Wednesday, July 16, 2008

Some marketing morsels to chew on...

Got our copy of the weekly Rainmaker Report e-mail newsletter today (a must-read for anyone either working in or interested in professional service marketing) and it had some interesting perspectives, as always:

* One article on whether or not you should put up "barrier" web pages (pages that ask for contact information) in front of content and downloadable offers on your web site. While the author chooses not to take a position on the issue (she says it really depends on what you are trying to accomplish), I think you SHOULD put up these "barrier" pages. Here's why: If you are giving away information, you need to get something in return. Taking someone's contact information allows you to build a relationship by informing them of other potential offers. Most people won't take you up on the offer, but you need to at least make the effort.

* Another article, by contributing editor Bruce Marcus, looks at why there are so many lousy PR people out there. I can tell you from first-hand experience of taking calls from lousy PR flaks who sound like administrative assistants or interns that there are a lot of people working in the A/E space (meaning they work for PR agencies that count A/E firms as clients) who have no idea how to do their job. They never ask me what I want from them, never ask me how I want to receive the information, and never ask me IF I want their information. They just call, confirm my contact information, and hang up.

* Finally, Keith Ferrazzi (author of "Never Eat Alone" and a past speaker at the Society for Marketing Professional Services' national conference) has a two-part article on 15 ways to get more from attending a conference. This week's issue has part 1; the next issue will have part 2. While some of Ferrazzi's tips are obvious (prepare before you get there, get a list of attendees beforehand, start networking before the event), others are revealing and interesting. Ferrazzi recommends not trying to talk with speakers after they talk (he says that time is better spent networking with other attendees) and hang around the conference organizers (eventually, important people will rotate through and you will meet them).

Good fodder for discussion. If you aren't already receiving Rainmaker Report, you can sign up here.


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