Redhead Marketing

More on Marketing Intelligence & Surveys

September 12th, 2008

Yesterday I started the conversation regarding surveys and one that I did with the Florida Speakers Association (in 1999).

As you will discover when reading these tips, many of the ideas are still very much relevant.

Here’s a recap of the the three questions asked in the survey:

1. Without prior knowledge of how we currently “market” the Florida Speakers Association, what do you think are the most effective ways to spread the word about our organization?            
2.  Who do you suggest we contact (media) to “spread the word?” Would you be willing to share your media resources of help the Marketing Task Force locate those resources?
3.  What marketing/Public Relations program would you suggest to help FSA increase                             membership and attendance at meetings?

Gayle said:

1. Word of mouth is always best of course, however, we need to get some articles done on us in the local papers, do some community programs (r-tv) and send out press releases with success stories.

2. If a speaker does not have their own resources yet, there should be a list on line that could help us.  If not, the reference librarians could point us in the right direction.

3. Each program needs to be marketed with its own USP.  What are they really going to get out of it?  What benefit will they derive by attending?  For example, I am sure there were many people who got more out of “our panel” than many of the speakers at meetings, because we were giving real, practical tips.  

And Sally replied:

1. Probably connecting with Toastmasters is the best bet.  Next I think we should hook
up with groups of published authors and appropriate writers associations. Another way is to have members go through some kind of training or informational session about how they can appropriately reach the professional and trade associations to which they belong.  These are groups that hire speakers on a regular basis.

2. We could keep a scrapbook of copies of articles that were either written about us in newspapers and magazines or in which we were quoted.  This book could be available to members at all meetings.  In that way, a member could contact as a referral an appropriate newspaper or magazine writer and our marketing people could contact them about FSA.  For TV and radio appearances, members could write up a page about their experience and the appropriate contact. We could also offer special workshops and training specifically geared to media people.  In that way we could help them and make contact with them at the same time.  I would definitely be willing to share my media resources.

3. I think we could increase membership by having one meeting a year devoted to bringing guests.  That day the program could be run by members making presentations about how FSA particularly benefited them and their careers.  We could have all kinds of membership perks on that day.  To increase attendance, I suggest more networking time during each meeting.

Maybe each time we could have a roundtable time set up by area of expertise, location of business, by some kind of speaking skill like openings, closings, stories, etc., by the different aspects of the speaking business, or by speaker resources like photographers, printers, business plans, etc.

Stay tuned for part three tomorrow.

Entry Filed under: Heidi's Daily Tips,Research,Small Business,survey marketing