Conducting a seminar either that’s free or fee-based is a fantastic way to build your brand, your reputation and your expertise. Once you are known as the expert in your field via your seminars, you’ll be better able to build your client base and your referrals. You’ll also be able to capture new subscribers for your newsletter and gain testimonials you can post on your website as well as in your marketing materials. And if you have books to sell that align with your seminar topic, seminars are the perfect avenue to have “back of the room” sales so participants can purchase your book. So let’s get started!
Coming up with a good topic
All great seminars start with a topic. How can you help people? How can you solve a problem? What in your industry causes customers confusion? Your seminar topic’s title should also be specific and compelling. For example,”All about Today’s Real Estate Market” is too broad. Instead, you should title your seminar,”The Ins And Outs of Selling Green Homes to Today’s Savvy Homebuyer.” Coming up with a topic requires you to listen, take notes when someone mentions a problem their having and research blogs and papers in your field.
Planning and more
o Where
First, you need to figure out where you’ll have your workshop. When you’re first starting out, try finding free places such as the local library, community centers or friends’ businesses that have adequate office space. Once you’re more established, negotiate with agencies and business owners who will take a cut of your participant fees.
You’ll need to consider having enough tables and chairs. Also consider if your chosen location has available parking, and is handicapped accessible.
o Fees
Will your workshop be fee-based or free? If it is fee-based, is the agency who is hosting it taking a certain percentage of your fees or is it a flat fee? How many participants do you need to cover the fee? You also need to know what is your minimum number of participants to make it worth your while.
o Publicity, Marketing
How will you publicize your event? Will you use flyers in key locations that would attract your ideal customer, social media, traditional print advertising, community bulletin boards, press releases, or email marketing? Also remember to use the signature block of your email to publicize your event. If you have partnered with an agency such as a community college, continuing ed program, or store, they will help you (since it will help them, too) through their brochure, website and email blasts and newsletter.
It’s the day of your seminar!
Before the day of your seminar, you’ve made enough copies of your handouts, you’ve prepared your PowerPoint presentation if you have one and you’ve made sure your laptop and projector are compatible. You also have made sure you have enough business cards, brochures, books to sell and you’ve created a sign-up list to capture email addresses for your future mail-outs.
Purchase name tags for your participants along with a marker. Show up to your seminar an hour early if you have computer equipment, and a half-hour early if you only have handouts. Adjust the chairs, tables and room temperature. Set up a separate table for your marketing materials and the participant name tags. It’s also a good idea to place your participants’ handouts on their chairs or on their spot at their table so they have everything they need. Along with the seminar handout, you should also prepare an evaluation and a video release if you are videotaping the seminar or if you want to capture your participants’ video testimonials.
And remember to
o Delegate someone to handle registrations, payments or to check participants off of the pre-paid list. This person shouldn’t be you since you need to greet everyone by shaking their hands and welcoming them to your seminar.
o Start on time, even if you know people are running late – don’t penalize the folks who got there on time!
o Who will be doing your introduction? Will you introduce yourself or be introduced? If the latter, give that person your bio sheet in advance.
Once you’ve started the workshop
o Use voice modulation; don’t look at your PowerPoint slides. Remember to talk slowly and clearly.
o Don’t rush through your points, maintain eye contact, SMILE and relax!
o Don’t overload your audience with information; make your material fit the timeframe.
After the workshop
o Read all of the evaluations (even if you’re scared to – it won’t be that bad, I promise)
o Follow up with participants via email or snail mail and welcome them to your e-newsletter or email subscription list.
When you’ve organized your materials, figure out what worked and what didn’t so you can start planning your next successful seminar!