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Certifying all it, the parties also have made the given agreement.

THE ADVISER ___________________ Date THE COMPANY _________________ Date

(The note: we advise to the reader to consult with the lawyer, before to sign any contract.) http://evartist.narod.ru/text5/57.htm - _top#_top

Chapter 6 ESSENCE

Making the greatest success in business of the organisation of seminars should check carefully correctness of the concepts (plans of programs and advertising strategy) to an investment of solid sums of money. There is a set of the changing factors, capable to affect financial success of a seminar/courses. In practice of the adviser constantly there are the clients, ready to enclose some thousand dollars for check of the concept of a seminar. We advise to be spent less. Almost any seminar can be tested less than for one thousand dollars. If you are advertised by a method of direct dispatch, the geographical arrangement of a place of carrying out of a seminar not so is important, as cost of the advertising. The postage in other end of the country is identical that leave on a parcel in other part of street. We will admit, delivery of materials to directly potential listener will manage in $0,30. Then for $900 it is possible to test the three-thousandth market. However at use of mass media the geographical position becomes very important factor of reception of good results of the test and reduction of expenses on marketing. In this case you will be helped by the subsequent information.

Choice of the market for the test

If the seminar is a success in the good market for the test (in small or the average size small town), it, probably, will be successful and in megacities in the national market. With this important condition it is necessary to be considered at a choice of the market for the test of the program. 1. Availability of mass media. Uniformity of mass-media – a perfect condition for the marketing test. Those in nearby cities for certain will not affect the test in local mass media. For example, Santa Barbara – the perfect market for the test of region of Los Angeles though its some inhabitants also read «Los Angeles Times». The local newspaper of Santy-Barbary covers from 60 to 62 % of the market. Therefore for achievement of the majority of representatives of the market of Los Angeles it is not obligatory to address in «Times». 2. The demographic structure of the tested population of the small market should be same, as well as cities by which you will be guided further. 3. Cost of mass media. If local mass-media are isolated from those in nearby big cities, it will save to you the considerable sums of money. 4. Convenience of carrying out. In small cities which you will choose for seminar carrying out, usually there is all necessary for program presentation (a suitable hall with the necessary equipment, comfortable transport from the airport/station to hotel, and from it to restaurants). 5. It. In one regions the program will have it success, than in others that can result in incorrect conclusions under the test. There are regional distinctions, absolutely inexplicable and unpredictable without practical check. Therefore it is useful to carry out tests as in places with conditions of the market known to you, and on unfamiliar soil.

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