The Salak Group : Stragic Communcations and Research
Outlook 2010: Welcome to New Hope
January 2010 (Continued)The challenge facing meeting planners is how to attract companies, create a buzz and guarantee traveler ROI without the benefit of large crowds. The answer better be clear-cut value either through bona fide development or team building opportunities. The concept isn’t lost – at least publicly – on the conference market. “It’s not extravagant if it produces results,” read a recent Ritz-Carlton ad in The Wall Street Journal. “It’s not a bachelor party. This is my sales team,” another trade publication ad announced on behalf of the Las Vegas Convention & Visitors Authority.
How will this be measured? Clear take-away messages from conference sessions in the form of analytical executive summaries that can be shared are an option. Conference organizers also need to think about helping speakers and attendees expand development and messaging opportunities through better attendance data management, onsite networking dinners, and strategic post-conference follow up. The bottom line: these meetings have to matter.
Aim Small, Miss Small
The New Year brings the promise of an economic recovery – and with it the race for many companies to tear open the purse strings in anticipation of a burst in business activity. What we’re likely to see – at least among smart companies – is a highly focused approach to business development and marketing to ensure they’re securing the highest return on their communications outreach. And this is likely to be the case whether companies are focused nationally, locally and internationally.
Tight focus won’t be limited to just the physical or financial extent of the outreach. It will also be reflected in the type and tone of the message. Projecting an image of sensible confidence, growth and service will resonate most deeply. As 2009 wound down, some major companies like Caterpillar, United Airlines parent UAL Corp. and Yahoo Inc. were quick to pat themselves on the back by flagging improved profits in their latest quarterly financials, according to The Wall Street Journal. But it is doubtful this corporate chest beating is instilling much confidence in investors and customers given that these gains are coming on the heels of great, extended losses.
Messaging will be most effective when it is tailored to specific markets and audiences by providing precise value propositions. Successful outreach in the 2010 market will leverage focused channels such as local newspapers, micro sites, affinity Web sites, social media attached to defined and receptive audiences, exclusive executive conferences and networking events (read: small) that include customized messaging and follow up.
Better days are at hand. Nothing, however, is guaranteed. So think tight: aim small, miss small.
