Every library has a copy of the SRDS direct mail list source. Use it to
find any list you desire. You can typically rent names for under10
cents each unless the list is very specialized. The best location is a
restaurant and this does not mean you have to feed people a meal.
However, a meal will significantly boost attendance. Many restaurants
will require coffee as minimum service. The next best location is a
Assuming you're using mail to invite attendees, you want to mail close
to the event (e,g, one week) if you're inviting the public, and longer
is you're inviting business people. Experimenting will reveal the
optimal time for your particular audience. Because you don't want your
invitation to arrive too far in advance, timing is critical. As such,
when marketing a seminar, you need to use first class mail because bulk
mail cannot be reliably timed.
Seminar Marketing Economics
Let's assume you use direct mail, the best method for marketing a
seminar. You send 3,000 pieces and get a 1% response.
Mail preparation will run $.70 cents each including first class postage
If you serve a meal, that's 30 attendees x $18 = $540
For under $3,000, you can have a room full of prime prospects at your
business seminar. Financial advisors use seminar marketing as a routine
method of gaining clients. Of the 30 buying units that attend the
seminar, a good presentation and closing script will get you face to
face appointments with 50% of attendees= 15 appointments. The average
financial advisor will do business with 10 of the 15 and earn $3,000 per
person or $30,000. So a $3,000 investment returns $30,000 of revenue,
typically within 60 days.
The same or even greater economics can be achieved by accountants,
attorneys or any professional or business owner. A typical client may
be worth far more than $3,000 to you.
Tips for Seminar Marketing Success
Just like a headline is the most important part of an ad, your seminar
title is the most important part of your invitation. You cannot use a
title that addresses your agenda or interest “The new tax laws for 2006”
but rather, addresses the prospect's agenda “Four Ways to Slash Your Tax
Bill Using the New 2006 Tax rules.” Below the title, list several
bullet points of items you will discuss. These bullet points should be
so compelling, you could have used them as titles.
Include a great biography and the best picture you can have produced.
Make people want to come not only because of the information they will
get, but also to hear a local “star.” Most importantly, realize that
the seminar is not just a way to convey information, your ultimate goal
is to get people to like you. If they like you, they will desire to
meet with you individually. The easiest formula for having people like
you is to entertain them: tell jokes, do magic tricks, tell interesting
stories, recite poems, even turn your presentation into a game show.
This may sound flip, but the entertainment component is critical to your
seminar marketing success.
The most important part of marketing your seminar is the last two
minutes when you close for appointments. You must have a script that
gives your attendees an incentive to meet (some payoff) and also removes
their fear (of being sold). Once polished, you can expect at least 50%
of the attendee to set appointments with you. Simply have them fill out
an appointment card that you provide as part of your image packet that
attendees receive as they enter the meeting.
Want all the tips and entire
marketing library on seminar marketing? Access it all at