Tuesday, 26 May 2015

Event Troubleshooting - When event management is not necessarily the right service

When your event is not panning out like you wanted it to - you have no sponsors, exhibitor prospects are non-responsive, you do have a venue booked, a logo and a theme, but do you have an event?  You realise you need help, but do you hire an event manager, a marketing consultant or a salesperson?

A call we received this week has inspired today's blog.  This is the position this (now) client found themselves in, but their call was to hire an event manager to manage the event.  After a short discussion about the event and the current status, it was clear to me that there was no event to manage and that the client needed to take a step back and evaluate the situation.

It's vital for anyone in the 'service' industry, to sell the right service that is appropriate to the situation, even if the client has contacted you about a different service.  The client doesn't always know best.

So, rather than provide a quote to manage this event, we suggested a 4 hour consultancy for a "Marketing Strategy & Situation Analysis".  This would enable the client to see why the results had been so poor, and to feed this into the strategy for a future event, before more time and money has been spent on an event that has clearly not got off the starting line.

Sunday, 10 May 2015

To blog or not to blog

That has been the question for a few years.  Over those years, I have had plenty to say about plenty of things, and have often thought “if I had a blog, I would write about that”.  The question always bounced back - who would want to read what I have to say?

Well, those questions remain relevant today – so why am I starting this blog now?  As a marketing consultant, I have to advise and recommend when planning a client’s marketing strategy, which channels they should use.  Aside from the most popular social media channels – Twitter, Facebook, Instagram, Pinterest – there lurks the longer running question of ‘blogging’.

When advising clients, I do not recommend all the channels to all my clients.  I do not subscribe to the mantra that you must engage on every possible channel – they are not all appropriate for every type of business and, more importantly (or at least, as importantly), you have to look at the resources of the client that are available.  Setting them up with a blog or social media channel that is never used or updated can do more harm than good.

I will cover these issues, and more, in future blogs, and intend to give real case studies (though I may not always be able to mention the client by name) of all aspects of marketing and event management.  I also fully intend to use this blog to have a rant (one of the key reasons for starting this blog), tell some stories but all with a marketing focus.  And I will also be asking some questions – so if no one ever reads this blog, we will soon find out by the lack of answers that come back!

I built my website a few years ago and, back then, sites were not ‘responsified’ or ‘mobilised’.  However, thanks to Google changing the way they rank sites, they have forced my hand into responsifying my website.  So at this juncture, I explored the idea of adding a blog while I did the makeover – and that, dear reader, is why I have decided it’s time to blog.  It will be interesting to see what it does for my SEO and engagement with clients, potential clients and the world at large.  If no one engages, I shall still have fun writing.

Until the next…