To obtain leads from human resources personnel at companies offline, you can not only sponsor externally sponsored events and exhibit at exhibitions, but also hold seminars within your company, such as private seminars or jointly sponsored seminars with other companies. .
This time, we will introduce the purpose and benefits of holding in-house seminars from a marketing perspective, not just lead acquisition.
Four purposes of holding in-house seminars
Possible purposes for holding a seminar at your company include the following, including acquiring leads.
① Acquire new leads ② Improve customer satisfaction of existing customers *Includes both customer success (creating successful customer experiences) and customer satisfaction ③ Increase awareness and promote understanding of services and solutions ④ Build relationships with customers
There is not only one purpose, but also ① + ③, ② + ③, ② + ④, etc.
Is it to acquire new leads or upsell (increase unit sales price) from existing customers?
The seminars held will differ depending on the marketing issues at the time.
Advantages and points to note by seminar purpose
We will introduce the benefits and points to note regarding the purpose of holding seminars held in-house.
① Acquire new leads
<Case>
Lecturers include university professors who are familiar with the HR industry, HR managers and experienced personnel from major companies, etc., and a venue with a capacity of 100 people has been arranged to introduce the latest trend information and case studies from advanced companies. To attract customers, send emails using external media.
<Advantages>
You can acquire 100 to several hundred leads and approach them immediately.
<Notes>
In addition to the cost and man-hours of arranging instructors and venues, the larger the scale, the more man-hours it takes to attract customers, and there is also the risk of not being able to attract enough customers depending on the planning and size of the venue.
②Improve CS of existing customers
<Case>
We create content that introduces case studies of companies that have introduced the service and practical know-how, arrange for 10 to dozens of venues (we also have our own seminar rooms), and attract customers to our house list (prospective customer information).
<Advantages>
You can differentiate yourself from other companies by disclosing your own original case studies and know-how, and there is no need to attract customers or arrange instructors from outside, and you can use your own resources other than the companies and venues that have introduced it, reducing costs. You can also expect upsells from existing customers.
<Notes>
It is necessary to request cooperation from companies that have introduced the system and prepare content such as know-how.
③ Increase awareness and promote understanding of services and solutions
<Case>
We have prepared demo screens for systems such as recruitment management and attendance management, so you can experience the actual system. For educational training, hold trial sessions and workshops to make the training more hands-on.
For other solutions, we will create opportunities for each company to communicate, such as by holding individual consultation meetings, where the number of participants is one to several, or one to 10 or less.
<Advantages>
By actually experiencing services and solutions, you can deepen your recognition and understanding, and by being able to make appropriate proposals tailored to the challenges of each company, you can reduce the number of sales steps required to receive an order.
<Notes>
It is necessary to secure sufficient personnel to ensure communication between each company. The larger the scale, the more staff required.
④Building relationships with customers
<Summary>
In addition to steps 1 to 3, a social gathering will be held after the seminar.
<Advantages>
Improve engagement (relationships) with your company by promoting interaction between customers who have unresolved concerns.
Additionally, since this is not a business meeting but a social gathering, the tension is reduced and communication can be smooth.
<Notes>
Expenses for the social gathering will be added. Combined with seminars and social gatherings, the increased commitment time will affect the number of applicants.
The importance of determining the purpose of the seminar
We introduced specific cases and benefits for the four purposes.
The main purpose of externally sponsored events and exhibitions is (1) acquiring new leads, but when holding a seminar in-house, determining the purpose of the event will determine the subsequent planning and content, as well as the execution of the seminar. It has to do with the effect.
For example, when acquiring new leads, the content you plan will differ depending on whether the leads are in the “information gathering stage” or the “comparison consideration stage.”
In addition, the effects that can be seen after the project is developed and orders are received will change, so it is very important to decide the purpose of why you are holding a seminar.
◆Summary
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There are four purposes for holding seminars in-house: 1) Obtain new leads, 2) Improve customer satisfaction with existing customers, 3) Increase awareness and promote understanding of services and solutions, and 4) Build relationships with customers.
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Determining the purpose of the seminar is extremely important as it will affect the subsequent planning, content, and effectiveness of the seminar.