Marla Ink NewsNews
and Views from Marla Ink Productions
Rock Star Marketing
Does your marketing attract a sold-out crowd?
This month, I attended the Tennessee Society of Human Resource Management (SHRM) Annual Conference
in Nashville. Like most industry conferences, there were the inspirational keynote speakers, the jam-packed schedule of concurrent
sessions, and a bustling exhibit hall floor, filled with strangely desirable albeit useless give-aways.
So what
was so unusual about this event? It sold out. In 2009.
In a year when other conferences can barely fill the rooms and many are moving to a partially (or entirely) virtual
format, the 2009 TN SHRM Conference had to turn people away.
The lessons from their success can be applied across
the marketing spectrum – from individual campaigns and events to customer loyalty and service initiatives to strategic
planning.
1. Look Beyond Today: As attendees gathered during the 2008 conference,
TN SHRM organizers were already focused on 2009. Keynote speakers were set and the event was being heavily promoted to a captive
2008 audience.
It seems like many of us are struggling to look past the next few
months in our planning, but we have to start looking further into the future. Sure, your plans need some flexibility, but
you must have a long-range vision of where you expect to be and the goals you need to accomplish to get there. Otherwise,
you'll be too tempted to go down paths that don't make sense or to switch directions unnecessarily because you don't know
what to measure or what you're trying to achieve.
2. But Pay Attention to the Details:
While the scale of the Tennessee event is certainly smaller than the national SHRM conference, it was every bit its
equal in terms of service and polish. To a person, the event volunteers and organizers were prepared, friendly, helpful and
knowledgeable. Materials and signage were professionally produced and consistently branded. The educational sessions and evening
activities were well thought out.
When it comes to your organization's image,
remember that no detail is too small. The people who answer the phone, the personal emails you send, the look and feel of
your materials, the messages you communicate - they all make an impression. Make it a good one.
3. Meet People Where They Are: This year's event was held in Nashville, which is also the largest and most centrally
located market in the state. But keep in mind that reaching customers where they are doesn't necessarily imply a physical
location.
Where are your customers in the buying cycle? What are their most
pressing needs? Is your marketing reaching them where they are with valuable content?
Likewise, are you calling people when they'd rather be emailed? Would they rather view a video than read a collateral
sheet? Do they want to keep up with you on Twitter? Make it easy on them, and they'll reward you for it.
In this issue:
Marla Ink's Free 2010 Marketing Calendar Template
Use Social Media to Meet Prospects and
Customers Where They Are
- Marketing
Planning: Look Before You Leap
Get it delivered to your inbox!
