Hello everyone,

Thank you, in advance, for any information you are able to provide.

I started my business last year in the area of manners and etiquette instruction. It has been received favorably in my geographic area. I am planning a large conference for the spring that is directed to teens and is being described as "Navigating the Real World." The plan is for me to instruct the group on table manners during lunch and have several break-out sessions where industry leaders discuss the topics that today's teens will be facing in the real world. For example, a rep from the banking industry would instruct on how to manage a checking account, write a check and perhaps on investing in an IRA (or something) at a young age and the benefits that come with it. An insurance agent would discuss renter's insurance, car insurance, life insurance and how those areas relate to teens who may be leaving their parents home and venturing out on their own.

My questions are:

1. What should an effective media plan look like so that I can reach as many people as possible who might be interested in an event like this? I'm looking at a Saturday in Spring 2010, probably 9:00-3:00.

2. How do I approach a business for underwriting? For example, "would you like to underwrite/sponsor our afternoon snack?

3. If a business does agree to underwrite/sponsor, what do I give them in return? Is it enough to give them an ad in a program and on my advertising?

Thanks for any answers to my questions and other ideas that I haven't considered!!

Sincerely,
Maryann

Hi Maryann:

I second everything that BizReasercher said.

I wanted to address your advertising question. You could offer to advertise in the program and/or put links on your website. Also, when the teens (and/or their parents) register for the event, you could take their e-mail addresses and then do a newsletter e-mailing as a follow up after the event. You could also keep that information and then do a monthly e-newsletter where you continue to promote the sponsors. In this case, you can tell the sponsors that they will get 6 months or promotion or 12 months or something like that. You could also do a physical mailing after the event (or before the event in a welcome packet) but that will be more expensive.

Also, have you decided what you'll be charging. You'll want to be careful not to overcharge, particularly in this economic climate. Moreover, if you charge very little, you'll have more attendance and you'll have a much easier time to get celebrity speakers (because you can promote it more as an event open from the rich to the poor).

Good luck!

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Many thanks to the very informative information and suggestions. The ideas you shared have definitely given me a terrific strategy to follow to get the event up and running!

This website is such a great resource!

Have a great day!