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How to Develop New Clients from Conferences and Seminars
Over the years, one of the major complaints we receive from attorneys and marketing directors is that they invest thousands of dollars and countless hours on seminars and conferences that do not lead to new clients. We hear horror stories from professionals who attend these events and don't make contacts, don't arrange meetings, and don't produce any new clients from these events. Like any other marketing effort, you can maximize your results from seminars and conferences if you learn how to plan and work them correctly. If you commit to developing a plan, investing time and effort to execute your plan, and tracking results you will be rewarded with new clients and contacts. Below are a few tips on how to plan for these events, differentiate your practice from your competitors, and develop new business as a direct result of these events.
Define your target market
Many times we talk to attorneys and marketing directors who are disappointed with the results of a conference or seminar. When we ask about the goals they were hoping to achieve at these events, we get a blank stare. We hear statements like “we always participate in that conference” or “all of our competitors are there.” Make sure that you have an understanding of whom you want to target and what goals or outcomes you want to accomplish from the conference or seminars you attend.
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