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Planning a Successful Event
Laura in Mandan, North Dakota, called to ask about holding “mini-seminars” for clients and guests. “I’m still pretty new as an advisor,” she said. “But I’d like to present some smaller, more intimate seminars for clients and people that I know who could be good clients one day. We’re struggling here in the office to put together a solid event to both thank our current clients and to be of added value to them. We’d have them bring a friend and also invite others in my natural market network. Is there a best practice around this? Thanks.” Showing client appreciation, especially around the holidays, is always a good idea. Let’s tackle the more formal seminar process this month and take on the more intimate client events next month. I’ll use “event” and “seminar” interchangeably in this column, as Laura’s specifically interested in a “mini-seminar” idea. A successful seminar requires much more than just a great presenter or themed event. There are many proactive steps that need to be taken prior to the “day of” the seminar. Here are some initial steps and a generic planning timeline. Initial Steps Step 1. Develop an annual seminar and client event calendar Deciding on appropriate dates is a major factor in the success of your event. Along with ensuring a maximum turnout, there are other factors to consider when selecting a date. For example, is it near the end of a local school year when final exams might get in the way? Avoid scheduling your event on government holidays, religious holidays, graduation dates, school breaks, long weekends, election days, etc. Consider seasons as well before finalizing your event. For example, May/June weekends are peak months for weddings and proms. Choose a midweek date — like Tuesday, Wednesday, or Thursday — to maximize attendance. Step 2. Develop a budget Establish a realistic budget and stick with it. Decide what you can afford to spend on the facility, refreshments, handouts and gifts and prepare a preliminary cost estimate. Items to include/consider may be:
Step 3. Determine your purpose for having the event Ask yourself these important questions:
Step 4. Where will your event be held? Confirm that the facility you choose can handle your event. Before you book, study the amenities, such as the room, audiovisual capabilities, furniture, food, facilities, and parking. Choose a well-respected location, such as:
The location you choose should only require a 10–15 minute drive. Hotels are usually well equipped to handle these types of events. Be sure to ask if there are any charges for tables, linens and clean-up. The selected site should have free parking or tickets that can be validated so attendees do not incur any charges. Don’t hold the event at your office because people often are intimidated by the thought of going to the office to be “sold.” Reserve the facility for four hours: one for set-up, two for the seminar, and one for follow-up. Planning Timeline 6 – 8 weeks out
5 weeks out
4 weeks out
3 weeks out
2 weeks out
1 week out
2 days prior
Day of Event
After the Event
One Week after Event
So Laura, for your 2008 planning, lock in at least four dates for seminars and events. These are general guidelines and we can always dig into them deeper if you’d like. Next month: examples of more intimate client events. Until then….the doctor is OUT.
Al Depman , CLU, ChFC, CMFC, BH, a.k.a. “The Practice Doctor”, is mitchanthony.com’s Business Practice Consultant. He is the creator of “The Practice Management Assessment” tool and materials and has authored numerous articles in professional publications on practice management. Al combined his Liberal Arts studies with 10 years of management experience with McDonald’s Corporation to enter the financial services world 22 years ago. Since then, Al has evolved from an MDRT-level sales rep into a full-time consultant specializing in helping others engineer their business practices to the next level. Contact him at al@mitchanthony.com . © 2007 Al Depman |
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Al Depman, CLU ChFC CMFC BH |
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