Speaking engagements and seminars are marketing tools which create an aura of expertise around an individual or firm. They can convey an image, an association, and a reputation that tends to stick. A topical seminar is an example of direct marketing that targets a specific group of people with information they care about. A seminar can also familiarize attendees with your firm or business. Publicity works hand in hand with planning speaking engagements and seminars. A media advisory announcing each event can be sent in advance; appropriate members of the press will be invited, and post-seminar releases should go out to trade, business and general press publications. Additionally, a mailing list of attendees can be used for targeted follow up mailings. Without follow up, a seminar is simply a means of dispensing free information - without any lasting marketing value to its sponsor.
The idea behind well thought out seminars and speaking engagements is to position the firm or individual in the minds of existing and potential clients as an organization or professional with the resources and expertise to meet their needs effectively. A seminar or speaking engagement is an especially effective way to accomplish this goal.