Posts Tagged ‘Marketing’
Thursday, September 22nd, 2011
Another train leaving the station: apps for specific meetings. Conference planners are getting deluged with requests for these, so watch apps explode on the scene. Why do you care? This will be a game-changer for speakers on the convention circuit. Here’s what apps mean to us:
- Instant attendee feedback on your presentation. Planners hope for higher response rates and specificity in attendee comments.
- Instant buzz for your presentation. Apps will aggregate social networking tools, spreading the word fast on your presentation. This is a double-edged sword. Bring your “A” game and be prepared for quick responses.
- Longer lead times. Approval from Apple can take up to three weeks; current thinking is to create and launch the app at least three months in advance. Prediction: this will force speaker selection decisions to be made far in advance, as planners will use programming to promote the event. This is good news for those of us who customize our talks.
Our next best step: start strategizing now about how you are going to participate with apps — what info can you contribute and how you will immediately respond to the inquiries and buzz. Build a timeline and tactics to promote your presentation and add value via apps. Experts predict apps will be standard within a year or so. Don’t wait on this one…
Tags: branding, experts, Marketing, positioning, speakers, Speaking, strategy, technology, Vickie Sullivan
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Tuesday, September 20th, 2011
There’s a debate going on via LinkedIn about how your “stories” differentiate us as speakers. Two schools of thought: (1) just be authentic and keep the story strong; and, (2) great stories create great experiences but you need something more. You can guess which camp I’m in.
Last month’s article in Association Conventions and Facilities about trends in speaker selections has a cautionary tale for many speakers still arguing about the branding value of their stories. The call out quote on page one from Susan Farrell, senior director of Education and Learning Services at SmithBucklin: ”People are no longer willing to travel halfway across the country just to hear stories. But they will travel to hear visionaries or economists, or people who can speak about the impact of legislation or reform on their businesses.”
Yes, I know this is one person’s opinion. Keep in mind that SmithBucklin is the largest association management firm in the world. Here’s the link to the article on page 16. Great reinforcement for what many of us see going on out there.
Tags: branding, experts, Marketing, positioning, speakers, Speaking, strategy, Vickie Sullivan
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Thursday, September 8th, 2011
I used to think folks who stick with a losing strategy were stupid. I am wrong. According to this Fast Company article, it’s delusional stupidity.
My favorite line: ”It isn’t the initial loss that does for him, but the stupid play he makes in an effort to deny that the loss has happened.” This hit me hard. How many times do we keep betting on that web site, that book, or that strategy that we made up out of thin air? Instead of moving past the loss, we compound it by taking on more losses.
I see this in our business all the time. The scenario: we come up with an idea, stumble upon some low-end buyers who like it, and mistake the dimes we get for dollars. By the time we learn that the brand we created won’t translate into higher fees, we justify our idea with “well, so-and-so liked it.” My question: are the folks who like your brand as well as you do…are they your most profitable buyers? And if not, why are you listening to them?
My engineer husband asks the same question every time I come to him with a tech problem: ”Did you reboot?” I think that solution can keep us out of strategic hot water. Instead of throwing good money after a bad idea, I’m going to say, “oops, let’s reboot” and move on from there. How about you?
Tags: consultants, conversations, experts, Marketing, positioning, strategy, Vickie Sullivan
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Tuesday, August 30th, 2011
Why are there so many leadership experts? Because leadership development is one of the biggest areas of growth in the corporate sector. Two reasons why: one, talent management has been tied to execution and is now seen as a strategic advantage; and, two, development is taking the place of raises and bonuses. (Thank you choppy recovery.) Next question: what do these buyers want?
Role playing is in and avatars are gaining fast, according to this recent study on leadership development trends by Chief Learning Officer magazine. Other findings we care about:
- The hemorrhaging has stopped. Only 11% of those surveyed say they will decrease spending in leadership development. Almost half (45%) will stay the course and a little less (44%) are increasing investments here.
- Trend that is gaining momentum fast: action learning. Solving real problems at work is the most popular delivery method, with 70% of respondents saying trainees use current challenges to learn leadership skills. The interesting news for us: this learning is facilitated not by experts (like us) but by certified learning facilitators. What would you like to bet that these folks work for at least half of our rates?
- Simulations are still a mixed bag, running 50/50 for and against. It is poised to grow, especially games and computer-based simulations. Translation: develop this option now but don’t put all your eggs in this online basket.
The bottom line: every silver lining has a dark cloud we need to deal with. Low-cost alternatives can be a real threat even when spending increases. Brand yourselves accordingly…
Tags: economy, education, experts, Marketing, positioning, strategy, technology, trends, Vickie Sullivan
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Thursday, August 25th, 2011
I talk a lot about applying your expertise either to a cause or a problem. Here’s a great example from the business to consumer files..
With their “Date Drive” project, Volkswagen in South Africa got a lot of press (and a lot of takers) by loaning a new car for first dates. The engagement was all over this campaign: you had to apply by answering eight questions, then you had to give feedback about the experience afterwards. The result: this cool chart that proves once and for all that a hot car can make you more attractive.
