SEMINAR MARKETING: HOW TO HOST A SUCCESSFUL SEMINAR
Consistently we are asked, "what seminars are working
the best?" There are several answers to this question.
The first key is to decide what audience you want to go
after. The largest attendance and response is
from the senior market. A good list would be the people
over 55 with a household income of $30,000 or more. Several
people want to target a higher income. They believe they
want to go after only the high net worth clients. Increasing
the income will reduce your attendance dramatically. We
like $30,000 because it will allow you to pick up the retired
couple showing social security as income but with a high
net worth. The toughest market seems to be the business
owners. If you want to go after the business owner, try
sending a piece that will ask for an appointment at their
office. It is much more convenient for them.
The next key is to decide what type
of products you want to discuss. The topics that are drawing
the biggest audience include taxes, estate planning, market
volatility, and fixed income alternatives. The public is
tired of hearing just hold on and it will get better. They
are looking for some solid advice and maybe a different
plan of action.
We also have several people ask us
if it is necessary to provide dinners. The common concern
seems to be I don't want to feed the eaters. Well you have
to accept that you are going to get some eaters, it is part
of the business. In my opinion, it is much better to offer
a meal with the seminar. We have been seeing at least twice
as many people show up for the seminars with dinner or lunch.
If you want to save some money, have one or two dinners
and one or two lunches on each invitation. The lunch crowd
is usually 50% of the dinner crowd. Some people prefer
to attend a lunch session as opposed to a dinner so don't
be afraid to run lunch seminars.
If you have any specific questions, please feel free to
call us at 800-506-4711.
Scheduling and
planning for your next seminar
Brokers and agents often tell me they like the idea of running
a seminar and being in front of a large group of prospects.
Then I ask them why they aren't doing seminars. The standard
answer is "oh they are too much work". There is
a certain amount of work and set up that goes into putting
on a seminar, but once you do one or two it gets much easier.
Understanding the steps that need to take place and the
timelines involved makes the process move smooth. Forty
days seems to be a good prep time unless your compliance
department is extremely slow. Almost all of the work can
be completed within a few days.
Between 35 and
40 days out:
1. Talk with the restaurants in the
area and get prices on room charges and meals. Try to get
a restaurant that is willing to work with you. Most first
offers can be negotiated. Get a location that is in a central
location and easy to find. Also look for a place where you
normally see the prospects you are looking to attract.
2. Set up your mail invitations and
start working on a draft to send to compliance. Most people
tell me they get their piece approved within three to five
days.
3. Decide on the zip codes and criteria
for your prospects. Several people like to take the zip
code of the office or the restaurant and take a radius search
to reach the desired number of invitees.
4. If you are using a phone service
to keep track of your responses, call them and set the service
to start 21 to 24 days before the seminar. This is when
your prospects will be receiving their invitations. Make
sure the service knows how many people can attend each seminar.
5. Confirm the list and have it ordered.
As you get close to the seminar date,
practice your presentation and delivery. Focus on being
enthusiastic and direct. This is your opportunity to win
the respect of the audience. They are at the seminar to
hear new ideas and change their current situation. The most
successful seminar speakers don't push products on people
but rather express easy to understand concepts and solutions
to problems. A few days before your seminar call the restaurant
and confirm the number of people that will attend. Make
sure they have everything set up at least one hour before
the guests will arrive. The next thing you know you will
up in front of a group of interested people sharing your
ideas.
Good luck and good selling!
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