Maximising Attendance at Your Seminars and Workshops
© Copyright Frank D. Kanu 2000-2008
21 Tips on How to Get Bums on Seats from my friend Philip Calvert:
Getting a room full of people is always seen as one of the main challenges when hosting a seminar, workshop, product demonstration or other ‘live marketing’ event.
Here are 21 great ideas to help.
But in actual fact, quite the opposite can happen. Why is this?
The answer lies within very simple psychology. By making a charge for entry, you are raising the perception of the quality of the event. ‘If I have to pay for it, then it must be good!’ Potential attendees will also perceive you to be more of an expert—again subtly telling them that this is an event they absolutely must attend.
A small point also worth mentioning is that if someone has paid to attend, there’s a very good chance they will actually turn up!
People will make the decision as to whether they will attend your event based on the degree to which they believe the material will be of benefit to them. Some will also come out of curiosity and some may come ‘just for the freebies’. (Sorry—it’s a fact!)
By offering additional bonuses for attendance, you meet the needs of most people attending. For those coming along for the brilliance of your material, ‘extra stuff’ will be perceived as adding extra value. It also helps people to believe that you have a lot to give by way of expertise and that they won’t be short changed on content at the event itself.
Your bonuses for attendance could be anything from:
Be creative, and remember to state the value of your bonuses on your promotional material. If possible, try to make the value of your bonuses equal to or worth more than the value of the event itself.
If you have done your homework you will know exactly what the needs or problems are of your target market. Once you know this, make sure that your seminar tells them how you can either solve these problems or enhance their bank balance or lives or whatever.
People won’t attend if they can’t see what’s in it for them—it’s that simple. So find out what they want, and then give it to them!
Benefits, benefits, benefits!
Stuff your promotional material with the benefits of attending. Check and double check that you are not just stating what you will cover in the workshop, but how people will benefit by attending.
Check everything that you write on your publicity material—whether on-line, in a leaflet, an advertisement or mail shot, and test it to make sure that every feature of your event is accompanied by a corresponding benefit.
And remember to relate the benefits to the needs of your target market. As above—make the benefits irresistible!
The early-bird discount is still one of the most powerful draws when putting on seminars. It obviously pre-supposes that you are going to charge for attendance.
The discounted price is of course your actual price, so make allowances in your costings. The important thing to remember is that this is a vehicle for getting people to get their act together and book quickly, and a deadline should give them sufficient motivation to do so.
However, if someone telephones three weeks after the deadline and says they missed it because they were on holiday; make sure that you still offer them the discount. People want to find you friendly and flexible, so give them the discount anyway.
The combination of being charged for the seminar (which implies value), plus a discount is very powerful. Make sure you use this important technique.
As we said above, a discount combined with real value is extremely effective in getting people to book.
Therefore it’s a good idea to offer additional discounts which reflect the many different ways there are to book up. Offer a discount for booking on-line, a discount for booking by fax, a discount for booking by text message and so on. Find an excuse to offer discounts and don’t assume that people will only want to book by post or by telephone. Give people choice!
If your seminar is free, offer extra bonuses (Special Reports etc) for booking in different ways.
Simple one this—offer a prize draw for everyone who attends. It could be a copy of your book, CD or video, a case of wine, dinner for two or perhaps an hour of your time. Again, be creative.
Seminars and workshops are a great way of cementing relationships with existing customers. All business people know that they should be spending more time with existing customers because they are potentially the most profitable, so a seminar is a good way of doing this.
Another advantage of approaching existing customers is that they are likely to be predisposed to attending. They have already done business with you and if you have given them a good service, they may well be curious as to what else you have to say or offer them.
It’s important that your business introducers or associates are regularly reminded of the value that you provide. Your seminar is a great way of doing this and you should make a point of inviting all such contacts.
The event will help to reinforce your expertise in their minds and so encourage them to send you even more referrals.
Your business introducers can also help to promote your event for you (see Get Help below).
A really good way to significantly bump up the numbers is to encourage people to bring a friend with them. If you are charging people to attend your event, you can either offer a discount on the second (or third) ticket, or even offer the place on a ‘buy one, get one free’ basis.
Quite often you will find that offering a free ticket for a friend is the only way you will get some people to attend at all. Although sitting in a room full of people anonymously is an attraction of seminars for many people (i.e. they can attend what is often a sales pitch without feeling that they are under pressure to buy), others will only go to seminars or workshops if they can go with a friend—perhaps for moral support.
