Big ideas for planning your small event

In addition to MarketingProfs, my other favorite site for marketing insight and tips is btobonline.com. Recently, I found a great article offering suggestions for how to pull off a successful small event. The article states that more companies are by-passing larger events to instead host smaller, more intimate events. Who can blame these companies given the country's current economic situation? Events are one of the many activities we marketers can use to communicate to external audiences. The article states the importance of picking the right location, attracting the right audience, and the importance of including some type of entertainment. To read more check out http://www.btobonline.com/apps/pbcs.dll/article?AID=/20080310/FREE/438891081/1109.



References:

Podmolik, M. (2008, March 10). Big ideas for planning your small event. Retrieved October 25, 2008, from BtoB Web site: http://www.btobonline.com/apps/pbcs.dll/article?AID=/20080310/FREE/438891081/1109

Direct-to-Consumer PR Reflects Power of DIY

MarketingProfs, again, provided a great article on media and PR. Titled Direct-to-Consumer PR Reflects Power of DIY, this article suggests marketers and PR professionals may need to take a different approach. "Over the last decade, consumers have learned the do-it-yourself (DIY) approach. They scan and bag their own groceries, pump their own gas, and serve themselves at restaurants from coolers or a buffet line. Consumers also have become their own music producers, creating custom MP3 mixes from iTunes; their own retail outlets through eBay; and one-person TV stations with YouTube. So it was inevitable, perhaps, that consumers would also come to realize that they don't need traditional media to consume the product and services information that used to use media as its channel" (Martin, 2008).

To create successful direct-to-consumer PR Gail Martin recommends the following:

1. Think like a consumer
2. Realize that consumers and reporters need different things
3. Recognize that Boomers and Millennials are shifting rapidly away from traditional media
4. Maximize your PR "searchability"
5. Create a two-way conversation

In regards to Boomers and millennials shifting away from traditional media Martin reminds us that "newspaper and magazine readership has been declining for quite a while. Broadcast TV has been supplanted by 800 cable channels, Netflix, and TiVo, all of which make it easy to skip commercials. Satellite radio and MP3 players mean fewer listeners to regular radio.
Many consumers have abandoned traditional media altogether, preferring to have their own news choices delivered via RSS, downloading their own music, and following their favorite TV shows via YouTube, DVD, or pay-per-view. The world has changed since the days when everyone watched the same three channels and saw the same ads. Your message must be where your consumers have chosen to go" (Martin, 2008).

Gail Martin's article reminds us of the Uses and Gratifications Theory (UGT). "UGT focuses on why a person uses the media. Specifically, UGT maintains that because humans have options and free will, individuals will make specific decisions about which media to use and when to use them" (Dainton & Zelley, 2005).

More choices for the consumer, more choices for the PR and marketing professionals. The challenge remains picking the right vehicle for the audience.

References:
Dainton, M., & Zelley, E. (2005). Applying communication theory for professional life: A practical introduction. Thousand Oaks, CA: Sage Publications, Inc.

Martin, G. (2008, September 2). Direct-to-consumer PR reflects power of DIY. Retrieved October 20, 2008, from MarketingProfs Web site: http://www.marketingprofs.com/8/direct-to-consumer-pr-martin.asp

Getting More from Your Employees

"Average isn't good enough any more. Not in this competitive environment. Not in this lagging economy. If you accept average performance from your employees, you're doing your company a huge disservice" (Silverstein, 2008). So how do you get more from your employees?

An article provided by Entrepreneur.com tells about the 20-60-20 percent rule. "It goes like this: rate the performance of nearly any employee group, and you'll find the population divides itself into three categories: 20 percent are strong performers, 60 percent are average performers, 20 percent are weak performers" (Silverstein, 2008). The article goes to state that management should start by addressing the weak performers. After all, they are doing the most damage to your business. If you don't address your weak performers other employees will notice. "It tells them that there are no consequences for performance. Remember, your employees are well aware of one anothers behavior, even if management pretends not to notice. This fosters a culture of apathy and negativity that drags everyone down" (Silverstein, 2008).

There are a few simple things that a company can do to improve performance. Creating job descriptions and performance are a way to start. Creating job descriptions help employee know what is expected of them and job descriptions give you standard to measure against. Determining why someone is performing their job well can give you insight on changes that might need to take place. For example, do they not receive the training they need? Are they poorly suited for their job and need to moved into another position? If these suggestions don't help then it may be time to terminate the employee. Doing so will "send ripples throughout your organization, shaking up other non-performers and prodding average employees to aim higher. As a bonus, you'll boost morale among your top performers, because it shows that you're paying attention and that you value good work" (Silverstein, 2008).

"Leaders must motivate people and they must empower people to accomplish what is necessary to achieve a vision" (Dainton & Zelley, 2005, p. 133). This article is significant because it provides tips to improve leadership skills. This article shows us the importance of internal communications. Employees need to know what is expected of them and need proper training to be productive and effective. This article also shows us that terminating weak performers is not only beneficial to a company's overall performance but can also motivate employees.

Dainton, M., & Zelley, E. (2005). Applying communication theory for professional life: A practical introduction. Thousand Oaks, CA: Sage Publications, Inc.

Silverstein, R. (2008, July 18). Getting more from your employees . Retrieved October 16, 2008, from Entreprenuer.com Web site: http://www.entrepreneur.com/sales/salescolumnistraysilverstein/article195770.html

Get the Vote: Use Political Marketing Techniques to Power Your Campaigns

My MarketingProfs Today newsletter contained a rather interesting article titled Get the Vote: Use Political Marketing Techniques to Power Your Campaigns. The author comments, "Love'em or hate'em, politicians are some of the most effective marketers out there" (Fleming, 2008). It's good to read that they are good at something. My personal commentary aside, the article break downs some of the marketing techniques used by politicians today and how they can be applied to the business world.

The article emphasizes the importance of knowing your audience, having clear messages, and communicating often. With that in mind, the techniques recommended include:

• Create a narrative - and let it go
• Cultivate, cultivate, cultivate
• Mix your media
• Transcend the filter
• Unleash your customers
• Market to your audience, but surprise them too

Create a narrative - and let it go. That sounds like the Narrative Paradigm. We know that the "Narrative Paradigm stresses the effectiveness of influence through narration - that is, persuasion through storytelling" (Dainton & Zelley, 2005, p.120). I think the article makes a valid point in that you have to know when to drop the narrative. "Dropping the narrative is equally important. It's a phase that ends. In this campaign, the financial crisis put the kibosh on the storytelling and refocused attention on the issues at hand. In the marketing realm, emotion and intrigue will get you noticed, but if there isn't steak with that sizzle... customers move on" (Fleming, 2008).

We've learned the importance of knowing the audience and creating clear messages and we've learned what we can stand to lose by not doing so. No pressure John and Barack - you'll only lose the presidency.

Reference:

Dainton, M., & Zelley, E. (2005). Applying communication theory for professional life: A practical introduction. Thousand Oaks, CA: Sage Publications, Inc.

Fleming, J. (2008, October 7). Get the vote: use political marketing techniques to power your campaigns. Retrieved October 7, 2008, from MarketingProfs Web site: http://www.marketingprofs.com/8/political-marketing-techniques-power-campaigns-fleming.asp?adref=znnpbsc2A8