It's Simply NOT Enough!!!

4 Things You are Probably Doing that Fall Far Short of What Your Customers Want

Everything is changing every moment of our business lives.  It is impossible to keep up with the "next thing" we are expected to do.  However, the following four things are killing business and association budgets because decision-makers see them as lame attempts to get their money.

Keep in mind, all statements about what works and doesn't work are biased.  What I say in this article may be totally contrary to what you have experienced.  So, rather than getting offended or start hating me - make a comment!

"Off-Line" Advertising

Sorry magazine publishers and broadcast media sales teams.  I know there are certain products and services still making money from print advertising.  However, fewer and fewer companies are succeeding with this method. 

I contend the main reason why people continue to use off line advertising is because it is familiar to them.  Print media, billboards and other off line media are primarily operating on the rules and responses experienced a decade ago.  Buyers have changed radically in the last five years. 

One exception to the paltry results in off line advertising is SOME businesses still using direct mail.  The profession of copy-writing was built on direct mail because it was the only media with undeniable metrics to support what works and what doesn't.  I won't get into particulars about direct mail because it works for a relatively narrow niche.  However, suffice it to say...what works today was built on the backs of the metric systems developed for direct mail and brought online.

Online Advertising

Today's decision maker tries to ignore all advertising in all media.  Countless studies have shown people do not respond to online ads in any dependable way.  It takes a great deal of knowledge and expertise to select digital marketplaces to become effective in online ads.  I know a few specialists who have excellent success.  Those who dabble in online advertising generally lose money.

Boring Events

Not too long ago, professional associations demanded a captive audience of the best and brightest among their specialty.  To develop relationships with professional colleagues pretty much depended on becoming involved in the trade's professional association.  Today, people think the cost/benefit of being a part of what is happening in their trade association is not worth the time/money investment.

I interviewed an excellent event planner, Robin Dahms,  Events of Significance.  She helped me recognize a few missing pieces in the typical association meetings.  Here are three:

• Today's attendee is addicted to YouTube, internet games and all sorts of active entertainment.  You MUST take your events "up a notch" - or two - to get the attention and engagement of today's demanding members.
• Professional meeting planners DECREASE the cost of putting on your event.  We are talking about immediate hard costs of organizing and implementing a good meeting.  They have knowledge of all the industry standards, established relationships, access to sponsors and powerful negotiating skills.  ROI actually increases when you hire a pro to make the event memorable.
• If you make an event spectacular and engage the attendees well, you can get them to register for the next meeting.  Give an early bird discount and fill up your next event while they are still having a blast at the current meeting.

What is true for trade association is even more necessary for corporate, entrepreneurial and small business events.

Focus on Money

I can hear you now.  "How does she think we can stay in business without focusing on money???"

Fair question!

Rather than getting into the nitty-gritty of how buyers respond to a greater cause, let's consider doing a little "follow the leader".  How many companies can you name who spend money promoting all the charitable contributions they make each year? 

Pretty much all of the big retail outlets donate a portion of their profits to some cause they find worthy.  We all know the customer ultimately pays for those donations.  But instead of being angry because the store jacks up the price to cover their tax-advantaged donation, we admire the company for making a contribution.

Being generous to others says something about you.  Being focused on your own profits says something completely different.  How do you want to be perceived?

A Word About Perfection...

This article has been largely about what doesn't work.  It is meant to shake you out of your comfort zone and see where you are missing the mark in reaching current and future customers.  Don't sweat about trying to get it all perfect.

There has never been such a thing as perfect.  In today's fast-paced, ever-changing world, it has become even more illusive.  I encourage you to look at my opinion about what is NOT ENOUGH.  Either post a comment of disagreement or understand my opinion is based on constant study of today's decision making process.  From there, begin to develop new ways of reaching your prospects and retaining your current customers.  Watch for future articles about digital strategy.  Or - If you want to "pick my brain" for ideas, contact me and we will set up a complimentary strategy session.