Seminars and events have always been implemented as a holistic experience to participants. Thus, organizing an event requires extensive planning and preparation with most work implemented at least a few months before
actual event. Most of time, seminars seem to run like clockwork with all events flowing smoothly according to schedule. In reality however, much groundwork has been worked on with purpose of developing right atmosphere in addition to a beneficial experience to partipants.1. Establishing theme of event
Each event follows a theme and purpose which will drive event set-up, target audiences or participants, guests and marketing approach. In general, a business event such as an international conference for a particular industry will appeal to participants conducting businesses within that industry as well as sponsors who gain mileage out of publicizing their products during event.
Apart from that, theme of seminar will also determine type of marketing channels to be used to for publicity. This also holds true for seminar marketing team who will need event theme to correctly identify target participants and companies to sell event to.
2. Selecting a venue
Venue selection is highly dependent on scale of event. Usually this is determined by number of participants, presence of any guests of honor (such as royalty or politicians) activities during event, or if there are additional floor space required for exhibition purposes.
A typical seminar of about 100 – 200 can be comfortably implemented in a hotel seminar room, possibly in a theater style setting or classroom setting. However, larger scale events with participant numbers scaling between 500 – 1000 may require a large hall, ballroom, auditorium or a convention center.
The location and quality standard of venue is also important especially if event involves participation of VIPs. With this, a reputable location would be imperative, including good quality and wide range of seminar facilities available. It is always wise to explore possibility of a few venues and examine their location suitability, level of services, ambience, and costs before coming to a decision.
3. Seminar Marketing and Publicity
Seminar marketing is by far most critical and often most challenging task in event organizing, and is often regarded as most critical factor of an event’s success. This is because number of participants turning up for a seminar is highly dependent on strength of marketing activities and publicity. Whether or not event achieves its objective or whether organizers will walk home with a profit or loss largely depends on marketability of event. This means that right marketing strategy and seminar positioning must be adopted in order to draw adequate event sign-ups.
Most of time, event organizers who have large budgets will turn to above line marketing such as newspaper and magazine advertisements as well as radio and television advertising to publicize event. Press releases may also be sent in to major newspapers, in order to create awareness of upcoming event. Additionally, large advertising media banners and posters can also be purchased to advertise event in high human traffic areas. When using print advertising, specific magazine or newspaper used must have target audience of your event as their primary readership base. Also all print media should be copy written with an enticing approach, highlighting extensive benefits of participation.
However, if budget is a problem, then below line marketing may also do wonders. If event is industry specific, mass faxing to companies belonging to industry would be feasible. Telemarketing is a very effective marketing channel to create awareness within right participant group. Additionally, dispatching sales personnel to attend to requirements of large participant groups is an ideal and effective strategy. Mass emailing has become one of most cost-efficient methods to reach out to large target audiences. This would be really useful if event organizer already have an existing database. Otherwise, a list of names can be rented from database companies to attain same results.