How to apply this idea: take conventional wisdom and then set out to prove it. Use plenty of humor. The marketplace loves an experiment, especially when there’s something in it for the participants.
Many thanks to Vicky Likens for passing this fabulous project on.
Tags: branding, Marketing, positioning, strategy, Vickie Sullivan
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Thursday, August 18th, 2011
Do you think virtual attendees — those who attend conferences from the comfort of their cubicle — multi-task more than the audience you speak to right in front of you? Nope — everyone (over 80%) is checking their email during your presentation, according to this fascinating study about meeting attendees both virtually and face-to-face.
Conducted in May by PCMA (Professional Conference Management Association), so this data is pretty fresh. Most interesting finding: the different motivations between virtual and physical attendees. The former signs on for the value of the content (97%) and ease of use (90%). The latter gets on a plane to meet with the speakers and colleagues (68%) and to meet more customers and prospects (56%). And everyone (over 80%) seems very comfortable networking with strangers both online and off. (Thank you, social media!)
Pay attention to this finding: content marketing and distribution needs are not being met. Distribution on all devices — yes, that means smart phones — is now expected. Getting information before, during, and after the event is important to both types of attendees. Content is still king; the demands for searchability and availability are a given. And we’re not just talking white papers either. Videos and other interactive formats make a difference.
As experts who speak, we always want to know more about our audiences. This report is a treasure trove of cool information. Click here to get the report (sign in is required).
Tags: events, experts, Marketing, meetings, positioning, seminars, social media, speakers, Speaking, strategy, technology, trends, Vickie Sullivan
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Tuesday, August 16th, 2011
One reason why many experts aren’t taking advantage of the recovery: clients who got cost-cutting discounts in the past don’t want to pay normal rates now. This forces us into two no-win positions: we keep the prices low for cash flow or spend precious resources to find new clients who will pay our price.
One solution: offer options with strong boundaries. Comparing what you get and what you don’t creates a clear mental picture of expectations. It forces the client to choose which is more important: a bargain, or bells and whistles.
This only works if you go to the dark side during the sales conversation. Three steps here: first, show the limits; second, get the buyer’s acknowledgment that they understand the limits; and, third, reassure them that if they need the extra stuff later, you are happy to adjust the project accordingly.
If you show the limits up front and get the buyer’s agreement, you prevent scope creep and that awkward “I thought/you thought” conversation. When this situation arises, simply say something like, “Well, as we explored in the beginning, that xxx falls under the xxx project. Happy to adjust the project; it will be an additional $xxx. How would you like to proceed?”
Boundaries are borders. They show the edge where bargains end and high-end projects begin.
Tags: budgets, consultants, conversations, experts, Marketing, positioning, strategy, Vickie Sullivan
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Thursday, August 11th, 2011
Yes, I am still obsessed with how we can visualize our point of view. I truly believe that when we turn our content into usable tools, buyers come running.
Here’s another killer example from the medical world. Industry giant GE, who worked with MIT’s SENSEable City Lab, created an interactive chart (powered by over 7 MILLION medical records!) to figure out how one symptom was linked to another. You can search by categories or by the symptom. The thinking: helping doctors make smarter diagnoses based on likely outcomes can lower medical costs.
I hear you — not all of us have GE’s budget. But ask yourself this: how can I turn my content into a tool that solves a specific problem? I’m not talking assessments — many of us do that already. Think tools — something handy your clients can use.
To see this beauty in action, click here.
For the Fast Company article that explains the impact, click here.
Tags: branding, consultants, experts, Health, Marketing, positioning, strategy, technology, Vickie Sullivan
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Thursday, August 4th, 2011
Just got back from an industry event. Had a good visit with old friends and made some new ones. The best highlight happened before the opening session.
I gathered seven people at random, spent three hours applying the latest buying trends to their business and then…stepped back and watched them help each other. Everyone left with something specific–something they could implement immediately. One person said on the last day, “Your session was by far the most valuable.” Another remarked, “The most fun I’ve had in a long time.” Seeing an idea start in one place and move into the brilliance zone blew my mind. Observing these folks share with each other melted my heart.
My theory: the gap between a great idea and a brilliant one is closed when you bring a variety of perspectives together. Try it; facilitating generosity in action will make your day.
Tags: associations, branding, consultants, conversations, experts, Marketing, meetings, speakers, Speaking, strategy, Vickie Sullivan
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Tuesday, July 26th, 2011
Young and Rubicam Brands Company released their consumer spending and attitude study last month and of course created a new buzzword: the spend shift movement. Yea, we know all about wanting quality and affordability. The best news: the rise in community, purpose and connection. The biggest challenge in Corporate America: confidence in both big business and big government has dropped by nearly half in just two years. Add a buying public savvy in search tools and social media…Houston, they have a problem.
Why do we care? Because if consumers want it, we can help organizations give it to them. So pay attention to the connection part. Corporate America will turn on the community-building machine in a big way. Watch for more opportunities to bring “value” (in all its definitions) to the market. This is an issue with a big budget behind it. Check out Booz Allen’s article on this report by clicking here.
Tags: branding, budgets, Marketing, positioning, social media, strategy, Vickie Sullivan
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