Seminar Marketing for demand generation & positioning

If you have various authorizations/SBUs and clients are well defined then focused seminar is the best way for demand generation. Seminar can be an effective means to become more visible to your target market. If you are a good presenter, and the right people come to your seminar, you will definitely get new customers.

But to use seminar marketing successfully, you need to be very clear of your goals, and plan each seminar carefully.

Below are the important steps from conceptualization to execution and then reporting of seminar.

What I am going to discuss is to understand seminar marketing planning, I am not talking about in sequence of pre-seminar activities and post seminar activities.

Plan a Seminar as contact role wise (Users, Manager, CFO, CXO)/ Authorization wise

Decide return of investment you are expecting in terms of no. marketing leads generated/ revenue /Positioning.

-   Plan a presenter slot with well interactive presentation
-   Invite your prospects and customers
-   Schedule your seminar, by considering most suitable date
-   Decide format of seminar: Lunch / Evening cocktail seminar
-   Decide Venue of Seminar: In-house / Hotel / Auditorium etc
-   Conceptualize & content design for invite by keep “why clients would be interested to   come to your seminar”
-   Decide detail agenda of seminar
-   Keep ready handout and registration Kit and feedback form
-   Estimate of Seminar marketing
-   Build a back office team for participation driving

For confirming, that each participants fill feedback from, you can plan for lucky dips kind of activity after the presentation.  You also need to have more précised questions, which help you to understand client’s workflow and requirement for your product/service. These attendees feedback then can be given to account manager to follow individual client for more detail presentation in his/her office.