Transforming Event Attendance and
Conversions for MJB Seminars

Overview

MJB Seminars faced a PR crisis after being labelled a “cult” by national media,damaging its reputation and losing public trust. Tasch Turner was brought in torebuild the brand, re-engage the audience, and drive sustainable growth.

  • Paid Event Model: By introducing a nominal ticket fee, MJB attracted moreinvested attendees. Attendance rates increased significantly, with over 70%attending each session.

  • Pre-Qualified Audience: The paid model ensured attendees were both financially prepared and genuinely interested, boosting conversions to premium products, with over 50% purchasing by the end of each workshop.

  • Video Sales Letters (VSLs): VSLs and Anti-VSLs addressed customer objections and drove interest, while SEO-focused blogs improved organic traffic.

  • SMS Campaigns: Personalised SMS reminders improved engagement, reduced no-shows, and strengthened client follow-ups.

  • Streamlined Ticketing: Automated ticketing processes improved efficiency and customer experience.

Strategy & Implementation:

  • High Attendance & Engagement: Consistent 70%+ attendance and deeper audience connection.

  • Increased Conversions: Over 50% of attendees converted to premium products.

  • Enhanced Digital Presence: Improved SEO and content marketing boosted online visibility and lead generation.

  • Stronger Brand Reputation: Restored trust and positioned MJB as a leader in personal development.

Key Achievements

Results

Through a combination of targeted pricing, engaging content, and personalised follow-ups, MJB Seminars turned its events into effective sales channels, rebuilding its reputation and achieving long-term growth.

Most importantly though, rebuilding the brand health and product portfolio meant that this physical group seminar business was sufficiently resilient to move online during
COVID, ensuring MJB has survived and thrived.

Turner & Co. excels at creating cost-effective, high-impact campaigns that bring brands to life. Bold, data-led and sharable, we apply our unique lens to initiatives great and small.

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