Archive for the ‘Marketing’ Category
Thursday, September 2nd, 2010
Sometimes you can’t tell people something, they have to discover it for themselves. One of the coolest ways to make that happen: video trailers. Just saw one of these things and I see why buyers love them. The videos are very short — 30 to 60 seconds — so you have to be laser focused. Don’t think you can sell in that short time? Think about it — the big boys do it all the time for movies. They key: go beyond you just talking into the camera.
One of my favorite people, Janita Cooper at Master Video Disc and Design is all over it. She’s done book trailers for the big authors and knows the nuances to make the video compelling. We talked the other day about all the things you can promote via trailer: products, subscription services, an upcoming seminar. Just about anything.
Before you call her, be clear on one thing: your best message. And she’ll do the rest. (And no, I’m not making a commission from any of these referrals. I’ve seen Janita’s trailers and they rock. Now go see for yourself.)
Tags: branding, experts, Marketing, promotion, Vickie Sullivan
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Tuesday, August 31st, 2010
What I like best about Meeting Professionals International’s (MPI’s) bi-monthly economic report: the findings are based on the latest data. And so far, no surprises: 39% say attendance is bigger than last year. That’s significant — only 10% saw an uptick last April. The interesting news: that increased attendance will not result in higher budgets. Buyers are only going to pay for what they gotta have.
What else to watch out for: short lead times for more meetings. Negotiations will continue to run rampant in 2011 and possibly beyond. My recommendation: get your fee strategy that you can live with in place now.
Tags: budgets, events, experts, Marketing, meetings, positioning, speakers, Speaking, strategy, Vickie Sullivan
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Tuesday, August 24th, 2010
Many of my profitable colleagues are growing their businesses abroad. And this article from Booz Allen’s strategy+business is a great example why. The business elite in the Middle East have embraced the next generation of leaders and have identified three qualities they need to develop:
- a long-term outlook that builds sustainable organizations for future generations;
- the willingness to seek new ideas and customize them for the gulf’s environment; and,
- the awareness that their work is not only building organizations but the gulf region’s prominence on the global stage.
Here’s an idea: instead of trying to find U.S. leaders who are willing to invest in these qualities, why not go where you are preaching to the choir? Remember, these young leaders went to school in the U.S. and Europe, so everyone is well aware of global leadership practices. My thinking: there’s plenty of opportunity for those experts who are willing to get out of their U.S. comfort zone. Best next step: take the long-term approach and figure out how to plant seeds now.
Tags: consultants, experts, Marketing, opportunity, speakers, Speaking, strategy, Vickie Sullivan
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Thursday, August 19th, 2010
Here’s another deadly mistake experts make when they pitch a speech: they assume that being an author is enough to get the gig. I can understand why: after all, you’ve spent almost a year writing and promoting the dang thing. It’s time to get out there.
The reality: a book might get you in the first round of consideration if the overall approach is relevant. But in the midst of many options, buyers will go for the topic that not only addresses a hot trend or challenge but also hints at a unique approach. It is the latter — the approach — that gives an expert the inside edge.
Yes, I rant more about this topic via video — here’s the link again. And if you want my best ideas on how to create that topic, join me for Tuesday’s Extreme Mini Makeover call. Yes, you have to purchase the entire series — but the price point is low enough that if you get the help you need from just one call, it’s worth the investment.
Tags: authors, books, branding, experts, Extreme Mini Makeovers, Marketing, positioning, promotion, speakers, Speaking, strategy, Vickie Sullivan
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Tuesday, August 17th, 2010
What do buyers look at first when you submit an RFP (request for proposal) to speak at their conference? The topic. It doesn’t matter if you are the Pope, if your topic doesn’t fit their agenda your proposal goes into the round file. Immediately.
Yes, this is basic and yet too many speakers don’t make the cut for this reason. My theory: we are blinded by what we offer instead of approaching the conference from a blank slate. The former approach assumes a fit and spins accordingly; the result is a topic buyers roll their eyes at. The latter doesn’t assume a good fit and compares the criteria in the RFP with other hot trends. Combining the two.
Yes, I have more thoughts on this subject. Click here to see my latest video rant. Want more? No problem: the next Extreme Mini Makeover call on Tuesday will explore how to turn your brilliance into a topic that gets picked every time. Click here to get more info and to register for the series.
