A properly organized and delivered seminar can be a very powerful tool in your marketing tool box. The problem is, many marketers don’t get as much out of their seminars as they could due to a few very common mistakes that can be easily avoided.
Mistake 1: Ineffective Invitations
The quality of the piece you mail matters greatly. In choosing the proper mail piece, keep in mind that it will be held and touched as well as looked at. That’s exactly the reason why direct mail leaves an impression that lasts longer than email. It adds the tactile impression. A good invitation will both promote and inform individuals about the topics you will be presenting. Adding several bullet points explaining why your prospects need to attend in addition to a basic description of what will be discussed will help attract more prospects.
Mistake 2: Timing Your Mailing-Mailing Too Soon or Too Late
Be sure to mail out invitations so that they arrive 7-10 days prior to the first date advertised on your invites. A seasoned and experienced marketing consultant can greatly assist you in making sure that happens.
Mistake 3. Wrong Venue
Choosing the right restaurant for a dinner seminar can either make or break your seminar event. Both too expensive and too cheap venues can produce poor results. Also, it is highly recommended to stay away from ethnic (Chinese, Thai, Mexican, etc.) restaurants. If available, a good medium-priced steak house is usually your best bet.
Mistake 4. No Confirmation Process
Not having a proper confirmation process can lead to a much larger attendance fall-off from individuals registered to attend your seminar event. A confirmation letter that includes directions should immediately be sent to all individuals that register to attend. Also, a second “touch” should be made by placing reminder calls either the day before or the morning of the event to confirm they will be attending.
Mistake 5. Poor Presentation Skills
Reading off flashcards and not knowing how to use PowerPoint are two sure-fire things to make your attendees snooze. You need to know your presentation like the back of your hand and hone the skills of delivering it correctly.
Mistake 6. Not Immediately Following Up After Seminar
The timely follow-up is essential to achieving seminar success. It is one more opportunity to close a prospect who is still in doubt or to help build a rapport with a new client. Follow up calls to set appointments should begin the morning immediately following the seminar. Waiting longer than 24 hours past that time will lead to a greater risk of being forgotten by the client.
To learn how we can help you increase the profitability of your next seminar event… Give us a call!