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Will You Add? - Creating Event Magic through Planned Video Production
Before working with a new client on their marketing plan, I always ask them to review the sales generated for the previous year and they are often surprised to see that their sales are supported in large part by repeat customers. On average, repeat customers contribute 60% of annual revenue to companies but marketing campaigns are often focused on getting new customers. Businesses spend $1 retaining clients for every $5 spent attracting new customers. Once you’ve secured a new customer what are you doing to convert them to loyal customer? There are many tactics that make marketing to your repeats clients easy, affordable and effective---here are some that have worked for me.Be GenerousDevelop a loyalty progra
A couple of months later, Tanya was out at a networking function. She met another
First of all, every type of media has pros and cons. Here are a few:Billboards work okay if they are in a high-traffic area and have a short, easy to read message, but they could be very expensive, and many times your ad is moved from a good location to a bad location, especially if you are advertising on a limited budget and utilize this type of program. The better locations are normally the most expensive. Also, you must remember that the prospective new customer has only a fraction of a second to see your message as they speed by, and the amount of traffic during the time of the year are factors. Will they take the time, or be able, to write down your contact information?Television & Radio normally reaches a
In the midst of organising the guest list, Tanya's boss told her that the client had requested some video footage be edited together to open the event. It had to be done in a hurry.
Tanya asked her boss, “What do they want the video to tell their audience?”
“Oh, they don’t have any messages”, said her slightly panic stricken manager, “they just want to show footage that was taken years ago that seems relevant for their new launch”.
Tanya knew nothing about video production. She didn’t even have the time to find out. After quickly talking to a few production houses, she chose one that was close by that had quoted a cheap price.
The production house was able to quickly edit the footage together in one day. They did what she said, but deep down she knew she really had no idea what she wanted or why the video was being made.
The video opener was used to kick start the event. Tanya noticed that nobody seemed enthralled by the vision and that some people started talking half way through. Luckily, the client and her boss seemed happy with the result.
A couple of months later, Tanya was out at a networking function. She met another
“I feel overwhelmed!” said Leanne, a store manager for the past five years. “I’m spending more on advertising but sales keep slipping. I don’t feel like I’m on top of my business anymore.”“You’re not alone,” I replied. “I hear that same refrain from many business owners in spite of our booming economy and low interest rates. All that good cheer does little to pacify a business that’s struggling to make ends meet. Do you know why sales are slipping?”“If I knew I could adjust my strategy but I can’t identify the root cause. That’s what’s frustrating me.”• • •“I’ve been marketing this way for years and it’s always produced results. So why has the response rate dropped?” asked Gordon, during a break from
Tanya asked her boss, “What do they want the video to tell their audience?”
“Oh, they don’t have any messages”, said her slightly panic stricken manager, “they just want to show footage that was taken years ago that seems relevant for their new launch”.
Tanya knew nothing about video production. She didn’t even have the time to find out. After quickly talking to a few production houses, she chose one that was close by that had quoted a cheap price.
The production house was able to quickly edit the footage together in one day. They did what she said, but deep down she knew she really had no idea what she wanted or why the video was being made.
The video opener was used to kick start the event. Tanya noticed that nobody seemed enthralled by the vision and that some people started talking half way through. Luckily, the client and her boss seemed happy with the result.
A couple of months later, Tanya was out at a networking function. She met another
So you’re tired of asking your parents for money and decide you want to get a job. But what do you do? Who’s going to hire a student with no experience? Lots of people if you play your cards right and follow a few do’s and don’ts. • DO call around to several businesses and ask politely if they are hiring. A simple, “Hi my name is…and I was wondering if you might be hiring now or in the near future?” sounds great. • DON’T say, “You guys hiring?” Not only is it incredibly informal, it sounds rude. Remember, you’re not calling a friend to make plans for the night; you’re calling someone who may become your boss. • DO use common sense when calling or dropping off a resume. If you’re applying to a restaurant,
Tanya knew nothing about video production. She didn’t even have the time to find out. After quickly talking to a few production houses, she chose one that was close by that had quoted a cheap price.
The production house was able to quickly edit the footage together in one day. They did what she said, but deep down she knew she really had no idea what she wanted or why the video was being made.
The video opener was used to kick start the event. Tanya noticed that nobody seemed enthralled by the vision and that some people started talking half way through. Luckily, the client and her boss seemed happy with the result.
A couple of months later, Tanya was out at a networking function. She met another
If you think ahead and plan, many nightmare panic and chaos situations can be overcome. By ensuring that you have a great group of people around you, there will be more to fall back on when the going gets tough - because that, as they say, when the tough really do get going. Big challenges can be very difficult to face - and they can be fascinating and exhilarating. So here's some thoughts on how to make the best of these times, by getting ready in advance and making it work. Plan AheadLook out for what you might need in the future and plan to make business life far, far easier for yourself. Decide what your business will be when it's the best it can be and focus on getting
The production house was able to quickly edit the footage together in one day. They did what she said, but deep down she knew she really had no idea what she wanted or why the video was being made.
The video opener was used to kick start the event. Tanya noticed that nobody seemed enthralled by the vision and that some people started talking half way through. Luckily, the client and her boss seemed happy with the result.
A couple of months later, Tanya was out at a networking function. She met another
How many of you have heard, like I did when I was first started out, 'Man, you get into private practice and it is so hard, and it is so much competition, and you'll never make it'? We've all heard that one.There are many, many people, and some of yomay believe this, 'There are just too many people in my niche; there is just too many folks for me to make it.' OK, that's part of what the mindset is not.The other part of the mindset, interestingly enough, another part that it is not, is that in order to play large, you do not have to be famous, you do not have to be well known in your niche, in the relationship, you do not have to be a John Gray, or a John Gottman, or any of those folks, OK?It's not becoming a
A couple of months later, Tanya was out at a networking function. She met another corporate event planner who told her how well video had been used at their events. Tanya was amazed and asked what they were doing.
“The most important thing we do is spend the time working out what the video has to do”, said the vibrant woman. “Then, we make sure that it ties in to our theme and our communication objectives. If you just edit together a collage of pretty pictures, all you’re doing is creating a meaningless video that doesn’t connect with people. People get bored because there is no clear message”.
‘Next time’, she advised, ”spend the time working out what the video needs to do, before getting anything made. Work out the objectives with your client and refuse to just make anything just for the sake of it. Otherwise, all you’ll do is waste their money”.
There are lots of event planners and PR account managers like Tanya who are put into this situation.
Tight deadlines, lack of clear client direction, little knowledge of how video can be used and minimal budget all compound to make it really difficult to create a video t
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