A joint marketing event is an effective way to build relationships with centres of influence, says Terrie Wheeler, founder of MarketYourAdvisoryPractice.com in St. Paul, Minn. As well, it offers an opportunity to meet prospective clients through those COIs.

A variety of marketing initiatives can be run with a COI, Wheeler says, such as a newsletter or a seminar. Wheeler recommends in-person events, such as seminars, because they help you meet prospects directly.

Wheeler offers this advice for organizing a joint seminar:

> Know the COI
Make sure your seminar co-host is someone you would recommend.

Any time you participate in a joint marketing effort, Wheeler says, it becomes an endorsement of you and your COI. That’s why it’s important that you know the personality, reputation and business philosophy of the person you are working with.

> Keep it small
Too many hosts can spoil a seminar.

Three is a good number of hosts for a joint seminar, says Wheeler. That way you and two other professionals can provide a variety of perspectives and bring together three pools of clients.

Consider inviting more presenters only if you are planning an all-day event.

> Delegate event planning
Organizing an event involves 50-100 details to arrange and track, Wheeler says. To ensure your project is organized properly you will need a project manager.

That manager can be a staff member of yours or of a COI, she says. Or you could hire a professional event planner.

You and your COIs should avoid organizing the seminar personally, Wheeler warns. Your time is better spent on your business.

> Choose a lead speaker
Select the person with the best qualifications to be the main presenter.

For example, if the focus of the event is taxes, says Wheeler, it’s best to let an accountant take centre stage. As the host, you could introduce him or her, explain your relationship and why the seminar is important.

“It’s about the information needs of the audience,” Wheeler says. “What has drawn and attracted them to this program in the first place?”

> Follow up together
To make the most of the seminar, have an evaluation and a group follow-up plan.

At the end of the presentation, says Wheeler, ask participants to fill out an evaluation form. As part of the evaluation, ask if they would like to be contacted by one of the presenters.

As well, she says, prepare a joint letter, signed by all three hosts, to send to all the attendees as part of your follow-up plan.