Posts Tagged ‘experts’
Tuesday, January 31st, 2012
Let’s end this month with one more study, this time from the IMEX survey at their trade show last October. Yes, they had all the usual trends — do more with less, shorter meetings, going green. But this finding about associations and educational content got my attention.
According to attendee responses, associations are more firmly planted in the education business. Using content from the conferences before and after the event is pretty standard now. What’s new: the format is diversifying into interactive experiences and, yes, even — gasp — gaming!
I’ve preached for years that we experts need to “gamify” our content for corporate segments. Now it looks like we have a new group of customers coming up. My predictions: look for these formats to be underwritten by industry sponsors. This is a great way to be a guru to a community — you can go from being the expert in (fill in the blank) to being the creator of blah-blah game that is taking the industry by storm. See the difference?
Let’s put that on our resolution list. As for the IMEX study, click here to see the rest of the findings.
Tags: associations, events, experts, meetings, positioning, Speaking, strategy, Vickie Sullivan
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Thursday, January 26th, 2012
Want to use public speaking to get more clients? Good news: you will have more opportunities this year, according to the latest study out by American Express Meetings and Events Global Meetings forecast.
Interesting news: companies are more focused on “value” (translation: cost cutting). Another bummer: attendance is expected to decline. Meetings will also be shorter.
Prediction: there will be a rush for low-cost speakers, using smaller groups as an excuse not to pay more. My advice: choose your opportunities wisely.
Other cool findings are in the report. Click here for the highlights from Meetings and Conventions magazine.
Tags: experts, meetings, Speaking, strategy, Vickie Sullivan
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Tuesday, January 24th, 2012
If Martin Lindstrom says something, I remember it. Why? Because I trust him. In this Fast Company article last month, he explains how that happens.
His theory: our brains store information by how much we trust the source. We link information to the emotional relationship we have with the community, the person, the media outlet where we found the information. Think about it: this happens all the time in politics. How many ideas were dismissed because of the news outlet they showed up in? Or because of the person who had the idea?
Perhaps this is a new standard we should apply to our content marketing efforts. Key question: do our ideas show up in high-trust places? Are there other places our best clients trust even more? Sounds like the old “throw content on the wall and see what sticks” doesn’t work anymore. Lindstrom has other ideas in this article as well. Click here to learn more.
Tags: branding, experts, Marketing, positioning, strategy, Vickie Sullivan
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Thursday, January 19th, 2012
Like everything else, the structure of meetings and conferences is being overhauled. And that’s a good thing. In the good old days, structure stayed the same, then content was plugged in. What’s happening now and in the future: the structure will be designed around learning and experience. The buzzword you’ll hear more of: meeting architecture.
Yes, the economy is driving these shifts. But so is a belief we all need to be aware of: buyers believe that everything they need to know is online. Yep, our content isn’t ours anymore. It’s out there and anyone can take it. So the emphasis is now on interaction and learning. And we’re not talking about using Twitter and text to ask questions. Think: 30-minute presentations followed by 30-minute breaks.
This provocative article in Meetings and Conventions explores a variety of opinions. For those who speak at conferences and conventions, we need to be ready for any format.
Tags: experts, meetings, positioning, Speaking, strategy, Vickie Sullivan
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Tuesday, January 17th, 2012
According to this article by strategy giant Booz and Company, it appears that competition and other market forces are driving down profit margins in the big pharmaceutical market. Sound familiar? Sounds like everyone got tossed around in this economy.
My favorite line in the article: ”The next decade for the pharmaceutical industry is shaping up to be not only a period in which the leading companies don’t know what’s going to happen, but one in which they can’t know what’s going to happen, because so many of the conditions under which they operate are in such an unusual state of flux.”
I agree. All of us are in a state of flux. So here’s an idea: let’s stop trying to predict what’s coming up next. Let’s stop sticking our finger in the air to see which way the wind blows. Because that dang wind can change directions in a heartbeat.
Instead, let’s focus on pockets of profitability. What do we do best and who needs that? Can we take our gifts to a new sandbox? And the more important question: how can we deliver on that need in a different way than before? Let’s venture out some and find new folks who need what we have. It’s time to hedge our bets with a little diversification.
This article tells me that: (1) the days of steady, predictable growth are gone; and, (2) now is the time to make strategic bets. A lot of good examples here. Check it out for yourself.
Tags: consultants, experts, positioning, strategy, Vickie Sullivan
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Thursday, January 12th, 2012
As we enter 2012 with new vigor, it’s tempting to look around and see what you can revamp. Branding usually is on the short list. But not so fast. A band makeover can be expensive and time consuming. The key question: do you really need to overhaul or simply refine and redirect your brand?
This Fast Company article from last Fall has five questions that we experts can easily adapt to our own situation. Yes, the article uses big-company retail examples, but look past that. Ask yourself: are the new benchmarks that refine thought leaders on your side? Do you need to move your brand to a new segment or is there more growth where you are at?
