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Do seminars work? The simple answer must be yes. Like cold calling, this prospecting strategy has been around for years. Cold calling was so effective (and annoying) that the government wrote legislation to control it, leaving exceptions for political campaigns and charities. Seminars ar effective.
Getting people through the door and into seats has been the biggest challenge. We know the manta, “To hit a big goal, you hit a lot of small goals.” There is no “magic bullet” or “secret sauce” to boost seminar attendance, but there are small things you can do to increase the turnout.
1. Timely topics. In journalism, two types of stores are news and features. News is timely. Features are entertaining to read, but don’t have that sense of urgency. Within the category of features is the expression “evergreen.” They can run any time of the year. You a topic people need to learn about right now. Tax law changes are a good example.
2. Valuable topics. Time is money. When people attend your seminar, they are choosing it over doing something else. To further the appeal of your topic, choose one people both want to learn about and would have to pay someone else to explain it if they did not attend your seminar. They want information they would otherwise pay to get.
3. Share the podium. Bring in an expert. If the topic is taxes, an accountant is a great additional speaker. They might wonder if an agent or advisor is giving a sales pitch, but they know a CPA understands taxes. They want to hear from an expert.
4. Partner with another business. Everyone needs more clients. The guy who sells luxury automobiles needs them. The woman with the fine wine shop needs them. The authorized Rolex retailer needs them. Their clients are your best prospects and vice versa. You can fill a room with your invited clients, giving each of you equal speaking time.
5. The location people want to see. Is there a new restaurant in town? Is it tough to get reservations? Maybe not on Monday. That’s the day most restaurants are closed. Can you hire the restaurant and pay them to provide food? Attending your event now includes bragging rights.
6. Piggyback onto prestige. Here’s a surprise: The local art museum and the university both likely have meeting rooms available via rental programs. These are places associated with professionals. People go to college for education. The arts are something the wealthy support. Your event benefits.
7. Where they cannot get into. This makes the case for holding your event at a country club or private club in the city. You cannot enter the private golf club unless you are a member or their guest. This is another venue that confers bragging rights.
8. Call twice to confirm attendance. People are busy. They forget things. After they have booked, call a week before the event to confirm and call the day before to remind them. This might seem childlike, but you need to stay top of mind.
9. Make parking easy. This does not mean you pay for parking, but you let guests know where they can park safely that is close by. As the meeting time approaches, “Where will I find parking” is one of those thoughts that discourages people from attending.
10. Travel time. Here is another topic you can talk about on the confirming call. “How much time should you allow to get there?” Yes, everyone has a GPS guidance system in their car. They don’t know the timing until they start driving. They need to plan earlier in the day. “Allow 30 minutes to get here” helps attendees plan their day.
These are all little steps. None is the silver bullet that fills the room. They each contribute towards the decision to attend your event when they could be doing something else.
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