Keep a database on everyone who attends your seminars and over a period of time, you will be able to track how much new and repeat business you gain from your seminars. It’s harder to measure the effect on your reputation, but you will get a feel for whether seminars are helping your business from the feedback you receive both at and after each event.
John Pettit finds his nurseries consistently sell more new-season stock the week after his seminars, but this is partly because he advertises to promote the seminars. Irrespective of the increased sales, he thinks the seminars are worth doing as he’s building a loyal group of customers who now choose his nursery over his competitors’.
The use of Blue Gum’s corporate function room has increased by 24 per cent over the last year, which Tania James and Bill Johnson attribute to the relationships they’re building with their seminar series. They now know several human resources managers well and enjoy working with them.
Although the organisation of the ‘Pamper Yourself’ seminar took more time than she anticipated, Jane was delighted with the results. As she works on her own, Jane enjoyed the experience of working with colleagues. Running the seminar increased her self-confidence and she also gained several ongoing clients.
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