Asking these questions first will not only help you decide on moving forward. You can also clarify what you want your new brand to do. Here’s the article and five questions.
Tags: branding, experts, Marketing, positioning, strategy, Vickie Sullivan
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Tuesday, January 3rd, 2012
Whew! The holidays were a blast and it’s time to get back to work. Predictions for this year are still coming in fast and furious. Here are a few of mine:
- The new “A” list speakers: traditional “I’ve been on the circuit for years” speakers are in for a wake-up call. Speakers with less experience are getting the big fees. Who are they? CEOs of cool companies. Public speaking is now the favorite way to get your ideas out there. As more CEOs write books, speaking is sure to follow. Their experience changing the world trumps delivery style. It’s gonna be a bumpy ride for many speakers.
- Those with the most followers win: want to be famous? Start on social media and rack up those followers. It used to popular authors who got the attention. Look for popular bloggers with big followings to be courted by publishers and media. And, yes, they’ll get on the speaking circuit, too.
- Meetings are not going away. Some say that virtual communities will replace conventions and conferences. Not so fast. As long as business is being conducted face-to-face, meetings are here for a while. My prediction: the movers and shakers will show up. The less interested or low-price folks will stay in the bleachers. Remember, meetings are not just about the information. Folks go to meet people.
That’s what I see out there. What are your predictions?
Tags: 2012, experts, speakers, Speaking, strategy, trends, Vickie Sullivan
Posted in Speaking, strategy | 1 Comment »
Thursday, December 29th, 2011
Whew! Glad this year is almost over. It’s been a roller coaster ride. Two international trips, a death in the family (and an estate to settle) and a business that’s booming. Hey, I’m not complaining. I’m just a little tired.
Between the volatile economy and personal issues, it’s easy to feel like we’re no a never-ending obstacle course. That nothing will be gained without a hard-won battle. That we have to fight for every customer, every bit of success we get. I hear you. When my to-do list is bigger than the time I have, I feel the same way. What I’ve decided: to make the obstacles smaller.
Yep, I will have stuff to do. But I make the to-do’s bigger than they have to be. How? By being a perfectionist and spending time to make things “just right”. By making the task more complicated than it needs to be. By writing ten words when five would do. By procrastinating to the point that I have to rush to get the task done.
I have an idea for 2012: let’s make things easy. Let’s ask ourselves: what is the easiest way to do this? Not sloppy — I’m not talking about cutting corners. I’m saying that in the spirit of perfection, are we making things harder than they have to be? Are we dwelling too much on the negative instead of spending time just getting it done? Guilty as charged.
But not anymore. This next year will be the “easy year”. The one where I learn how to quit being so hard on myself and others. Who’s with me? Are we ready to create results without creating mayhem? Let’s go!!
Tags: conversations, experts, strategy, Vickie Sullivan
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Tuesday, December 27th, 2011
Another fabulous Fast Company article that looks at how talent will get paid. One word: sponsorships. That’s right, those who have a following are collaborating with those who want to tap into new markets.
While this article talks about artists and musicians, just insert the word “expert” and you’ll see the similarities. Look at the roles: Silicon Valley builds the platform, Hollywood brings the star power and Madison Ave has the money. It’s a three-way match made in heaven. And the co-create theme highlights partnership, not the “hey, give me money because I’m good”.
Don’t let the “big” examples in the article scare you off. Use the best practices here on a smaller scale, and you’re set to go. How to apply this dynamic to our situation: if we use technology to build a community of avid followers, others will join forces with us because of that community. The key is not just size — it’s demographic. If your community is small but influential, you can still attract Madison Avenue-type sponsors.
Perhaps this can be your New Year’s resolution: I will build a community that others will pay to access. Something to think about…
Tags: branding, experts, Sponsorship, strategy, Vickie Sullivan
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Tuesday, December 20th, 2011
The newest crop of speakers hitting the circuit come from the executive suite in Silicon Valley, according to this recent article in The Wall Street Journal. Speaker Bureaus are jumping into the fray quickly, including the celebrity agent powerhouse, Creative Artists Agency.
These folks are not only hitting the association conferences, but also sharing ideas in the corporate sector. Their fees are not cheap — easily running into the five figures. Combined with what I’m hearing out there, here’s what I took away from the article:
- Bad news: if you’ve done nothing but speak in the last ten years…be very afraid. The cool entrepreneur with a big success has become your biggest competitor for big-fee speaking. They are more visible with a more compelling story. And they are willing to speak for free in certain venues.
- Worse news: buyers are giving these folks a pass on compelling content. Call it the halo effect for speakers. If you are cool, you can read from the phone book and be inspiring. But don’t call them boring. Some of these execs are passionate and eloquent, too. Sigh…
- The best news: death of the $10,000 plus speaking engagements has been exaggerated. Buyers will pay good fees for speakers — but only for those they think are worth it.
Click here to read the article for yourself. Many thanks to Al McCree and SpeakerNet News for passing this along.
Tags: experts, positioning, speakers, Speaking, strategy, Vickie Sullivan
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