Hosting a seminar is a great way to reach out to new customers and give existing customers a little bit of “value added”. However, putting on a good event isn’t always as easy as it looks. It takes a lot of preparation, coordination and attention to detail to pull off a successful seminar.




You should tailor your seminar to your intended audience. As such, you should decide whether you are targeting existing customers, the general public, new businesses etc. Determining who your audience is will help you to decide what content should be included.


You should consider the aims of your seminar before setting your budget.

For example, if you want to win 5 new customers, you may need 50 or 60 attendees at your event. This means that you will need a venue with the capacity to accommodate this number. Set a realistic budget and try to stick to it.


Once you determine the size of your desired audience, you will need to find an appropriate venue. A good venue from which to host your event is your business premises, as this will help to raise awareness of your firm’s location among your target audience. Alternatively, you could choose a venue that is synonymous with your industry. For example, a solicitors firm could host a seminar at the local Law Society and an accountancy firm could host their event at the local ACCA or ICAEW office.

Schedule of Events

Having a specific schedule will help you create an agenda for your audience, should one be required. Ensure you have enough “leeway” in your timing to allow for unexpected occurrences (for example lunch not being served on time). Consider what time your speakers should arrive, if you’re providing lunch or dinner etc.

Plan Ahead

Make lists, schedule meetings and touch base with people periodically. Make sure that you’ve listed everything you need. You should create a written plan that is designed to make every detail of the event happen (who is doing what), and talk through this plan with your team to ensure they don’t need additional assistance.