seminar marketing training - ultimate estate planner...the a to z guide to seminar marketing for...
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TTHHEE AA TTOO ZZ GGUUIIDDEE TTOO SSEEMMIINNAARR MMAARRKKEETTIINNGG FFOORR EESSTTAATTEE PPLLAANNNNEERRSS
By Philip J. Kavesh, J.D., LL.M. (Taxation), CFP®, ChFC,
California State Bar Certified Specialist in Estate Planning, Trust & Probate Law
With Monica M. Downer and Kristina K. Schneider
The Ultimate Estate Planner, Inc. www.ultimateestateplanner.com
1.866.754.6477
2 © 1999, Updated 2015 The Ultimate Estate Planner, Inc. 1.866.754.6477 | www.ultimateestateplanner.com
DISCLAIMER THE CONTENTS OF THIS GUIDE ARE INTENDED TO PROVIDE GENERAL INFORMATION ONLY. This Guide was created by an estate planning lawyer (based out of California). While we have done our best to modify the seminar to be generic, it is the customer’s responsibility to review the materials and make sure that the items and practices are compliant with the current laws of his or her state, as well as any other compliance rules that he or she may be regulated by (such as the State Bar, Business and Professions Code, CFP® Board of Standards, broker-dealer, or any other securities or insurance regulatory authority). The Ultimate Estate Planner, Inc., Kavesh, Minor & Otis, Inc., and Philip J. Kavesh are not responsible for the failure to review the enclosed materials or its accuracy at the time of use.
3 © 1999, Updated 2015 The Ultimate Estate Planner, Inc. 1.866.754.6477 | www.ultimateestateplanner.com
TABLE OF CONTENTS PREFACE ................................................................................................................................... 8
TAB 1 - SEMINAR MARKETING .................................................................................................. 9 WHAT A SEMINAR IS AND IS NOT .......................................................................................................................... 9 WHAT MAKES SEMINARS EFFECTIVE ...................................................................................................................... 9
TAB 2 - TARGETING YOUR MARKET ........................................................................................ 11 DETERMINING YOUR TARGET MARKET................................................................................................................. 11 CLONING YOUR BEST CLIENTS ........................................................................................................................... 11 DESIGNING YOUR TARGET AUDIENCE ................................................................................................................ 11 HIGH NET-WORTH INDIVIDUALS ......................................................................................................................... 12 CLIENT PROFILE ................................................................................................................................................. 12
TAB 3 - CHOOSING ZIP CODES ................................................................................................ 13 DETERMINING THE BEST AREAS ........................................................................................................................... 13 DETERMINING THE BEST MARKETING STRATEGY .................................................................................................... 13
TAB 4 - CLIENT PROFILE .......................................................................................................... 15
TAB 5 - PLANNING YOUR SEMINAR: CHOOSING YOUR VENUE ............................................... 16 CONVENIENCE ................................................................................................................................................. 16 ACCESSIBILITY ................................................................................................................................................... 17 IMAGE .............................................................................................................................................................. 17
TAB 6 - PLANNING YOUR SEMINAR: CHOOSING YOUR ROOM ................................................ 18 ROOM SIZE ....................................................................................................................................................... 18 ROOM QUALITY ................................................................................................................................................ 18 AUDIOVISUAL ................................................................................................................................................... 18 SERVING REFRESHMENTS OR A MEAL .................................................................................................................. 18 NEGOTIATING THE CONTRACT ........................................................................................................................... 19 TIMING ............................................................................................................................................................. 19 GUARANTEED MINIMUM .................................................................................................................................... 19
TAB 7 - CHOOSING YOUR VENUE: SITE INSPECTION REPORT ................................................ 20
TAB 8 - PLANNING YOUR SEMINAR: DATES & TIMES .............................................................. 23 BEST TIME OF THE YEAR ...................................................................................................................................... 23 WORST TIME OF THE YEAR .................................................................................................................................. 23 BEST DAYS OF THE WEEK .................................................................................................................................... 24 WORST DAYS OF THE WEEK ............................................................................................................................... 24 BEST TIMES OF THE DAY ...................................................................................................................................... 24 TIP .................................................................................................................................................................... 25
4 © 1999, Updated 2015 The Ultimate Estate Planner, Inc. 1.866.754.6477 | www.ultimateestateplanner.com
TAB 9 - PLANNING YOUR SEMINAR MARKETING BUDGET ..................................................... 26 ROI: RETURN ON INVESTMENT ............................................................................................................................ 27 TRIMMING YOUR MARKETING EXPENSES ............................................................................................................. 28
TAB 10 - MONTHLY SEMINAR COST ANALYSIS WORKSHEET ................................................. 29
TAB 11 - MARKETING YOUR SEMINAR: ADVERTISING............................................................ 30 QUALITY CONTROL ........................................................................................................................................... 30 REPETITION........................................................................................................................................................ 30 DIVERSIFY YOUR MEDIA .................................................................................................................................... 30
TAB 12 - CREATING YOUR SPEAKER BIO ................................................................................ 31
