NSA-IL Speaker Marketing
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Transcript of NSA-IL Speaker Marketing
NSA - Illinois
I. Guerrilla Marketing
II. Social Media Integration
III. Target, Message, Vehicle, Frequency
IV. Leverage
V. Other Speaker Marketing
VI. Your Plan
Do you have all the speaking engagements you want?
Do you have a blank check book to spend on marketing?
Does everyone that could hire you to speak, know about you?
5
Common Sense, Not Common PracticePut the following into practice:1. You must be committed to your marketing.
2. You must think of your marketing as an investment
3. You must see to it that your marketing is consistent
Challenge Yourself – Marketing Truths
1. The market is constantly changing
2. People forget fast
3. Your competition isn’t quitting
4. Marketing strengthens your brand and identity
5. Marketing is essential to survival and growth
More Marketing Truths...
6. Marketing will give you an advantage over competitors who have stopped their marketing
7. Marketing allows you to continue speaking
The primary investments of a Guerrilla Marketer
should be Time, Energy and Imagination.
Since Guerrilla’s do not have big bucks to invest, the marketing arsenal must work harder and smarter!
Theory of Guerrilla Marketing
Guerrilla Marketing in 30 Days Definition
• Marketing is everything you do or say that a customer or prospect sees or hears, before, during and after you speak.
Your Marketing Mindset
The Question to Focus On:
• “How am I building awareness with my prospects and clients through all of my marketing?”
What is your Marketing Habit?
• 3-5 things a day
• Put Marketing on your to-do list
What is your Marketing Habit?
• What are some new things you can do to get you and keep in you the proper marketing mindset? ___________________________________________________________________________________________________
Goals/Purpose of Marketing
What specific activity do you want customers and prospects to
take?
Specific Customer Activity
• Send in for information
• Call your toll free 800 number
• Visit your website; Google You
• Enter a contest
• Visit with you
• View a video clip
Calls To Action
• What are some calls to action for you?
_____________________________________ __________________________________________________________________________
Target Market
The Ultimate Targeting Exercise
• If you could magically
define the “ideal client,”
what would they look like?
More Targeting
If Tennessee has an association for Insurance Professionals, so must every other state. Google: “Independent Insurance Associations”
More Targeting
If Tennessee has an association for Insurance Professionals, so must every other state.
More Targeting
Your Best Prospect
….is a current customer
Second best is a past customer
Your Ideal Customer
Define your ideal client/prospect:
___________________________________________________________________________________________________
_________________
Additional Programming
Ideas for related speaking topics
___________________________________________________________________________________________________
Positioning
David Ogilvy:
“Marketing results depend less on how advertising is written than on how the product or service is positioned.”
Al Ries and Jack Trout
• Positioning is not something you do with a product. Positioning is what you do in the mind of a prospect.
• All that exists in the world of marketing are perceptions in the minds of the customer or the prospect. The perception is reality.”
Positioning Examples
• Southwest Airlines
• 7-Up
• United Airlines
• Fed-Ex
• Crest Toothpaste
Simple Positioning…
• We are now known as…
A Revenue Exploding Guerrilla Marketing Positioning Example
• An appliance business that can provide the most affordable kitchen appliances to cost conscious buyers.
You Are an Expert!
You Are an Expert!
Expertise to the Power of Eloquence -advancing the art and value of experts who speak professionally by developing, enhancing and using expertise as a competitive advantage.
-Mark Sanborn NSA President 2003-2004
What are You An Expert At?
__________________________________________________________________________________________________________________
A Tagline Can Position A Business
• Do you have a Tagline?• Brainstorm some tagline ideas:
______________________________________________________________________
Day 8 – Competitive Advantages/Benefits
Prospects Don’t Care About You
They want to know, “What’s in it for me? How will you benefit me?”
Features vs. Benefits
What are you really selling?
What will your audiences receive
Your competitive advantage is the benefit you offer that your
competition does not
Dig Deep for Benefits
What is Your Competitive Advantage?
Why Select You As A Speaker? __________________________________________________________________________________________________________________
What Do You Really Sell?
What Will Your Audience Receive?
__________________________________________________________________________________________________________________
BONUS DAY !!!!Referral Strategies
• Ask for them – verbally and written
• Ask at the peak of enthusiasm
• Narrow the Universe of those you ask
• Define a good referral
• Offer an incentive or reward
Marketing Hooks
More Good hook examples• Special Report:
– 7 Mistakes People Make When Choosing A _______________Speaker
– Before You Hire a Speaker __________________ You Should Read this Report
– This is what our competition won’t tell you about ____________________
– 12 ways to Increase Attendance At Your Next Conference
Placement of Marketing Hooks
• On or offline• Brochures or other marketing
communication material• Videos• Press Kits• Follow Up Communication
PR
PR
“All publicity is good publicity except in an obituary”
-Brendan Behan
Wear two pair of shoes
• Editor’s
• Reader’s
Expert Available to Comment on….
What’s In The News?
• Interest Rates – Mortgage Broker, Real Estate, Financial Advisor
• Prisoner Sentences – Social Workers
• Business Culture – Strategies, Change, Rebranding
• Running and Sporting Events – Chiropractors, Physical Therapists, Fitness, Nutritionists
PR
• Ideas for a Press Release:• New service• Awards• Promotions• Reorganizations• New employees• Celebrations (anniversaries)• Survey results
Press Release Topics
__________________________________________________________________________________________________________________
Wrap Up/Conclusion/Action
• Launch what is comfortable
• Get help if you need it
• Do something…in 30 Days
Does Guerrilla Marketing Really
Work?
II. Social Media
Integration with Other Marketing
What is Social Media Marketing?
