Making your seminars stand out

Carly O'Keefe

There’s so much hype around superannuation and investment at the moment, and most of it is aimed at telling investors what to do with their money. Clearly, in that environment, investors want information and good advice, but they are also often confused by all that hype. This is where you can help.

However, you need to be careful not to get caught up by the same hype, so it is time to ‘dare to be a little different’.

But first, you may have to rely on an old tool that has, in many instances, fallen out of fashion. But it still works if done the right way.

The client seminar has been around since the ‘year dot’, but it can be invaluable in both attracting new business and adding value to existing business if the seminar is appealing and different to what everyone else is doing. Let the client expect the unexpected when they come along.

For you, a seminar can be cost and time-efficient. It allows you access to a large group of people at once, shows you as being knowledgeable and on top of issues, and it provides a useful way for you to give your clients value. As mentioned, it can strengthen existing relationships and build new ones.

To help you run a successful seminar there are 10 simple steps that can help make yours a bit different and a success.

1. Appoint a project manager

Clients get angry and it makes you look unprofessional if things don’t go right on the night. Apologising doesn’t help. So, if you can, it is a good idea to make one good team member solely responsible for organising the event. This will produce a coordinated approach.

One person, properly briefed should be able to make sure everything works and nothing is missed. The project manager can also be responsible for the essential follow-up required after. This includes sending thank you cards, information kits or making appointments on your behalf.

2. Getting the name right

It’s really important to tell clients the value they will get from coming along. People don’t often turn up for a cup of coffee and a biscuit just to hear someone talk about something. Explaining the value of attending helps you to get the right people along and can produce better quality leads. It is best to keep the title as short as possible but as long as needed to explain the value to be gained by coming along and encourage delegates to read more about what is on offer.

It is like a newspaper headline — an enticement to learn more by reading on. To come up with one that covers those bases, and any you may have missed, workshop it around the office. You may be surprised at the result.

3. Doing it together

You may be able to add value by partnering with another local ‘centre of influence’ or a regular referral source (for example, a well-known and respected accountant or solicitor). This works in many ways. It can give you access to another client base and build attendance, and it can also make the seminar more interesting and valuable to the client. In the past, by dealing with only one, they may have missed other opportunities. However, remember, your seminar partner will have access to your clients.

4. Lining up sponsors

Never forget about sponsors. They can share the cost of the seminar. The sponsors can be varied and range from wineries to financial service providers to centres of influence. Often, clients will find value in having appropriate sponsors at the seminar. It can be a value-add service.

5. Putting it in the mail

The invitation is crucial. As we have mentioned with the title, the invitation is going to be largely responsible for generating interest and attendance.

Therefore, it should (apart from offering a value-add):

>be tailored to the audience that you are seeking;

>penetrate through the clutter of their day;

>be personal (can be a postcard, e-mail, invite, letter);

>be detailed — include the names of reputable speakers (if you have enough space, a brief background and/or picture could be included);

>offer details on prizes, special deals and sponsors;

>make it easy to come with clear and concise instructions as to venue, time, where to park, any other transport needs and the availability of ramps for the disabled and so on.

It is also best to encourage clients to come early. It allows you to start on time with more people. A good time for arrival on an invitation is about 15 minutes early. This allows for registration and a personal greeting by you as they arrive.

When to send an invitation is another issue. The rule of thumb is the shorter the seminar the shorter lead time (that is, for a two hour seminar send out invites about three to four weeks ahead).

Follow up key clients who may not have responded; they may have been away. When a client responds, it’s also worthwhile sending a confirmation e-mail/letter/telephone call to reduce dropouts.

6. Picking the right spot

The venue is very important as it contributes to the overall feel of the seminar and reflects on your business.

Some dos and don’ts are:

>Pick a neutral spot that is handy to get to and reflects the image you want.

>Make sure it is the right size. Too big a room makes it look like you have not attracted enough — too small means crowding and some clients standing.

>Go for appropriate signage — make sure your brand stands out.

>Offer refreshments — tea, coffee, cake or even a post seminar drink.

>Make sure it all works beforehand — have a practice run. If it all goes smoothly at the time, you look more professional.

>Set up a registration desk where clients are welcomed and given nametags if appropriate.

7. Something to remember you by

A take-home seminar pack will stay with the client for some time. It can reinforce your message, but only if the pack contains items that are of value to the client. Your marketing sponsors can help you here. As a minimum, notepads, pens and feedback forms (which include financial advice offers) should be provided. Depending on either your or your marketing sponsor’s budget you could include a money magazine, book, coffee voucher, financial advice discount offer, movie tickets and other items. However, try to avoid turning it into a ‘show bag’.

8. Talk the talk

Having a master of ceremonies (MC) is essential and, perhaps, that MC needn’t be you. The MC should be in control by opening it with a welcome and reinforcing the benefits of coming, introducing each speaker and then closing the seminar. There is the old public speaking adage — you tell them what you are going to tell them, tell them, and then tell them what you have just told them.

It is best that the seminar have a variety of speakers talk about interesting topics that are short and relevant to the audience. This will encourage clients to come again and bring a friend.

The usual rules apply — avoid jargon, keep it short and to the point, engage the audience and allow time for questions. Some speakers may like to interact by having questions during the presentation.

A final word — avoid ‘hard sell’ presentations. These don’t always impress the audience and there have been regulator warnings about these.

9. Listening back

To know if you have properly hit the market — always ask for feedback and have those who come along fill in a feedback form. It will be vital when planning your next seminar. Make the form quick and easy to answer (one page only, tick a box and a maximum of five questions). Try not to make it too confrontational and do not ask personal questions.

Of value is a question about whether they want financial advice and on what issues. Don’t forget to include space for their name, e-mail, phone number, suburb and preferred contact times.

10. After the event

Once it is over does not mean it is over. In fact, that is when the work really begins. You now have to follow up. Thank them for their attendance, ask for advice and offer them your services if they need it down the track. You should have now opened the door for sales success.

Carly O’Keefe is marketing manager of superannuation at Tower Australia .