Some time ago I planned to write an article about the increasing importance and value of Event Marketing. I planned the headline and the picture as I do to get the story in my head as i do every time, when I start thinking about what I will write about.
But this is not the article I planned to write on why Event Marketing needs to be a key component in every brand building and sales campaign these days.
The more I thought about the importance of Event Marketing and adding High Touch in a High Tech world was important I realised most EVENTS are missing some key components and we have not changed the basic way we do events of all types in business. The two key elements overlooked or lacking for all manner of reasons, not the least of which is we avoid things that are new and disruptive, are Event Media (as opposed to Marketing) and Event Presentation (as opposed to Production) …. as they just become part of the Marketing or Management and don’t get the focus deserved these days in a much changed world because they get squeezed out in a largely operational budgeting exercise. Continue reading Seduce and Enjoy – Engaging and Entertaining your Audience
For some time now Marketing Automation platforms such as SalesForce have been seen as a potential major disruptor for traditional paid media advertising.
The ability of platforms such as SalesForce to facilitate more organised, direct and easier access to customers and prospects is being harnessed by many major companies worldwide at the expense of the $800 billion worldwide ad industry.
Some years ago we undertook a project for a client with just this in mind….. and we in fact combined traditional advertising with Salesforce in a primitive way to establish the basic foundations of the sort of marketing automation platform we see as very much the future.
We chose SalesForce as the platform as we believed it was best suited than and had the future focus needed, especially being Cloud based … this judgment has been vindicated by the prestigious business magazines Forbes and Fortune
SalesForce was named by Forbes Magazine as the World’s Most Innovative Company. This is the fourth consecutive year that salesforce.com has received this recognition. This comes on the heels of the company being chosen by FORTUNE as the World’s Most Admired Software Company for the second year in a row and being ranked 7th on FORTUNE’S 100 Best Companies to Work For list. Salesforce.com is the fastest growing top ten software company and the world’s #1 CRM platform.
Before launching our Client’s ad campaign on TV we build a website that matched the campaign and embedded in the site a SalesForce form to ensure that we captured information directly from everyone who was interested in our Clients’s offering. Given the focus of the ad campaign was a very clear call to action – Go to Our Website NOW – We wanted to ensure for the future that we built a database that could be sliced and diced, segmented and targeted via email, social media and other direct digital channels well into the future. Continue reading The Mad Men meet The Math Men
And now that is proving to be very true as marketing is becoming the most technology dependant part of any business.
As a result many businesses are developing new roles to bridge the Marketing – Technology divide. This role known as Chief Marketing Technologist will, I believe, play a key role in the future as they need to be:
Part Leader and Teacher
Having spent my formative years in DP/MIS/IT and most of my working life in Marketing and Sales I can clearly see why this role is vital. And if it’s not a full time role, every business needs this kind of expertise in house.
For too long the fear of technology and confusion about terminology have held too many businesses back and in some cases it has the technologists to blame.
In the early days just like lawyers and accountants we developed a language and style that made what we did look hard and confused our customers to keep our value up and make sure we kept control.
Every business can tell you what they do ….some better than others with Mission and Vision statements etc. But very few can ever succinctly explain why they do it…. apart from making a profit of course. Recently when talking about setting up a new Joint Venture – MoreThanaTVcommercial.com – with a long term associate business – Vision House – I was asked the why question.
That made me reconsider the What and How of our plans as well. I doing so I read widely about other similar businesses in advertising, marketing communications, digital media etc etc. Whether I read it in the news papers or an a website there were certain words and phases that stuck with me in analysing the What and the Why of our planned approach.
I was interested but not surprised to hear lots of outrage when the last Australian budget announced cuts to various StartUp/Innovation/Entrepreneur finding programs. Along with cuts in almost every area of Govt in an endeavour to get the books back in balance.
Rather than provide grants and no strings attached funding to people who have good ideas I believe the Government should be supporting in other ways. Providing introductions and bestowing credibility and then getting out of the way is the best thing any Government agency can do.
With the exception of research and development that is not commercially viable budding entrepreneurs should not be putting their hand out but merely asking for a hand up … and this might mean helping them to cut through the red or green tape.
There are plenty of investment sources out there looking for opportunities that are at least commercially viable. But generally the want to know one thing and one thing only before they will be interested ….. Is there a customer for this and will they pay the asking price.
As such rather than wait on Govt funding, perhaps now budding entrepreneurs will do what they should always have done before starting work!! Having identified the customer that will pay then ask for some up front payment …. Think CrowdFunding … but failing that find an investor and tell them all about your customers.
And when it comes to investors ..
remember if you are going to rob a bank perhaps you should hold up a few service stations along the way…..
In the recent post Don’t just add value…Add meaning I talked about the role of the Trusted Advisor in the selling process and the refocus from Product to People.
In further developing this model it is important to look at how the sales cycle can be improved in line with this shift in focus.
Having already talked about the importance of the New Ps rather then the old Ps I now want to talk in depth about the most important Ps – Problems, People, Products, Profiles, Productivity, Proof and above all something every business craves Prospects (quality and qualified).
While every business today needs at its heart a willingness to embrace Innovation and Disruption of the norm coupled with specific Expertise and Experience – above all it needs access to information to develop insights that can guide the business in all aspects of its operations. Continue reading Selling — It’s All About Me or is that You