As an Event Marketing professional I highly recommend Event Marketer Magazine, the Event Marketer website (www.eventmarketer.com) and other Red 7 Media publications (i.e. BizBash... a whole NEW world of prospects) to learn more about the heavy-hitters in this field.
For their top 100 Event Marketing Agencies of 2008 visit:
http://directory.eventmarketer.com/agencyitlist/home
I also recommend checking out those agencies that specialize in branded entertainment and sponsorship activation:
http://directory.eventmarketer.com/agencyitlist/results/Sponsorship+activation+-+execution
Finally, for a thorough Event Marketing Agency list visit:
http://directory.eventmarketer.com/cat/Agencies
By Jennifer Pricci
October 25, 2009
September 16, 2009
Marketing In A Recession... Go Guerilla!
In recessionary times, even the biggest companies need to take a leaf from the efforts of smaller enterprises and market more effectively and in new venues. They MUST be more creative in their use of time, energy, and imagination.
That has led to the rise of guerilla marketing.
I have always been a big fan of Guerilla Marketing because of it's ability to directly touch target consumers. In my current role directing the marketing strategies of a large corporation which employs hundreds of independent contractors I have stepped up Guerilla Marketing education, particularly at targeted public events.
In your case you are speaking of the same. I feel experiential marketing is the most effective Guerilla Marketing tactic because of its ability to engage consumers with your brand immediately and, when done correctly, reaches them at a time when they are in a positive frame of mind which drastically increases recall and retention rates.
FuelNet.com (http://www.fuelnet.com/) offers the following Guerilla Marketing ideas that anyone can quickly put into practice:
Partnerships
Consumers are more likely to listen to a marketing message about a particular business if it comes from another company, asserts Tom Richard, author of Smart Sales People Don't Advertise: 10 Ways to Outsmart Your Competition with Guerilla Marketing. "If you have a marketing budget of $2,000, go find nine other people who have a marketing budget of $2,000, and together spend $20,000 on the best promotion ever done in your town," he says. "You get the benefits of a $20,000 marketing campaign."
Consumers are more likely to listen to a marketing message about a particular business if it comes from another company, asserts Tom Richard, author of Smart Sales People Don't Advertise: 10 Ways to Outsmart Your Competition with Guerilla Marketing. "If you have a marketing budget of $2,000, go find nine other people who have a marketing budget of $2,000, and together spend $20,000 on the best promotion ever done in your town," he says. "You get the benefits of a $20,000 marketing campaign."
Stunt Marketing
Done right, the appeal of this guerilla marketing strategy is that it leaves a lasting impression. For example, Gary's Uptown Restaurant and Bar in Lodi, Calif., once ran a special on Wednesdays where bald men ate for free; other hair-challenged patrons were given discounts. It generated worldwide media attention. "That goes to show that you really can do something fantastic if you have the creativity behind it," says Colleen Wells, coauthor of The Complete Idiot's Guide to Guerilla Marketing.
Experiential/Event Marketing
A few years ago after a 40+ year career in sports journalism with a focus on horseracing, my Father became Executive Editor of the new website HorseraceInsider.com (http://www.horseraceinsider.com/). While this site quickly gained equine enthusiasts it is also designed for the weekend fan and the site needed to reach this core. During one of the most popular meets in the Country, horseracing at Saratoga Racecourse during the peak of summer, I suggested my Father invest in thousandsof branded hand-held fans. Street teamers canvased each entrance of the racetrack and distributed these fans to people embarking on a day at the races. Not only was this potential new audience for HRI extremely greatful for a tool to keep them cool in 95+ degree weather, but the fans proved walking billboards throughout the racetrack and sparked conversation among those who didn't have one... "WOW, where did you get that, I'm so hot!" Finally, the tangible aspect of this piece remained in the hands of these potential new consumers. And all for less than $.05 each!
A few years ago after a 40+ year career in sports journalism with a focus on horseracing, my Father became Executive Editor of the new website HorseraceInsider.com (http://www.horseraceinsider.com/). While this site quickly gained equine enthusiasts it is also designed for the weekend fan and the site needed to reach this core. During one of the most popular meets in the Country, horseracing at Saratoga Racecourse during the peak of summer, I suggested my Father invest in thousandsof branded hand-held fans. Street teamers canvased each entrance of the racetrack and distributed these fans to people embarking on a day at the races. Not only was this potential new audience for HRI extremely greatful for a tool to keep them cool in 95+ degree weather, but the fans proved walking billboards throughout the racetrack and sparked conversation among those who didn't have one... "WOW, where did you get that, I'm so hot!" Finally, the tangible aspect of this piece remained in the hands of these potential new consumers. And all for less than $.05 each!
A Smile and A Handshake
That might not sound like guerilla marketing, but author Mitch Meyerson believes it's the first step in building a tighter bond with customers. "You could spend a few thousand dollars buying a classified ad and direct people to call you, but if someone in your business is having a bad day and they pick up the phone and have a crabby tone of voice, the prospect will not be interested [in your product or service," he says. "The first rule in successful guerilla marketing is to be upbeat and helpful every single time you have contact with the public. People fall short in this area quite consistently."
