Ten
Steps To a Successful Seminar
By
David P. Kowal
An
ad can't do it. Neither can a brochure, a web site or even a
trade show. Only a seminar can bring you face-to-face with a
room full of potential customers who - if your presentation
is effective - will hang on your every
word.
A
seminar can present a significant marketing opportunity, but
whether the opportunity translates into new business depends
on many factors. The following 10 steps will increase the
likelihood that your seminar will
succeed:
1.
Identify your audience. Your entire seminar, from the
selection of a topic to the promotion of the seminar, will
depend on how carefully your audience is selected. Pinpoint
your audience as specifically as possible, and remember that
few people are likely to drive more than 20 miles to your
seminar. If your target audience is more broadly dispersed,
consider holding the seminar at multiple
locations.
2.
Pick a Topic Carefully. Remember that you will be asking
people to take time out of their busy schedules to attend
your seminar. People will come - but only if you choose a
topic that is important to them. If your topic is too broad,
you may not be able to adequately cover it in a seminar. If
it is too narrow, you may exhaust the subject too
quickly.
3.
Consider co-sponsoring the seminar. A co-sponsor can
increase the value of a seminar, while decreasing its cost.
If, for example, a real estate firm co-sponsors a seminar
with a law firm, both can invite their clients and be all
but assured of a sizable turnout. When two firms are
involved, there is an implied endorsement of each other's
services. In addition to sharing the podium, the co-sponsor
can share costs.
4.
Use visuals. People remember what they see much better
than what they hear. An oral presentation without visuals is
likely to be forgotten quickly. Overhead transparencies are
adequate, especially for a one-time seminar, but an
electronic presentation or slide presentation is much more
likely to leave a positive
impression.
5.
Use handouts. People have short memories. Unless your
audience has something tangible to take away with them, they
are unlikely to remember the seminar for very long. Handouts
may include a schedule, backgrounders about the speakers,
company brochures and reprints of appropriate articles.
Consider a handout with your slides or overheads on the left
side of the page and blank space for taking notes on the
right.
6.
Practice. Remember that the speaker or speakers are
representing your business. If they lack poise or polish,
they can harm the image of your company. Even if your
speakers have the requisite communication skills, they
should rehearse to ensure that they feel comfortable with
the material and that the material can be presented
comfortably in the time allowed. Leave plenty of time for
questions and answers.
7.
Network. Leave time at the beginning and middle of your
seminar to provide an opportunity to meet people. Staff
should be required to attend the seminar and to make contact
with selected attendees. Seminars provide an excellent
opportunity for prospecting, but, depending on the nature of
the seminar, staff should avoid being overly aggressive;
exchange business cards and talk shop, but don't be
overbearing.
8.
Promote the seminar adequately. Mailing an invitation
isn't enough, even if you rent a well-targeted mailing list.
Consider sending a postcard reminder and calling by phone.
Advertise and send out a press release if the seminar is
open to the public. Be certain to call people who have
registered the day before the seminar to remind them to
attend.
9.
Develop Evaluation Forms. Hand out evaluation forms to
attendees. Tell them about the forms at the beginning of the
seminar and remind them about the forms when the seminar
ends. Be certain to review and analyze the results, and use
the information in planning future
seminars.
10.
Follow up. Develop a data base of names of people who
attended your seminar and update it frequently. Send a
follow-up note within a week after the seminar thanking
people for attending. Consider also sending fresh
information, such as a reprint of an article, about the
seminar topic or a related
topic.
Follow
these steps, and your seminar is likely to be a worthwhile
investment.
David P. Kowal is President of Kowal Communications, Inc. of Northboro, Mass. He can be reached at kowal@kowal.com.
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