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YOUR PERSONAL TOOLKIT TO HELP DELIVER

SUCCESSFUL CLIENT SEMINARS

A ‘SEMINAR IN A BOX’

For business owners, managers and financial advisers

As part of our Future Fit training programme

www.oldmutualinternational/futurefit

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Getting Started

Planning

Preparing

Day of Event

Post - Seminar

We’ve developed this easy to use toolkit which includes tips to help you develop your own client seminar. The toolkit is broken up into the following sections:

What’s in the pack

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Getting started

Planning

Preparing

Day of event

Post - seminar

This section covers the basic principles to setting up an event and considerations for doing it yourself or hiring an agency.

Getting started

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What will the

seminar

consist of?

Where will the

seminar be

held?

When will the

seminar be

held?

Who is the desired

audience?

Why are you holding this

seminar?

Establish this early:

The main reasons why your seminar is being held will ensure you focus on what's important.

Aims and objectives:

A central aim and objective will influence the theme, design, and type of client seminar that is created.

Time of year:

Be sure that your seminar does not overlap with any major holidays or other events.

Day of the week:

A mid-week event is more likely to increase attendance.

Time of day:

A morning, afternoon, or evening seminar each has its own positives and negatives. Decide the time with your audience in mind.

Audience type:

Once you have decided on who you are targeting, you can create suitable content and a potential ‘hook’ to encourage attendance.

Location:

Consider how far your clients will be willing to travel. If the venue is in their local area or with good transport links the turn out rate could be higher.

Venue:

Carefully consider a suitable venue.

Basic Principles

The agenda:

At a basic level, a typical seminar will have a range of speakers with complimentary food and beverages.

Theme:

Whether your seminar aims to educate, entertain, network or encompass all elements, it is important to incorporate this theme within all parts of your seminar to bring it to life.

Getting Started

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No Agency

Doing it yourself For many small-scale client

seminars, it is possible to

deliver a successful seminar

without external help. Hiring

an agency can be expensive,

so doing it yourself can

reduce the costs.

Hiring an agency If you have decided that

you would like some support,

and there is budget to do

so, there are different types

of agencies that can assist

you with the planning,

execution and post-seminar

processes. You can decide

the level of support required

from:

Before diving into planning your client seminar, decide whether to hire assistance or not.

Do it yourself or hire help

EVENT PLANNING AND MANAGEMENT

VENUE FINDING

TECHNICAL SUPPORT

EVENT DESIGN AND PRODUCTION

MARKETING AND COMMUNICATIONS

Agency

Getting Started

Getting Started

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Getting Started

Planning

Preparing

Day of Event

Post - Seminar

This section covers three key points to remember: venue selection, room layout and developing an agenda.

Planning

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The venue that you choose will

determine the main cost of

your client seminar. To ensure

that you have accurate

estimates within your budget,

try to get your venue

confirmed early.

Return of Investment

Client seminars aren’t limited

to short-term financial benefits

but can generate business for

you in the future. Therefore,

don’t be disheartened if you

have a low number of

appointments booked.

Contingency Budget

There will always be costs that

are unforeseen when planning

any event. Usually a 5-10%

contingency budget is

realistic; make sure you allow

for this.

Venue Confirmation

Three key budget considerations Planning

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Location and access Having the venue in a local area of your invited guests can increase the turnout rate. Keep in mind parking at the venue.

Venue type Choose a venue that reflects the

theme you want to create. For example, for high net worth clients,

a five star hotel would be appropriate.

Capacity The venue capacity should not be

much more than your expected turn out figure.

Health and safety As the organiser, you have the responsibility to take care of your audience and to ensure their safety. Have a conversation with the venue regarding their health and safety policies.

Equipment and set up Discuss required equipment with your venue, as they may be able to provide it for you or have contacts who can.

Additional staff The venue may be able to provide

additional staff.

Selecting the venue

Catering Discuss with the venue manager as

they may have contacts with suitable caterers or those they have

obligated to use.

Planning

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Theatre Cabaret

U Shape Boardroom

Room layout options

Maximises space in a room

No provision for note taking

Allows presenter to engage with all members of the audience

No provision for note taking and not an effective use of space

Allows for audience interaction

Ineffective use of space

Allows for audience interaction

Restricts the position of a presentation area

Planning

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Either the financial adviser or spokesperson should close with key points of the seminar and instill the importance of meeting with you. Remember to have time after for questions.

Conclusion

Allow time for refreshment breaks, as these can break up presentations and provide networking opportunities. An appropriate break lasts between 15 -20 minutes.

Refreshment

Guest speakers give your clients the opportunity to gain greater insight into the seminar’s subject. A presentation should last no more than 30 minutes. Allow question time.

Guest Speakers

This will be done by either yourselves, if the seminar is being held independently, or the spokesperson for a network of financial advisers.

Introduction

Remember to ask guests to register upon arrival. This information will help with your post-seminar tasks.

Registration

Considering the event agenda

Breaks

Planning

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Getting Started

Planning

Preparing

Day of Event

Post - Seminar

This section covers the invitation, marketing your seminar, using technology and presentation tips.

Preparing

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Make it Personal

Topic Event and registration

details

Food and drinks

Maps

Personalise the invitation. This will

help to communicate that you value

the invitee.

State the topic of your seminar and

use powerful language that will stick in the invitee’s mind.

Include the date, time, duration and location. Attach a registration form to collect information

such as dietary requirements.

