by davidlecours | Jun 1, 2011 | Experience Marketing
Do you enjoy attending conferences as much as I do? Meeting new people, exposure to new ideas and idealism are all infectious. But a week after the conference is over, what really sticks with you? Is your investment of time and money worthwhile? Here are 8 Tips for marketers to get the most out of attending your next conference.
1. Choose The Right Conference
It’s tempting to only attend conferences where your tribe gathers (fellow marketers, architects, engineers, etc.). This can be good for teaming, but also choose conferences where potential clients gather. Ask your current clients, in your targeted industry, which conferences they attend. Then consider who the speakers and attendees will be. I’ve found that regional conferences like SMPS The Wave offers more intimacy and a higher concentration of potential clients than national conferences.
2. Don’t Just Attend
A great way to build brand awareness for yourself and your firm is to be visible at a conference. The best way to do this is get on the agenda as a presenter. Start with being a panelist in a breakout, then a sole presenter. Move your way up the food chain to be a panelist or keynote speaker in a main session. Conferences typically put out a request for presenters at least 6 months prior to the event. Another great way to build visibility at a conference is to be a sponsor (but only if this allows for personal introductions to VIP organizers or attendees). Consider volunteering to help organize the conference in a way that allows you to demonstrate your talents, or develop a new skill. In short, connect yourself to the conference to benefit from the halo effect.
3. Pre-Conference Networking
Conferences always announce speakers before the event as a marketing tool. Determine which speakers you would like to meet and start following them on Twitter or subscribe to their newsletter. Help to promote their session at the conference by tweeting something like “I’m excited to learn from @lecoursdesign at the @SMPStheWave conference.” Genuine flattery will make you more memorable when you actually meet the speaker at the conference. The previous tweet also helps to promote the conference itself which might gain you an extra drink ticket from your new friend, the conference organizer. Conferences will often pre-announce attendees. This is a great opportunity to reach out to those you’d like to meet. Pre-arrange meeting for a meal, or for coffee during a break, because nobody likes being that lonely guy standing around trying to look occupied.
4. Planning, Goals, and Flexibility
Once the conference starts, it’s easy to simply follow the herd. But you need to be selfish to make sure your needs are met. Get clear on why you are attending a conference before you register. This can be your purpose. Then set some goals that will support that purpose. For example, you may want to meet 5 new client prospects, gain 3 new blog ideas, or find 2 potential teaming partners. Look through the conference agenda to make a tentative schedule for the sessions and breakouts you prefer to attend. Then be flexible enough to adapt when Seth Godin asks you to lunch because you pre-conference tweeted about his session.
5. Capture Content Digitally
I am migrating from taking handwritten notes in a notebook to using a laptop, and eventually a tablet. My handwriting can be illegible and I often use my notes as content for this blog so going digital is more efficient. By capturing your notes digitally, you eliminate the intermediary step of having to transcribe your notes. This increases the shelf life of that content. For visuals, use your smart phone or digital camera to capture key slides of a presentation. Digital video or audio capture is another great way to make sure you don’t miss a word.
6. Share What You Learned
It’s been said that you don’t really know a subject until you teach it to someone else. A great way to digest the knowledge you consumed at the conference is to share it with others. Those that weren’t able to attend the conference will appreciate this. Those that did attend will appreciate a review, and also hearing about alternate breakout sessions that they were not able to attend. One way to share is to live tweet those nuggets of wisdom your followers would appreciate. Or, share a blog post about individual sessions or highlights of the entire conference.
7. Meeting New People
A big motivation for me to attend conferences is to meet new people. But as an introvert, this can be challenging. Introducing oneself is awkward for most people. An effective icebreaker is to ask “what did you think of the previous speaker/session?” or “what’s the best thing you’ve heard at this conference?” There is no doubt that you’ll be asked “what do you do?” or “where do you work?” Have a self introduction that is intriguing enough that people will ask follow-on questions. For more info on writing a good self introduction, click here. A final tip is to eat lunch with people you don’t know. One of my best friends today is someone that I met at lunch at a conference over five years ago.
