Creating a “Don’t Miss – Must Attend – WOW!” Event

PreVisor booth at SIOP 2010 Atlanta

Live events – welcome back. It appears that even in today’s world of ‘living online‘, people still flock to events all over the world to learn, share and/or be entertained. And I’m not talking about sporting events or U2 concerts – although you can measure economic shifts by those attendance numbers too. From my B2B marketing view, many conferences have bounced back from the 2009 slowdown. Yeah, last year numbers were downright depressing – as travel and marketing budgets were slashed – and predictions were made about a permanent shift towards virtual meetings. But it’s looking like ‘going virtual’ isn’t the answer all the time. People still like to get together. Social animals? Go figure.

While I attend a fair share of industry trade shows and conferences, for my own edification and on behalf of clients, I also at times create and manage events. These can be time consuming to plan, and resource-sucking to execute. Managing budgets is exhausting. But the pay-off can be a large multiple of the investment – if the event is a “Wow!”.

How do you get that kind of response from participants?

1. Give them something to talk about. Content, content, content. Assume that your audience is already pretty smart/experienced – and provide useful information, stories, innovation. We are busy people, our time is valuable. Don’t waste it.
2. Anticipate their needs – and then some. Provide a stress-free experience, from start to finish. Communicate often, and have ambassadors on site to provide more.
3. Wine and dine them. Don’t fool yourself. I’ve heard more talk about the food and beverage provided (or not) at events than about the quality of the presenters. Feed the bears.
4. Surprise and delight them. Entertainment and fun play a major role too. I still have people who remember a cruise through San Francisco Bay, under the Golden Gate bridge, right at sunset, which broke through the rain JUST as we were approaching. I got the credit, but contrary to urban legend, I am not a witch.
5. Thank your attendees and follow up. Attendee gifts and thank-you’s are nice – especially if they are actually useful and not just chotchkies. But post-event communication with feedback results, content downloads and inducement to attend the next one is even nicer.

There’s certainly a very long list of other things that go into providing a ‘Wow!’ event. Would love to hear some of your tips!

Now I have to finish putting together some evaluation forms, check on the praline delivery, get the keynote speaker’s travel itinerary, complete the executive agendas…and catch a plane to Chicago.

Wow.

–Donna

‘Copycat!’ Why You Too Might Want that Label

Screaming, by dariuszka via Flickr Creative Commons

When we were frustrated as kids, we often shouted intended insults at each other to try to label someone ‘not as good as us’. ‘Liar!’ – when we didn’t want to believe something. ‘Cheater!’ – when we weren’t winning, and clearly we couldn’t be fairly losing. ‘Stupid!‘ – when we felt inferior and needed a boost over an intellectual superior (or we were just plain mean).

And ‘Copycat!’ – when someone started to mimic you by action, speech or dress. Most people attach a negative connotation to the word copycat. However, imitation is not just a form of flattery. Copycats lead to healthy market competition and choice. Businesses can learn from one another, improve on what’s gone before and force each other to continue to strive for excellence.

Striving to be the ‘market leader’ can be a daunting – and possibly losing – proposition. Innovation is expensive. There is long lead time in R&D, testing, and convincing people they really need your new clever thing. Apple didn’t just put the iPad on the shelves and hope that people would find it. They had it in development for years, spread rumors about it, leaked tiny hints and executed a full-scale communications/marketing/advertising blitz like only the Grand Master Jobs-Apple can do. (IMHO)

Not all businesses can pull this off – and neither do they need to. Being a copycat can give you the distinct advantage of building on what others have learned/done – and improving upon it. Or finding what’s still missing in the market. Or, as is now the case in China, India and elsewhere in developing countries – uncover the ‘different’ way of doing things. Look at things upside down.

Don’t get me wrong. As a self-confessed technology geek, I’m all FOR innovation. But as a pragmatist, I get it. You don’t need to reinvent the wheel to be successful. Maybe you need to find a way to do without the wheel altogether.

– Donna

Remodeling: Need to Have vs. Want to Have

Tiffany's Under Construction, by tachyondecay via Flickr Creative Commons

I’m stuck. A long-standing client has tasked us with redesigning their website. Actually, as their marketing consultant of record, it’s part of our overall strategy that ties to their business goals, brand stewardship, and a new product launch. Suffice it to say, we were all in agreement it was past time to re-think some messages.

This is usually the kind of project I find stimulating. Who doesn’t like ‘new’ stuff? Market research and competitive analysis were completed months ago. A new sitemap was created based on what we want the site to achieve. Fresh new design concept was approved, and content development/storyboarding began.

And this is where we came to a slogging halt. In an effort to find the ‘perfect’ new tools to use on the site – it’s a financial advice service, so it involves some regulations, calculators, multi-audience messaging – I suddenly got lost in the technology possibilities. It also seemed very important not to ‘be like everyone else’. After all, this client has been an innovative market leader for over a decade, and we need to maintain that brand promise!

So this weekend I stepped away from things and took many deep breaths. Tried to get past the overwhelming number of options for both messaging and ‘cool tools’ to deliver the message.

What we really need the site to do is no different than any other functional business site: Effectively deliver information that is important to the reader, and then prompt action. Simply, easily, with as few barriers as possible. Of course, that’s not as easy as it sounds. Communications is about engagement as much as simplicity. But as I’m bombarded by ‘too much’ information every day, I’m in a ‘less is more’ frame of mind.

