Attracting People to a Seminar
post # 127 — July 10, 2006 — a Client Relations post
A question has been posed by a reader of this blog:
For a number of years I was a partner in a mid-sized accounting practice but I have recently relocated to another state and city for family reasons and have made the decision to commence practice as a sole practitioner and start again.
I have found that seminars (as you recommend) are the most successful method of initially attracting new clients. I am however interested on your views of how such seminars should be marketed when I do not have an existing base of clients. To date I have advertised in the press (this is however expensive). What have start up firms done in your experience that works?
The cheapest and most effective way to get people to a start-up seminar is to partner with some other organization. Meeting and conference planners are often looking for interesting speakers, and if you could offer a free seminar which can be offered as an optional choice in their program, there is virtually no downside for them. Your chamber of commerce (or local hotels and conference centers) should be able to tell you what meetings are coming to town.
You can also apply the same approach with local groups. Every town has various “semi-business / semi-social” interest groups that meet regularly, and they often would welcome an after-dinner speaker who could provide something informative without a hard sell.
Anyone else got any suggestions?