcome to be for your attendees. What is it that you teach that will transform their lives, their businesses, their relationships? You need to have a very clear idea of ​​the top 3-5 benefits to your audience and communicate this over and over again in your seminar marketing messages.

Most workshop leaders and event promoters focus on the benefits of their teachings, and with good reason. However, there is a hidden benefit to your event and you need to make sure your audience understands it. The hidden benefit of attending your event is the connections your audience will make with each other and the relationships they will make with other attendees. Remember, you have an audience of like-minded people, and they are all looking for similar transformations. They may be competitors, but most likely they are different enough in their offerings and niches that they will benefit from working together.

Your assistants will form:

Friendships – Many lifelong friendships begin at events. When you spend long days and nights together, sharing common meals, drinks, and experiences, something special happens. You form a bond that will always be there. And these days, with social networks like Facebook, Twitter, and LinkedIn so widespread, it’s easier than ever to keep in touch with each other. Then, months or years later, your event will always be the common thread that unites them.

JV Associations – A joint venture (JV) partnership will often develop out of an event when two attendees address the same audience, but with different products. They will meet and promote one’s product to the other’s list and vice versa. Generally, the income from each promotion is divided 50/50, so that everyone benefits. Plus, you can use it to cross-pollinate and grow each other’s lists, which is huge in this day of list-building importance.

Strategic Alliances – Another way that relationships formed at events bear fruit is through strategic alliances. This can happen quite spontaneously and unintentionally. You start following the content of your new friends; blog posts, tweets, Facebook pages and then you start sharing them. You start retweeting, commenting on blog posts, and tagging pictures on Facebook with your friend’s name. Although this happens quite naturally, it is reciprocal and creates a movement of driving traffic to the websites of others.

affiliate relations – Similar to JV Partners, when you become an affiliate, you promote someone’s product to your audience in exchange for a commission. Affiliate relationships are generally not necessarily timeline specific and can be promoted through banners on your website and advertisements or recommendations in your ezine. In addition to becoming someone’s affiliate, you can also start affiliate relationships for your own products and services. You will pay a commission to your affiliates and each affiliate becomes a commission based seller for you.

These connections are sometimes more valuable than the content delivered at the event, no matter how good the training presented. So be sure to communicate not only the benefits of your training and how your event will transform the lives and businesses of your audience, but also who will be attending your event in your event marketing. Tell your prospects what types of attendees you expect and how your event will facilitate all of these lucrative and long-lasting relationships.