Event Launch Strategies

Conversation marketing campaigns and case studies for launching successful events.
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Never Ending Conversation

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Our conversations with our prospects started way before launch. We have 9 different email campaigns running in parallel, targeting different sets of groups. We have video tours walking interested people through the application. We have a presence on facebook, myspace, linkedin and all major social networking sites. We encourage people to follow us on twitter, friendfeed and of the likes. We have 3 blogs running in parallel to our launch campaign. We are open to feedback, discussions and conversations with people - as they are the most important enablers of our business.

Conversation is the key which opens doors to people’s minds and hearts. I believe that more than anything else, marketing thrives on communication. You have to get to know them and find out what they want. It is a false assumption that the more populated your lists are the more popular you are. Popularity is not achieved just by adding people to your list of contacts. They should be able to recognize you and know you. Be one with the people, bond with them and most important of all, LISTEN to them. From the conversations that you have with them, you can make each stage of your launch a raging success. Remember that “there is no such thing as a worthless conversation, provided you know what to listen for.”

We would know in advance what people want and expect from our launch just by talking to them. We intend to keep everyone updated, as everyone likes to be in the know, and this will help us build the buzz around launch…

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  • augsworld
    Relationship selling has existed long before the web. Trust and open communication build the bridge over which commerce canprogress. The humanizing or socializing of technology is new and fascinating. I applaud your efforts and look forward to learning more. The potential efficiency and effectiveness of this approach is unparalleled. Thank you for the great information.
  • Dino White
    Having an open line of communication with clients and prospects is essential to success. You might as well be sending out messages in a bottle tossed in the ocean if you don't have the ability to speak with and influence those you wish to service and sell to. It's an important dance and if not done right you could be left at the party standing alone on the sidelines when the music starts to play.
  • One of the things that Simon addresses in this blog is that people are in fact multi-dimensional and like multiple platforms. You can't afford to approach social media and word of mouth marketing in a one dimensional way. Neither can you spread yourself too thin.

    But where ever you land, Simon is right, it is all about conversation. Think about who you want to sell to or who you want to have selling for you and ask yourself when the last time you "talked" to them one on one.
  • I like your idea of running in parallel. It's like dating more than one guy at a time, rather than putting all the eggs in one basket. That way if one marketing line is flourishing more than the others you can analyze and take those techniques over to the other lines or cut one loose without loosing the entire business.
  • A conversation requires more than one person, and to get people involved in a conversation with you, you have to add value through your quality of content and person. Personable communication and trust are essential to establishing and maintaining good relationships, especially in business. Good communication can open many doors.
  • Guest
    It's funny, here in some cases, sales man are being educated to get into a "customer" house/phone call and to wash his brain of f(e.g no listening) till he'll do just what ever you'll ask him to do, as long as he'll believe that you will go after that. Listening is something different indeed.
  • duncan_b
    In a service industry, repeat business is right up there, along with referral business, as one of the most economical and effective ways to grow one's business. An effective strategy for continuing communication with past clients is an important ingredient for the repeat and referral recipe. The other main ingredient is service, which implicitly includes a continuing demonstration, by everything you say and do, of competence and integrity. In my view (which is one that many sales people would not share), this involves a surrendering of all effort to control or advance the decision-making process, and replacing it with a dialogue the focus of which is understanding the client's circumstances and objectives. How to achieve all of this in a Web 2.0 environment is the question!
  • It is a very refreshing view. Communication is so important. With the internet our audience has become so much larger, that it is a true challenge to find the balance of taking the time to communicate and at the same time not over extend yourself. Some automation seems possible, certainly where it comes to sharing information. Answering questions of your audience, however, is much better done on a personal basis. I hope that we will have much more discussion as to how to coordinate good communication in a small business environment without being totally consumed by it.
  • I agree that trust is under-rated in marketing. With the advent of social networking and the inherent transparency that comes with that we are entering a new era of marketing that Corporate America is struggling to understand. The businesses that grasp that transparency and become involved in the conversation will prosper.

    Doug
  • Trust is essential in any business relationship but in marketing and sales takes the pole position without question.

    How many times have you chosen to buy a car from the guy thirty miles away who offers cheap discounted vehicles to anyone who walks through his door? Not too often I'd guess.

    The guy around the corner, who has been selling cars and looking after his local community for the last twenty years, may be a little higher on price but you know him, trust him and are open to doing business with him again and again.

    It may take longer to build this type of relationship but it will pay dividends in the end.
  • Simon,
    I continue to learn from you. How many people really listen to others? It sounds so simple, but it so hard for most people to do. I don't think most people realize that to build trust, you have to pay attention to others. Trust comes from a conversation, not a lecture.

    Thanks for the great insights. I am applying what I have learned to my own business and I am seeing the positive results.
  • annewalshcoach
    Hi Simon, you have given a good description here of building a campaign with many parallel streams (e.g. Facebook, Twitter, etc) -. Do you have any suggestions on how to keep the balance between having as many of these systems automated as possible and keeping the human touch? Given that we want to engage with our audience in a timely (good systems) but responsive (human) way? Thanks. Anne
  • Can I answer this one after our paid course Anne. I am working on the perfect answer to that question in practice, you are a part of the process.
  • annewalshcoach
    No problem about answering that question..looking forward to seeing what evolves. Best wishes Anne
  • Simon, once again you are spot on in how we should be interacting with our prospects. Too often we have seen social networking turn into a numbers game where our worth is based upon the number of friends we have on Facebook or followers on Twitter. To be perfectly honest I accept every friend request I get on Facebook and weed them out when they start spamming me with links to their business opportunity. On MySpace I am far pickier about who I accept a friend request from and the result is better communication with my friends and family that is truly more authentic.
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