Seminars: A Tool for Marketing Professional Services

Abstract

In these tough economic times, when customers no longer just walk through your door, seminars can be an effective marketing tool to promote your company's technical expertise. Conversely, if handled poorly, a seminar can do irreparable harm to your firm's image. This paper addresses some of the challenges that a company will face in planning and executing marketing seminars and provides some practical advice on how to meet these challenges. Among the issues analyzed are how to select an appropriate topic, speaker, location and fee for your seminar, as well as pointers for a follow‐up strategy to cultivate new clients.