That might not sound like guerilla marketing, but author Mitch Meyerson believes it's the first step in building a tighter bond with customers. "You could spend a few thousand dollars buying a classified ad and direct people to call you, but if someone in your business is having a bad day and they pick up the phone and have a crabby tone of voice, the prospect will not be interested [in your product or service," he says. "The first rule in successful guerilla marketing is to be upbeat and helpful every single time you have contact with the public. People fall short in this area quite consistently."
In the states, EventCrazy.com (http://www.eventcrazy.com/) is an excellent resource to search over 150,000 events and attractions with select criteria. Best part... it's FREE!
August 11, 2009
For the Experiential Marketer...
As an Event Marketing professional I highly recommend Event Marketer Magazine, the Event Marketer website (www.eventmarketer.com) and other Red 7 Media publications (i.e. BizBash... a whole NEW world of prospects) to learn more about the heavy-hitters in this field.
For their top 100 Event Marketing Agencies of 2008 visit:
I also recommend checking out those agencies that specialize in branded entertainment and sponsorship activation:
Finally, for a thorough Event Marketing Agency list visit:
July 14, 2009
Cancel the Blamestorming Session: 3 Tips to Marketing / Sales Alignment
Historically, the relationship between marketing and sales has been (to put it politely) problematic, with lots of finger-pointing, and lots of valuable sales leads falling through the gaps between the two functions. But in an age of cautious spending, no company can afford to have sales leads disappear because of poor internal processes. To pull through the downturn successfully, you need sales and marketing teams that work together seamlessly and effectively… you need sales and marketing alignment.
And while sales may once have been the alpha in a not-so-happy-marriage, today the tables have turned. In the digital era, B2B marketing is not just responsible for getting names into the top of the funnel. They must also build relationships with those contacts, nurture them over time, provide guidance and information at every stage, and bring them to the point where they are qualified opportunities ready to convert.
1. Score Your Leads Collaboratively
Effective lead scoring is essential to ensuring that only well-qualified leads are handed over to sales. The focus should be on bringing marketing and sales teams together to agree on the definition that will be used to score leads at each stage in the funnel. Establishing this together will avoid finger-pointing later, and will enable you to develop appropriate content for leads at every stage.
Together, the teams should decide on the criteria for scoring potential buyers all the way from a basic name entering the top of the funnel, through engaged party, prospect, lead, and finally opportunity. Lead scoring will consider factors such as the prospect’s interaction with your website and social media profiles, the amount and type of content viewed, shared and downloaded, information given in registration forms, and the results of any direct mail, events or other activities.
More importantly, don’t forget to score for negative behaviors, too. Activities like unsubscribing from emails or negative social media comments are signs that a prospect no longer wants to engage. Again, these definitions need to be agreed upon between both teams.
2. Stop Valuable Leads From Falling Through the Cracks
Once you have decided on how to define and score activities during the complete sales funnel, you will also need to set the ground rules for when a lead should be handed over to sales. Handing over only highly-qualified leads means Sales focuses all of its efforts on leads that are ready to convert, resulting in increased revenue and a better B2B marketing ROI.
But what if the weeks or months pass and the lead doesn’t move on to the next stage? That’s when many leads tend to fall into a limbo where neither marketing nor sales feels responsible for them. With budgets tight, marketing has understandably wanted to focus on getting more sales leads into the funnel, and on pursuing the ones that show a greater propensity to buy. There simply hasn’t been time or money to lavish attention on stalled leads that may never become customers.
But now, technological advances have made it possible to nurture leads over the long term cost-effectively, by keeping in regular automated contact and providing useful content based on what you already know about the lead.
But lead nurturing can’t be conducted independently by sales. There needs to be regular two-way communication between the functions, so that sales knows what activity the lead has undertaken and what messages and content have already been communicated to them. There also needs to be a smooth process for sales to hand back leads that have failed to convert, so they can be put back into the funnel for further nurturing.
3. Use Metrics to Show What’s Worked
One of the biggest challenges for any marketing team is to demonstrate how marketing spend is driving revenue for the business. Done properly, regular lead scoring and comprehensive lead nurturing deliver ample data that demonstrate how leads have been progressed through to conversion.
You still need to choose the right metrics. To truly demonstrate marketing’s value, you need to be measuring things like marketing program performance, impact on revenue and profit per customer.
Key Takeaway
Marketers, avoid a shotgun wedding by creating a long-term, healthy and happy relationship with sales. Strive to understand their needs like they understand the customer. Rely on them for the great information they bring from the field. Work together to define your ideal lead. That information will inform all of your marketing activities. The rest is doing your due diligence when it comes to getting the job done. While your role may be getting those leads into the funnel, it’s also about keeping that funnel clear of debris.
By Jennifer Pricci
And while sales may once have been the alpha in a not-so-happy-marriage, today the tables have turned. In the digital era, B2B marketing is not just responsible for getting names into the top of the funnel. They must also build relationships with those contacts, nurture them over time, provide guidance and information at every stage, and bring them to the point where they are qualified opportunities ready to convert.
