I recently read a post on Seth Godin's blog entitled, "In between frames." Seth's blog argues that "it's not marketing when everything goes as planned." He believes that marketing is what happens when you are unscripted, so to speak.
Interesting point of view. I truly love this concept.
I often think people don't completely understand and appreciate the role of marketing... and their contribution. People typically think of marketing as a commercial or ad or tagline. We, the people, are "marketing" as much as any tactic.
A trip to a local grocery store the other day is a great example. They have great prices, advertise that they want to be part of the community, yet when I went to check out, neither the checker nor the bagger spoke to me, and did not reply when I thanked them and wished them a nice evening. What does this say to me?
That same day, I made a trip to a specialty running store. I walked in and was promptly greeted. The clerk asked how she could help me, and then fitted me for new running shoes, offering guidance along the way on how they should feel to ensure proper fit. She also mentioned some other products I might be interested in and gave me a free race calendar. Wow - that is service. And marketing.
While very different, both experiences sent a message to the customer - me.
What are you saying to your customers without saying it? What are your employees saying to your customers? Do they understand their role and how it is an important piece of your company - no matter how large or small?
Tuesday, January 26, 2010
Friday, January 1, 2010
10 Resolutions for a Successful Event
1. Set your goals: Understand what you want to accomplish and what success looks like. Quantify wherever possible - number of attendees, ROI, etc.
2. Understand your resources: Know your budget and what resources are available to you – from event locations to speakers to graphic designers. With tightening budgets, think outside the box to stretch dollars. Can a partner help fund an event? What can you leverage and re-purpose?
3. Know your audience: Think in terms of the customer. Who is it? What is their pain? Why should they attend? What will they get from attending the event? What is the best way to reach them?
4. Be creative to stand out: There are many competing activities and messages vying for the customer’s attention, and it is more difficult than ever for a customer to leave their workplace for extended periods of time. What makes this event unique and valuable?
5. Create a complete project plan: An event is like any other type of project with a beginning, middle and end. Once the event has been defined, plan the milestones and what needs to take place leading up to AND following the event. The plan should include contingencies, such speaker changes, no shows and other issues.
6. Engage stakeholders early and often: Share the plan, ask for feedback and buy-in, and let the stakeholders know how they can contribute to the success. Re-engage at regular intervals so everyone knows how the team is tracking toward the goal.
7. Practice makes perfect. Create a timed agenda for the event with the activities that should be occurring during the time intervals. Prepare speakers during a dry run, so they not only know the material but how much time they have to deliver the message. Don’t forget to include the location as part of your rehearsal, so you don’t overlook important details, like registration tables, screens or internet connections.
8. Make an offer they can’t refuse: Everyone is at the event for a reason. We want to sell something. Customers want to learn something and solve a challenge. Bring it together with an appealing offer – consider discounts, trial offers, proof-of-concepts and other ideas that make it easy to engage.
9. Follow-up, Follow-up, Follow-up: This is where ‘the rubber meets the road’ so to speak. Effective follow-up makes all the difference between a successful event and an unsuccessful event. Check in with the attendees – What was their impression of the event? Do they want to take advantage of the offer? Do they have other needs we can help them fulfill?
10. Gather feedback and reflect: No matter how many events we have attended, planned and held, there is always something to learn in this ever-changing world. Strive to learn as much as possible, so we can excel in achieving our goals and bringing our customers value.
2. Understand your resources: Know your budget and what resources are available to you – from event locations to speakers to graphic designers. With tightening budgets, think outside the box to stretch dollars. Can a partner help fund an event? What can you leverage and re-purpose?
3. Know your audience: Think in terms of the customer. Who is it? What is their pain? Why should they attend? What will they get from attending the event? What is the best way to reach them?
4. Be creative to stand out: There are many competing activities and messages vying for the customer’s attention, and it is more difficult than ever for a customer to leave their workplace for extended periods of time. What makes this event unique and valuable?
5. Create a complete project plan: An event is like any other type of project with a beginning, middle and end. Once the event has been defined, plan the milestones and what needs to take place leading up to AND following the event. The plan should include contingencies, such speaker changes, no shows and other issues.
6. Engage stakeholders early and often: Share the plan, ask for feedback and buy-in, and let the stakeholders know how they can contribute to the success. Re-engage at regular intervals so everyone knows how the team is tracking toward the goal.
7. Practice makes perfect. Create a timed agenda for the event with the activities that should be occurring during the time intervals. Prepare speakers during a dry run, so they not only know the material but how much time they have to deliver the message. Don’t forget to include the location as part of your rehearsal, so you don’t overlook important details, like registration tables, screens or internet connections.
8. Make an offer they can’t refuse: Everyone is at the event for a reason. We want to sell something. Customers want to learn something and solve a challenge. Bring it together with an appealing offer – consider discounts, trial offers, proof-of-concepts and other ideas that make it easy to engage.
9. Follow-up, Follow-up, Follow-up: This is where ‘the rubber meets the road’ so to speak. Effective follow-up makes all the difference between a successful event and an unsuccessful event. Check in with the attendees – What was their impression of the event? Do they want to take advantage of the offer? Do they have other needs we can help them fulfill?
10. Gather feedback and reflect: No matter how many events we have attended, planned and held, there is always something to learn in this ever-changing world. Strive to learn as much as possible, so we can excel in achieving our goals and bringing our customers value.
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