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Digital media is designed to put us in constant contact with our most important sources of business, whether it is prospective customers, existing clients or strategic partners. We applaud this medium for its ability to facilitate dialogue, generate immediate feedback and document return on investment. If you choose, as many companies have, to shift the majority of your interactions to these platforms, I encourage you to remember the value of interactions within the physical realm. Many companies that stress the continued importance of face-to-face interaction are dismissed by their competition and accused of holding on to antiquated ideas of business. While in extreme cases this may be true, we must realize possibilities where these two approaches to business can coexist. The most successful companies integrate online dialogue with personalized interactions to create a brand experience that easily transitions between the digital realm and consumers’ day-to-day lives. Respectfully Yours, |
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| Coleen King President, King Media 517.333.2048 Coleen@KingMediaNow.com |
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Most importantly, make it informational. Informal networking events or social gatherings have their place, but they usually don’t have high success rates for cultivating new business. Positioning an event as an open networking event or social gathering poses a major barrier to generating business for your company. Specifically, it often drives attendees to focus on how they can secure business leads at the event, rather than thinking about how your business may be able to help them. People associate the word ‘networking’ with the action of making connections that will benefit them. In turn, they will typically seek to tap into the networks of other attendees rather than focusing on how investing with your organization may benefit them. Secondly, make it exclusive. Making information and expertise available to your online networks will position you as a valuable resource. However, when you make that expertise available to everyone on a free platform, consumers often begin to assume that it cannot hold much value. This concept is the reason behind many clothing designers’ refusal to offer discounts, or high profile performing artists’ choice to hold concerts in relatively small venues. Exclusivity creates demand and drives up the perceived value of a product or service. When you position your event as forum for presenting valuable ideas to an exclusive, hand-picked group, attendees will be more likely to view your content as relevant to their needs. Finally, compel attendees to act. Appeals made in person, such as a request for a future meeting, one-on-one demonstration or consultation are harder to dismiss when they are done face-to-face. Although many businesses realize the power the Internet holds for connecting with consumers, they often overlook the tools it provides for disconnecting. Internet users can unsubscribe to your newsletters, de-friend you on Facebook and even delete personal messages or emails easily and without consequence. Face-to-face interactions allow you to prevent this attrition by addressing the barriers consumers have immediately and further encourage trial of your company. Whether your next event is a trade show, seminar or business luncheon, following these guidelines will maximize your business opportunities and help you get the most out of your interactions. At a time when we increasingly interact through digital interfaces, leveraging the power of face-to-face dialogue can differentiate you from your competitors and give you a significant edge in the market place. |
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King Media will be presenting on how companies can build a brand image that reflects their mission, philosophy and corporate culture through consistent design. Individual touch points with a brand or product create consumer perceptions. Consistent design ensures that a company is sending the right messages and building perceived value into the brand. Hart-Davidson Designs will then show attendees methods for reinforcing this brand image at internal touch points, such as a company showroom, office or retail center. Leslie Hart-Davidson, Allied Member ASID, hosts educational seminars across the state to help home owners make smart design decisions and create functional spaces that enrich their lives. Her seminars teach attendees how to make the best decisions when planning for their home design projects, whether it is a small-scale update or intensive renovation. She has been featured at the Grand Rapids Home Show, the Lansing Home Show and on WWZM 13’s Take 5 & Company. Hart-Davidson Designs will be hosting seminars and workshops through the summer to teach their philosophy of democratic design. Visit www.designandbuildcenter.com for a full listing of dates. King Media has also hosted a number of seminars throughout the state of Michigan, as well as across the country. Previous presentations have included seminars at the Michigan District of the National Exchange Club, East Lansing Technology and Innovation Center, Lansing Regional Chamber of Commerce, National Association of Career Women and Internal Countertop Expo. King Media’s seminars have covered branding, web development, search engine optimization and digital media. |
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King Media has recently begun work for a national countertop company, Accent Surfaces, a Fetzer Co. Accent Surfaces, based out of Salt Lake City, Utah, has built a reputation for high quality surface solutions through custom fabrication work and partnerships with box stores and builders. In addition to fabrication, Accent Surfaces manages installation in residential and commercial spaces to ensure a functional finished space. Accent Surfaces also partners with Arizona Tiles, Cambria, Caesarstone, DuPont, Formica, HanStone, LG Hausys, Nevamar and Pionite, Staron and Wilsonart Internation to provide clients with a diverse selection of premium surface products. |
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A: You don’t need to be a big dog to make seminars and speaking engagements an effective part of your marketing strategy. The key to is to first find an area you have considerable expertise in, and then reach out to organizations that have a real interest in your knowledge. Be careful to present only on topics that you are well versed in. Many companies, or even individuals, tote themselves as experts on subjects they have no educational or professional background in. A prime example of this is social media. Because social networks are designed to allow anyone to easily use them, many consulting firms have popped up that are based solely on an individual’s personal use with social media. Although they may secure business in the short run, they are likely to damage their brand or loss credibility as their claims are tested on real projects. Word-of-mouth travels quickly. Be sure that you are prepared to speak on the topic you have chosen so you can provide real value to the audience during the presentation, as well as during any relationships that may develop as a result. A great way to get the word out about your seminars is to first target organizations and/or associations with a strong member-base. These groups are often looking for keynote speakers to present at monthly meetings or events and are usually open to booking a presenter that may not have a long resume of previous engagements. The member-base of these organizations is typically very involved in the community. As a result, reaching out to them can help you develop a network to target for future, independent seminars. And speaking of social media, don’t hesitate to use social networks to get the word out to your current connections! Past clients, colleagues and friends can be your most powerful advocates. Send your questions or comments to Ralphie@KingMediaNow.com |
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