I can’t stress enough how important this one is. Someone taught me a long time ago that everything you ever do in your business should be communicated to the Press. If you have won a new contract—tell your local Press. If you are moving premises—tell the Press. If you are making a donation to a local charity—tell the Press. If you are putting on an open day or a seminar—tell the Press. You get the idea.
What you are doing is building a relationship with your local Press and also giving them material for use in their publication. They certainly won’t always print it, but you must still send it anyway. When they do print it, the readers’ perception of you is usually enhanced.
Particularly valuable coverage is of contacts you make with local dignitaries or important new customers. Make sure you include a photograph of you with the people concerned. The more connected you appear to be, the more appealing and interesting you become.
If you have a good relationship with your local Press, there is a good chance they will print something about your seminar or event. This way you are getting free publicity which is what we all want. Not only is it free publicity, but if people see details of your event in the editorial of the paper, it will be perceived to be of high value and thus improve the take up rate.
A natural follow on from working with the Press is to write articles for the local paper or magazine—or indeed the publications read by your target audience.
If you are seen to be in print writing about your area of expertise, you will be perceived to be even more of an expert—again enhancing the apparent value of your seminars or workshops.
After you have written a number of articles, you can bind them together and sell them or give them away as valuable bonuses.
Never underestimate the amount of work needed to get people to attend a seminar. That’s why you should consider using all the tips featured here!
Always try to get other people to help promote your events for you—whether it’s the local Press, existing customers, business introducers, your accountant, your suppliers, your staff, friends or family. Get everyone helping and reward them afterwards.
If you are selling tickets, offer a generous commission to people who sell them on your behalf.
Very often a local Club, Society, Company, Printer, Newspaper, Hotel (in fact, anyone) would like to associate their name with your event. You should encourage this as firstly they may be able to provide funding, promotion, printing or perhaps an event venue free of charge.
But secondly, the right sponsor can actually help enhance the perceived value of the event itself if their name is on the promotional material - and thus attract more attendees.
One of the key benefits of holding a seminar, workshop or live marketing event is that it enables customers and prospects to see and experience your expertise.
You should play on this aspect, and look for volunteers amongst the attendees with whom you can work at your event. For example, if you are a Mortgage Broker and want to put on a seminar to show first time buyers how to get the best possible deal on their home loan, you can make available a limited number of ‘Hot Seats’ for people who would like to be used in your demonstration. Whilst many people will attend such a seminar and quietly listen, others will relish the extra attention.
Quite often seminar hosts who are charging an entry fee will charge extra for their Hot Seats—and people who want the extra attention will willingly pay the higher price of attendance.
Asking for referrals is a key aspect of running any successful business. Make sure that as part of your regular communications with customers, you ask them for the names of people they know who they feel would benefit from your seminar or workshop.
Equally, do the same at your event. Always ask people to complete an assessment sheet and include a question which asks for the contact details of people they know who could benefit from a similar workshop.
Choosing the right day of the week for your event can make all the difference to attendance levels. The most important thing to remember is to think about which day is most likely to be convenient for your guests - not yourself.
However as a rule of thumb, for full-day workshops or seminars go for a Friday. By Friday, many people who work are in ‘weekend mode’ and feel they can better justify a day out of the office. Though watch out for higher last minute drop-offs on Fridays.
Thursdays are the next best for full day workshops and the best day for anything up to a half-day event, followed by Wednesday and then Tuesday. Generally Monday is a no no. But as mentioned above, be guided by your target audience—which may of course mean that Saturdays or even Sundays are most appropriate.
I will soon be running Wedding Speech Workshops for Grooms, Best Men and Brides’ Fathers, and these will be a two and a half hour workshop on Saturday mornings.
Whilst people will first and foremost attend your event for the material that will be covered, they are often also influenced by the venue itself.
I have used Denbies Wine Estate in Dorking, Surrey as a seminar venue. Dorking is an old market town some 25 miles south of the centre of London and boasts England’s largest vineyard and a magnificent chateau-style visitor centre. When building the centre they were clearly aware of their potential as a conference venue and include as part of their delegate rate:
Denbies also has a superb shop where, naturally, the visitor or seminar attendee will not be able to resist making a purchase from a huge range of high quality goods and wines. As a location for a workshop or seminar, Denbies Wine Estate has much to offer and is likely to be far more attractive as a venue for your attendees than yet another hotel conference room.