Starting with the bare minimum of needs is helfpul. It’s also helpful to list some things we DON’T need:

1. I don’t need the site to win design awards – but I do want ‘form to serve function’.
2. Video can be useful to tell stories more effectively than a long white paper – but it doesn’t need to be a YouTube hit.
3. Catchy headers pull people in – but we needn’t strive to be the next historic case study aka ‘Just do it.’
4. Fancy Flash and JavaScript games can increase traffic – but is it the kind of traffic we’re looking for?
5. Twitter, Facebook and blogs can be important community building tools – but only if you have a strategy and the manpower to execute. Plus patience and desire to engage. Go slow.

Now I’m ready to get things moving forward a little more rapidly. When we have this ‘new house’ built, I’ll post a link so you can give your opinion on the results.

–Donna

The Virtual Meets the Concrete – #SOBCon2010

SOBCON 2010

As a result of reading a post by Kneale Mann on his Facebook page, I was already looking into the details of SOBCON2010 – to find a way to work it into my calendar. Then while checking the various details of location, agenda, timing, etc. – I discovered the challenge/offer from @LizStrauss and Terry @Starbucker to write a blog about someone who’s made a difference in my life/business, and get a discount on the registration.

Who could pass up an offer like that?

There have been too many people to mention in a single post who have made my life easier, more productive and fuller. The online friendships and network I’ve developed in the past ten years has been what’s driven my consulting practice. MarketUP would not exist were it not for the virtual world.

A few who stand out and must be thanked:

My amazing Web Developer Goddess – Kari – who lives in Petaluma, California. Despite distance of miles and time (my current location is Marietta, near Atlanta, Georgia) – we work together on a daily basis, often including weekends; via email, Facebook posts, blog comments and sometimes the telephone. We sometimes have coffee together – in different locations. She is one talented woman who I feel lucky to know – and we would not be able to maintain our relationship without online connectivity.

Filmmaker and client @Mike_Ramsdell, director of The Anatomy of Hate (check out the clips and become a fan) “met” me through a virtual introduction via email. We spoke from afar and I now work to promote him and his film. Kari works on this site with me – because we believe in Mike and his message of ‘dialogue to hope’. I consider Mike a friend for life.

Fellow marketer Molly Cantrell-Kraig hooked up with me on Twitter because we both have an interest in sustainable/alternative energy – and a few other things. Tweet buddies first, we arranged to meet IRL at #ATL airport as she was passing through. Now I count her a creative friend, and excellent resource. We pass tips and research needs back and forth. Friends helping friends.

I could go on. Besides mentioning Kneale, there are a number of other communicators (funny that several are also Canadians…) who share incredibly useful tips, e-books, words of wisdom and everyday motivation: @DannyBrown, @SuzeMuse, @EllenRossano, @MikeSchaffer, @beth_warren, @ErinBlaskie, @ShellyKramer, …lots more.

Since I’ve only met a couple of the people on my ‘admired’ list – I think attending SOBCon2010 in Chicago would be a not-to-be-missed chance to meet a few more. I look forward to seeing y’all there.

Because You Asked — BlogIt EarnIt $250 Off Discount Extended to April 1 | SOBCon2010.

–Donna Lehman

dlehman@market-up.com

Creating Metaphors: 200 Black Swans

Black Swans - Unusual and Improbable

Those of us in the communications biz are always looking for devices to convey a message as swiftly, directly and memorably as possible. Especially to cut through the clutter of all the other millions of messages clamoring for attention (or ‘eyeballs‘, as media folks refer to performance metrics of advertising and even PR).

And it’s no easy task. Every day I read dozens of email newsletters, blogs and tips on how to write a catchy headline/subject line/story pitch. Yeah – there are ‘tricks’ you can use, including numbers in a headline, or ‘how-to’s', or lists: “10 Foolproof Ways to Influence Anyone.” (I of course just made that up, but if you Google it, you’ll find several titles very similar to that phrase.)

Being a visual person, I personally like ideas expressed as metaphors. This lead me to come up with a them and title for an upcoming client appreciation reception: The Black Swan Event.

Not coined by me, this term was already a metaphor for “a highly improbable event with three principal characteristics: It is unpredictable; it carries a massive impact; and, after the fact, we concoct an explanation that makes it appear less random, and more predictable, than it was.” The idea of purposefully creating this kind of event appeals to me – while at the same time instilling a measure of fear. I think most PR and marketing folks would like to hope they could pull off a really amazing feat: product launch, ad campaign, fundraiser, major news story – you name it.

And that brings me back to the communications noise level. It’s very loud. Deafening even. Oh, and yes, I’m aware I’m a contributor. It’s my job.

So in order to get through to some of the people I’m trying to reach, I’m folding origami black swans. 200, to be precise. I have help too.

A team of teens (paid, not slave labor) is contributing to my vision. The paper swans will be used for booth/table decorations, and pinned to lapels, to get a buzz going prior to the event. Will probably post something about the results after the fact.

For this Saturday, it’s an interesting way to pass the time – and engage a new generation in thinking about communication mechanisms. We’re having a lively discussion about words, writing, PR, metaphors and more. Maybe the Black Swan Event will spawn others…

–Donna