• Community• Relationships• Two Conversation including Listening• Sharing of Information / Content• Sharing of Knowledge
and Expertise-----------------------------------------------
• Use of Technology• Use of Online Tools• Integrated into all of Marketing
Social Media Marketing Objectives
• Influence• Engage• Awareness• Credibility• Branding• Recognized Expert• Make Friends• Relationships
Social Media Marketing Outcomes
• Improved Awareness• Open communication• Reach new markets; new
channels• Advocacy/Cause• Market Adaptation• Collaboration• Social / Fun • Further Relationships
Listen, Learn, Share, Participate, Engage
Listen, Listen, Listen
• Google Search• Google Alert• Yahoo Alert• Search Engines• Twitter Search• Facebook Search• Technorati• Samepoint.com• IceRocket.com
Participate• Active not Passive• Comments on Blogs• Twitter• Be part of a Community• Social Networking
Contribution for Positioning
• Articles• Create and Submit Content• Blog Posts• Expertise sharing• Ask for reviews• Tips
Choose Your Platforms
• Where is your Target Market participating• Where is conversation taking place?• Monitor• Prioritize
Social Media Foundation
• Identity – your profile and positioning
• Sharing – two way, information
• Technology – networks and communities• Media - You are your own
media company
Social Media Foundation
• HUMANIZE your Brand/Identity– Hobbies– Interests– Family, friends– Milestones/Accomplishments– Conversations– Lifestyle– Etc.
Why Use Facebook
• Increase your network• Generate leads• Build relationships and trust• Branding and TOMA• Monitor Competitors• Drive Traffic to Blogs and Websites• SEO
Typical Facebook for Speaker Positioning
Typical Facebook for Speaker Positioning
Typical Facebook for Speaker Positioning
Typical Facebook for Speaker Positioning
Typical Facebook for Speaker Positioning
Facebook Page
Facebook Page
Facebook Page
– Answers (and asking questions)– Joining groups– Adding your clients and audience members to
engage them after the speech– Connecting to Tripit and Slideshare at a minimum
to link trips and ppt's to your profile– Put the LinkedIn URL on your business card and in
your email sigs
• Increases your professional online presence• Brands your company/yourself• Markets your products and services• Find prospects, new customers & power
partners• Builds community• Creates conversation• Your profile is another piece of online
marketing, not a resume
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Ways to Use LinkedIn
• Create a group or join a group, to foster discussion and connections– Share articles– Review the groups connections as a way to
discover your total social network
Ways to Use LinkedIn
• Groups:
Ways to Use LinkedIn
• Groups:
Finally: make LinkedIn a daily habit
• Look for new postings on your groups• See new connections with your network• Continually tweak your profile and add new
presentations• To update your status with noteworthy
activities, meetings, or speeches• Get recommendations here
105
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Twitter has lots of business purposes
• Instant Market Research• Customer acquisition• Focus groups on the cheap• Problem resolution• Soapbox• Announcements• Sharing/Positioning
How Can I Use Twitter?
•To listen; customers, prospects and the media are talking about you right now, openly and honestly, good or bad
•To monitor and learn about competition and your industry or profession
How Can I Use Twitter?
•To communicate but not sell directly
•To create awareness
•To start and build relationships on or offline
– Finding Anything
www.search.twitter.com
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Key Twitter To-dos
• Follow the right people in your industry and target market
• Don’t get too caught up in tweeting your every movement
• Look at what businesses are doing with it• Use it to start conversations with people you
want to get to know
What to Tweet?
• When and where you are speaking• What you have read that you want to share
with others• Thought Leadership• Something you post on your blog• A link to a Web site that you find interesting• Something related to your expertise -
consistently
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Typical Tweets for Speaker Positioning
SlideShare
It is about conversations
• Speaking isn’t a one-time event• Attract Twitter followers before your speech• Get to know your audience’s interests• Write/speak once, publish many times (blog,
Twitter, Email, YouTube)
Plan it then Do It
• Prioritize• Be consistent and disciplined• Be transparent• Offer value• Think – “Positioning”• Engage• It’s not a hobby
III. Direct Marketing Consideration
• Target• Message• Vehicle• Frequency
Target
• Columbia Directory of Associations
• State Associations– Insurance– Credit Unions– Chambers of Commerce– SBDC
• Referrals
Message
• What Benefits Audiences Receive from You• Why You?• Testimonials/References– Books– Meeting Planners– Media
• Video ????
Marketing Vehicle
• E-Newsletter– Offer Info; don’t just pitch
• Email Marketing• Referral Letters• Phone Calls• Media / Books• Postcards
Frequency
• Top of Mind• Plan it Out
IV. Leverage
Leverage
• Books– Brand Association – $20 Brochure
• PR– Tie yourself to news
• Free Speaking– San Diego Chamber– The Apprentice
• Referrals
V. Other Speaker Marketing
Other Marketing
• Search Engine Marketing and Searches• Social Media Searching (Twitter, et.al.)
• Put in what you want– Marketing / Business expo– Speaker wanted; marketing speaker wanted– Call for speakers– Keynote speaker wanted
Search Engine Marketing“annual conference las vegas”
TweetDeck Column Research / Monitoring
Twitter Search “recommend a speaker”
Other Marketing
• Email Signature– Weebly– http://allautenslager.weebly.com
• Google Alerts/Yahoo Alerts• Other Speakers– Their clients and appearance lists– Follow on social media– Google alerts for them
VI. Your Plan / Implementation
Your Marketing Plan
• Mindset• Goals of your Marketing• Positioning• Benefits • Target• Message• Marketing Vehicles• Frequency/Plan/Calendar
Top Take Aways Today
What Will Your Focus on to Implement?
__________________________________________________________________________________________________________________
One Way Mind vs. Two Way Mind
