Do It! Marketing Blog: Marketing for Smart People™

Publisher: PR News | Authors: Lori Zetlin and Jeanne Tee

Guest post by Steve Markman

Marketing mix: Your marketing and PR efforts should be in the forefront of your organization, given today's competitive climate and the uncertain economy. Standing out from the crowd, regardless of your organization's industry, is a huge challenge. How can you meet this challenge?

Many organizations have recognized the value of holding seminars at which their executives make presentations. The problem with these seminars is that, more often than not, the attendees are existing customers, clients or individuals who are already familiar with the firm.

Companies need to expose their expertise to prospective customers and clients. What is a proven method of accomplishing this objective? By speaking at public forums - at conferences, seminars and forums held by independent event organizations, associations, professional and industry trade groups, and academic institutions and think tanks - enormous exposure is created.

There is much evidence in the field of professional services marketing that speaking in public forums often results in new business, by providing increased awareness of your company in general and specific subject areas in particular, to an audience of your potential customers or clients. Presentations about industry trends or "how-to" talks can make a large impact on your audience.

Speaking opportunities for consulting firm principals, corporate executives and entrepreneurs represent a strong marketing, public relations, and business development tool for the following reasons:

    1.    Attendees get to learn about your firm's expertise firsthand and can interact directly with your speaker immediately before or after the presentation. An attendee asking for a business card can be the first step to obtaining a new client. The press in attendance also present opportunities for added exposure. 


    2.    Gaining increased visibility in vertical/industry sectors or broad-based areas that your firm has determined is in need of greater exposure. This can be an established line of business where your firm speaks from a position of strength and is known as a "go-to" firm for a particular area. Conversely, presentations can cover an area that is just getting off the ground or at an early stage in its development and needs some fast exposure to let your potential customers know about your newly offered products or services. 


    3.    Your company gains "advertising" by having its name and your executive speaker's name published in the agenda of thousands of brochures and promotional announcements mailed or e-mailed by event organizers.

What should your professional services firm be doing to get your executives and managers out on the speaking circuit? Take the following eight steps:

    1.    Decide which product or service area(s) your firm should be targeting for increased visibility. Make sure that you have executives in those areas committed to the idea of making public presentations. Some will resist the idea of taking time away from other business activities so make sure that you have their full support. 


    2.    Get the right speaker on board. Proposed speakers should be experienced executives and, preferably, experienced speakers. Small-to medium-sized organizations should nominate their CEO or other senior executive. Large organizations can also nominate staff at the director or manager level, depending on the criteria of the speaking opportunity. 


    3.    Speak to the right audience. Thoroughly research the events for which representatives of your firm can be proposed as speakers, as solo presenters or as panelists. There are so many events taking place on so many topics, frequently simultaneously, that you'll need to choose diligently in order to maximize the time and expense associated with speaking. Identify speaking engagements whose audience represents the customers and industries your organization wants to reach.


    4.    Develop a proactive speaker placement program. It's fine to evaluate unsolicited speaking opportunities. However, having someone dedicated to the task who will aggressively identify opportunities, develop relationships with event organizers and write and submit speaker proposals, should lead to an increase in the frequency of speaking engagements and thus increased visibility for the executives participating and the firm as a whole. 


    5.    Decide on the geographic area to target for speaking engagements - locally, regionally, nationally or even internationally. There are thousands of speaking opportunities held worldwide every year. 


    6.    Create high-impact presentations. Audiences want to get actionable information they can take back to their organizations. They don't want to hear that your firm is the leading firm in this or that subject area. A solid, informative presentation that covers applications or technologies and is not product or company specific will create instant credibility and obviate the need for a "sales pitch." A presentation that turns out to be a sales pitch will ensure low evaluations by the audience and a one-way ticket home from the conference organizer. The speaker who gives a sales pitch is duly noted and rarely invited back, oftentimes tainting the entire company in the eyes of the event organizer. 


    7.    Learn the process for submitting a speaker proposal to the event organizer - follow the format established by the organizer for writing a presentation abstract, submitting bios and speaker expertise, previous speaking experience information, and, of course, meeting the proposal deadline date. Make sure you tailor the abstract and the bio to each speaking opportunity so that they fit the objectives of the audience. 


    8.    Follow up continuously and persistently with the event organizer to help your company stay above the noise, since you will often be competing with several other companies for the same speaking slot.

By developing an effective speaker placement program for your organization, you will have taken a big step in meeting your marketing, PR, and business development objectives.

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Steve Markman is President of Markman Speaker Management (MSM) a Needham, Mass.- based speaker placement and conference development firm established in 1994.