Also think about a venue with interesting attractions or places nearby. Many people attending whole-day workshops will bring their partner, who will go shopping or visit an attraction whilst the seminar is being held.
Most people enjoy listening to experts when they speak. It is impossible not to be attracted to passion and expertise for a subject, so make sure you are recognised as an expert on your subject—if not, the expert. This is another reason why you should be regularly seen in print as this helps to reinforce the idea that you are indeed an expert on your subject.
Be careful when running seminars with other people who are experts in their area. Whilst they can potentially enhance the perceived value of the event, there is always the chance that they may be perceived to be more of an expert than you! If they are perceived to be so, guess who the audience will want to talk to after the event?!
It’s a common misperception that you should stick to just the promotional method that you think will be appropriate for your target market. We tend to make assumptions about how people like to receive information or promotional materials, and these assumptions are often based on our own preferences, rather than those of our prospects.
For example, don’t assume that your customers will not want to receive information by (for example) text message. Have you ever asked them?
There are dozens of different ways of promoting your product or service, but most of us stick to just a few—assuming that other ways just won’t work for your business. In short, different people like to receive information in different ways. Either find out exactly how your clients like to receive information or try out a variety of different techniques.
In the meantime, sit down and brainstorm all the different ways of promoting your seminar. Write a list now and then seriously consider using all of them. Some may prove too expensive for your budget, but at least you have now got a wide variety of options.
… in particular, give of yourself.
Most of us are in business so that we can keep a roof over our head and be able to feed our children. In other words, we work to live. But it’s taken me many years to realise that potential clients are really much more interested in me as a person than my business.
How many times have you heard the expressions?
‘It’s not what you know—it’s who you know.’
‘People buy people.’
In our hearts, we know these statements to be true, but most of us do little about it. If you want a sure fire way of getting people to turn up to your seminars or workshops, then get out there and start networking.
Let people see the whites of your eyes and get to know you as a person—you will be amazed at how many people you meet have something in common with you. And once that connection is made it becomes remarkably easy to find people to come to your seminars or workshops.
Along with your seminars and workshops, networking should be at the heart of your marketing strategy and today it’s easier than ever before. You don’t have to network in a face-to-face environment either—you can do it online as well! Why not join my own network on Ecademy to see what I mean. Simply send me a message from the top of my profile page by clicking on ‘Messages’.
Just as networking activities are a great way for people to see and meet you, your seminar or workshop is also a great opportunity for your attendees to meet each other. This may sound obvious, but it is worth stating in the promotional material for your event that it will be a ‘great networking opportunity’ for people who attend.
State this as a key benefit of attending.
I’ve saved one of the most important tips to last.
To put it bluntly, there is absolutely no point at all in trying to put on a seminar or workshop or other meeting if you only give the potential attendees two weeks notice. Ideally, you should start planning and promoting your event as much as five months before the day.
Once you have put on a couple of events and have got to grips with what needs to be done and when, you can bring it down to three months. Furthermore, if you only give people a couple of weeks notice, you are subtly telling them that the event can’t be much good because it hasn’t taken very long to arrange! The longer the time you take to promote the event, the more people are likely to hear about it and the greater the perception of the event’s quality and value.
In short—take your time!
21 Tips on How to Get Bums on Seats from my friend Philip Calvert:
Getting a room full of people is always seen as one of the main challenges when hosting a seminar, workshop, product demonstration or other ‘live marketing’ event.
Here are 21 great ideas to help.
- Charge an entry fee
- Bonuses for attendence
- Irresistible material
- Stress the benefits
- Early bird discount
- Discount for booking on-line, by fax, etc
- Door prize
- Invite existing clients
- Invite business introducers
- Bring a friend
- Work with the press
- Write articles
- Get help!
- Get sponsorship
- Hot seats
- Ask for referrals
- Choose the right day
- Choose the right venue
- Be recognized as an expert
- Use all types of promotion
- Give to get…
- Bonus tips
Charge an entry fee
A lot of people I meet are tempted to put on their own seminar or workshop, but when you suggest to them that they charge people to attend, they often see this as a step too far. Their perception is that it is hard enough to get people to turn up at all, but if you make a charge as well, then the likelihood is that no one will turn up.But in actual fact, quite the opposite can happen. Why is this?
