So how do you earn equity in their mind?  It all comes down to providing “unique value.”  Value is different from price.  Everyone markets to lower TCO, backing up 100,000 times faster, but they are not marketing on the unique value of the solution.  Price is not all that matters (to some people it always will), but where is the unique value in what you are getting? Advice, training, support, and the joy of working with you all go into this formula.

The language you use in your marketing efforts should be the same language that prospects are thinking in.  Once you communicate that unique value to the prospect, that will instantly create brand equity in the prospects mind. You will start being associated as the solution to their pain point.  Now this is where the fun begins!

(Are wondering about the picture of the purple elephant?  Well, have you ever seen one? Imagine a zoo having a purple elephant that no one else has.  Many people would go to see it and it will become famous, now the zoo has a unique value it provides.)

Email marketing may seem like it’s receiving less attention these days, with the savvy technological advances of social media platforms and applications. However, when it comes to reaching someone with a direct message and an exclusive invitation, email can be very effective.  Here at enter:marketing, we have many internal best-practices and tried & true approaches to reaching a strong event RSVP rate.

If you don’t have a database list to send emails to promote your upcoming event, we can provide that service as well. We offer end-to-end event promotion, with strong email creative development,  outbound strategy, and follow-up, using our best practices. Just remember: when promoting an event, always include email marketing to drive your response rate.

Sound familiar?

As economic uncertainty has become the new normal globally, every company has had to reconfigure or face extinction.  Simply “good enough” is no longer good enough.  Luckily, at a small, growing company like enter:marketing, change is the name of the game.

When I first joined enter:marketing, enter:techconnect, the team I head up, was only two guys and a pair of phones.  We were working out how telemarketing could be leveraged most effectively in our direct mail campaigns.  A few months after, we were sorting out the finer details of how techconnect could best usher meetings to our clients all the way from qualifying to purchasing.  Now two years later, the team is building lists, qualifying prospects, managing events, and compiling reports.  And we tweak our processes every day.

The key is to never consider your system a finished product.  The needs of your market are never static, so why ever settle on just one approach?  By staying open to new ideas and constantly critiquing our results, techconnect keeps improving.  The economy will some day be better, but a core practice of tireless invention and self-improvement brings results no matter what the economic climate.

“Our newsletter was forwarded to 20 people!”

“We have a monthly client event at a bar!”

“Our ‘air cover’ marketing strategy is really providing lots of coverage….in the air…..!!!!”

“We’re working on a very important deck showcasing our approach to the strategy we’re considering!”

“The last two videos we put on our YouTube channel have 231 views!”

“We’re spending a lot of time figuring out our social media strategy…”

“We sent out company wall calendars to 300 prospects!”

You get the idea….

Step up to the plate and be committed to marketing systems that are built to drive trackable revenue. Anything other than that doesn’t do our profession any favors.

When you go into a marketing activity, in the least, start with a complete understanding of the following data points:

• Average Opportunity Value
• Average Closed Sales Rate
• Average Sale Value

Start there.

Then figure out how much you are willing to spend to drive one opportunity. Think 10X at least (this is a very rudimentary equation but for illustration purposes let’s go with it). So if your average opportunity is $100k, you should be willing to spend $10k. Then figure out what process will require, wait for it, the LEAST amount of meetings/leads to identify one opportunity. I know, I know. “But Tim,” you say, “that makes my cost per meeting and cost per lead go up!” Yes. Yes it does. Ask your sales team what they’d rather do, go on 10 meetings to get one opportunity or one meeting to get one opportunity. Chase 50 leads for one opportunity or 10 (this assumes you have sales that will even bother with leads). The answer to that is obvious. And,  if they can do their part and turn opportunity into sales, and do so at a decent conversion rate, well my friend, now you are cooking with gas.

When you stop to think about it, we’re conditioned to asses marketing a little bass-akwards and alf-hassed. Break the mold, take the time to approach marketing completely, spend against opportunity and sales measurements, and start seeing real, actual, business building results. Crazy talk I know….

(Note: look for a follow-up post on the obvious-but-ignored flaw in butts-in-seats approach to event marketing.)

There is no science or exact to-do list in planning any event. Those responsible for planning events often overlook small details because they are focused on the larger picture. No matter the event or client, the same rules apply. Don’t forget about these few simple, yet essential tips when planning your amazing event.

1. Timing is Key

On the macro level, set a date for your event far, far in advance. Conquer the first two tasks: determine the time and date for your event, then secure the space or location. Start planning right away; the sooner the better. Place orders and make reservations earlier than what seems reasonable.

Timing is key on the actual day of your event as well. Consider timing when food or beverages are delivered. You will need enough time to get your beer cold, but also need to keep your food hot. In the case that there will be several deliveries on the day of your event, make sure they will arrive at a time that is reasonable for both parties. Convey the time of your event to the businesses you are working with.

2.  Confirm details, reservations, and orders. Twice. Or three times.

Get itemized receipts directly after placing an order or making a reservation. Look receipts over; confirm quantities and descriptions match the order placed. Ensure deliveries will be sent to the correct address, correct floor, and to the right person. Determine a point person on your planning team who will take ownership and responsibility over one component of the event. Re-confirm all orders and reservations three days prior to the event.

