Last week we featured how to launch a licensed trainer program to scale your certification brand.  As this element of your scaling strategy develops and more trainers  sign-up, you’ll need a robust and dynamic channel through which to sell  and manage multiple events across different regions.

Even before you’ve handed out your first certificate, you should have  planned the way you are going to manage event promotion, bookings and  contact. From the very basic to the most complex, there are various  options available. Ideally you want somewhere in the middle. What’s  important is that trainers appreciate that you are delivering a dynamic  solution to their workshop needs, and customers feel confident to book a  workshop through your event channel.

Let’s take a look at the options.

1. Build your own website and manually update events

Take a Wordpress frame, choose a template — there are templates recommended for event management businesses, check out ThemeForest,  and add a visual composer, and anyone with a little bit of time can set  up a reasonably designed website. If you have neither the time or  inclination to build it yourself, there are plenty of good website  designers out there who will build it for you. Not an expensive outlay  if you do your research.

However, once the website is built it doesn’t stop there. You’ll need  to manually update brand events. And unless you hire a content manager  to do that for you, will require a lot of time collating events from all  trainers, updating prices, sold out messaging, handling the enquiries  (often in different languages), payments, the list goes on.

This solution might ok when your brand is starting out and has few  collaborators, but as the business scales and more trainers and regions  licensed trainers come on board, this neither a realistic or effective  solution.

2. Creating your own event management application

When you have an established knowledge brand with a high volume of  events which generate an important income, you might consider investing  in a bespoke event management system. This option might be the only way  to achieve exactly what you want, but it’s an expensive solution, both  in terms of upfront development and the ongoing costs of improving and  updating functionality, and don’t forget about fixing bugs.

3. Integrating a third party management tool

From the limited, laborious and unattractive manual system, to the  extreme of a bespoke application. Somewhere in the middle of these two  we find the perfect solution, both in terms of cost and functionality.

Integrating a third party tool like Workshop Butler into the brand website will give you rich functionality, with little  ongoing management, at an economical cost. The workshop management tool  helps knowledge brands to sell their services and events in a much more  professional way. With built-in event promo pages, pre-designed themes  and automated management of each event.

The system handles all event registrations, attendee management,  follow up email marketing and attendee feedback and reviews. There isn’t  a system out there as robust and time-saving as Workshop Butler.

Using this type of system will also attract great trainers who don’t  have a marketing platform to sell their independent workshops. Aligning  their workshops with your brand will help them build their reputation  and sell more seats.

The system is entirely manageable outside of your website, so  licensed trainers can update their events within the Workshop Butler  system which are then automatically updated on the brand website.

You’ll also have access to real-time event statistics and analysis,  so you can review and develop your content and focus on the strengths of  weaknesses by region, trainer or type of workshop. Here is an excellent  example from Lean Change Management of how a knowledge brand uses the statistics compiled by Workshop  Butler to present their global events in a visually positive way, with a  call to action at the end.

The system can even be integrated to Slack and MailChimp allowing  licensed trainers to grow their email databases by adding attendees to  their event. And means they can invite attendees to their Slack  channels, developing their community and building relationships.

I know which I would choose!