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Promoting a Bootcamp

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How is promoting a bootcamp different from promoting a short seminar? Most of the principles of seminar promotion discussed in the preceding section will work equally well for a bootcamp. But because a bootcamp is by definition longer and generally more expensive than a seminar, your marketing must be more intense and extensive. Since most of your attendees will probably be traveling to the bootcamp site, long lead times become important.

If you’re going to use direct mail to promote a bootcamp, you should plan a series of long sales letters starting about 10 to 12 weeks before the event.

As with everything in this area, long copy works best. I suggest you start by sending people a long and detailed sales letter. Then follow up with another fairly long sales letter two weeks later. Follow up with another four-page letter two weeks after that. Then send a final postcard one week after that. This will get as many people as you can get to come.

If you live in a city that people would like to visit during that time of the year, you can host the bootcamp in your home town. If not, consider doing the bootcamp in a location that people will perceive as a fun place to be during that time period. Keep in mind that many people will bring their spouse or significant other.

Make it fairly inexpensive for people to bring additional people. Depending on how high a price point you choose, you may want to let spouses or other employees come for no charge or a very nominal additional charge. (Be sure to cover at least the hard, out-of-pocket costs associated with each additional attendee, however.)

I got a solicitation for a bootcamp that I wanted to attend. They charged $1995 for the event, but allowed you to bring up to three additional people from your organization at no additional charge. What did I do? I rounded up three friends and we claimed that we all worked for the same company and we split the total fee. Expect people to do the same at your events. But, who cares? The marginal additional cost of supporting another attendee is minimal. 

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