Plan, Promote and Present Successful Seminars
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For IFAs, Financial Planners, Wealth Managers and Professional Financial Advisers: How to Plan, Promote and Present Successful Client Seminars. Slide deck from April 2013 workshop. For information on when Philip Calvert is hosting the next 'seminar on seminars' for financial advisers, please contact: events@ifalife.com
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Plan, Promote and Present Successful Seminars
- 1. How to Plan, Promote and Present Successful Seminars For IFAs and Professional Financial Advisers With Philip Calvert Author of Successful Seminar Selling
- 3. Suggestion: Three sections for your notes 1. Material about Seminars 2. Material about Monetisation 3. Material about Presentation skills
- 4. Benefits to attendees “I hear and I forget. I see and I remember. I do and I understand.” Confucius, 551-479 B.C.
- 8. How open minded are you to Change?
- 11. Agenda • Benefits of seminars/speaking to advisers – Examples • Benefits to attendees • Decisions to make • Planning • Promotion • Presentation
- 12. Hello! • Introduce yourself and what you do • Your seminar and presentation or speaking experience • A presenter that you really admire • Something that excites you outside work
- 13. Marketing Post RDR • Strategy! • Differentiation • Trust • Credibility • Professionalism • Niche • See and experience • Engage and listen • Share and help • Add value • Loyal advocates (followers and fans) • Income generating Do it live!
- 16. Marketing Post RDR • Strategy! • Differentiation • Trust • Credibility • Professionalism • Niche • See and experience • Engage and listen • Share and help • Add value • Loyal advocates (followers and fans) • Income generating Do it live!
- 17. It works! Most ‘mega producers’ across the industry use seminars. 78% of the most successful people in Financial Services use seminars or a group presentation strategy. 25,000 financial seminars per day. Source: USA Business Institute
- 18. It works! “We ran our first seminar last night. The room capacity was 50 and 61 turned up.” “250 invitations were sent out – so the return rate is pretty good.” “The mixture was roughly 60% new people and 40% existing clients.” Bill Hofstetter, Inspirational Financial Management
- 19. It works! “Our conversion rates were very good… …often approaching ___ %” Andrew Brown, Andrew Brown Associates
- 20. It works! “Our conversion rates were very good… …often approaching 100 %” Andrew Brown, Andrew Brown Associates
- 21. But too many fail! • Hard work planning • Who to invite • Poor marketing • Not enough bums on seats • Poor conversion rates • Poor follow up • Expensive
- 22. Examples of Live Marketing • Seminars • Workshops • Showcases • Public/professional speaking • Networking • Social Media
- 23. Benefits of Seminars • Proactive • Creative • Demonstration of expertise • Builds trust • Enhances credibility • Peer pressure • Referrals increase • Perception of authority • Attract a niche
- 24. Benefits of Seminars • Proactive • Creative • Demonstration of expertise • Builds trust • Enhances credibility • Peer pressure • Referrals increase • Perception of authority • Attract a niche • Cost-effective • Efficient use of time • Opens doors • Multiple ‘warm’ prospects • Differentiates • Profitable – Cashflow – New income stream • Fun and satisfying
- 25. Profit • High conversion rates = more income • More referrals = more income • Marketing of your event = more clients • Consulting requests • Each sale has a lower cost • Ticket revenue • Back of room sales • Community around your brand creates its own intellectual capital through feedback and new ideas
- 26. Benefits of Seminars • High visibility/high touch • Positions you as an expert = higher fees • Numbers game • “Better” than networking • Warm leads • More referrals
- 27. Benefits of Seminars • High visibility/high touch • Positions you as an expert = higher fees • Numbers game • “Better” than networking • Warm leads • More referrals • Standing: 25% increase in sales • Demonstrating – not selling • High conversion rates • Cements existing relationships • Newsletter contacts and Social Media followers
- 28. Benefits of Seminars • Press relationships • Higher perceived value of your business • Complements other marketing activities • Creates advocates fro your brand • Testimonials • Part of your service proposition • High value versions – Bootcamps – Private network
- 29. Benefits of Seminars Much easier sale because: People believe, remember and act on more of what they see and experience than what they just read or hear. Some products and services need to be seen and experienced before people ‘get it’.