TAB 13 - MARKETING YOUR SEMINAR: DIRECT MAIL ............................................................. 32 LETTER/FLYER/BRC ........................................................................................................................................... 32 POSTCARD ....................................................................................................................................................... 32 WEDDING-STYLE INVITATION .............................................................................................................................. 33
TAB 14 - MARKETING YOUR SEMINAR: PRINTING AND PRODUCTION ................................... 34 ENVELOPE ........................................................................................................................................................ 34 SPECIAL TYPES OF MAILINGS .............................................................................................................................. 34 MAIL HOUSE SERVICES ...................................................................................................................................... 34 PROFESSIONALLY-DESIGNED ADS ...................................................................................................................... 35
TAB 15 - MARKETING YOUR SEMINAR: NEWSPAPER KINDS OF ADS ..................................... 36 KINDS OF ADS .................................................................................................................................................. 36 DISPLAY ADS .................................................................................................................................................... 36 SPOT ADS ......................................................................................................................................................... 37 ADVERTISER “COLUMN” ADS ............................................................................................................................ 37 ADVERTISING RATES .......................................................................................................................................... 37
TAB 16 - MARKETING YOUR SEMINAR: NEWSPAPER BEST DAYS/PLACEMENT .................... 38 RESPONSE RATE ................................................................................................................................................ 38 BEST DAYS TO RUN YOUR AD ............................................................................................................................ 38 PLACEMENT OF YOUR ADVERTISEMENT ............................................................................................................... 38 TEAR SHEETS...................................................................................................................................................... 39
TAB 17 – THE 8 RULES FOR CREATING EFFECTIVE ADVERTISEMENTS ................................ 40
TAB 18 - TESTING YOUR MARKETING MATERIALS ................................................................. 44 WHY TEST? ....................................................................................................................................................... 44 TESTING METHODS ............................................................................................................................................ 44 DECIDING WHEN TO TEST .................................................................................................................................. 46
TAB 19 - MARKETING YOUR SEMINAR: RADIO & TELEVISION ................................................ 47 COMBINED MARKETING .................................................................................................................................... 47
5 © 1999, Updated 2015 The Ultimate Estate Planner, Inc. 1.866.754.6477 | www.ultimateestateplanner.com
CONTENT ......................................................................................................................................................... 47 FREE OFFER ...................................................................................................................................................... 48 AD PLACEMENT ................................................................................................................................................ 49 CALL TO ACTION .............................................................................................................................................. 49 RESPONSE RATE ................................................................................................................................................ 49 DEMOGRAPHICS ............................................................................................................................................... 50 FINDING THE RIGHT STATION OR SHOW ............................................................................................................... 50
TAB 20 - CHOOSING YOUR SEMINAR FACILITATOR ................................................................ 51 SKILLS ............................................................................................................................................................... 51 TIME COMMITMENT ........................................................................................................................................... 51 ADDITIONAL FACILITATORS: ............................................................................................................................... 51
TAB 21 - SEMINAR HANDOUT MATERIALS .............................................................................. 53
TAB 22 - SEMINAR SUPPLIES LIST .......................................................................................... 54
TAB 23 - SEMINAR CHECKLIST ............................................................................................... 55
TAB 24 - SETTING UP YOUR PHONE LINE ............................................................................... 58
TAB 25 - SETTING UP YOUR TRACKING SYSTEM .................................................................... 59
TAB 26 - TAKING AND CONFIRMING SEMINAR RESERVATIONS ............................................ 60 TAKING RESERVATIONS: BY VOICEMAIL .............................................................................................................. 60 TAKING RESERVATIONS: BY PHONE..................................................................................................................... 60 USING THE DATABASE ........................................................................................................................................ 60 CONFIRMING RESERVATIONS ............................................................................................................................. 61 TIME ................................................................................................................................................................. 63 HANDLING CHANGES ....................................................................................................................................... 63 OVERBOOKING ................................................................................................................................................ 64
