How to Organize a Seminar or an Event
by Matt Bacak
Seminars and events have always been implemented as a holistic experience to participants.
Thus, organizing an event requires extensive planning and preparation with most
work implemented at least a few months before the actual event. Most of the time,
seminars seem to run like clockwork with all events flowing smoothly according to
schedule. In reality however, much groundwork has been worked on with the purpose
of developing the right atmosphere in addition to a beneficial experience to partipants.
1. Establishing the theme of the event
Each event follows a theme and purpose which will drive the event set-up, the target
audiences or the participants, the guests and the marketing approach. In general,
a business event such as an international conference for a particular industry will
appeal to participants conducting businesses within that industry as well as sponsors
who gain mileage out of publicizing their products during the event.
Apart from that, the theme of the seminar will also determine the type of marketing
channels to be used to for publicity. This also holds true for the seminar marketing
team who will need the event theme to correctly identify target participants and
companies to sell the event to.
2. Selecting a venue
Venue selection is highly dependent on the scale of the event. Usually this is determined
by the number of participants, the presence of any guests of honor (such as royalty
or politicians) the activities during the event, or if there are additional floor
space required for exhibition purposes.
A typical seminar of about 100 – 200 can be comfortably implemented in a hotel seminar
room, possibly in a theater style setting or classroom setting. However, larger
scale events with participant numbers scaling between 500 – 1000 may require a large
hall, ballroom, auditorium or a convention center.
The location and quality standard of the venue is also important especially if the
event involves the participation of VIPs. With this, a reputable location would
be imperative, including good quality and wide range of seminar facilities available.
It is always wise to explore the possibility of a few venues and examine their location
suitability, level of services, ambience, and costs before coming to a decision.
3. Seminar Marketing and Publicity
Seminar marketing is by far the most critical and often most challenging task in
event organizing, and is often regarded as the most critical factor of an event’s
success. This is because the number of participants turning up for a seminar is
highly dependent on the strength of marketing activities and publicity. Whether
or not the event achieves its objective or whether the organizers will walk home
with a profit or loss largely depends on the marketability of the event. This means
that the right marketing strategy and seminar positioning must be adopted in order
to draw adequate event sign-ups.
Most of the time, event organizers who have large budgets will turn to above the
line marketing such as newspaper and magazine advertisements as well as radio and
television advertising to publicize the event. Press releases may also be sent in
to major newspapers, in order to create the awareness of the upcoming event. Additionally,
large advertising media banners and posters can also be purchased to advertise the
event in high human traffic areas. When using print advertising, the specific magazine
or newspaper used must have the target audience of your event as their primary readership
base. Also all print media should be copy written with an enticing approach, highlighting
the extensive benefits of participation.
However, if budget is a problem, then below the line marketing may also do wonders.
If the event is industry specific, mass faxing to companies belonging to the industry
would be feasible. Telemarketing is a very effective marketing channel to create
awareness within the right participant group. Additionally, dispatching sales personnel
to attend to the requirements of large participant groups is an ideal and effective
strategy. Mass emailing has become one of the most cost-efficient methods to reach
out to large target audiences. This would be really useful if the event organizer
already have an existing database. Otherwise, a list of names can be rented from
database companies to attain the same results.
4. Collaboration with sponsors
Getting reputable sponsors to participate in an event will help boost the creditability
of the event, as well as reduce costs. Sponsors can also help with marketing, as
they also help publicize your event to their customers. Apart from that, some of
the sponsors can chip in on venue rental in exchange for exhibition space or publicity
for themselves. Some sponsors also require a short message of their company to be
given to the participants during the event. Others give away sample products or
door gifts to participants.
5. Managing People and working with speakers
A seminar will not be successful without the people running it, as well as the speakers
sharing their knowledge to the participants. Invite speakers who are of caliber
and reputation to the event, and who will provide the participants with relevant
information to their work, industry or business. Prepare the speakers beforehand
and work with them on their Power point presentations as well as pre-inform them
of the logistics processes, timing as well as the expected audience size. Check
with them on any special requests, such as the requirement for an overhead projector
or additional microphones to be used for question and answer sessions.
All events require a good team of people handling tasks on ushering, registration,
customer service as well as handling financials. Familiarize the team with any required
event protocol to eliminate the possibility of confusion or error. In order to ensure
smooth implementation, each person should be familiar with their individual roles.
This can be ensured through a preparation of a detailed schedule of events coupled
with roles and responsibilities for each person. Ideally, a project manager should
control the whole team and ensure that everyone is carrying out their duties efficiently.
Apart from that, the project manager also has the delegated authority to deal with
all parties such as the venue management as well as the sponsors and event exhibitors.
6. Actual Day – Preparation, Registration, Ushering, Feedback
All seminar planning and preparations, constituting 80% of total work involved,
cascade to the actual event which may last only for a few hours or a few days. On
the day before the event, visit the venue to ensure that everything is in order
according the requirements and specifications. Microphones, projectors, audio and
video systems must be all checked to be in excellent working order. Over at the
office, have a packing list prepared and get all require items transferred to the
actual venue at least a day before the event. Event staff should be dispatched to
work on site preparations, including setting up booths, decorations and posters,
the day before the event.
On the actual day, staff should be present at the venue at least 1 ½ hours before
commencement. They should report to their duty stations and must be ready to receive
participants half an hour before they are scheduled to file in. Registrations must
be made at the door to ensure authorized access. Name tags, door gifts and event
schedules or booklets will be given out at this point and ushers will show participants
to their seats in the event hall.
Staff will also be responsible for providing advice or help to participants during
the event. Finally, feedback forms should be distributed and then collected from
participants to determine the satisfaction level on all aspects of the event experience.
This is in order to receive pointers, ideas and advice for future improvements.