Tony Compton, Managing Director
The opportunity to immediately possess sales, marketing, trade show, online, business #communication, and social #media competitive differentiators exists. I’ve itemized a number of these problems that are just waiting for you (and me) to solve them. For one lazy reason or another, these problems are tolerated by many and lackadaisically accepted by others. They persist. But if you can solve any one of them, the business opportunities are endless.
Over 25 years of experience allows one to see and separate #marketing fiction, wishful thinking, #sales bravado, and wasteful corporate spending from smart business investments, real lead generation results, and the economic value and opportunities offered by improving functional areas of sales and marketing performance. To me, problems are hiding in plain sight and I’m not surprised I haven’t heard anybody say any of the following quotes in 2016.
Allow me to present a handful of evasive quotes, and allow them to describe the problems and opportunities:
1. “Wow. That seven-person panel discussion was AMAZING!”
First, I detest the overuse of the word “amazing” but felt it appropriate here. Second, I’ve seen pictures from recent panel discussions where three to six people are on stage sitting in chairs or on stools. I’m sure you’ve seen many of the same photos. All share the same slumped drooping body language of panelists with microphones in hand, often wearing the same business casual attire. No positive body movement on stage, no physical presentation energy. The audience sits, stares, and strains to listen. With the demand for more memorable event experiences, why do event producers still employ near-valueless panel discussions? It’s an educational session format relic from a long-gone event era. There are so many better ways to actively engage event audiences. (By the way, posting pictures of these panel discussions doesn’t help.)
2. “Our postage-stamp size exhibit with cheap misfit filler pieces DOMINATED!”
If you’re going to exhibit at an event, own the event. Just securing a undersized booth space in the back of the convention hall and cobbling together a cheap presence with misfit equipment and misaligned messaging won’t cut it. If all you’re doing is throwing together an ineffective trade show presence, don’t. You’ll get the more value from just attending, shaking hands and making the rounds versus waiting for attendees to wander to the back of the hall to find you.
3. “That team was AWESOME jamming 100 slides into an incomprehensible 60 minutes!”
Make that an incomprehensible 55 minutes. Maybe even shorter. Whether its an online conference call or in-person presentation, an audience deserves better than a crush of unreadable sides while uncoordinated, multiple presenters with various levels of communication skill and preparation “pass the ball” around the virtual conference room. Worse is when 60 minutes are scheduled, but the presentation leader doesn’t show up until five minutes after the top of the hour to start the show. As if you’ll get through all of those slides anyway.
4. “The lackluster monotone #presentation of your media content is INSPIRING!”
It’s all about #content, isn’t it? But effectively communicating content doesn’t seem to matter to some. The predisposition to overworking mind-numbing text and slides is common, but spending quality time on the #audio or #video portion that accompanies web and #mobile material nowadays is frequently short-changed by poor production values. It’s easy to find business material produced by somebody using a cheap smartphone, camera, or microphone in a back office or spare room to simply “get it done”. Content is important, but presenting it involves how a person looks and sounds. When amateur efforts are employed and development is rushed, your content, and marketing, sales, and branding efforts will suffer in this new era of dynamic media.
5. “Video Marketing is EASY! All I have to do is turn on my smartphone!”
The way some go about #video marketing today is reminiscent of the way kinescope was first used in the 1940s. There’s a new wave of video #technology that’s hot and trending today, just as it was 70 years ago. But somebody needs to remind people that an audience still needs to find what’s being produced as interesting, entertaining, and informative. Nobody is going to care if your video is in HD, in 4K, and was brought to us via your smartphone and selfie stick if it’s not capable of holding an audience’s attention. There’s more to video marketing than simply turning on your camera, sticking somebody in front of it, and posting a video on Facebook.
6. “It was worth it to send our team to the good-time trade show and get NO ROI!”
Similar to the first quote, I recently saw two more social-media-circulated #convention pictures of healthy teams of people gathered in their company’s respective trade show booths. Happy. Smiling. Enjoying themselves. Displaying great forms of teamwork. Duly noted.
What I also saw in one picture were stacks of garbage-bound paper brochures sitting on a counter. Pens and other assorted giveaways that will go from the company, to the attendees, and to the dumpster. In my mind I also saw the expense reports for each of the on-site staff members and the invoices for the company premiums. What I didn’t see was bold and effective messaging in the booths. I also saw one booth’s position on the show floor. A wide-angle shot was needed to get everybody in that particular picture frame, and it’s safe to say that it would be an accomplishment if a healthy percentage of attendees eventually found their way to that company’s hideout (exhibit) on the show floor. Meanwhile, back at HQ, those event invoices, expense reports, event sales, marketing summaries, and staff pictures will be reviewed by somebody in charge. I’m glad everybody enjoyed their exhibit space, but I sure hope they brought home some return on that event and booth investment and minimized the waste.
7. “I’m glad marketing had NOTHING to do with our January sales kickoff!”
For those who need reminding that sales and marketing teams are disconnected, at best, and adversarial, at worst – here it is again. Marketing must produce economic value to sales, and the organization. To think that marketing can survive disconnected from sales and stay heads down on electronic devices is absurd. Marketing can and should play a #leadership role in sales kickoff activities. And they should hit the road with salespeople to see what works in front of prospects and customers and what doesn’t. I’ve learned that marketing may get one half of one chance to earn the respect of the sales team. And now is the time of the year to do just that.
8. “For inappropriately inserting POLITICS into your business, event, presentation, or #workplace environment so that half of your attendees/customers/employees feel uncomfortable and unwelcome… THANK YOU!”
No explanation needed. Enough said on that one.
Each one of these unheard of quotes represents an opportunity for sales and marketing performance improvement. Even the last quote. I also realize that most marketers, business developers, conference producers, webinars hosts, and trade show managers have to work within the confines of constrained #budgets and limited resources, and that the vast majority do the best they can with the hand they’re dealt.
But these problems are all too common, and chronic, and they continue to persist to this very day. Present solutions for any or all of the above, and the business opportunities will present themselves to you.