Case Study on Seminar Marketing Using Facebook Ads

Case Study on Seminar Marketing Using Facebook Ads

Seminar Marketing Case Study

At Radical Marketing, we’ve been helping clients all over the world fill up seminar rooms for the past 2.5 years…with great success.

But apart from testimonials, we’ve never shown any real stats or revealed some of the inner workings of our seminar marketing strategies.

In this short video, we’d like to show you how we’ve been helping a client in Malaysia to regularly fill up their rooms for over a year.

In fact, we’re opening the curtain on some of the key elements of our success.

We hope you can glean something from this and get inspired to start marketing your seminars using Facebook Ads.

 

 

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Video Transcription:

Hi guys, this is Terence here. What I’d like to show you today is a case study of how we helped climb in the seminar space to actually increase the number of registrations and attendees and show up rates at the event. So this is a case study based on a client in Malaysia. All right, so they are in the business of training people on how to invest in the stock market in the US stock market. So their whole model is basically they get people to attend the preview event and at the preview event, they educate them and give them the opportunity to purchase a $2,000 training. And I’m talking US$2,000 roughly. Right? Okay. So this is their campaign before we started working with them. Alright. So as you can see they were doing pretty okay. I mean, they were getting like 170 registrations for their event in this case.

And I actually picked the best events. So some events were much less, but I actually picked the best event so that they were running so that we can kind of compare how we actually improved it. Right. Rather than pick the worst event, which is easy to kind of improve on. Right. So, yeah, so they managed to get 170 registrations for this particular event and the cost. So in US dollars, it’s roughly divided that number by four. So you’re talking about US$20 dollars to get one registration, which, it’s not too bad at all. Considering they’re selling a $2,000 package in the backend with further upsells. Right. So what they meant had to spend to acquire 170 registrations was around 13,000, which is about just over $3000 USD. All right. So the main challenge when it came to me was not so much to reduce the costs, but to actually increase the number of registrations because they have this funnel that’s working already and they just needed to pump the numbers into the funnel, right? To make it more profitable and scalable. And they had tried all sorts of things and obviously running their own Facebook ads as well. They couldn’t get the results that they wanted to grow the business. So this is what I like to show you next is the second campaign that we ran for them to in the same space. Right. So as you can see we managed to more than double, the number of registrations

That they had from 117 in the first case to 360. Okay. And we also managed to reduce the cost per registration from $70 cost $80 in local currency down to about $27 in local currency. Once again, divided that by four, if you want exact US dollar figures. Right. Okay. So we managed to double their registrations and reduce the cost by about two thirds at the same time. You know, we are actually spending less compared to the first campaign. So overall they had a decrease in costs, actual costs. They had a decrease in registration cost per registration, and also increase of double of the actual numbers that are registered for the event. Okay. So this was about over a year ago when we first start working with them. You probably thinking, oh, that’s just a once of, so fluke. Right. So I wanna show you the last campaign that we did, which was just completed last month.

Okay. So once again, we are still hitting over 300 close to 350 in this case for registrations, we actually shut it down. We actually could get more, but because of space constraints, we actually stopped the campaign. Okay. And, and cost has gone up a bit. As I mentioned, they’re selling the backend for about $2,000 and it’s costing them less than $10 per registration, right, in terms of US dollars. So it’s still pretty good. Still cost is fairly decent, right? Reason for this cost rise is mainly because in the past year there has been an influx of advertisers on Facebook, right? So because Facebook works on a bidding system. So the more people that come to bid obviously costs get higher and we’ve seen costs definitely increase on a cost per impression basis. So there’s very little we can do about that. So we’re still keeping costs relatively low, which is great. And, to be honest, in some cases we had, we had campaigns where costs actually went to $40 plus local currency. But you know, it is still a good earn for them because they’re getting, $2,000 conversions in the back end.

So one of the other key things I want to mention as well is that you’re probably wondering. Out of these people, that register, how many actually attend? Right? So from recollection, when they first, when they first engaged us, they were talking about, there was a 30% what you call that registration to attendance ratio. Now we’re averaging over 40%. So we actually increase that on average by about 10%, I believe. Now our various strategies we put into place in order to achieve this. One of the few initiators was to actually retarget people who registered for the event so that they actually reminded about the event. Okay. And that’s one way to do it. And of course, we had other strategies that we put in place as well to make sure more registrations show up for the free event.

Okay. And in some cases, we actually hit over 50% to show up rate. Okay. So yeah, that’s why we had to limit the numbers in each case because the room is limited to 200 people only. So we can’t fit in more than 200 people. And in some cases, we had more than 200 people. We, they actually had to use an overflow room and those people in the overflow room were watching a live feed, which is obviously not that as good as seeing the person live. Right. So that’s been the scenario and I just also wanna point out, this 335 is probably on the low end because actual registrations, we actually had, I think over 420. Why this discrepancy? Is because we allow people to actually bring a friend along. Okay.

So there are people who actually bring their friends along and which increases the actual number. And we also have people coming in from different channels as well. Referrals of course, which go directly to, their event, which don’t come through Facebook. So yeah, all more, it’s been a successful outcome for them. So I just want to basically show you how the ad was and what we actually changed to make this massive improvement in the ad performance. So one of the key things was basically the ad copy itself and the messaging. Right. So I just wanna show you briefly what it looks like. Okay.

So this is the current ad copy. Now, to be honest, we have gone through so many versions with changes in images, in headlines and all that stuff. It’s like incredible why we had to do this. Well, first of all, we want to optimize our ads to see what works and secondly, people get, there’s a thing called ad fatigue, right? So after seeing the ad a few times, people tend to ignore it. So we need to use different approaches to get people right, to get their attention. And also, this, for example, this hook about replacing your full time job by investing may appeal to some people, but it also may not appeal to other people. Cause some other people may like to work. They don’t want a quit a job, but they might want a second income.

Right. So we have to try all these different approaches to target PE different people with different hot buttons. So, it’s not like you can kind of do an ad, put it out there and forget about it. So this ad may work right now, but maybe next month we have to change it to something else. And we’re constantly split testing this ad as well along with the landing pages and the whole funnel, right? So that we keep optimizing the performance of our ads and our funnels. All right. The second thing we did was also target better audiences. So previously they were targeting pretty much interest base audiences only. So when we came in, we actually started targeting, creating, lookalike audiences. We started creating retargeting audiences and better audience targeting has also resulted in a reduction and better performance.

Okay. So these are probably the three things that we did better landing pages, better copy and better targeting. All right. So that’s how we managed to achieve this. And I know that Facebook ads works for most people in the seminar space, and I hope this has inspired you to give it a try yourself. Or if you think this is something that you like a professional and expert to actually manage please feel free to contact us. We’ll be happy to see, whether we can help you out and whether we have a good fit working together. So thank you so much for watching this hope. This was very interesting for you and hope it inspired you to take action and gave you some ideas to grow your business as well. Thank you.

 

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