Tags: events, experts, Marketing, meetings, positioning, speakers, Speaking, strategy, Vickie Sullivan
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Thursday, August 12th, 2010
Think your market space is getting crowded with low-cost competitors? Check out the music industry, where traditional record companies are taking a beating thanks to iTunes. But out of the ashes comes innovation.
Enter the “360 deals” many labels are cutting with artists. The upshot: intimate, transparent and lucrative deals that share in all facets of a musician’s platform: the music, the tours, the merchandising. All of it.
My question: what other areas could you help your clients with? How can you use your platform to bring value to more facets of the client’s business? For inspiration (and a kick in the pants) check out this Fast Company article. Their prediction: people won’t pay for ownership; they will pay for access. Lessons for all of us with ideas to sell…
Tags: branding, experts, Marketing, positioning, strategy, Vickie Sullivan
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Tuesday, August 10th, 2010
One of my favorite people — PR guru, Dan Janal — made a great point about using research for media campaigns. He’s right — reporters love numbers. What’s even better: the bar is set low on sample size. You don’t have thousands of responses to your survey in order to create cool stats.
My take: distributing the findings is no longer enough. We need to take what we’ve learned and do two things: first, highlight the most provocative things you’ve learned. That will get your article on the radar screen fast. Second, turn the findings into a visual. People love to see the big picture immediately.
Want to see the above in action? Software company Hubspot is giving away 50 plus slides showing their research findings. They do everything right: they focus on what is compelling, turn research findings into a visual and, then, using the visual, they give their color commentary about why the findings are what they are. Here’s the link if you want to see excellence in action.
Tags: media, positioning, promotion, strategy, Vickie Sullivan
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Thursday, August 5th, 2010
When I mention “let’s do a social experiment,” my friends and family head for the hills. So this time I did one on myself. After ranting about all the pitching at an industry conference, I decided to do something about it: stop pitching myself. I figured, “Hey, I can’t gripe when I talk about my services.”
Instead of boycotting the conference, I boycotted the selling. Instead of charging for my time, I gave away five 30-minute sessions for free. (With no pitching afterward.) Two things happened: first, the gratitude from participants warmed my heart. Almost every one of them said, “This is brilliant. What can I do for you?” It never occurred to me that folks would want to return the favor so quickly. There’s a different reaction to when you give fully and walk away, versus giving fully with a pitch. My theory: it’s hard to fully appreciate what you’ve been given when you dread the pitch that’s coming next.
Second, I learned that when you give fully, the word spreads. Fast. I was approached by more people interested in my work than the last four conferences combined. Why? Don’t know. But I think it had something to do with what I gave on the first day.
Tags: branding, consultants, conversations, events, Marketing, Speaking, strategy, Vickie Sullivan
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Monday, August 2nd, 2010
Last week I explored major changes ahead for the incentive industry. Here’s another study to back that up: The Incentive Research Foundation’s newest Pulse Survey. Key finding: although positive vibes are on the rise, the budgets aren’t. Reason: buyers still feel stung by the “extravagant” label. Therefore, this will continue to be bad news for any speaker in the general motivation market (i.e., the sports figures, those with compelling stories) who don’t have a heavy dose of substance.
Another thing to watch out for: this study reports that almost half of the respondents believe their involvement in incentives will decline as more procurement departments take over. Prediction: buyers for agenda and speakers will move up the food chain. No one wants to be blamed for a low-fee speaker who bombed.
Tags: events, incentive meetings, meetings, positioning, speakers, strategy, Vickie Sullivan
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Thursday, July 29th, 2010
Another casualty of the economy: traditional incentive meetings. Industry insiders agree that a new model is morphing for these multi-day junkets. Now it’s a smaller party with a bigger purpose. And that’s good news for experts.
Three ways we can take advantage of the new trends:
- Instead of pure entertainment, a business portion is being added to the agenda. Most popular here: getting feedback from top performers. Facilitators, this is a perfect fit for you.
- I predicted this for years, and this trend is going strong: training is now an important part of the meeting agenda. More opportunities to interact with Corporate America is a good thing. Yes, speakers and trainers are a natural fit for skill-building. Consultants can get in on this act, too.
- And, finally, charitable activities are on the rise. This is a great area for CSR (Corporate Social Responsibility) experts — especially those with relationships in Sales and Marketing.
Tags: education, events, experts, Marketing, meetings, Speaking, strategy, trends, Vickie Sullivan
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