- 30. Examples • Nadine • County Shows – Food – Craft • Tupperware • Ann Summers • DeWalt
- 34. Examples
- 37. Benefits to attendees “I hear and I forget. I see and I remember. I do and I understand.” Confucius, 551-479 B.C.
- 38. Benefits to attendees • Better insight than a brochure (or website) • Whites of your eyes • Evaluate you • Anonymity • Extreme clarity • Confirm third party referral • Get answers
- 39. Benefits to attendees • Better insight than a brochure (or website) • Whites of your eyes • Evaluate you • Anonymity • Extreme clarity • Confirm third party referral • Get answers • Relationship • All senses are engaged • Freebies • “Try before you buy” • A friend to reinforce opinion • Networking and Social Warmth • People like me
- 40. Planning your seminars Rule of 5 months 5 decisions 5 planning stages
- 41. 5 months = how long it will take you to plan, promote and get a full house
- 42. 5 decisions • Your objectives • Your subject matter or type of event • Your target audience (and how many) • Whether to charge (and how much) • Location, date and time
- 43. 5 decisions - Subject • Be guided by what you want the audience to take away and act on • Not too broad (lessens appeal) • Consider niche (lessens appeal but huger take- up, higher conversion and higher revenue) • Generic (no products) • Must be crystal clear benefits • Ask them!
- 44. 5 decisions – Who and how many? Who? • Existing clients or prospects • New professional introducers • Existing professional introducers • Existing more likely to attend • Personal friends • Niches • Press How many? • 10, 25, 40, 70+ ? • Niche – Smaller but higher value • Available budget/venue • Be guided by your objectives • Resources to follow up?
- 45. 5 decisions - Presentation • Case studies – Live financial planning • Stories • Volunteers – Live planning • Simple exercises • Breakout groups • Use tech (Voyant etc) • Don’t underestimate their technical knowledge • Follow up resources • Guest speakers?
- 46. 5 decisions – Charge? Benefits • Perception of quality/value – Proof the event is high value • Delegates pay to be prospects • Covers costs and increases profits • Cash flow • New income stream • More likely to turn up How much? • What would you pay? – Ask them! • Trial and error • Perception of value is the key driver • Higher for very niche material • Higher for Hot Seats • Higher for private lunch • Retreats and Bootcamps
- 47. How to charge? Discounts and Incentives + Human influence techniques and startling copy
- 48. Discounts • Choice of prices • 7 • Early/multiple booking • Discounts for memberships • Book by fax, phone, email, SMS, tweet • “Quote this reference number” • Compromise Strategy – Pete’s paintings • Subsidies • 3 for 2, bring a friend • Existing clients • Introducers, suppliers • Full refund / Guarantee • Instalments • Cash back • Choose your price • Find an excuse • Remove all obstacles
- 49. Incentives • Reciprocity and exclusivity • Discount on your fees • Free – Special Report – White Paper – Tips Booklet – Consultation – Follow up – Membership of your Club – Private area of website • Card draw • Gift on the day • Lunch • Offset carbon • Cocktails / Dinner • Free parking • Near transport hubs • Local attractions • Discount on o/n rooms • Spa • The venue itself
- 50. Incentives Incentives in the promotion reassure people that there will be value at the event. State the value of the incentives. Indebtedness.
- 51. Key Point Magic combination of charging to attend + a discount. The value of the event is enhanced AND they get a bargain because they don’t have to pay full price Be friendly, professional and flexible.
- 52. 5 decisions – Where and when? • Avoid ‘samey’ hotels • Think of the guests • Something different – Denbies – Old Trafford – Adam Street – Raffles – The Basil – Universities/Conference centres – Althorpe House • Disabled access • Easy to find • Check the sat nav • Visit it • Pillars and Daylight • Doors into gardens • Short events: Thurs, Weds, Tues • Long events: Thurs, Fri – Drop offs – Regional differences • Never pay in advance
- 53. Promotion Six Universal Principles of Social Influence
- 54. Promotion – Influencing factors • Reciprocation • Authority • Commitment and Consistency • Scarcity • Likeability (makes us want to say ‘yes’) • Social proof • Fear?