8. Absorb As Much As Possible
Conferences can be physically, mentally and emotionally tiring. Sleep on the plane or when you get home. Seize every opportunity that the conference offers to get a full return on your investment. Some of the best conversations and connections get made around the periphery of a conference. I’m still kicking myself for not joining a group going out after SMPS The Wave. I missed out on a live mermaid swimming in a giant tank. It even inspired Josh Miles to write a great post How a Mermaid Got Me Talking About a Brand.
I hope these tips are useful for you to get the most out of a conference. What have I missed? What are some strategies you use when attending a conference?
by davidlecours | Mar 3, 2011 | Presentations
If you haven’t seen the Oscar winning Best Picture The King’s Speech, make it a priority. Here’s my plot summary: Prince Albert, known as “Bertie,” reluctantly ascends to the throne of Great Britain to become King George VI. Bertie’s speech therapist, Lionel Logue, helps the monarch overcome chronic stuttering to deliver a speech that changed the world.
This film offers so many great lessons but I will focus on those that will make you a better presenter.
Embrace The New Communication Medium
About living in a new era of global radio, Bertie states, “a king can no longer get by in life solely by looking good in a regal uniform and knowing how to battle while riding a horse.” The equivalent is true for the modern Principal or Marketing Director. We can’t get by with simply a nice headshot and bio on our website. Prospective clients want to know how we think and what we believe. Presentation Interviews and Web Video are both great ways to demonstrate this.
A Great Presenter is a Great Leader
The King must capture the confidence of the British people if they are to rally against Nazi Germany. The king’s speech, thus the title of the film, is what inspires the nation to enter World War II. Being a great presenter communicates that you are to be trusted and that you are great at what you do. In an interview, prospective clients judge your technical ability based on what’s in front of them, which are your presentation skills.
Ask for Help
You may not be a presentation expert, but you can hire one. A coach can provide objective feedback, help you develop content and provide accountability for your team to practice delivery. Whether you are an athlete, an executive, or the King of England, nobody achieves greatness without guidance.
Like Lionel Logue, LecoursDesign now offers executive coaching and group training for presentations and speaking. This complements our ability to design stunning slide decks. From verbal to visual, we’ve got you covered.
Presenting is a Learned Habit
There is a common misconception that great speakers and presenters are born, not made. The arc of improvement that Bertie demonstrates throughout the film exemplifies that Presenting is a learned habit. You can learn to be great. Either hire a private coach or attend a local Toastmasters meeting to improve your skills.
You Have a Voice
At a pivotal point in the movie, Lionel Logue asks a frustrated Bertie “why should I waste my time listening to you?” Bertie screams back, “Because I have a voice!” We all have a unique voice””a distinct point of view that only we can own. The challenge is to develop the confidence to communicate our voice with such enthusiasm that our clients believe that our voice/vision will solve their problem.
Distract Your Fear
In Bertie’s first coaching session, Lionel uses music to distract Bertie from how he sounds which gets him to focus on his story. Bertie is passionate about his story and you are passionate about yours. As Lady Bird Johnson said, “Become so wrapped up in something that you forget to be afraid.” It’s ok to be nervous or scared when you present. Harness that energy as passion for your subject and it will infect your audience (in a good way).
Use Technology to Help You Improve
There is a point in the movie when Lionel records Bertie speaking into a gramophone and gives him the recording. The effect of listening to his own voice is incredibly therapeutic. It can be beneficial for you too. It is impossible to objectively analyze our own speaking voice in the moment. So use the voice memo function on your smart phone, or even better, video record yourself speaking to listen (and see) where you need improvement.
Whether you have weak presentation skills or not, we all have obstacles in our path to greatness. Be as courageous as Bertie in facing those shortcomings, and who knows, you may just change the world.
There are so many other great lessons from the film. What did you take away?
by davidlecours | Jul 20, 2010 | Presentations
I have yet to find a better way to attract great clients than positioning myself as an expert within the AEC Industry. The two best ways to demonstrate expertise are speaking and writing. With speaking, you can make a deeper connection because your audience can see and hear your thinking in real time. This is akin to the increased emotional impact of seeing your favorite band in concert versus simply reading their lyrics.
