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How event professionals can market more effectively. Q&A from Brian McGovern's subsribers.
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Marketing Q&Afor Event Professionals
Call is Live
Recorded Link available later All calls on “mute” for now Live Q&A you will be able to “raise
your hand”
Frustrations
Marketing is expensive, confusing and disappointing
Sales is stressful Loss of control Out of date strategies Overwhelmed
Disruption
EconomyRepeat business – don’t bank on itReferrals – dried upPrice shoppersSmaller budgetsFewer events
Disruption
TechnologyEasier to enter the market
• Pro-sumer equipment• Cheaper upfront• Easy to get decent results• Less risk
Disruption
TransparencyReputation controlSuppliers
Disruption
Territory invasionRegional competitionNational competitionGlobal competition
Agenda
BackgroundWhoWhatWhy
Questions – submitted by email Live Q&A
Brian McGovern
Fortune 500 20 + years marketing & sales $20 million per year gross
commissions Enough!
Brian McGovern
Started up event company in July 2007.
By October 2007 “Booked Solid” Too many clients Decision
Brian McGovern
Consulting Coaching Workshops
What closing techniques do you recommend?
Focus on the other end of the sales funnel.
Build trust and effective communication
Follow Up But Lose Sales
Autopsy Find the “real cause of death” Don’t assume Causes
Internal – your sales processExternal – your market
Tips for The New Business
Say YES!Figure out “how” laterTeam up with pros
Volunteer Help other vendors
Competition - Under pricing
Competition is under cutting Customers only care about price
Stop!
Stop attracting cheap clients Stop discussing price before value Tiffany’s vs. Walmart
BUZZ USP & Elevator Pitches
How do I create buzz I need a better USP I need a better elevator pitch
STOP!
My plumber does not haveBuzzUSPElevator Pitch
My plumber DOES have
More important
Right placeWhere customers are looking
Right timeWhen they’re ready to buy
Right messageOffer what they want, the right way
Getting More Clients
Instead of cold calls What is the best way to get new
clients?
New City?
Best way to market my business in a new town?
Local Search
EpicenterGet a mail boxUpdate your site with new addressRegister
SEOFor the right keywords
Buying Leads
Delivered? Opened? Offer? Call to Action Your Website
Unqualified Leads
Leads = Relationships Pass them on Get finder’s fee Help the caller
Unqualified Leads
Market Media Message
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?
Must Haves
Strategic marketing plan Referrals Testimonials / References Quality Website Lead Generation System
Follow Up
The RFP Vacuum What happened?
http://farm1.static.flickr.com/218/488668901_3bfbca8af7.jpg?v=0
Commitment
Commitment
Get commitment from shopper. Conduct an autopsy Find the cause of death Be grateful Next time
Follow Up
Deal with the economic buyerAuthorityBudgetBenefit
Get more info
Conversion Rate
Trust Relevancy Appeal Call to Action A/ B testing
Print vs. Online
One is not “better” than the other as a rule
Online is growing Offline is still strong in wedding
market
SEO Made Simple
Traffic + Conversion = $$$ You need both You need Qualified Traffic Based on Keywords On page Off page
On page
Text – not images Keywords
RelevantNaturalDon’t over stuff
Meta tags
Off page
Who is linking to you? Quality Quantity
Confused
Jack of all trades Busy but broke Hard to focus
Low FocusLow Action
High FocusLow Action
Low FocusHigh Action
AC
TIO
N
FOCUS
High FocusHigh Action
Live Q&A
Press *1 to ask a question
Recorded
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