The answer lies within very simple psychology. By making a charge for entry, you are raising the perception of the quality of the event. ‘If I have to pay for it, then it must be good!’ Potential attendees will also perceive you to be more of an expert—again subtly telling them that this is an event they absolutely must attend.
A small point also worth mentioning is that if someone has paid to attend, there’s a very good chance they will actually turn up!
Bonuses for attendence
People will make the decision as to whether they will attend your event based on the degree to which they believe the material will be of benefit to them. Some will also come out of curiosity and some may come ‘just for the freebies’. (Sorry—it’s a fact!)
By offering additional bonuses for attendance, you meet the needs of most people attending. For those coming along for the brilliance of your material, ‘extra stuff’ will be perceived as adding extra value. It also helps people to believe that you have a lot to give by way of expertise and that they won’t be short changed on content at the event itself.
Your bonuses for attendance could be anything from:
- Extra material on your subject which is only available to people who attend your seminars.
- A free ’special report’ on some area of your expertise.
- A free book or audio CD
- Free advice by email for (say) 6 months after the event.
- A discount voucher off your product or service
- Something else that meets the needs of your target market that is unique to you—but only available to attendees of your event
Be creative, and remember to state the value of your bonuses on your promotional material. If possible, try to make the value of your bonuses equal to or worth more than the value of the event itself.
Irresistible material
If you have done your homework you will know exactly what the needs or problems are of your target market. Once you know this, make sure that your seminar tells them how you can either solve these problems or enhance their bank balance or lives or whatever.
People won’t attend if they can’t see what’s in it for them—it’s that simple. So find out what they want, and then give it to them!
Stress the benefits
Benefits, benefits, benefits!
Stuff your promotional material with the benefits of attending. Check and double check that you are not just stating what you will cover in the workshop, but how people will benefit by attending.
Check everything that you write on your publicity material—whether on-line, in a leaflet, an advertisement or mail shot, and test it to make sure that every feature of your event is accompanied by a corresponding benefit.
And remember to relate the benefits to the needs of your target market. As above—make the benefits irresistible!
Early bird discount
The early-bird discount is still one of the most powerful draws when putting on seminars. It obviously pre-supposes that you are going to charge for attendance.
The discounted price is of course your actual price, so make allowances in your costings. The important thing to remember is that this is a vehicle for getting people to get their act together and book quickly, and a deadline should give them sufficient motivation to do so.
However, if someone telephones three weeks after the deadline and says they missed it because they were on holiday; make sure that you still offer them the discount. People want to find you friendly and flexible, so give them the discount anyway.
The combination of being charged for the seminar (which implies value), plus a discount is very powerful. Make sure you use this important technique.
Discount for booking on-line, by fax, etc
As we said above, a discount combined with real value is extremely effective in getting people to book.
Therefore it’s a good idea to offer additional discounts which reflect the many different ways there are to book up. Offer a discount for booking on-line, a discount for booking by fax, a discount for booking by text message and so on. Find an excuse to offer discounts and don’t assume that people will only want to book by post or by telephone. Give people choice!
If your seminar is free, offer extra bonuses (Special Reports etc) for booking in different ways.
Door prize
Simple one this—offer a prize draw for everyone who attends. It could be a copy of your book, CD or video, a case of wine, dinner for two or perhaps an hour of your time. Again, be creative.
Invite existing clients
Seminars and workshops are a great way of cementing relationships with existing customers. All business people know that they should be spending more time with existing customers because they are potentially the most profitable, so a seminar is a good way of doing this.
Another advantage of approaching existing customers is that they are likely to be predisposed to attending. They have already done business with you and if you have given them a good service, they may well be curious as to what else you have to say or offer them.
Invite business introducers
It’s important that your business introducers or associates are regularly reminded of the value that you provide. Your seminar is a great way of doing this and you should make a point of inviting all such contacts.
The event will help to reinforce your expertise in their minds and so encourage them to send you even more referrals.
Your business introducers can also help to promote your event for you (see Get Help below).
Bring a friend
A really good way to significantly bump up the numbers is to encourage people to bring a friend with them. If you are charging people to attend your event, you can either offer a discount on the second (or third) ticket, or even offer the place on a ‘buy one, get one free’ basis.
