How to Fill Up Seminars
Conducting a seminar can be a successful way to promote your business or practice. An empty or sparsely-attended seminar may actually drive customers away as it can send a negative message about the popularity of your business or reputation. To fill up a seminar with the maximum amount of guests, it's important to plan ahead and use all avenues of communication and marketing available.
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Things You'll Need
- Materials for invitations such as paper and envelopes
- Stamps
- Paper for flyers
- Tickets
- Prospect list: mail and email
- Door prizes, premiums
- Press releases
- Refreshments
Instructions
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Plan & promote early
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Before you lock in your date and venue, look for schedule conflicts and competing events. Promote your event early. A general rule to follow is to start promoting events at least a month and a half to two months in advance. Send out a "save the date" note with details to come. Start talking up the event to clients, friends and associates, even if you don't have any printed materials ready yet.
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Send paper invitations to all of your business or personal contacts. These can be as simple as a flyer about the event inserted into an envelope. Make the invitations colorful and attractive. Send the invitations out about a month before the event.
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Send a series of emails to everyone on your contact list. Start promoting the event one to two months out from the event date. Send four to five emails that are spaced about five to six days apart. Use the emails to remind people about the event. Be creative in your approach. Include information as to why they should attend the event, what they will learn and how to RSVP: phone, return mail, fax, email etc.
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Distribute flyers about the event around town. Many grocery or retail stores have bulletin boards for community flyers or news. Canvass your town to ask businesses if they would be willing to let you post a flyer on their windows or counter tops.
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Advertise your event. Research local advertising opportunities such a community newspapers or publications with free event listings. Ask your Chamber of Commerce and business and civic associations to run a news brief. Use Craigslist to list your event under the "Events" section in your local area.
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Evaluate your confirmed attendees three or four days before show time. Factor in those who have confirmed and may not show as well as walk-in guests. Conduct a phone blitz in the final two days to get enough confirmations to fill the room with an extra margin. Use a drawing or door prize or premium to build interest.
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Tips & Warnings
The shorter the seminar, the shorter the lead time for an announcement, according to the Wellesley Hills Group, a meeting planner. Before you send out a mailing, make sure the recipients will be interested in your seminar topic. Evaluate whether to to host a free event, charge a token registration or charge a higher admission and donate some or all to a local charity. Make a list of ten or more titles for your seminar. Ask your customers and staff for reactions before you finalize. One of the proven successes: "How to..."
References
Resources
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