The problem is in the name: Lunch & Learn.
Lunch gets top billing. Learning is an afterthought.
Obviously, this is not the case. Your chamber spends a lot more time deciding on the programming and the speaker than it does figuring out the menu. Some chambers even host lunch & learns as brown bag events where attendees bring their own lunch and it’s not provided by the chamber.
But what if you charge for your chamber lunch & learn and someone asks if they can come for free if they forgo the meal?
Should you allow this payment exception?
Make This Small Change to Your Chamber Lunch & Learn Marketing for Less Headache
The question of whether you should allow someone to attend your event for free becomes a complicated one. If you make such allowances, who will patrol them? If you let everyone come without paying for lunch will this become the new majority? Or are you simply looking for attendees and you don’t care much about lunch payments?
This quickly becomes quite the conundrum.
Instead, take a tip from the Mt. Sterling-Montgomery County Chamber. They build up the marketing around the learning topic and the speaker, not the lunch. The lunch is billed as a small asterisk, which reads “lunch provided.” That way it becomes an added bonus, not the first thing people see.
Another way to take the focus off of lunch is to move it to a time outside of the lunch hour or, as mentioned above, make it a bring your own lunch. That way it is very clear they are paying for the speaker, learning, networking, and venue.
If you feel like that’s not enough of a draw, offer unexpected bonuses for attending. It could be a little treat or a special drawing. These unmarketed bonuses will condition people to be on the lookout for some unadvertised special. It will also cause people to talk about the bonus, which helps word of mouth marketing.
It’s never about the food at your chamber lunch & learn so why give it the top marketing spot? Instead, find a name that is more fitting for the quality education they’re receiving on that important topic.
A must read for all Chamber Professionals...