Qualities of a Marketing Practitioner, Are You?

Being a Marketer means you’d have to operate as if you are the owner of the business; no, in fact, you are accountable and is the owner of the business. It is up to you on how you build awareness, drive interest of the consumers, stabilize recall and ultimately score continuous revenue by helping your Sales team who execute (often times, you become the sales person, too).

As a marketer, you’re the one who oversee implementation and execution of your team, you drive the wheel to form a well thought off and threshed out event marketing strategy which will launch your campaigns.

It’s a fun job but only if you’re ready to dive in as jack and jill of all trades.

What qualities should a marketer have these days?

1. Head for Figures

Just like handling a household, a marketer needs to have an eye on check and balances. You’ll be in charge of managing the budget and who will designate which goes to paid advertising plus cost analysis to bring in the results and how much you can afford.

Being a head of the figures would mean you’d need to monitor the expenditures constantly and review the effectiveness of each effort. These things may sound overwhelming but once you’ve got a hang of it, it’ll be the drug you would want to have at all times. It works, it really works.

2. Designer’s Brain

Let’s be a little forgiving, you may not have an artist brain but you should translate your ideas into a clearer vision on what design you’d want to have for your graphics designer to make. Marketing is not just about sales tactics; it’s about creating a brand, a vision, and a lifestyle. You should be able to formulate in the game plan the event’s visual identity – it’s a personality, a character that needs to be conceptualised, translated and to be understood by the consumer.

These are not limited to the event website, flyers, brochures, advertising artworks to give-away loots.

3. Project Manager & Leader

There are tons of work that needs to be done. How effective of a disseminator and delegator of ideas and thoughts are you? In this case, you’d also need to be a fantastic team player who can juggle and have a deep understanding on your working relationship with the rest of the team working with your campaign.

As a person with the line management responsibility, you’ll have to oversee everything and go through performance reviews. Practice expressing a clear vision for the future of your event and campaigns.

4. System’s in Place

How organized are you? a marketer should have a progressive sheet as guide for the machinery to work properly. Creativity and organisation may not always work hand in hand but as a marketer, you’d always have to be methodical and strategic. Get your campaign dates working accordingly, listen to the behavior of your consumers, and implement the use of customer relationship for future marketing efforts.

5. Networker

How you represent yourself will always say a whole lot about you and your business. You’d need to thicken that contact base for future endeavors and possible collaborations. A marketer should always adept at building relationships whether it’s for corporate, association, industry partners or simply for potential sponsors and clients.

6. A whole lot of Social

Your thirst for growth and getting to know people should be overflowing. Social media and digital plays a massive role in the promotion of campaigns, enabling you to connect and engage with potential consumers, clients, attendees and partners. You will need to be the most passionate about your campaigns – live, eat, breathe and be it.

Embrace technology and continuously learn how to improve your tactics whether it’s for Google AdWords, Mailchimp, pay-per-lick, automation or affiliate marketing. Be up to date and ensure you’ve got all your bases updated and loaded. A good content always has good organic visibility but adapting the pulse of the new tools and trends will help boost your marketing efforts effectively.

In a nutshell, a Marketing Practitioner sure does possess a plethora of skills with a deep understanding of the target demographic; what interests them, where to reach them and how to get them to engage plus put everything in place to get it all rolling. No marketer can do all these alone but with the power of delegation and choosing the right team, it can be done. Always get the history of your efforts as the baseline and move forward with your budget and gantt charts moving.

Keep that passion burning!

Guarantee your conference is SOLD OUT!

Top secret tip: Invite Warren Buffet and Tony Fernandes. End of conversation.

Just kidding.

On a serious note, consider your conference as the product you’re selling (well, it is). Just like selling any merchandise, you’d need to ensure your conference is packed with value added learning keynote speakers and topics worth every registration currency. As much as your objectives are clear, you’d have to bank on reputation. You’re bringing like-minded individuals together. Ask yourselves the ‘Why’ and ‘How’ prior to blasting. Think on how your event will stand out in the crowd and how will you get to make people (and their companies sponsor) spend the money to attend.

Let me share to you few learnings that have helped drive our campaign towards SOLD OUT and (unfortunately) lead to declining further registrants; hopefully these will help promote yours, too!

Early Bird Rate

For being ahead of the game, give those registrants a heads-up and reward them for being first in line. When offering early bird rates, you’d always have to have it posted side-by-side the regular rate. Have group rates. If possible, give a significant amount of difference. Giving them a sense of urgency and realizing there’s a huge difference would encourage people to buy before the price increase.

