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Shared Seminar Results Boston 13 Attendees Baltimore 16 Attendees Orlando 22 Attendees Boston 68 Attendees Chicago 76 Attendees Orlando 79 Attendees I don’t want to share… The Counterintuitive… …The sum is greater than the parts An Amazing Selection of Unbelievably Priced Seminars! The Counterintuitive? Earn valuable CEUs Interact with nationally recognized instructors Protect lives and property Stay up-to-date with evolving fire protection and safety standards Brand Statements “There are 300 Fire Codes. And one reliable source to help you sort through them.” “Fire protection and safety standards are constantly evolving. NFPA gives you the most up-to-date information.” “Fire protection and Safety requires extensive knowledge in hundreds of areas. NFPA brings you experts in all of them.” An Amazing Selection of Unbelievably Priced Seminars! The Counterintuitive! …not our spin, but their perceptions More Counterintuitive? List Description Mailed Response Attendees % buyers of 70E 4,028 1.76% 71 40% healthcare section 436 1.15% 5 3% buyer of NEC $200+ 996 0.90% 9 5% electrical section 604 0.66% 4 2% buyers of LSC 101 5,967 0.52% 31 18% industrial section 421 0.24% 1 1% Total Lists 12,452 0.97% 121 68% * It’s counterintuitive: sometimes Expert instructors, handsome brochures, low prices…sometimes time-honored promotional and classroom practices do not serve Continuing Educationbest. Mark shares examples that confound those principles…resulting in increased attendee satisfaction and improved revenue. * Stress 2001… a new beginning Run by the engineers, then an educational consultantr Counterintuitive? Engineers too close, PHD too far * CVS – Need Based OH Question – excited by the deal? Frustrated when shopping for essentials? Betty the Bargain Hunter – “deals” - Coupons and Promotions Brenda the Beauty Queen – Attention and Support - Full Service Cosmetics Counter Beeline Bob – get in, get out - streamline TITLE’s comes after segmentation * No