Debbie Mayo-Smith - April 2013 - Fifteen event changing words

You might have heard of Winston Marsh, an Australian speaker I heard him many years ago tell a group of insurance agents many years ago to 'be a better marketer of what you do, than a doer of what you do.' He went on to explain that you can be the best in your business - best agent, best accountant, best travel broker, but if no one knows about you - what good is it.

I heard it at the right time when I was starting a business I took his message to heart. It was business changing because of the success that followed for me personally. I run a quick tip newsletter that- one of the first in Australasia that is still going strong and has many fans. Have a look http://www.successis.co.nz/newsletter/current.htm

While I don't subscribe to being a better marketer than practitioner of your chosen profession, there is no doubt that these words can be sound advice when promoting conferences, exhibitions, seminars and training.

Here are two suggestions.

1. Keep a database and communicate  communicate ,communicate

I can't tell you how many times I see event managers starting over again from scratch every year.

My number one philosophy is to never let anyone go. By that I mean any of your members, delegates, attendees or those expressing interest. With all the work you do to create great customer service, marketing, advertising (if any) why waste the money and time and not keep a database to bring people back or keep the lines of communication open until they are ready to return or refer? A database can be your number one marketing/business asset. Communicate via email newsletters and social media updates and yes, SMS messages.

2. Create everyday referrers

A very clever strategy used by Kate Bailey a massage therapist when she moved to Katkati in NZand rented space at the Katikati medical centre was to offer all the nurses and medical staff a free massage, then keeping the connection with staff discounts. It was a great investment simply of her time to create believers in what she does as well as enthusiastic referrers.

Can you extend this idea to prospective sponsors or business referrers?

In closing, may I just shorten those fifteen words to eight in hope it will help change your business?

Be a better marketer of what you do.

Article by Debbie Mayo-Smith.  International Speaker, media columnist and bestselling author of 16 business books. Debbie works with businesses that want more productive management and staff. www.successis.co.nz 64 9 575 5359.