Speaking is harder than writing so fewer people travel this path. This is an opportunity for you to stand out. I empathize that standing alone on stage may freak you out. I still get nervous every time I speak. It’s a primal fear hard wired into our collective consciousness. We relate standing alone on a podium with hundreds of eyes looking at us to standing alone on the savannah with saber tooth tigers eyeing us for their next meal. To shield you from harm, I’ve outlined how to get started, what to speak about and where to speak. Develop this skill of public speaking and you will attract clients that value your brilliance.
How To Get Started
Speaking is a learned skill. In the eight years I’ve been involved with Toastmasters, I’ve consistently seen guests attend their first meeting and sheepishly stand up to say their name while staring at their toes. Within a few months, the very same people are delivering 5″“7 minute speeches to great applause.
Find and join a Toastmasters club. I’m a member of two clubs. There is no better return on investment for your career. You’ll improve your speaking, listening, self-esteem and leadership skills in a fun and supportive environment. I recommend visiting a few clubs in your area to “date before you marry.” Each club has it’s own culture and traditions.
What To Speak About
As an excuse to avoid speaking, I frequently hear people say “I don’t have material that people want to hear” or “don’t I need to be a book author or PhD to be a speaker?” Nonsense. We all underestimate how much expertise we already have. You can speak about a problem that you recently solved for a client. If you want to get fancy, call this a case study. Speak about patterns or trends in your client’s industry. Then take a step further and offer some suggestions on how to respond to these trends. Give a “how-to” speech on something you know clients are struggling with. You could also create a humorous speech about common mistakes that clients make when working with a firm like yours.
Where To Speak
You are not going to be invited to speak at the TED Conference right away. But there are many venues to practice your craft. Speaking is like a muscle that you need to exercise regularly. Find as much stage time as you can. I’ve spoken at talent shows, conferences, luncheons, breakfast meetings, weddings and funerals. A great place to start is on a panel. Not all eyes are on you and you can distribute the workload among the other panelists. Good panels feel like a candid conversation (with the audience listening in).
Speaking Works
People don’t buy your services, they buy what you believe. Speaking works as a marketing tool because it is an opportunity for you to share what you believe in a non-sales environment. People don’t like to be sold to. So use speaking as a tool to build trust with your audience, and then enjoy potential clients handing you their business card.
by davidlecours | Jun 22, 2010 | Experience Marketing
The self-introduction is such a simple and effective way to build awareness for you and your firm. Often called the “elevator speech,” I prefer “self-intro” because delivering a speech in an elevator is absurd. Plus, the goal is to engage in a dialogue, not deliver a monologue. When asked “what do you do?,” seize this opportunity. A compelling self-intro is a catalyst for someone to ask you follow-up questions. Before you know it, you’ll be engaged in a stellar conversation. Conversation leads to connection: the ultimate goal.
I understand that it’s awkward talking about yourself because you fear sounding pompous. As a result, most of us self-introduce poorly. But done well, it’s an authentic, two-way, targeted marketing communication tool that can instantly create a favorable impression for you and your firm.
Self-Introduction Basics
I recommend having two versions of your self-intro. The short version should be about 10-15 words. Mine sounds like this: “I’m a consultant & speaker helping AEC firms fight commoditization to win new business.”
Here are the key elements (using my example above). Include your occupation (consultant & speaker), target audience (AEC firms) and specific benefits received from working with you (win new business). The key is to craft something you’d say to a friend. If it is too canned, you’ll sound like a cheesy pre-recorded salesbot and you’ll never use it.
For the long version of your self-intro, start off with a question that demonstrates that you understand a commonly held challenge facing your target audience. I would ask, “you know how AEC firms are often perceived as commodities? Well, as a consultant & speaker, I help firms fight commoditization to win new business.” According to Michael Port, author of Book Yourself Solid, you might elaborate on your services or add an example of a “wow” success story. This would start off with something like, “can I share a story about a firm similar to yours that we helped?” Then you share that story.
