Sound difficult? Of course it does, if it were easy then every organisation in the world would be getting it right. This requires research, planning, vision, imagination, powerful stories, hard work, time and money.
At Right Angle Events we pride ourselves on getting people talking. Here are some of our favourite tactics that you can use to enhance your own marketing strategy:
Forget the competition, learn from inspirational companies
Rather than focusing on direct rivals or search engine competitors, analyse aspirational organisations instead. We investigate these organisations and deconstruct their stories. We ask questions about milestones to their success, why people care about them and analyse what they’re doing differently to others. Always think how you can apply these principles to your own work – what is your own version of this?
Debate current issues in marketing
Every week our marketing team meets to discuss and debate the latest trends in marketing, whether it’s something new that other companies have done that week, or key developments in technology. We’ve covered everything from the world’s first tweeting chicken, to the latest Google algorithm update. These sessions should always finish with a creative brainstorm around your company, events and campaigns, and focus on how your own work could be inspired by the current issues.
Start creating and actioning recommendations from day zero
Whether it’s a white wall filled with Post-it notes, a shared Google Doc, a project management tool a private board on Pinterest – create a space for everybody to dump ideas, inspiration, and recommendations. Don’t wait until you’ve completed the research section of your strategy to start building recommendations. Also, don’t wait until you’ve finished your strategy to start actioning great ideas. If you’ve struck gold with great ideas, make them happen as soon as possible.
Define your customers, intelligently
All customers are different, which makes our jobs harder. Rather than solely grouping customers based on age, gender, location, job titles or industries and then making assumptions on assumptions, group them by pain points, common interests, the types of experiences they buy, their journey on your website, their first touchpoint, or the answers they provide on the phone. By finding alternative ways to group potential attendees you can develop tactics to acquire more of them faster, build better relationships, solve more of their problems and to be able to provide them with a tailored experience.
Collaborate with others
When building something or developing a new event idea, try taking coffee and cake around to existing customers or local businesses and ask them what they think. Don’t just do this once, go and see heaps of them to continuously learn and improve ideas, quickly veto bad ones, help them get what they want faster, and help you build personalised journeys for that group. A scalable way to get more data faster would be to engage your email database or connections via social media. Making use of your established networks is a great way to validate ideas early.
Investigate: who is your event?
Your brand isn’t just the logo chosen by your designer, nor the kit sourced from your supplier’s warehouse, it’s about much more than that. Try to get to the heart of what your brand is about by interviewing key stakeholders about ‘their story’ of your business. Investigate why customers would pick your brand over others, and develop the core principles that will shape your identity and everything that goes into the experiences you provide.