Quite often you will find that offering a free ticket for a friend is the only way you will get some people to attend at all. Although sitting in a room full of people anonymously is an attraction of seminars for many people (i.e. they can attend what is often a sales pitch without feeling that they are under pressure to buy), others will only go to seminars or workshops if they can go with a friend—perhaps for moral support.
Work with the press
I can’t stress enough how important this one is. Someone taught me a long time ago that everything you ever do in your business should be communicated to the Press. If you have won a new contract—tell your local Press. If you are moving premises—tell the Press. If you are making a donation to a local charity—tell the Press. If you are putting on an open day or a seminar—tell the Press. You get the idea.
What you are doing is building a relationship with your local Press and also giving them material for use in their publication. They certainly won’t always print it, but you must still send it anyway. When they do print it, the readers’ perception of you is usually enhanced.
Particularly valuable coverage is of contacts you make with local dignitaries or important new customers. Make sure you include a photograph of you with the people concerned. The more connected you appear to be, the more appealing and interesting you become.
If you have a good relationship with your local Press, there is a good chance they will print something about your seminar or event. This way you are getting free publicity which is what we all want. Not only is it free publicity, but if people see details of your event in the editorial of the paper, it will be perceived to be of high value and thus improve the take up rate.
Write articles
A natural follow on from working with the Press is to write articles for the local paper or magazine—or indeed the publications read by your target audience.
If you are seen to be in print writing about your area of expertise, you will be perceived to be even more of an expert—again enhancing the apparent value of your seminars or workshops.
After you have written a number of articles, you can bind them together and sell them or give them away as valuable bonuses.
Get help!
Never underestimate the amount of work needed to get people to attend a seminar. That’s why you should consider using all the tips featured here!
Always try to get other people to help promote your events for you—whether it’s the local Press, existing customers, business introducers, your accountant, your suppliers, your staff, friends or family. Get everyone helping and reward them afterwards.
If you are selling tickets, offer a generous commission to people who sell them on your behalf.
Get sponsorship
Very often a local Club, Society, Company, Printer, Newspaper, Hotel (in fact, anyone) would like to associate their name with your event. You should encourage this as firstly they may be able to provide funding, promotion, printing or perhaps an event venue free of charge.
But secondly, the right sponsor can actually help enhance the perceived value of the event itself if their name is on the promotional material - and thus attract more attendees.
Hot seats
One of the key benefits of holding a seminar, workshop or live marketing event is that it enables customers and prospects to see and experience your expertise.
You should play on this aspect, and look for volunteers amongst the attendees with whom you can work at your event. For example, if you are a Mortgage Broker and want to put on a seminar to show first time buyers how to get the best possible deal on their home loan, you can make available a limited number of ‘Hot Seats’ for people who would like to be used in your demonstration. Whilst many people will attend such a seminar and quietly listen, others will relish the extra attention.
Quite often seminar hosts who are charging an entry fee will charge extra for their Hot Seats—and people who want the extra attention will willingly pay the higher price of attendance.
Ask for referrals
Asking for referrals is a key aspect of running any successful business. Make sure that as part of your regular communications with customers, you ask them for the names of people they know who they feel would benefit from your seminar or workshop.
Equally, do the same at your event. Always ask people to complete an assessment sheet and include a question which asks for the contact details of people they know who could benefit from a similar workshop.
Choose the right day
Choosing the right day of the week for your event can make all the difference to attendance levels. The most important thing to remember is to think about which day is most likely to be convenient for your guests - not yourself.
However as a rule of thumb, for full-day workshops or seminars go for a Friday. By Friday, many people who work are in ‘weekend mode’ and feel they can better justify a day out of the office. Though watch out for higher last minute drop-offs on Fridays.
Thursdays are the next best for full day workshops and the best day for anything up to a half-day event, followed by Wednesday and then Tuesday. Generally Monday is a no no. But as mentioned above, be guided by your target audience—which may of course mean that Saturdays or even Sundays are most appropriate.
I will soon be running Wedding Speech Workshops for Grooms, Best Men and Brides’ Fathers, and these will be a two and a half hour workshop on Saturday mornings.
Choose the right venue
Whilst people will first and foremost attend your event for the material that will be covered, they are often also influenced by the venue itself.
