 10 Important Things to Know When Hosting a Seminar
By: Katie A. Russo |
So the dreaded decree has come across your desk: your partners want to have a seminar and it falls under the expansive net that is your job description to make sure that it’s a success. Before you start planning your exit strategy, consider the possibility that maybe, just maybe, it could actually be a pleasant and fulfilling experience! Start planning early, follow these 10 tips, and you’ll be amazed at what you can accomplish for your firm.
1. The first thing you’ll want to do is form a team or committee. Rome was neither built in a day, nor was it a sole endeavor. You may want to involve managing partners in the planning stages, and staff members to help with marketing, mailings and other prep work. Bring additional helpers with you on the day of the event to help with registration and logistics. Be sure to reward them and to include them in the feedback process once all is said and done, because they are sure to have some suggestions for next time.
2. Location, location, location! It’s as important for your event as it is for your home. The success of your seminar will largely be based on the number of people that experience the fruits of your hard work, so you should be sure to pick a destination that is attractive in and of itself. Explore attractive venues such as the Georgia Aquarium or Zoo to ensure that your guests are enticed, and entertained once they arrive.
3. Never underestimate the power of freebies. In addition to leaving a good taste in your guests’ mouths, giveaway items are also an excellent marketing opportunity for your firm. When you give away a great bag or portfolio, people will likely use these items again, making your firm’s name visible to the general public. I suggest notepads, pens, water bottles, or anything that people might be able to use the day of the event. You can also tie these items into a theme, or tailor them to your location.
4. Try to incorporate a CLE or other continuing education opportunity into your seminar. This is another fantastic way to attract guests to your event, as professionals from many industries are required to maintain certifications and licenses. It is a good idea to designate a specific individual or group, other than yourself, to handle CLE credits. You will have enough on your hands, without the burden of making sure credits are correctly registered where due.
5. Spend some time thinking about a keynote speaker that would be attractive to your particular audience. A little humor can go a long way, and can lighten the mood. As long as your particular speaker isn’t opposed, lunch can be a good time for a speaker to work his or her magic to break up the day and re-energize your group for the afternoon sessions.
6. As you work on the agenda for your day, I would suggest that you don’t create competition for your speakers. Try not to schedule a “fun activity” that overlaps with any of the presentations. For example, if your seminar is to be held at Six Flags, don’t allow your guests admission to the park until after all of the speakers have had their moments. Attendees will stick through the slower parts of your agenda for the prize at the end.
7. Raffles are another crowd pleaser. Local vendors will often be eager to donate an item to raffle, for the opportunity to publicize themselves. And, strategically-placed drawings can serve as a filler between speakers, or as a transition in your program.
8. Skip the traditional hard-copy invitation, and opt for an electronic evite. This will save you a bundle on postage, and the headache of trying to find street addresses for clients, co-workers, and guests. Most professionals these days are more likely to read an email than sift through the inundation of junk mail and advertisements that cross our mailboxes. Nevertheless, you should have a handful of hard copies on hand. Distribute them to the power players in your organization, so that they will have them on-hand for meetings and networking opportunities. You will want to encourage your attorneys to market this event at every opportunity, as it is designed to drum up business!
9. Before the event, meet with everyone that will be involved in the event to review the agenda and details. Make sure that the schedule is complete and then publicize it to the public ahead of time. Many guests will want to anticipate their day. Along with the agenda, you will also want to publish very specific directions to your venue and parking instructions. Be sure to let people know if parking and lunch are free. Advertise any local hotels where you may have reserved a block of rooms for out of town guests. Providing this information in a registration packet ahead of time can save you from a deluge of individual questions as the date approaches.
10. Don’t turn anyone away! Even if you have an occupancy limitation at your venue, you need to accept far more acceptances than you have room for. When the big day finally comes, you may find that a large number of guests have “had something come up.”
Whether you are organizing your first seminar, or trying to best your previous efforts, you can always gain the most guidance from your audience. Be sure to provide some sort of feedback opportunity for your guests, preferably on the day of the seminar. You’re sure to get enough praise to make it all worthwhile, and even some motivation for your next event. Good luck . . . although you certainly won’t need it after all your organizing, strategizing and publicizing! Enjoy.
Katie Russo is the Manager of Staff Development for Drew Eckl & Farnham. Katie has served on the Newsletter committee of the Atlanta Chapter of ALA.
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