Guest post by Rob Brown

Marketing coach tip: Let's talk about referrals. You do all this networking to either win direct business or cultivate relationships that will lead you to direct business. This second strategy is referrals.

The problem is that few people can tell you what a referral is.

Getting terms mixed up can make you sound a bit confusing when you ask for help. What you think is a referral might be a lead to someone else. You can see how it will help to get people on the same page. Would it help you to get a definitive answer on this?

Knowing exactly what a referral is should be the logical starting point in any guide on winning more referral business. Otherwise you ask 20 different people what a referral is and get 25 different answers!

See, many people mix up words like referrals, introductions, recommendations and leads. Then they wonder why the whole process is so confusing and why their customers and contacts struggle to pass them the business they want in the way they want it. So let's define some terms:

A LEAD. A lead is a contact that may come from any number of sources. This contact is generally not expecting your call. For example, if someone gave you a list of people who bank with a rival and are in your target range, you might consider that a lot of good referrals. Unfortunately, because the prospects are not expecting a call from you, it'sbasically not much better than a cold-call.

A RECOMMENDATION. A recommendation is something different. It's an endorsement to action. It makes you want to do something. It is similar to a referral, and makes a fine substitution. But all it does is tell you to call someone, go see that movie, eat at that restaurant. It is similar to a lead in that the person you approach still may not be expecting your call. A recommendation comes in the form of wise advice. The tone is ‘if you were me, you'd do this.' They have your interests at heart. Take action and you'll get good things!

A REFERRAL. A referral is a little more. It has more engagement and attachment from those involved parties. A referral is the opportunity to do business with someone in the market to buy your product or service who's been told about you by a mutual friend or associate.

"A referral is not a guaranteed sale. It is an opportunity for somebody to present their business where that presentation will be looked forward to with anticipation."
-- Dr. Ivan Misner, Founder of BNI

With a referral, you hope that when you contact them, they already know who you are and what you do. It is stronger than just a lead because the prospect has talked to your referral source and is generally expecting your call. Hence, they are referred.

AN INTRODUCTION. An introduction is simply the bringing together of interested parties. It's what you should do with a lead or referral. You've probably introduced people on email, by phone and of course, in person. When you bring people together, you become the social glue that oils the wheels of commerce. You are the catalyst that makes things happen. You are the conduit and the hub through which social capital travels.

When I talk about referrals , I'm expecting that you involve your referral sources as much as you can to bring about those introductions. When you do that, you're more likely to convert your referrals and keep everyone happy! A word of caution. Unless your network of customers and contacts are familiar with the word ‘referrals' and know exactly what it means and how it works, then we suggest you make ‘referrals' an internal word. Here is a great quote from Bill Cates, one of the top referral gurus in the USA.

'When we ask for referrals, what we really want is an introduction - a connecting to the new prospect. An introduction implies recommendation, but goes a step further and creates a connection. Someone can recommend us to someone, but not connect us to them. Likewise, someone can introduce us, but not recommend us. Which would you rather have? I'll take the introduction any day of the week. Ultimately, you should use the word that works best for you and flows most naturally for you. This way, you'll engage in the process more regularly.'

To recap... a lead is cold, a recommendation warmer, an introduction warmer still, and a referral the package of all three. So your mission is to generate a whole lot more of them for your business!

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Rob Brown is the UK's leading authority on how to perform better and win more business through networking and referrals.

Today's marketing concept is another stunningly simple one.

When it comes to your public relations or article marketing strategy...

Write What They Want to Publish - Don't Try to Publish What You Want to Write

If you're trying to put your expertise in the spotlight, don't go to the marketplace with a fixed number or pre-written articles and say "OK, where can we get these puppies printed?" When you're brand new, that might be enough - but once you're a truly up-and-coming though-leader, you start to need to pay close attention to:

1. Editorial guidelines (follow 'em)
2. Functional requirements such as word length (make overworked editors lives easier)
3. Editorial calendars with themes and topics (don't make editors stretch too far)
4. Current trends (be relevant and up-to-date)
5. Today's headlines and top stories (be timely so you ride the wave of attention)

It's the old marketing mantra of "Find a need and fill it" - but when it comes to niche PR, association publications, trade magazines and industry journals, we too often lose sight of the fact that editors are buyers and our content is our product.

Tailor, customize, and work hard to meet the demand and you will be published over and over and over again. Because you're writing what they want to publish.

What do you think? Leave a comment below to share your article marketing or niche PR success story, tip, or question. Eager to hear from YOU:

Case in point - a Philadelphia area communications and design firm whose list I have been on for more than 7 years. They have never - NEVER as in NOT ONCE - sent me a single solitary message that was relevant to me, my business, my marketing, my design needs, or my ANYTHING. Not a shred of value in sight. Zilch. Nada. None.