TAB 27 - USING AUDIOVISUALS AT YOUR SEMINAR ............................................................... 65 AUDIO ............................................................................................................................................................. 65 MICROPHONE .................................................................................................................................................. 65 SPEAKERS ......................................................................................................................................................... 65 BACKGROUND MUSIC ...................................................................................................................................... 66 VISUALS ............................................................................................................................................................ 66
TAB 28 - SEMINAR FACILITATION: SETTING UP THE ROOM .................................................... 67 ROOM CONFIGURATION ................................................................................................................................... 67 SEATING TIPS ..................................................................................................................................................... 69 RECEPTION AND SPEAKER’S TABLE...................................................................................................................... 69 REFRESHMENTS .................................................................................................................................................. 69 AUDIOVISUAL ................................................................................................................................................... 69 CONTRACT ....................................................................................................................................................... 69
6 © 1999, Updated 2015 The Ultimate Estate Planner, Inc. 1.866.754.6477 | www.ultimateestateplanner.com
TAB 29 - THE SEMINAR PRESENTATION ................................................................................. 70 THE OPENING ................................................................................................................................................... 70 THE MIDDLE ...................................................................................................................................................... 71 THE CLOSING ................................................................................................................................................... 72
TAB 30 - THE APPOINTMENT-BOOKING PROCESS ................................................................. 75 THE APPOINTMENT CARD .................................................................................................................................. 75 USE DISCOUNT CERTIFICATES ............................................................................................................................. 76 BOOKING THE APPOINTMENT ............................................................................................................................. 76 WATCHING THE EXIT .......................................................................................................................................... 77 HANDLING OBJECTIONS TO BOOKING AN APPOINTMENT AT THE SEMINAR............................................................ 77
TAB 31 - QUESTION AND ANSWER SESSION .......................................................................... 79
TAB 32 - SPEAKER TIPS .......................................................................................................... 81
TAB 33 - CALMING YOUR PRE-SEMINAR JITTERS ................................................................... 83
TAB 34 - MAKING THE MOST OF YOUR SEMINAR ................................................................... 85 BODY LANGUAGE ............................................................................................................................................. 85 HUMOR ............................................................................................................................................................ 85 ENTHUSIASM ..................................................................................................................................................... 86 PERSONAL IMAGE ............................................................................................................................................. 86 SPEAKING STYLES .............................................................................................................................................. 86 SHARING SPEAKING DUTIES ................................................................................................................................ 87 PACING ........................................................................................................................................................... 87 TIME TRACKING TECHNIQUES ............................................................................................................................. 88
TAB 35 - FOLLOW-UP AFTER THE SEMINAR ............................................................................ 89 ATTENDED THE SEMINAR, BOOKED AN APPOINTMENT .......................................................................................... 89 ATTENDED THE SEMINAR, DID NOT BOOK AN APPOINTMENT ............................................................................... 90 SEMINAR NO-SHOWS ........................................................................................................................................ 91
TAB 36 - APPOINTMENT CANCELLATIONS, RESCHEDULES & NO-SHOWS ............................ 93 APPOINTMENT CANCELLATIONS ......................................................................................................................... 93 APPOINTMENT RESCHEDULES ............................................................................................................................. 97 APPOINTMENT NO-SHOWS ................................................................................................................................ 97
TAB 37 - EVALUATING YOUR SEMINAR RESULTS ................................................................... 99 RESPONSE RATE: DIRECT MAIL ........................................................................................................................... 99 RESPONSE RATE: NEWSPAPER ADS ................................................................................................................... 100 RESPONSE RATE: RADIO AND TELEVISION .......................................................................................................... 100 APPOINTMENT RATE ........................................................................................................................................ 100 CANCELLATION RATE ...................................................................................................................................... 101 CLOSING RATE ............................................................................................................................................... 101 EVALUATING THE PROFIT & LOSS OF YOUR SEMINARS ........................................................................................ 102
7 © 1999, Updated 2015 The Ultimate Estate Planner, Inc. 1.866.754.6477 | www.ultimateestateplanner.com
TAB 38 - MAKING IT ON YOUR OWN ..................................................................................... 103 RULES FOR A SUCCESSFUL MARKETING CAMPAIGN .......................................................................................... 103
TAB 39 - BUILDING RELATIONSHIPS AND CREATING REPEAT CUSTOMERS ........................ 105
APPENDIX: FORMS, SCRIPTS, CHECKLISTS, ETC.................................................................. 107