Social mail: geef je social media een boost met e-mail (Dutch Marketing Professionals event 2013)
Marketing For Event Professionals
description
Transcript of Marketing For Event Professionals
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Marketing Q&Afor Event Professionals
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Call is Live
Recorded Link available later All calls on “mute” for now Live Q&A you will be able to “raise
your hand”
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Frustrations
Marketing is expensive, confusing and disappointing
Sales is stressful Loss of control Out of date strategies Overwhelmed
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Disruption
EconomyRepeat business – don’t bank on itReferrals – dried upPrice shoppersSmaller budgetsFewer events
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Disruption
TechnologyEasier to enter the market
• Pro-sumer equipment• Cheaper upfront• Easy to get decent results• Less risk
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Disruption
TransparencyReputation controlSuppliers
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Disruption
Territory invasionRegional competitionNational competitionGlobal competition
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Agenda
BackgroundWhoWhatWhy
Questions – submitted by email Live Q&A
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Brian McGovern
Fortune 500 20 + years marketing & sales $20 million per year gross
commissions Enough!
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Brian McGovern
Started up event company in July 2007.
By October 2007 “Booked Solid” Too many clients Decision
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Brian McGovern
Consulting Coaching Workshops
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What closing techniques do you recommend?
Focus on the other end of the sales funnel.
Build trust and effective communication
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Follow Up But Lose Sales
Autopsy Find the “real cause of death” Don’t assume Causes
Internal – your sales processExternal – your market
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Tips for The New Business
Say YES!Figure out “how” laterTeam up with pros
Volunteer Help other vendors
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Competition - Under pricing
Competition is under cutting Customers only care about price
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Stop!
Stop attracting cheap clients Stop discussing price before value Tiffany’s vs. Walmart
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BUZZ USP & Elevator Pitches
How do I create buzz I need a better USP I need a better elevator pitch
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STOP!
My plumber does not haveBuzzUSPElevator Pitch
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My plumber DOES have
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More important
Right placeWhere customers are looking
Right timeWhen they’re ready to buy
Right messageOffer what they want, the right way
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Getting More Clients
Instead of cold calls What is the best way to get new
clients?
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New City?
Best way to market my business in a new town?
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Local Search
EpicenterGet a mail boxUpdate your site with new addressRegister
SEOFor the right keywords
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Buying Leads
Delivered? Opened? Offer? Call to Action Your Website
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Unqualified Leads
Leads = Relationships Pass them on Get finder’s fee Help the caller
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Unqualified Leads
Market Media Message
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Quick & Easy Marketing
What are the quickest and easiest marketing tools planners can incorporate into their week?
Change the question What are effective and efficient ways
to attract my ideal clients?
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Must Haves
Strategic marketing plan Referrals Testimonials / References Quality Website Lead Generation System
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Follow Up
The RFP Vacuum What happened?
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Commitment
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Commitment
Get commitment from shopper. Conduct an autopsy Find the cause of death Be grateful Next time
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Follow Up
Deal with the economic buyerAuthorityBudgetBenefit
Get more info
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Conversion Rate
Trust Relevancy Appeal Call to Action A/ B testing
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Print vs. Online
One is not “better” than the other as a rule
Online is growing Offline is still strong in wedding
market
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SEO Made Simple
Traffic + Conversion = $$$ You need both You need Qualified Traffic Based on Keywords On page Off page
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On page
Text – not images Keywords
RelevantNaturalDon’t over stuff
Meta tags
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Off page
Who is linking to you? Quality Quantity
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Confused
Jack of all trades Busy but broke Hard to focus
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Low FocusLow Action
High FocusLow Action
Low FocusHigh Action
AC
TIO
N
FOCUS
High FocusHigh Action
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Live Q&A
Press *1 to ask a question
Recorded
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Next Step
Invitation to a free 30 minute session Specifically define your business objectives Create a 3-stage plan to get you to your
target. Uncover the challenges or obstacles that
have been standing in your way and slowing you down, so you can overcome or eliminate them one by one.
Objective analysis of your website