Every single flippin' email blast they send out is about THEM, THEIR awards, THEIR staff, THEIR media mentions. I mean it's over-the-top ridiculous. I could go on and tell you - but I'd rather SHOW YOU...

For some bizarre reason, I'm removing their name to protect the guilty. I dunno - maybe it's the holiday spirit of thankfulness that I'm not this big of an IDIOT myself. (See previous post on the Real IDIOT's Guide to Social Media for the backstory on this acronym.)

I've used green bold text to show each instance of "I, me, my" syndrome in this incredibly self-centered, years-long and completely ineffective email marketing approach.

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Subject: Good things come in three for IDIOT Design+Communications 

Good things come in three for IDIOT Design+Communications
25th Anniversary, ranked 7th and scholarship winner 

[Unnamed town], PA - November 21, 2011 - IDIOT Design+Communications (ID+C), a brand design firm, is proud to announce three major milestones for the company. 

ID+C celebrates its 25th anniversary in 2011.  What started as a freelance graphic design job in 1986 has grown into a full service design agency serving the Northeast corridor from Virginia to New York. Their expertise includes integrative brand campaigns that span internal and external audiences. Branding initiatives include brand touch points that create and spark perception of brand positioning. ID+C specializes in employee communications and internal branding. According to President and founder, Susan Idiot, "I would have never imaged owning my own graphic design and communication business. It is the support of long-term clients and friends that has allowed me to do the work I love and for that, I am grateful." ID+C built their reputation in the industry on strong partnerships and would like to take this opportunity to thank each of their clients. 

Ranked 7th Among Philadelphia Design Firms  In July, the company was ranked Number 7 in the 2011 Philadelphia Business Journal among Graphic Design firms in the Philadelphia region.    

[Blah blah Name Changed here too] Executive Scholarship ID+C wishes to extend a special thank you to Women's Business Enterprise National Council (WBENC) for their continued support and for awarding Susan Idiot the [Blah blah Name Changed] Executive Scholarship. Idiot used the opportunity to attend Northwestern University's Kellogg Graduate School of Management's Executive Program on Branding. From elite scholars in marketing to an international contingency of fellow business owners and branding professionals, Susan Idiot gained invaluable insights into branding strategy. As a result, ID+C can assist its clients to discover and express their brands' positions and future direction in a dynamic, global marketplace.         

IDIOT Design +Communications
address block
website
phone number
Susan Idiot

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Questions for YOU:

• Is this the kind of email you would pass along to your best business colleagues?
• Would you be motivated to go through your database and see who else could benefit from such a terrific email newsletter?
• Would you rush to your web browser and immediately check out their site to see what OTHER valuable resources they have to offer you?
• Finally, would YOU give these people your email address so they could spam you with their accomplishments, awards, milestones, and anniversaries and spend nary a second in 7 whole years talking about branding, advertising, communications, or marketing ideas that might help you, your organization, or your career?

Yeah... me neither. Click. Unsubscribe. Bye, bye.

BOTTOM LINE: Don't let this happen to you.

What do YOU think? Please use the COMMENTS area below to share your thoughts on "I, me, my" Syndrome or share a success story of more prospect-centered email marketing! 

Today's marketing concept for you is simple - check this out:

Your marketing and sales process should be easy, effortless, and enjoyable.

Period. End of sentence.

If it is not - and if you're attracting difficult, high-maintenance or non-enjoyable prospects - here's another marketing concept for you:

If the dating doesn't go well, it won't get better once you're married.

As the great business sage, Donald Trump, once said:

"Sometimes the best deals are the ones you don't do."

Amen, brother Trump!

5 Signs that Your Prospect is Giving You Too Much Bullsh*t

1. Agreeing to sign on and then backing off at the last minute or the next day to ask for references, birth certificates, blood tests, or guarantees.

2. Bargaining. Namely, asking for a price reduction with no corresponding reduction in services, terms, value, or relationship. (Asking for a price concession "just because" is a classic form of prospect bullsh*t!)

3. Undervaluing your services, track record, and expertise. "I could do this myself, I just don't have time..." or "We've outsourced this to several vendors and have never been happy..." (Run, my friend, run!)

4. Telling you upfront, "We're notoriously difficult to work with / a control freak / a perfectionist / highly demanding - but don't take it personally." (This means they've been fired by other service providers in the past and they're prepping you for the same eventuality while playing BOTH sides of good cop / bad cop. Nice!)

5. Using terms of false affection like "Big Guy'" and "My dear" or false compliments like "You are a great salesperson!" (Obviously, if you were a great salesperson, you would not be wasting your time with this narcissistic sociopath nightmare client from hell, would you?)

