Posts Tagged ‘Marketing’
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
Posted in Marketing, Speaking, branding, strategy | 1 Comment »
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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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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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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Tuesday, July 27th, 2010
Want to know what’s going on with corporate meeting spending? Ask the financial execs at the top. That’s exactly what AmEx did with CFO Research Services. Their recent survey of nearly 500 senior financial executives of global companies doesn’t look good for us experts. The stats: 26 percent project an increase in travel spending; 31 percent expect “no change”; while 44 percent plan further cuts. Maybe I’m just a half-empty sorta girl, but that last number isn’t good for corporate meetings.
The silver lining: the trend line for outside meetings is more positive. In 2009, 79 percent of respondents to the survey said their companies were likely to restrict travel to conferences and events; only 35 percent plan to do so this year. That sounds great until we remember that many associations are going the free speaker route to save money.
Bottom line: the paid speaking gigs are not in the usual places. They are in the nooks and crannies. Get out your flashlight and go find them.
Tags: budgets, economy, Marketing, meetings, positioning, speakers, Speaking, strategy, trends, Vickie Sullivan
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Tuesday, July 20th, 2010
Greetings from the NSA Convention in Orlando, Florida. First thing I learned here: humidity matters. I have come to appreciate the “dry heat” of Arizona.
I’m hearing one question over and over again: How do I “get out there?” Folks assume that if they “just get in front of the right people,” they are golden. The good news: there are so many opportunities to distribute your brilliance. The interesting news: these opportunities have created a lot of white noise. Getting in front of people is not the challenge; getting them to pay attention to you is the real first step. The more crowded the market, the harder it is to get that attention.
Throwing spaghetti at the wall no longer works. We have to go an inch wide and a mile deep, not a mile wide and an inch deep. We have to get strategic about what we know, not just tell it. How to create that kind of publicity? Check out the next Extreme Mini Makeovers call next Tuesday, July 27th and leave with a blueprint on what to do next.
Tags: education, Extreme Mini Makeovers, Marketing, promotion, strategy, Vickie Sullivan
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