Simplify Give up Expensive Marketing Tactics

Traditional marketing methods are expensive, time-consuming, frustrating and all too often the lone focus of a speaker's efforts. Meeting planners are swamped and have an endless stream of choices. Their mailboxes are overflowing with promotional packets and their voice mails stuffed with speakers pleas. When it comes to marketing, I believe that many in my industry as well as others involved in marketing complicate the issue, and that simplicity is the best policy.

In October 2000 I became a full-time speaker, jumping into the profession without a part-time job to make ends meet, no credit and very little savings. Since bank robbery was no longer an option, I had to develop a marketing plan that was cheap, easy and would quickly result in paid gigs. The first year I turned a profit, the second year I turned a substantial profit and now, entering my fifth year in the business, I speak as much or as little as I want to. In this chapter, I'd like to share that marketing plan with you.

What little marketing my office does is exclusively via email, and requests for additional information are directed through my web site. My only large initial investment was made in identity design and website development. By having a site that is professionally done, easy to navigate and properly indexed, it can provide meeting planners with all the information they need to make a decision.

I do not incur the time or costs associated with mass mailings or large print runs of marketing materials, and my office never makes cold calls- ever. The promotional material I do send is specifically tailored to each target group. One-sheets are printed as "blank" templates, with high-quality photos, graphics and titles only. Customized program descriptions, specifically targeted to each industry are then printed on demand or simply e-mailed in PDF format. Potential clients that see me as a specialist in their industry are more likely to respond than those who receive material with generic appeal.

Pre-qualifying those who receive your material dramatically reduces overhead. No one receives a packet from my office until the following facts have been established:

o They know what my program(s) consist of, either through my website or word of mouth;

o They know my full fee;

o My fee is within their budget;

o They must have the authority to hire me; and

o They must have an upcoming venue in which professional speakers are utilized.

Too many people just enjoy getting mail- they won't be getting mine.

E-Mail

Identify your target group, go to their website and send a simple e-mail to the meeting planner, President, President-elect, anyone who looks like they may be part of the decision-making process. The message is customized to include their group name, an introduction of your program that encourages a trip to your website, and a bit of "name dropping". This is particularly effective if you have a glowing testimonial from one of their colleagues. Either paste an excerpt in to the body of your message or include a link to the full testimonial on your website. Nothing sells like a good word from their own.

Send out e-mails only on Tuesdays, Wednesdays and Thursdays. This way, your message is less likely to be discarded as people skim their full in-boxes on Monday morning. If you get a reply stating they do not want to be contacted this way in the future, it is important that you respect their wishes.

After a presentation or any mingling event, be sure to ask for a list of attendees and e-mail addresses. Some organizations and associations have strict policies against sharing this information, but many don't. Send a thank you note that directs them to your website. It is a great way to build your database, sell additional product, get people to sign up for your e-zine and just generally keep you in mind.

Increase Your Exposure

During the original negotiations with your client, receive permission to have a few guests present during your presentation for preview purposes. Any guests that do attend your presentations are going to hire you if you do your job on the platform. This is a wonderful negotiating tool if the client cannot meet your full fee. Determine an exact "allowance" of table space and make it clear that your guests will be there to preview you only, not to partake in the meal, sessions or any other aspect of the event. When sending invitations, indicate that there are "x" number of spaces available that will be reserved on a first-to-reply basis. Even if you extend an invitation to a total stranger, you'll be amazed at how warmly people respond when you are "offering" rather than "asking".

Local calendar- Contact the Hotels, Convention Center, Visitors Bureau and Chamber of Commerce within the city you are visiting. Either visit their website, send an email or call the sales department and introduce yourself as a professional speaker, coming to town for an engagement. Ask about Associations or companies that may be holding events around the same time as your visit. For some there will be a policy of confidentiality and they will not share this list with you, but many will. Then, pull up the company or associations website and e-mail the decision makers an invitation. Printed material and video can never sell like a live presentation!

Database- Pull up every warm lead in your database that resides in the general area of where you are presenting, and call or shoot him or her an e-mail letting them know that you are coming their way. Seeing you in action may be just the thing to get them off the fence and on to your calendar.

Target Groups- We all have or should have specific groups that make up our bread-and-butter. For me personally, education, banking and credit unions, counseling/social work, HR professionals- these sectors encompass about 50 percent of my engagements, with each target group being comprised of state associations or individual companies that would jump at the chance to see me live as a way to preview my presentation. You take away the uncertainty and nervousness that meeting planners feel- they see exactly what they are getting. You are getting the idea- shoot them an email.

Bureaus- Stop wasting time and money sending unsolicited packets and videos. If you have ever visited a bureau's office, you have witnessed the infamous "closet" where all the promotional packet and videos are kept for review. They are inundated with material and cannot possibly get to them all, as they receive dozens of inquiries a week. If you are going to a city where a bureau is located, make a phone call and invite a representative to preview your presentation. If nobody is able to attend, offer to stop by the office for a quick introduction. A face-to-face impression will keep your name fresh in their minds when clients call.

NSA Chapters or any organization you are a member of- Contact the state chapter and inquire about their monthly meeting. Offer to also present while in town, and while they are usually set months in advance, you never know when a cancellation will come up. This is a great networking opportunity, and you will be surprised how your business will bloom if your colleagues know your program.

Press- Look up and contact every major (and minor) newspaper within the general area. Contact every department, area or section you think may be interested in your topic. Let the editor(s) and/or reporter(s) know your coming their way, invite them to visit your website, and let the coverage begin. It's fast, free and easy- and the paper loves it because a newsworthy event falls right into their lap.

Think Outside the Box

I have several shirts that have printed on them both front and back, "I am a Professional Speaker, ask Me What I Talk About". When traveling, particularly in the larger airports I will wear one of these shirts and am amazed how many people "Ask Me What I Talk About" (I do not do this if I am exhausted following an engagement or multiple engagements where I just want to curl up in the corner of the airport and rest my eyes). Think about how many CEO's, Executive Director's, and other Decision Makers are in airports!

I have even taken this one step further and have given them to family and friends who are familiar with my topics (My brother is a Professional Speaker...My Son is a Professional Speaker...My friend is a Professional Speaker, etc.). For them I offer a commission for each engagement that can be traced back day they wore one of my shirts and they love the attention and extra money!

Marketing does not have to be time-consuming, expensive, or a dreaded part of any business. My office enjoys our marketing methods because in most cases we are dealing with warm leads and are offering people something that does not come around very often- an opportunity to see me for free! If a beginner, this is a great way to get started with minimal cost and I can guarantee you that Rotary, Lions and Kiwanis clubs will gladly let you have guests. If a seasoned pro, you should have a gold mine of contacts. Implement these ideas and you will witness leaps and bounds in referrals, references and your phone ringing. And the best part... it's cheap!



Troy Evans is a professional speaker and author who resides in Phoenix, Arizona with his wife Pam and his dog Archibald. Troy travels the country delivering keynote presentations, and since his release from prison has taken the corporate and association platforms by storm. Overcoming adversity, adapting to change and pushing yourself to realize your full potential. Other speakerÂ’s talk about these issues, Troy has walked them.

The Evans Group
3104 E. Camelback Road, #436
Phoenix, AZ 85016
602-265-6855
Fax: 602-285-1474
troy@troyevans.com
http://www.troyevans.com




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