Let’s cancel this week’s blamestorming session…
Here are 3 tips to promote effective sales and marketing alignment:
Here are 3 tips to promote effective sales and marketing alignment:
1. Score Your Leads Collaboratively
Effective lead scoring is essential to ensuring that only well-qualified leads are handed over to sales. The focus should be on bringing marketing and sales teams together to agree on the definition that will be used to score leads at each stage in the funnel. Establishing this together will avoid finger-pointing later, and will enable you to develop appropriate content for leads at every stage.
Together, the teams should decide on the criteria for scoring potential buyers all the way from a basic name entering the top of the funnel, through engaged party, prospect, lead, and finally opportunity. Lead scoring will consider factors such as the prospect’s interaction with your website and social media profiles, the amount and type of content viewed, shared and downloaded, information given in registration forms, and the results of any direct mail, events or other activities.
More importantly, don’t forget to score for negative behaviors, too. Activities like unsubscribing from emails or negative social media comments are signs that a prospect no longer wants to engage. Again, these definitions need to be agreed upon between both teams.
Once you have decided on how to define and score activities during the complete sales funnel, you will also need to set the ground rules for when a lead should be handed over to sales. Handing over only highly-qualified leads means Sales focuses all of its efforts on leads that are ready to convert, resulting in increased revenue and a better B2B marketing ROI.
But what if the weeks or months pass and the lead doesn’t move on to the next stage? That’s when many leads tend to fall into a limbo where neither marketing nor sales feels responsible for them. With budgets tight, marketing has understandably wanted to focus on getting more sales leads into the funnel, and on pursuing the ones that show a greater propensity to buy. There simply hasn’t been time or money to lavish attention on stalled leads that may never become customers.
But now, technological advances have made it possible to nurture leads over the long term cost-effectively, by keeping in regular automated contact and providing useful content based on what you already know about the lead.
But lead nurturing can’t be conducted independently by sales. There needs to be regular two-way communication between the functions, so that sales knows what activity the lead has undertaken and what messages and content have already been communicated to them. There also needs to be a smooth process for sales to hand back leads that have failed to convert, so they can be put back into the funnel for further nurturing.
3. Use Metrics to Show What’s Worked
One of the biggest challenges for any marketing team is to demonstrate how marketing spend is driving revenue for the business. Done properly, regular lead scoring and comprehensive lead nurturing deliver ample data that demonstrate how leads have been progressed through to conversion.
You still need to choose the right metrics. To truly demonstrate marketing’s value, you need to be measuring things like marketing program performance, impact on revenue and profit per customer.
Key Takeaway
Marketers, avoid a shotgun wedding by creating a long-term, healthy and happy relationship with sales. Strive to understand their needs like they understand the customer. Rely on them for the great information they bring from the field. Work together to define your ideal lead. That information will inform all of your marketing activities. The rest is doing your due diligence when it comes to getting the job done. While your role may be getting those leads into the funnel, it’s also about keeping that funnel clear of debris.
By Jennifer Pricci
June 17, 2009
The Recession and Student Spending Trends
Marketing managers who target the 18-25 year old demographic, have you altered the way you reach college students?
Student spending today is basically Generation Y spending.
Born between 1977 and 1994, Generation Y comprises today’s high school and college student markets. The large size of this generation (71 million) makes them a profitable market. One that, as a marketer, you can’t afford to miss.
Student spending differs by whether the student is in high school or college.
Today’s high school students... have more money to spend than any teens to date, 51 percent more than 1995 teenagers.
Together they spend an estimated $187 billion a year on:
- clothing
- wireless tech gadgets
- alcoholic beverages
- tobacco
- eating out
- personal appearance
- fun
While still in high school, most students earn close to $100 per week. Plus some have their own credit cards or access to their parents’ cards.
Almost all high school students have their own computers and are online. Any business wanting to reach them must have a well-designed Web site.
Today’s college students... spend more than $100 billion of their own money each year and influence many family purchases.
They have money to spend. More than half of today’s full-time college students work.
They also spend on credit. More than 90 percent of those 21 and older use credit cards. Their average credit card debt is $3,000, and 10 percent owe more than $7,000. They do pay their credit card debts, just a little slower than older generations.
College students buy over the internet, but first they comparison shop on an average of three Web sites.
Together high school and college students have a tremendous effect on the economy.
So Marketers… Target Generation Y!
They like to shop, with the men liking shoping more than men in prior generations.
But they are “notoriously fickle,” demanding the latest trends in record time.
They are immune to hard sell advertisements. They are brand and fashion-conscious, but won’t buy if clerks “get in their face” trying to sell them. The hard sell doesn’t work with them.
They prefer brands with a core identity based on core values. They won’t buy a product just because it’s in the mall. It’s more important to them that a product is recommended by their peers. Word of mouth is the best method of marketing to them.
Today’s students don’t like the status quo and are immune to established brands. They like appeals that reflect their lifestyles more than their outward appearance.
They respond best to humorous and emotional advertising. They like advertisements that show other people like them in real-life situations. They also like innovative music and advertising that centers on their lifestyles.
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