Advise if there will be

refreshments available.

Include a map of the event location, as it

can allow invitees to plan

their journey.

Social media

Encourage your invitees to follow your professional

social media accounts so you

can build excitement around your seminar and add post event

information.

The invitation Preparing

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Marketing your seminar

Phone

Calling your clients can be

an effective way but make

sure you call at an

appropriate time.

Social Media

Create a hashtag/# for your

seminar to use on social media,

keep it simple and use key

words that relate to the

seminar’s topic. Use the

hashtag on your online seminar

related posts.

Email

Marketing through email

can be the most cost and

time effective way of

inviting clients to your

seminar. Send ‘save the

dates’, e-invites and

reminders.

Mail

Mailing a letter, postcard,

or gift can be an effective

way of showing the value

you have for your clients.

Here are a few ways to promote your event: Preparing

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Online Polls

• Get an idea of your audience’s knowledge on a seminar topic. Polls can be set up free of charge.

Virtual White Board

• This allows your audience to share their thoughts, opinions and feedback using a mobile device which then appears on a screen.

‘Check in’

• Encourage your audience to ‘check in’ to your seminar on social media. This is great for brand awareness.

Twitter Wall

• A twitter wall can be used by creating a hashtag and registering for a live Tweet App account. It will allow you to approve tweets that include the hashtag and display them on to a screen for your audience to see.

Live Streaming

• To reach a wider audience, you could stream your seminar live online using a webcasting site, to allow for those who can’t attend to be involved.

Webcasting

Using Technology

Use different types of technology to improve audience engagement as a result of media richness and interactivity.

Interactive Technology

Social Media

Preparing

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Clear visuals When creating your slides, make

sure they are not too busy with

text and clear visuals.

Use of Powerful Language Use powerful language to help your

audience feel engaged.

Supporting Material Support what you say by using

statistics to establish credibility.

Make sure you include sources.

Seminar Presentation

Get your clients thinking Make the session interactive by

asking the audience questions.

Main Message Establish a main message and create

your presentation around it.

Planning Create a structure for your seminar

presentation to consisting of three

clear sections: the introduction, the

main body and the conclusion.

Strong Introduction Begin with a strong introduction

such as a relevant quote or

powerful statement.

Credibility Build your own credibility by stating

your credentials at the beginning of

the presentation.

Closing Your conclusion should be short

and provide the key message you

want your clients to take away.

Practice Don’t forget to practice!

Tips to help create your seminar presentation Preparing

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Getting Started

Planning

Preparing

Day of Event

Post - Seminar

This section covers event day logistics and how to close it.

On the day of the event

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Signage

Make sure there are plenty

of signs directing your

attendees to the seminar.

Arrive Early

Be sure to arrive at the venue at

least one hour before the seminar

begins. This will give you time to

set up and prepare.

Health and Safety

To ensure that the seminars’

health and safety risks are as

low as possible and carry out

venue checks before your

clients arrive.

Staff Briefing

If there is a team of you, a

briefing before you begin will

make sure that you are all on

the same page.

Day of the seminar Day of Event

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Provide

Solutions

Show

Interest

Book

Appointments

How to close

Don’t be afraid to ask clients whether they would like to

book in a meeting with you.

Bring your appointment book and schedule in meetings at

the seminar when your clients are ‘hot’.

Be your client’s problem solver, present them with problems

that they may not have been aware of prior to your seminar

and provide them with the solution. Make sure that you are ready for any questions

they may have.

When it comes to client-adviser relationships, trust is crutial. Clients will be more likely to continue seeking financial

advice from you if they believe you have a genuine interest in them reaching their financial goals.

Whether the purpose of the event is to line up appointments to generate revenue, keep the following in mind:

Day of Event

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Getting Started

Planning

Preparing

Day of Event

Post - Seminar

This section covers: • Post-Seminar tasks

Post-Seminar

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Follow up Try to book

appointments with clients who

attended the seminar and send

content on the seminar topic to

those who didn’t attend.

01

02 04

03 05

Measure success Assess whether you have achieved your seminar’s aims and objectives and analyse feedback given by clients.

Take action It is important to take action as a result of the feedback to help improve future seminars.

Say Thank You Contact your clients

with a message of thanks for their

attendance and share with them any

presentation slides from guest speakers.

Thank all contributors.

Send information Your clients may have asked for additional information at your seminar. Make sure that you send this to them.

Post-Seminar

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Acknowledge ‘no shows’ Those who confirmed their attendance but did not attend should be sent a summary of the key points covered at the seminar and presentation slides.

Post - Seminar

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For tools to help you start planning a seminar, visit our

Future Fit site.

Tools include: • a feedback form • a budget planning template

• a timeline template

• planning tips.

www.oldmutualinternational.com/futurefit/events

Seminar support tools

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www.oldmutualinternational.com

Calls may be monitored and recorded for training purposes and to avoid misunderstandings.

Old Mutual International Isle of Man Limited is registered in the Isle of Man under number 24916C.

Registered and Head Office: King Edward Bay House, King Edward Road, Onchan, Isle of Man, IM99 1NU, British Isles.

Phone: +44 (0)1624 655 555 Fax: +44 (0)1624 611 715. Licensed by the Isle of Man Financial Services Authority.

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1020.

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International Ireland dac is 6329649S.

Old Mutual International is registered in Ireland as a business name of Old Mutual International Ireland dac.

INT18-1662/August 2018