As poet Maya Angelou has so eloquently said, "When someone SHOWS you who they are, believe them."

Finally, a cautionary (and VERY funny) video to illustrate the point about Prospect Bullsh*t and how it looks in everyday life:

Grab your FREE copy of the Strategic Marketing eBook.

And then leave a comment below with your questions, thoughts, and advice on the ideas above.

Are you a DO IT freak? Welcome to the club!! Please use the social media buttons at the top of this post to share it with your network. YOU are a rock star!

Every day here at Do It! Marketing HQ, we work hard to make sure the clients we love are extremely happy with our work and our results. At the same time, we work hard to keep OUT clients who will make us nuts, sap our energy, or for whom it will be impossible to do our best work.

In this spirit, here is today's marketing concept: Your Client GPS tool (Goofball Prevention Screening)

A client may well prove to be a Goofball if they…

1. Lack high standards of excellence – Good enough is good enough…
2. Don’t care about increasing their knowledge – Not committed to becoming valuable resources to their own clients and customers…
3. Refuse to work hard and commit to their own success – Lack persistence and are unwilling to try new things to achieve results…
4. Think they already know everything – And are unwilling to accept help in expanding their skills, expertise, or capabilities…
5. Resist investing in themselves and their business – They fail to understand that this is the best investment of all…
6. Operate from a mindset of fear and scarcity – They can’t make good decisions long-term because they are so risk-averse in the short term…
7. Won’t (or can’t) pay their bills – Their lack of financial responsibility spills over onto others in the form of late payment, non-payment, and endless excuses…
8. Exude negative energy – Negative self-talk, pessimism and cynicism repel new opportunities, new partners, and new ideas (all vital to success)…
9. Can’t commit to mutually supportive relationships – In business and in life, the most successful people don’t make it alone…

And then leave a comment below with your questions, thoughts, and advice on the ideas above.

Are you a DO IT freak? Welcome to the club!! Please use the social media buttons at the top of this post to share it with your network. YOU are a rock star!

1. I'm scared to...

2. They won't let me...

3. It sounds too simple...

4. It sounds too complicated...

5. I'll never find the time to...

6. Sounds crazy...

7. I've never done anything like that before...

8. I've done that a bunch of times...

9. It'll turn everybody off...

10. I don't know how...

11. That's not the way we do things around here...

12. It's too expensive...

13. It's too far-fetched...

14. I need another 6 months to test it...

15. I need to be 100% sure...

16. It's not perfect yet...

17. People will say I'm foolish...

18. People will say I'm crazy...

19. I would never buy something like this myself...

20. I don't know...

21. I'm not ready...

22. I'm not smart enough...

23. I don't have the right degrees and certifications...

24. What's the exit strategy?

25. The competition is already way ahead of us...

26. We can't just pick up and start...

27. The other guys are bigger...

28. The other guys have more money...

29. The other guys are so well-connected...

30. It'll never work...

31. Maybe next year...

Which one(s) of these scare YOU the most? Please use the comments area below to share your SCARIEST source of fear, uncertainty and doubt... so we can overcome them TOGETHER!

Want to blow past all these scary excuses and tackle your most important marketing, sales and business growth TO-DO items all in a single, super-focused day? Check out DO IT DAYS and join us for the next one.

Welcome to the first in a series of powerful marketing concepts... you can call them riffs, sound bites, or guiding principles.

When folks come to us for marketing mentoring, marketing speaking, or our done-with-you marketing services, the first place we begin is to help them operationalize one or more of these marketing concepts.

If YOU try them, you'll be amazed with your results. (And when that happens, please stop by here again to leave a comment and share your success stories!!)

The first one is among the most powerful - and it's the marketing concept of overcoming inertia.

Marketing Concept: Get Started - Now!

Starting.

Moving.

Implementing.

Executing.

DOING!

As my motivational speaker friend Scott Ginsberg likes to say, "You don't need an idea - you need an I DID."

No matter how small the action - stop planning and start DOING. Only action creates results.

Scottish mountain climber W. H. Murray wrote:

"Concerning all acts of initiative (and creation), there is one elementary truth the ignorance of which kills countless ideas and splendid plans: that the moment one definitely commits oneself, then providence moves too. A whole stream of events issues from the decision, raising in one's favor all manner of unforeseen incidents, meetings and material assistance, which no man could have dreamt would have come his way."

Whatever your big idea happens to be - writing your book - launching your product - kicking off your new service - shipping your insanely great software - putting on your amazing conference - reinventing your career - birthing your awesome project - embarking on your new adventure...

Get Started - Now!!