Seminar Marketing

Seminar marketing isn't appropriate for every type of business, but if you sell products or services that can be customized or adapted for many clients, and require technical knowledge, then seminar marketing could be a very effective tool. The types of clients for which seminar marketing could be effective are: Computer systems integrators, attorneys offering widely used legal services such as estate planning, cosmetic surgery, weight loss systems, consultants offering specific solutions to business problems, and many others.

A client or prospect that is willing to leave their comfort zone (the office) and come to your facility to learn more about a product or solution is sending a message.

The message could be

  • We are in serious need of help with this problem and I don't know where to start.
  • I know we need to do solve this problem. My boss doesn't recognize it yet. I want to be ready when he does.
  • I'm trying to stay current on what is happening in my industry.
  • I want to get out of the office and have a free lunch. :-)

Another great aspect of seminar marketing is that the invitation to your seminar (whether delivered via direct mail, email, print ad or personal invitation) is also an advertisement for your company. Whether the recipient is interested in your seminar or not, they are still reminded of the product or service you provide. The invitation is another "drop" in the on-going process of "drip marketing".

A typical seminar planning process would be:

  • Choose a topic that should be of interest to your customer base and is something that you can sell.
  • Plan your presentation to be clear, concise, factual and understandable for the layman.
  • Plan a date for the seminar - consider doing 2 sessions of the same seminar in one day (morning and lunch).
  • Develop the story of the benefit of your product or solution, identifying your clients' problem and showing how your offering helps solve that problem.
  • Deliver the invitation using direct mail postcards, email blasts and personal invitations.
  • Follow-up with all registrants with a confirmation, directions, and a reminder the day before.
  • Welcome your guests with a friendly, non-sales approach. Make sure they feel that you are there to give them the information they came for, not to ask them for a PO.
  • Make a content-rich presentation and then try to inspire group discussion. You won't believe what people will disclose under the cover of group discussion with peers.
  • Take a short break during your presentation and have you sales people go into the audience to meet the clients in their territory.
  • End your presentation with information on how the attendees can get more in-depth about the topic in a private meeting to discuss how the solution might fit into their company.
  • Follow-up with thank you notes for attending the event.
  • Keep the attendees on your contact list and contact them with future seminar opportunities.

This approach has proven very valuable for many of my clients. After running a seminar series for awhile, most find that they can trace many sales and new client relationships back to seminar attendees.

Contact me at 317-258-8608 to discuss how seminar marketing could increase your customer base and profitability.