Monday,July 20th, 2009
Social networks, distance learning, blogs, forums, presentation sharing, webinars, virtual shows, an old coffee pot… there is just a few too many digital solutions and no way, yet, to aggregate all these different sources of information. OK – coffee pot was just to see if you are listening.
Given I am a ‘follow the shiny objective’ guy anyway, I need tools that pull relevant information into one view. I can’t follow 1 billion people on Twitter…I don’t care if your dog ate a cheese puff this morning…and more than likely I will never be to Rugby, North Dakota so your restaurant review doesn’t provide me much value.
To get my brain into this entire shiny new social media stuff, I look for simple definitions and approaches. Simple works well for me.
RD Whitney describes in his e4 blog a marketing change as “moving towards a “search centric” world where buyers and sellers are connecting more and more online.” This description resonates with me because search centric define many business relationships.
The marketing is still about creating awareness and visibility – two very traditional marketing concepts. As attendees and exhibitors migrate to the Internet, show producers must compete to gain mindshare. In very simple terms, if potential attendees do not know about your event, what is defined as awareness, they cannot attend it. After awareness is established, if you have not captured their attention with a message, they will consider other options and may buy into another show or event. That is why it is important for ‘visibility’ during the decision making or buying process.
The excitement of social media comes from the power of influence on awareness and visibility. These tools create better results. Events and exhibitions can place their message in front of prospects that do not appear on any traditional marketing lists – no CRM database, no email list. The viral effect of sending a message that can be resent to new prospects is where social media starts to show value. If the message is relevant, the community will read it.
For example, if a plumber considering the latest techniques on concrete sleeve options, will certainly be interested in the Concrete Show’s session on concrete sleeves when it appears in his Google search. He may never have heard of the Concrete show, but their content has created awareness. If they continue to provide timely information, it is likely that he may attend the Concrete Show over other events that he is considering.
This is a simple example on how technology can increase the value of face-to-face marketing.
Technology doesn’t guarantee an increase in the value of face-to-face marketing, but it can certainly help – if used properly. The example noted in your blog of the plumber who sees a social message about a seminar presented at a tradeshow is a decent example of that – maybe. Certainly it increased his awareness of the seminar and the tradeshow. But what you didn’t provide was the expectation that was established by that social media. When he attended the seminar did it answer the questions or provide the information that he was looking for? If not, then it’s possible the “technology”, while increasing his awareness, actually diminished his satisfaction. If the seminar did not meet his expectations, he might actually be more dissatisfied because he feels he wasted his time.
Valuable content within the social media is imperative! But that value can be subjective. YOU might not ever get to Rugby, ND to try that restaurant, but someone in the neighboring town might find the tweet extremely valuable.
I receive RSS feeds from a number of professional blogs but not all the content is relevant to me. It’s up to me to determine what applies to me and what I will disregard. If I find it relevant, I will dig deeper.
As for face-to-face marketing or sales, social media might actually help turn a “cold” call into a “warm” call. The sales person might be calling on a prospect they’ve never seen before, but if the social media technology has reached that prospect and piqued their interest, that prospect might actually be more willing to see the sales person because they have been made aware of the company through the social media.
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It depends of your market – Your product – your age target – your goals.
One doesn’t work without the other…integrating both maybe the best way.
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I find that clients are often thrilled when you suggest an in person meeting. after they have read your blog, seen your tweets, viewed your website, having the real thing appear in their office is a refreshing change. it pulls the deal together. a little low-tech amongst all the hi-tech sometimes has great impact. i use my social media as a means to increase face to face.
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face-to-face meetings are more impressive these days
technology is a great way to stay in touch, or coordinate transactions… however, nothing says “I care” like taking time out to shake someone’s hand.
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I agree, but what happens when you are working for someone overseas?
That would (hopefully) be my case in the near future, I am trying to become an independent consultant with a worldwide client base…
What happens when you simply CAN’T AFFORD to be there in person?
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Face-to-Face is the upper echelon of marketing, as you are directly communicating with your target market. Enhancing your efforts with technology can increase the value if applied properly.
Picture Marketing provides a simple to use, sophisticated solution that provides attendees a free, branded photo AND drives them online to continue the engagement and bring them directly into your online efforts while allowing you to easily manage consumer data for use post event.
Here are Live Examples of clients using technology to increase the value of their Face-to-Face marketing efforts:
Jonas Brothers – http://tinyurl.com/qbjnfe
(send to a friend, SMS)
Ravenswood – http://tinyurl.com/o4ccwo
(send to a friend)
WD-40 – http://tinyurl.com/og3×4t
(send to a friend, add to FaceBook, Download, Print)
Call 2 Recycle – http://tinyurl.com/o6w3et
(send to a friend, add to FaceBook, Download, Print)
Oscar Meyer – http://tinyurl.com/5tw25u
(send to a friend, add to FaceBook, Download, Print, DECORATE)
US Army National Guard – http://tinyurl.com/9a78gm
(send to a friend, add to FaceBook, Download, Print, INSERT-A-FACE)
Budweiser – http://tinyurl.com/9nucux
(send to a friend, add to FaceBook, Download, Print, DECORATE & PURCHASE)
Here is a gallery on the Jonas Brothers’ own site which shows the diversity Picture Marketing adds to any brand’s Engagement Marketing efforts using Photo Ops, SMS, Jumbo Tron and more:
http://www.jbconcerts.com/pix/index.html
Here is a link to our quote engine which will allows you to quickly customize a program to deliver measurable results:
http://www.picturemarketing.com/quote/
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how social are you in the social media world. it takes a lot more to be face to face with customers than hiding behind emails and tweets. people are craving attention, just don’t over do it either with social media or phone calls. a gentle balance is what is called for. but it also depends upon the product and age group you are trying to reach. the Jonas Bros. want the younger set, but the checkbooks are looking for real people.
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People still buy from people, regardless of the technology that facilitates that happening.
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Julie,
Excellent observations about my plumber example. I agree with your points that reinforce my belief that content is still the most valuable element of a social media marketing campaign.
I have point this out in several of my recent Tradeshow Week Event Tech posts. However, I think it is difficult to tether the success of a digital process to the onsite experience. I think it is better to be satisfied with the results of a social media effort and then expect your event management team to handle their part of the campaign. You run the risk of deciding that a marketing program failed because the hotel food was lousy.
However, I do think that social media can be challenged to create and distribute accurate content. Creative is good, but when I show up to the concrete event, I am going to be pretty upset if everyone wants to discuss the latest trends in Barbie Doll collections.
Sounds funny, but this is one of the greatest tricks with Search Engine Optimization tactics right now – do anything to get people to click to your website just to get the numbers. Without great or accurate content, you can ‘game the search engine systems’ for the short term, but end up paying dearly in the long run.
Great feedback. Thanks for your comments.
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Yes it “CAN” increase effectiveness if done right. All channels work in concert to support each other. In fact, we use direct mail, standard tradeshow exhibits, email mktg, automated drip mktg, product placements, and social media tools (LinkedIn, FB, twitter and a blog) to get the word out about Omnipress’ ideas, products, services, opinions, etc.
It’s another tool in the belt but when the sales person makes the call or shows up at a clients office the real game is won or lost.
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Paul,
You have hit on a recurring response. Social media works best in context of a comprehensive marketing plan, including face-to-face marketing. Most executives support the value of a 1-to-1 sales call for large opportunities. However, today’s business culture has shifted into webinars, online meetings and other remote connections as a way to generate, qualify and close deals. It seems the best approach depends on the customer, the industry and the evolution of today’s networking systems.
Thanks for the feedback.
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