3.  Stick to your plan and your budget.

“Did I order enough food?” “Did I remember to invite Tom, Jerry, Mike, Ralph, and Betty?” When the event nears, stress tends to kick in. My suggestion is simple: stick to the original plan and original budget. It becomes too stressful and messy to deter from the original plan.

4. Document the event

Take pictures and videos. The best keepsake and means to market the event is by documentation. Photos can be used as a great marketing tool. Upload pictures to your Facebook and Twitter accounts. The more exposure you get, the better chance that your next event will get a bigger turnout.

5.  Enjoy yourself

When the host is enjoying the event, the guests will have fun. If the host is stressed, guests are more inclined to feel uncomfortable. Just as you created the event, you create the atmosphere. Your hard work is best enjoyed when you enjoy the event as well. Have fun!

For more information on enter:marketing hosting your next IT Event, contact Dean Maire, dm@entermarketing, 212-731-2033.

And like most of your colleagues, there is one thing, and maybe only one thing in your work day, that really gets your goat. Sifting through the 1,367 emails per hour you get from IT manufacturers trying to get you to “download a whitepaper” or “respond to an invitation to join them at the place you have lunch every Tuesday anyways, but on Tuesdays you don’t have to stare at a Power Point.”  Or even worse….  Ring, ring…..  You pick up and: “Hi Mr. I don’t really care about you, but I’m being friendly because if I set a meeting with you I get paid.” An IT telemarketing services company. You think to yourself, wow, IT marketing is not very original at all….

But every now and again, there’s that package you get in the mail.   To you.  Sent for signature.  Potentially even containing something fun, clever, and dare we say, of value.  It’s a well crafted direct mail piece.   One you can open at your leisure.  One you’ll remember.  One you think, “Hmmm.  They put some effort into getting my attention.”   Then.   Ring, ring…. “Hi Mr. life’s about to get a lot better….”  And you think.  “Thanks for not sending me the 321 emails it would normally take to get my (frustrated) attention.”

Ok, so I had a little fun making my point there.  Of course I’m not saying abandon email marketing.  It is, and always will be, a part of a good marketing strategy, but what I’m saying is maybe just give the inbox a rest now and again and put some time into formulating a high impact direct mail strategy.  It will pay off.  Trust me.

If you haven’t heard of Augmented Reality yet, go to YouTube and search “Augmented Reality.” After that you’ll probably have no clue what the heck is going on. I know I didn’t. However, when the proverbial light goes on in the attic, a whole world of opportunities for marketing in the IT industry presents itself.

Imagine sending detail-accurate models of new IT hardware to thousands of people for the cost of a postcard per person. Imagine sending your CIO or CEO to stand on people’s  desks and “personally” talk about your solutions and services, or maybe to even invite them to an event. It’s not only possible, its being done.

enter:marketing has recently completed projects that do both of the above, and having gone through the strategy, development and launch of these initiatives, I can tell you that this technology is a game changer for IT marketing.

Unfortunately, it was not enter:marketing. Our sister company, enter:newmedia, took home the coveted enter:cup trophy. At 1pm we closed our office doors and headed down to the Chelsea Piers in our matching blue t-shirts to eat barbecue and lay in the sun. Eventually, the games did begin, which included a t-shirt redesign competition, potato sack race, wheelbarrow race and water balloon toss.

And apparently our relay racing skills paled in comparison to how good we actually looked out there.  After the games, we went to drown our sorrows at happy hour with the victors. A good time was had by all.  Congratulations enter:newmedia!

We are already thinking about next year’s events (and how we can win back our trophy.)

This was me three years ago. And I don’t know if the imminent food coma or the presenter’s ill-fitting suit was the catalyst, but it was that sunny Wednesday afternoon I decided two things: 1) I hated business clichés with every being of my soul and 2) I would make it my mission to try and rid the world of them.

Why? They relegate the offender to the dreaded “generic” category.  For speakers to hold an audience, they have to be engaging, creative and dynamic.

Also, most of them are stupid. What does “the whole nine yards” mean, anyways?  A first down is ten yards.

Just to drive my point home, here are some of the worst clichés of all time, and their actual meanings:

“Let’s agree to disagree”

What I hear: “I used to let girls like you beat me up in the schoolyard.”

“Let’s think outside the box”

What I hear: “I’ve never thought outside the box in any way, shape or form.”

“Low hanging-fruit”

What I hear: “I couldn’t think of a better way to say ‘This involves the least work and/or mental exertion’ and I can’t wait to get out of this boardroom and back to my rousing game of Solitaire.”

“Give it 110%”

What I hear: “Oh, you’re going to give 100%?  That’s not good enough, idiot, never mind that giving more than 100% is physically impossible!”

“I’m not throwing you under the bus, but…”

What I hear: “I am so totally throwing you under the bus.”

Reverting to tired and over-used business clichés sends a message that says, “I couldn’t think of a better way to say that.”  Business clichés are unoriginal, boring and annoying-descriptions you definitely do not want to be associated with.  Theodore Roosevelt’s re-animated corpse could be speaking before me and I’d still roll my eyes if he told me exploring the River of Doubt was a “win-win situation.”  When you have a captive audience, take advantage of it and make your words memorable.  Getting rid of business clichés to find creative, original ways to express yourself will go a long way!