Let them feel as if they won the lottery of discounts!

Industry Partners

Forge partnerships with your target industry partners. In every Industry, there are certain professional organizations who’s database are rich in resources and may be able to promote on your behalf. Give them an incentive, this way, they’ll be more encouraged to push your event and legitimately reach out to the qualified people you wouldn’t normally have access to on your behalf.

Social Media

You know your targets and we all do know every professional have their own LinkedIN account and have access to Facebook for personal networking. Take advantage of the fact you’ll be able to be in-control of your campaign and promote your event to relevant people in the industry you’d want to tap.

The visuals, however, should be compelling enough and has the information they need. Albeit it’s great to have drive to your website; your website should supplement your campaign and your social media visuals has the call-to-action.

Be consistent with weekly updates, constantly include the registration link on the caption and image for easy drive and share; and leverage on paid advertising to target people in the industry.

Need help on getting started? here is a guide on how to create Facebook Ads and a guide on how to execute a LinkedIn ad campaign.

Sponsors & Partners

Forging partnerships through sponsorships builds trust and credibility, the more sponsors you get to tap to join you, the more it’ll give your event a lasting and positive impression. Although, you will also have to consider who your targets are and relevance. In return, you may also give incentives to your sponsors. Allow them to offer your event either interim or their consumers. It’ll be a win-win situation, cross promote and support each other.

Website

These days, the one-pagers hits the spot. It’s direct and straight to the point. Your webpage is your store and you’d want the menu to be presented crisp and clear. Answer possible questions your registrants may ask and provide an easy contact page should there be further queries.

Have your drive to action towards registering. Make the REGISTRATION tab available for both sharing and easy registration. Don’t allow your registrant to loose sight of that tab.

Promote the Location

The truth is, everyone hates traffic and looking for parking. Give them the solution. Situate your event somewhere accessible and easy drive. Promote the location, not just your conference. You’ll need to tell your registrants that you’ve thought of their convenience.

Media Support

Not only does it help in promotion, it actually makes your conference legitimately something for everyone to consider and refer to as an event that needs to be attended. You’ll also need the added mileage for your sponsors.

Gamify your event

Sure, it may probably a formal engagement but giving a little fun won’t hurt. In fact, it can also make your attendees stay longer during the event for a grand raffle in stake! If they paid a hefty amount for the registration, a probably same cost or higher, would make them want to wish for them to win.

Handouts and Certificates

If it’ll be added to their credentials, the better.

Always have kits for every attendee – provide a pen or pencil, notepads, and handouts they can write on for their note taking. Your registrants are there to learn, you’ll need these for their ease and convenience.

Coverage

You should always have photographers and videographers to cover your event. You’ll need these for documentation for your partners and for your next event. Have a short on-site video summary for you to show as reference or you may also have the entire conference recorded for future sharing (you wouldn’t know right now but it’ll always come in handy).

 

VIP

Everyone is a VIP.  Think of your attendees ease from the registration process, welcoming to the after-event experience. It’s always important to leave a lasting impression which you can also bank on for the succeeding efforts.

These are only but few. What other ways can you think of to drive sales for your event?

Invitation: Twestival Manila

Manila, Philippines, 24 March 2011 –  Together with the organizers of Twestival Manila, we would like to invite you and your friends be with one of the many who will join hundreds of cities around the world to support local causes for Twestival at Le Bistro Vert on Valero Street, Salcedo Village, 8pm for JeepNeed.

Unlike other “run for a cause” or “events for a cause” , 100% of the proceeds of this fantastic global event will be donated to JeepneED to help them successfully pilot, operate and sustain their project.

What is JeepNeed?


Jeepneed is a mobile science and tech lab for rural schools in the Philippines

Their mission is to provide community-driven, financially sustainable in-school support in science and technology on a redesigned jeepney that runs on used vegetable oil.

Their goal is to graduate both academics and farmers by reconnecting the disparity between everyday science and the science of inventors.

JeepneED serves as an engaging outdoor learning lab with 10 netbooks, a 3G hub for Internet connectivity, a printer and scanner, a projector, and other basic science materials for a community of 8 to 12 rural public schools.

Its unique and creative approach to enriching the quality of education for Filipino children is a cause worth supporting!

Head on to JeepneED’s website for more information. And watch their official video for an interactive introduction to our chosen cause.

TWESTIVAL Manila will be hosted by yours truly and TJ Manotoc. See you!