Archive for September, 2009
Tuesday, September 29th, 2009
When Corporate America cuts budgets, staff start using what they have. A little too much creativity can result in your work being used in ways that you didn’t anticipate. Some legal folks call that copyright violation; some HR pros argue fair usage.
Problem: the answer isn’t always clear cut. Doug Isenberg, founder of The GigaLaw firm provides these great benchmarks:
- Amount that is used. The more work that is yours, the less likely the use is fair. That means copying your entire handout is a no-no.
- Prupose of the use. Commercial uses face more scrutiny. This is the greyest area. If you presented a workshop, using that information internally could be argued as fair use. Selling it to someone else is not.
- Nature of the work. The more factual the work, the more others can use it. In other words, facts are in the public domain. Your interpretation and insights are not.
Tags: branding, copyright violation, Doug Isenberg, insights, interpretation, Marketing, public domain, Vickie Sullivan
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Thursday, September 24th, 2009
No, it’s not your imagination. Corporate America has but back on training. Key question: what topics are considered “nice to have” and therefore being cut?
Workplace Options sheds some light on that question. Their recent poll shows only 39% of employers make time management, communications and leadership training available, and 32% offer personal growth topics, such as wellness, stress, and financial management. That’s an 18% drop for work-related skills training and a 15 percent drop on personal growth from the results in November last year.
Folks still need this information, so look for associations to pick up the slack. It won’t be in classroom format though. Webinars and other online formats will dominate these topics well into 2010. If you haven’t jumped on this bandwagon yet, now might be a good time.
Tags: Marketing, seminars, strategy, training, Vickie Sullivan, webinars
Posted in Marketing, Speaking, strategy | 1 Comment »
Tuesday, September 22nd, 2009
Why the number of association meetings won’t rebound with the economy: consolidation. These execs know strength is in numbers, so they bet on expanding their reach by combining relative groups’ meetings to cut travel costs. Exhibit A: The Institute of Food Technologists and the Food Processing Suppliers Association will co-locate their annual expositions next year in Chicago. Other associations share programming, too.
This looks good to many speakers who like bigger audiences. This supersize does come at a price: experts who speak to promote their business could see fewer spin-off sales. Why? The audience is more diverse and not necessarily packed with decision makers.
You antidote: take control by inviting industry folks who need to see you. Best bets: clients who need to see you in a different light; those prospects who are sitting on the fence; folks you were looking for a reason to contact. For now, focus on quality of audience, not quantity.
Tags: associations, branding, Marketing, Speaking, Sponsorship, strategy, Vickie Sullivan
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Thursday, September 17th, 2009
Another great call on Tuesday on advocates. My favorite point: your relationships with advocates are driven by the first experience you’ve had with them. If they hired you to speak, then they see you as a speaker. If you coached them, then all you are is a coach. That perception sets up an either/or construct that gets in the way of brainstorming new opportunities. A typical response: they’re not hiring consultants right now, so when you leave a voice mail message, there’s no need to return the call. After all, times are tight and everyone’s out marketing.
They know you’re talented. Many advocates just limit how to use your talents based on what they’ve done with you before. You have to tread lightly here or you’ll give off the air of desperation. I shared some ways to get out of the box from a position of power. Here’s the link if you want the mp3 file for only $59.
Tags: advocates, coaching, consultants, Here's the Deal, Marketing, relationships, Speaking, strategy, Vickie Sullivan
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Tuesday, September 15th, 2009
Conversations with potential clients really got me thinking about the traps we thought leaders face every day. My thinking: we don’t dig ourselves into these holes from flat ground. We fall into a pothole first and then start digging.
How do we find (and fall) into the potholes? By listening to people who have no business giving us advice. Example: one poor woman spent tens of thousands of dollars implementing a strategy given to her by a “nuts and bolts” expert. She had a great website, but the direction was so off that she had no buyers. Not only did she lose money (that’s not easily replaced), she lost months implementing an idea that would never work. It’s gonna take some time and money to get out of the hole she’s in.
There’s an old saying in the consulting biz: If your only solution is a hammer, every problem looks like a nail. People can only give us what they have to give. It’s our job to determine the role those gifts play in our business. Pay close attention to the perspective behind the advice.
Tags: advice, consulting, conversations, experts, implementation, strategy, thought leaders, Vickie Sullivan
Posted in Marketing, branding, strategy | 2 Comments »
Thursday, September 10th, 2009
Working with advocates is a tricky business nowadays. In booming times, approving more work was easy. With Corporate America still cutting budgets, advocates know they need help but can’t pay. Awkward situations arise. Key question: what do you do to maintain the relationship? How can you be generous without giving away the store?
The answer: combine creativity with your benchmarks. Know what you have to have and then get creative in making that happen. I’ll unveil my unique approaches at next Tuesday’s call on working with advocates. Here’s the link to join the fun. And fasten your seatbelt…
Tags: advocates, Here's the Deal, Marketing, strategy, Vickie Sullivan
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Tuesday, September 8th, 2009
When the going gets tough, the tough start networking. I see a lot of experts reaching out to their advocates this year, but not a whole lot of deals coming through as a result.
Here’s the deal: Many budgets moved up the food chain, so advocates who could hire you in the boom times no longer have that option. Many experts punt by asking for referrals or to “pass along” the information to the new buyers. That rarely works. New buyers have their own sources. And when they don’t know you, the first question becomes about price. And in the heat of competition, bargains can be had.
Bottom line: advocates play a variety of roles now and going into 2010. And that’s what I’m drilling down on in next week’s Here’s The Deal call. Here’s the link; hope you can join us.
Tags: advocates, experts, Here's the Deal, Marketing, networking, strategy, Vickie Sullivan
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Thursday, September 3rd, 2009
Here’s a typical lament: I have given dozens of free talks at marketing and other association meetings. They never pay me because they say “it’s free marketing exposure for you.” The speeches are a mediocre source of new business. How do I get out of this trap?
This scenario pinpoints the biggest mistake experts make. It’s tempting to take baby steps when you’re a stranger in a strange land. It’s less risky and feels more comfortable. And that approach works on marketing tools such as websites. You don’t have to start out with a huge 100-page website to showcase your expertise.
However, there’s one helpful tool everyone needs before starting this journey: an accurate map. A compelling strategy and brand that competes in crowded markets requires a “go big or go home” approach. You can tell who put the upfront investment in planning their route first; they burst on the scene running. And they quickly surpass the experts who try to get away with less by settling for a clever book or speech title. Bottom line: the more skin you put into your strategy, the more incremental your implementation can be. The revenue you generate will subsidize your investment in websites and other tools.
There’s an old saying in construction: measure twice, cut once. This philosophy works in our business, too.
Tags: branding, experts, Marketing, Speaking, strategy, Vickie Sullivan
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