I have used Denbies Wine Estate in Dorking, Surrey as a seminar venue. Dorking is an old market town some 25 miles south of the centre of London and boasts England’s largest vineyard and a magnificent chateau-style visitor centre. When building the centre they were clearly aware of their potential as a conference venue and include as part of their delegate rate:
- a high quality buffet lunch (their food is Egon Ronay recommended)
- a Wine Experience tour of the working winery on a specially made people mover
- a special effect 360° film, and
- a tasting of their magnificent wines in the atmospheric cellars
Denbies also has a superb shop where, naturally, the visitor or seminar attendee will not be able to resist making a purchase from a huge range of high quality goods and wines. As a location for a workshop or seminar, Denbies Wine Estate has much to offer and is likely to be far more attractive as a venue for your attendees than yet another hotel conference room.
Also think about a venue with interesting attractions or places nearby. Many people attending whole-day workshops will bring their partner, who will go shopping or visit an attraction whilst the seminar is being held.
Be recognized as an expert
Most people enjoy listening to experts when they speak. It is impossible not to be attracted to passion and expertise for a subject, so make sure you are recognised as an expert on your subject—if not, the expert. This is another reason why you should be regularly seen in print as this helps to reinforce the idea that you are indeed an expert on your subject.
Be careful when running seminars with other people who are experts in their area. Whilst they can potentially enhance the perceived value of the event, there is always the chance that they may be perceived to be more of an expert than you! If they are perceived to be so, guess who the audience will want to talk to after the event?!
Use all types of promotion
It’s a common misperception that you should stick to just the promotional method that you think will be appropriate for your target market. We tend to make assumptions about how people like to receive information or promotional materials, and these assumptions are often based on our own preferences, rather than those of our prospects.
For example, don’t assume that your customers will not want to receive information by (for example) text message. Have you ever asked them?
There are dozens of different ways of promoting your product or service, but most of us stick to just a few—assuming that other ways just won’t work for your business. In short, different people like to receive information in different ways. Either find out exactly how your clients like to receive information or try out a variety of different techniques.
In the meantime, sit down and brainstorm all the different ways of promoting your seminar. Write a list now and then seriously consider using all of them. Some may prove too expensive for your budget, but at least you have now got a wide variety of options.
- Bonus promotional tip: Change your answer phone message on both your office and mobile phones and add something along the lines of;
“If you would like information about our seminar programme/seminar on the 10th February, please let us know by leaving a message now or send an email to etc etc… “
Give to get…
… in particular, give of yourself.
Most of us are in business so that we can keep a roof over our head and be able to feed our children. In other words, we work to live. But it’s taken me many years to realise that potential clients are really much more interested in me as a person than my business.
How many times have you heard the expressions?
‘It’s not what you know—it’s who you know.’
‘People buy people.’
In our hearts, we know these statements to be true, but most of us do little about it. If you want a sure fire way of getting people to turn up to your seminars or workshops, then get out there and start networking.
Let people see the whites of your eyes and get to know you as a person—you will be amazed at how many people you meet have something in common with you. And once that connection is made it becomes remarkably easy to find people to come to your seminars or workshops.
Along with your seminars and workshops, networking should be at the heart of your marketing strategy and today it’s easier than ever before. You don’t have to network in a face-to-face environment either—you can do it online as well! Why not join my own network on Ecademy to see what I mean. Simply send me a message from the top of my profile page by clicking on ‘Messages’.
Bonus tips
Encourage networking
Just as networking activities are a great way for people to see and meet you, your seminar or workshop is also a great opportunity for your attendees to meet each other. This may sound obvious, but it is worth stating in the promotional material for your event that it will be a ‘great networking opportunity’ for people who attend.
State this as a key benefit of attending.
Take your time!
I’ve saved one of the most important tips to last.
To put it bluntly, there is absolutely no point at all in trying to put on a seminar or workshop or other meeting if you only give the potential attendees two weeks notice. Ideally, you should start planning and promoting your event as much as five months before the day.
Once you have put on a couple of events and have got to grips with what needs to be done and when, you can bring it down to three months. Furthermore, if you only give people a couple of weeks notice, you are subtly telling them that the event can’t be much good because it hasn’t taken very long to arrange! The longer the time you take to promote the event, the more people are likely to hear about it and the greater the perception of the event’s quality and value.
In short—take your time!
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