Event Marketing

Guide to Using seminars as a marketing tool

Educate your customers on your products and services with the use of seminars.
By Jenni Simcoe

Customers like to do their homework before they spend their money. A great way to educate your customers and increase sales is with the use of seminars. Customers walk away feeling that they’ve learned something about a subject and if done right, the seminar has built a brand in the customers mind that is more than just the features of your product or service, but the benefits of using it. Seminars can serve many purposes including:

1. Introducing a new product to your existing customer base.
2. Helping to provide education on complex issues.
3. Building confidence in your company as a leader in the industry.
4. Providing new leads to build your customer base.

Action Steps

The best contacts and resources to help you get it done

Prepackaged seminars If you’ve never created a seminar, you might find it easier to adapt one that has been created for your industry and customize it to your products or services. Most turnkey seminars include everything you need to plan a seminar including Powerpoint presentations, marketing materials and a seminar outline.

I recommend:  FMT Solutions provides a toolkit for general seminars and customized turnkey seminar packages for several financial planning genres.

Opt for Webinars (web seminars) If your customers are spread across the country or around the world, consider providing a web seminar on your website. This allows the customer to view your seminar from anywhere at anytime.

I recommend:  Webex allows you to provide web seminars without dealing with the complex logistics of planning a seminar. Adobe Acrobat Connect Professional software enables users to communicate and collaborate instantly with up to 2,500 participants.

Write and design your own seminar If you have all of the information you want to convey, you can set up your own structure with the use of presentation software, props and a seminar outline.

I recommend:  Learn the basics of marketing and promoting your own seminar from expert Fred Gleeck on his website. Find out the 10 mistakes to avoid when planning your seminar at www.howtomarketseminars.com.

Logistics You need to plan the logistics of the seminar, including invitations, location, length, if there will be refreshments or meals, cost of the seminar if you intend to charge customers to attend, registration details, and what written materials you will provide.

I recommend:  Download free templates for seminar flyers, stage setup and audio/visual needs from expert David Knox. Study all the logistics of seminar planning in the online tutorial at www.financial-seminar.net. If you’ll regularly use seminars as a marketing tool, consider investing in event management software such as EventRegister or read our guide on choosing Event Planning Software.

Tips & Tactics

Helpful advice for making the most of this Guide

• Holding a seminar doesn’t require a huge investment. Consider holding small workshops at restaurants, your office or community centers to cut down on the cost of renting hotel meeting space.
• If your seminar is free and could be considered a community service, check local programs at the public library, senior center or community center to see if they will offer your seminar to the community. Some people are wary of attending a marketing seminar so you might attract a wider audience if it is presented as a community seminar.
• In your handouts to attendees, make sure to include sales information. At the close of your sessions, don’t be afraid to ask for the sale. It’s good business.