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If unprofitable and initial expenses are insignificant, also cost of carrying out of the marketing test is insignificant – about $600. The test of the intrafirm program can be cheaper. Business of courses and seminars differs the low cost price. Capital investments in it possess low degree of risk and high value of actives. Here two factors of this successful combination: 1. Effective utilisation of "advertising dollars». 2. Careful check to an investment of money.

Effective utilisation of the means which have been released on advertising

About 2/3 total costs of a seminar leaves on the simple enterprise for creation of interest and attraction of participants is deceptive. Efficiency of marketing campaign – in depth and width of the advertising illumination accessible to your budget. It is most important of factors of the future success or a program failure. If you give advertising in the newspaper, it is necessary, that the announcement has caught sight to that group of the population in which the seminar can interest most of all. If you do advertising by a method of direct post dispatch of expensive brochures, before find potential participants. There are the technicians strengthening efficiency of your advertising. Such "will shave" dollars from its cost on each turn (are described in parts 2 and 3). Only through correct understanding of mass media and a diligent estimation of result of their activity, including each dollar of expected return, you can find the most effective kind of advertising. Attentive supervision over attractive force of your marketing will allow to stop quickly losses from a negative kind of advertising. By results of the marketing test it is easier to generate the real standard, allowing to estimate an advertising efficiency. Other programs can not approach to your concrete situation.

To check up before to put up money

The book publishing houses advertising the book to its writing for check of attractiveness are well familiar with this true. If reaction is good, the writer and printing house get the order for job. If the idea appears unpopular to few customers tempted with advertising it is informed on cancellation of the edition and money comes back. However for a seminar such method does not approach. Unless the principle of decrease in degree of risk remains. Check up therefore the program concept before to do serious expenses for its working out and materials. There are two reasons on which your first seminars should be inexpensive and have simple structure. 1. That it was possible to change quickly various elements of the schedule depending on varying circumstances and reaction. 2. To save the capital and to change the marketing approach for one more test if on the first employment the expected quantity of participants does not come.

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