Why a Seminar is a Great Marketing Technique
Michael Cummings and I presented a successful workshop recently in Chicago, "Developing Your Personal Marketing Plan" for lawyers. It brought home why a seminar is a top-notch marketing technique for law firms.
Our conference was held at the Gleacher Center of the University of Chicago (an academic backdrop) on a Saturday (so as not to cut into billable time) with a nice spread (catering by Wolfgang Puck). During the program I noticed four powerful forces at work:
- During the first break, attendees were making friends and trading business cards. It was spontaneous networking.
- Our luncheon speaker was a client, who got attendees to talking about how they had heard of us, read our newsletter and blog.
- By the afternoon, when an attendee asked a question, other classmates would speak up to answer the question and offer tips.
- At the end of the program, there was a feeling of community. Responding to this, I collected each person's business card and emailed a list of classmates with their contact information to every attendee.
"I enjoyed the seminar and thought that it was terrific -- potentially career changing. Thank you," a Chicago lawyer wrote in an email to me.
Law firms that conduct marketing via educational programs will enjoy the same benefits. And of course, the ultimate goal is to interest clients to retain you for more services and to get prospective clients to try you out.