- 55. Promotion - Online • Email – Measure – Personalised “seminar@” • Website – Dedicated page – Dedicated Blog – Video intro – Video snippet – Video testimonials – Collect emails – Stats • Website, cont – Forthcoming dates – Ask questions – “Recommend this event” – Polls – Ways to pay – People buy People – Images • Event Apps • Social Media
- 56. Promotion - Online • Social Media – People buy People – You must already be adding value – Consistency with why people already follow you – Broadens your reach – Use it to get people to opt in to your value – Community – Go where target audience hangs out – Bit.ly links • Tools – EventBrite (affiliates) – Twitter – Facebook – LinkedIn – SlideShare – SunZu – Yahoo Upcoming – Constant Contact – YouTube – Pinterest – Geo location – Google+
- 57. Promotion - Online • More tools – Lanyrd – Bizzabo • Event App – QuickMobile – Apps4Events – Genieconnect – Yapp • Paperless Post • Infographics – Visual.ly – Infogr.am – iCharts – Piktochart
- 58. Promotion - Offline • Traditional advertising • Direct Mail – Adressed – Unaddressed • Leaflet drops • Posters • Postcards • Telephone • Answerphone message – “If lines are busy, please call again” • Radio • Introducers • PR / Press • Articles • SMS • Pre-event teleseminar • Everything that leaves your office
- 59. SMS • Don’t assume older clients don’t want SMS • Direct, personal and intriguing • 97% opened within 5 seconds * • 24% prefer SMS to email • Cheap and easy • Convenient for recipients on the move • Almost always read • Trackable sign ups • Complements other marketing • SMS polls during events * Ofcom
- 60. Promotion - Offline • Letter – Long text – ‘Grab by the throat’ headline – italics, “speech marks” and a question – Times New Roman – Avoid Mondays – Name first – PS – Personal touch – Ask them! • Handwritten element – Envelope • Words – Free, discount, proven, system, secrets, profits, how to, exclusive, VIP, because • Social Proof • “Great networking opportunity” • Criteria sifting • The Personal Profile
- 61. Promotion – General rules • Don’t rule out anything • Online and Offline • Trial and error • The “irresistibility test” – Ask them • Benefits – How others have benefited • Testimonials • Images • Massive value • Get help! – Local groups – Local paper (articles) – Affiliates – Friends in Social Networks – Bloggers – Radio and TV • Test and tweak – Detail!
- 62. Common reasons for failure • No clear objectives • Planning time too short • Not targeting – Making assumptions • Not working hard enough on words and benefits – Not testing, not proof reading, not enough detail • Over reliance on one type of marketing – Not getting help • Not irresistible!
- 63. On the day • Get in early • Brief venue staff • Music • Help people – Take coats – Pour coffee – “Where have you come from?” • Look people in the eye • Make physical contact • Keep it relaxed and friendly, but be purposeful • Pre-reserved seats • Check seating / tables • Sweets • Technology • Have a plan for afterwards • Back of room products • Focus on the audience’s needs • Say something people all agree on
- 64. Back of Room products • Books • Special Reports • White Papers • Tips booklets • Other publications • Premium Newsletter • Premium Events • Mentoring / Coaching • Courses • Interviews • CDs (Record your event) • DVDs • Vouchers • Mugs Number of seminars X Number of delegates X 100 = £ Total Potential Revenue from BOR and Online “Souvenir mentality”
- 65. Back of Room products • Package – Shrink-wrap • Give one away during event • Simple pricing • Quantity discounts • Offer customsation • Leaflet detailing other products and services • Stress consultation services • Take credit cards • Barcodes “I’m going to put this into your hands”
- 68. “Know thyself” was written over the portal of the antique world. Over the portal of the new world “Be thyself” shall be written.
- 69. “Eternity is a long time, especially towards the end.”
- 70. “I sometimes feel that I have nothing to say and I want to communicate this.”
- 71. Impact in the first 30 seconds Voice 38% Words 7% Body image 55%
- 72. Eight weeks battery life
- 74. When the bullets are flying… No one is safe. • Particularly • when • you • read • every • word • on • every • slide • throughout • the • presentation.
- 76. PowerPoint – thought to aid clarity • Crutch for the presenter • Stifles creativity • Poor slides • Animation • Old presentations updated • Typos • What am I trying to achieve? • How is this helping to get my message across? • Keep it very simple • Clear graphics conveys clear thinking • The best visual aids are invisible
- 78. For information on when we are hosting our next ‘seminar on seminars’ for IFAs and financial advisers, contact: events@ifalife.com www.ifalife.com