Holding a seminar

Holding a seminar comes down to three honest questions.

You have a great idea that you’re passionate about. It’s time to share it with the world… or a room full of people.

Sound familiar?

In many cases, the emotion of a new idea (starting a business, taking a vacation or, in this case, holding a seminar) needs to be countered by honest answers to simple questions. Is it really a good idea to fill a room full of people for a seminar? Use the following questions to determine that answer.

Is the content relevant?
The challenge for any organization is objectively reviewing content. This can be very difficult, as it requires the removal of ego or emotion. The question “Is this worthy of a seminar?” should really be “Regardless of what I think, is this worthy of a seminar?

Does your topic touch the audience’s “pain point?” You can identify relevant topics by simply listening to clients, identifying recurring issues in target markets, even listening to the morning news. (“Increasing Sales in a Slow Economy” was one idea that came to mind while listening to the news while driving to work.)

Will the seminar provide fresh perspective or new information? To ensure your future seminar content is different, survey attendees to learn which portion they found interesting, or the topics they want to learn more about.

Do we have a good speaker?
Audiences want to be entertained. Good speakers know this is their responsibility. So how do you find a good one?

Is the speaker easy to understand?If your best speaker is soft-spoken or shy, allow her to “team teach” with someone who is outgoing and confident. The right teammate makes an average speaker better. Team teaching reduces the burden of preparation; provides a more relaxed learning environment; and keeps the audience engaged through the alternating personalities, styles and experiences.

Is the speaker confident on the subject?
It’s not rocket science. The best way to ensure a confident speaker is study and practice. Memorize the content’s fundamentals (the “who, what, where, when, why and how”) and practice answers to common questions. Another option is to divide and conquer: Survive the presentation by delaying questions to the end. The speaker will feel more confident, and it’s likely that the presentation answered many questions.

Is the speaker excited about the subject?
An audience wants to feel involved. The speaker’s energy makes this happen. You can gauge energy through the speaker’s movement and vocal emphasis. But your most important barometer is the audience. Can you “see” the audience paying attention, asking questions… even smiling?


Are we committed to marketing the seminar?
Most organizations won’t have the advantage of a famous speaker to help promote a seminar. They’ll have to invest the time and money necessary to create awareness (advertising) and buzz (networking).

Marketing a seminar requires knowledge of the target market, the message that resonates within it, consistency and attention-getting splash. But seminars are not a new item on the marketing landscape. Audiences will look for answers to the following questions:
Credibility. Is your speaker is worth their time and money?
Location. Is your seminar’s location as enticing as its content?
Deliverables. What will they receive for their investment, and will these items help them after the seminar?
Networking. Can they meet with other business owners, civic leaders, etc?
One-on-One time. Can the audience meet the speaker after the seminar?

Answers to these questions will prevent a time- and money-sucking mistake or result more market awareness, credibility and business.