Common Mistakes
I recently led a workshop on this topic for my Toastmaster’s club. Here are some areas where people struggled. By only stating your occupation, “I’m a marketer,” you instantly commodify yourself. Another pitfall is saying what’s true, but not unique. For example, “I work in marketing for an architecture firm.” Remember, this is a positioning statement which is about differentiation. Finally, watch for language that looks impressive when written but sounds ridiculous when telling a friend. If you include business cliches like “synergize, best of breed, core competency, win-win or paradigm shift,” then punch yourself in the mouth and start over.
Next Steps
The exercise of writing your self-intro forces you to narrow your focus and prioritize. Start working on your 10-15 word short version to pique enough interest that you’ll be asked follow-up questions. When your self-introduction is clear and concise, like the premise of a great movie, then others can easily spread your message like a blockbuster referral.
by davidlecours | May 18, 2010 | Strategy
http://www.youtube.com/watch?v=ql-N3F1FhW4&list=UUUMENy07_qaaDs3zVndidLQ&index=0&feature=plcp
When things happen to me in threes, I take notice. I recently had three different experiences where my perception of a brand was lifted. (Evidently being a brand expert does not make me immune to the “mind control” brands employ.) While all three of my experiences just happened to be with car brands, the “halo effect” works just as well for AEC brands.
The Halo Effect Defined
This brand building strategy is accomplished by aligning your brand (brand a) with a very shiny person, place, event or other brand (brand b). The luminosity of brand b is so great that it casts a favorable glow onto your brand. The Halo Effect is a clever way to elevate the perception of your brand through association. Think Dr. Oz being launched by à¼ber-luminous Oprah, and you get it.
Leverage The Best of Your Community
My first halo effect experience was at a party that my friends Dave Brown and Zack Nielsen threw. They had an enviable project of spending Ford’s money to promote the Ford Fiesta. Ford gave them a car, cash, creative tools, and instructions to simply talk about the Fiesta. One of Dave and Zack’s brilliant solutions was to tap into their own creative community and throw a party at a cool location with great music and people. The event included a few hipster retailers creating pop-up stores within the party. I never would have paid a second look to the Ford Fiesta, but, as I was leaving the party, I glanced at the strategically parked car thinking to myself, “that’s a pretty cool little ride.” They got to me. I felt punk’d, but in a good way.
Associate Your Brand with Impeccable Quality
Full Disclosure: I own a Honda Element which was mostly a practical decision based on the functionality of being able to insert my dog, surfboard and wife’s Prius (nearly) into the back of the car. Even after buying the car, I wasn’t a Honda fan until after being introduced to a series of short documentary films called Dream The Impossible. The film’s universal themes in Failure: The Secret to Success and Racing Against Time move me on an emotional level. I also appreciate that while the films were commissioned by Honda, they are not about cars. Using quality imagery, music and story telling, the films are so beautifully executed that they radically shifted my perception of Honda.
Poke Fun at Yourself
Many years ago I decided that it was just too much work to be cool. If your brand, or category, is notoriously uncool, a great strategy is to poke fun at yourself. This will differentiate you from your competitors that take themselves way too seriously. Humor is always cool. And if you can pull it off like Toyota’s campaign for the Sienna mini-van (previously uncool), then you’ve scored. The hilarious ads and mock hip-hop music video Rollin’ in my Swagger Wagon left me thinking that maybe I should get some kids and a Sienna, err Swagger Wagon. Never thought I’d say that.
I know what your thinking. The car industry has gazillion dollar marketing budgets to shape hearts and minds. Yes they do, but you don’t have to. Take the strategies from above and execute it guerilla style (i.e. on the cheap).
So, how can you use the “halo effect” to cast a favorable glow onto your brand? Consider teaming up with another brand that may be extra-shiny. Doing work for shiny brands can be beneficial. Prospective clients still believe LecoursDesign is responsible for launching Red Bull in the USA because we designed some simple graphics for their first in-store promotion. Getting shiny people to interact with work you’ve done is also effective. If they’ll also provide some sort of testimonial, then even better. If there is a way leverage the work your firm provided within a much bigger project, don’t be shy about claiming the association.
In short, constantly be searching for opportunities to align your brand with more influential brands, so you don’t have to always do the heavy lifting.