OCTOBER 2009

Marla Ink News

News and Views from Marla Ink Productions

marketing that rocksDoes your marketing attract a sold-out crowd?Rock-Star Marketing

This month, I attended the Tennessee Society of Human Resource Management (SHRM) Annual Conference in Nashville. Like most industry conferences, there were the inspirational keynote speakers, the jam-packed schedule of concurrent sessions, and a bustling exhibit hall floor, filled with strangely desirable albeit useless give-aways.


So what was so unusual about this event? It sold out. In 2009.

In a year when other conferences can barely fill the rooms and many are moving to a partially (or entirely) virtual format, the 2009 TN SHRM Conference had to turn people away. 

The lessons from their success can be applied across the marketing spectrum – from individual campaigns and events to customer loyalty and service initiatives to strategic planning.

  1. Look Beyond Today: As attendees gathered during the 2008 conference, TN SHRM organizers were already focused on 2009. Keynote speakers were set and the event was being heavily promoted to a captive 2008 audience.
  2. But Pay Attention to the Details: While the scale of the Tennessee event is certainly smaller than the national SHRM conference, it was every bit its equal in terms of service and polish. To a person, the event volunteers and organizers were prepared, friendly, helpful and knowledgeable. Materials and signage were professionally produced and consistently branded. The educational sessions and evening activities were well thought out.
  3. Meet People Where They Are: This year's event was held in Nashville, which is also the largest and most centrally located market in the state. But keep in mind that reaching customers where they are doesn't necessarily imply a physical location.

Where are your customers in the buying cycle? What are their most pressing needs? Is your marketing reaching them where they are with valuable content?

Likewise, are you calling people when they'd rather be emailed? Would they rather view a video than read a collateral sheet? Do they want to keep up with you on Twitter? Make it easy on them, and they'll reward you for it.

In this issue:

  • Marla Ink's Free 2010 Marketing Calendar Template
  • Use Social Media to Meet Prospects and Customers Where They Are
  • Marketing Planning: Look Before You Leap