NSA-IL Speaker Marketing
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The document provides guidance on developing an effective speaker marketing plan. It discusses guerrilla marketing techniques, leveraging social media platforms, defining target markets, crafting compelling messages, and implementing a consistent marketing strategy. Specific topics covered include developing a marketing mindset, positioning oneself as an expert, integrating calls to action, crafting targeted messages, choosing appropriate marketing vehicles, and creating an implementation plan. The overall aim is to help speakers gain more engagements and build greater awareness of their brand through a strategic and multifaceted marketing approach.
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NSA-IL Speaker Marketing
- 1. Speaker Marketing from the Marketing Speaker Al Lautenslager al@allautenslager.com
- 3. NSA - Illinois I. Guerrilla Marketing II. Social Media Integration III. Target, Message, Vehicle, Frequency IV. Leverage V. Other Speaker Marketing VI. Your Plan
- 4. Do you have all the speaking engagements you want? Do you have a blank check book to spend on marketing? Does everyone that could hire you to speak, know about you?
- 5. 5 Common Sense, Not Common Practice Put the following into practice: 1. You must be committed to your marketing. 2. You must think of your marketing as an investment 3. You must see to it that your marketing is consistent
- 6. Challenge Yourself – Marketing Truths 1. The market is constantly changing 2. People forget fast 3. Your competition isn’t quitting 4. Marketing strengthens your brand and identity 5. Marketing is essential to survival and growth
- 7. More Marketing Truths... 6. Marketing will give you an advantage over competitors who have stopped their marketing 7. Marketing allows you to continue speaking
- 8. The primary investments of a Guerrilla Marketer should be Time, Energy and Imagination. Since Guerrilla’s do not have big bucks to invest, the marketing arsenal must work harder and smarter! Theory of Guerrilla Marketing
- 25. Guerrilla Marketing in 30 Days Definition • Marketing is everything you do or say that a customer or prospect sees or hears, before, during and after you speak.
- 27. The Question to Focus On: • “How am I building awareness with my prospects and clients through all of my marketing?”
- 28. What is your Marketing Habit? • 3-5 things a day • Put Marketing on your to-do list
- 29. What is your Marketing Habit? • What are some new things you can do to get you and keep in you the proper marketing mindset? _________________________________ _________________________________ _________________________________
- 31. What specific activity do you want customers and prospects to take?
- 32. Specific Customer Activity • Send in for information • Call your toll free 800 number • Visit your website; Google You • Enter a contest • Visit with you • View a video clip
- 34. Calls To Action • What are some calls to action for you? _____________________________________ _____________________________________ _____________________________________
- 35. Target Market
- 36. The Ultimate Targeting Exercise • If you could magically define the “ideal client,” what would they look like?
- 37. More Targeting If Tennessee has an association for Insurance Professionals, so must every other state. Google: “Independent Insurance Associations”
- 38. More Targeting If Tennessee has an association for Insurance Professionals, so must every other state.
- 39. More Targeting
- 40. Your Best Prospect ….is a current customer Second best is a past customer
- 41. Your Ideal Customer Define your ideal client/prospect: _________________________________ _________________________________ _________________________________ _________________
- 42. Additional Programming Ideas for related speaking topics _________________________________ _________________________________ _________________________________
- 43. Positioning
- 44. David Ogilvy: “Marketing results depend less on how advertising is written than on how the product or service is positioned.”
- 45. Al Ries and Jack Trout • Positioning is not something you do with a product. Positioning is what you do in the mind of a prospect. • All that exists in the world of marketing are perceptions in the minds of the customer or the prospect. The perception is reality.”
- 46. Positioning Examples • Southwest Airlines • 7-Up • United Airlines • Fed-Ex • Crest Toothpaste
- 47. Simple Positioning… • We are now known as…
- 48. A Revenue Exploding Guerrilla Marketing Positioning Example • An appliance business that can provide the most affordable kitchen appliances to cost conscious buyers.
- 49. You Are an Expert!
- 50. You Are an Expert! Expertise to the Power of Eloquence -advancing the art and value of experts who speak professionally by developing, enhancing and using expertise as a competitive advantage. -Mark Sanborn NSA President 2003-2004
- 51. What are You An Expert At? ______________________________________ ______________________________________ ______________________________________
- 52. A Tagline Can Position A Business • Do you have a Tagline? • Brainstorm some tagline ideas: ___________________________________ ___________________________________
- 53. Day 8 – Competitive Advantages/Benefits
- 54. Prospects Don’t Care About You They want to know, “What’s in it for me? How will you benefit me?”
- 56. What are you really selling?
- 57. What will your audiences receive
- 58. Your competitive advantage is the benefit you offer that your competition does not
- 60. Dig Deep for Benefits
- 61. What is Your Competitive Advantage? Why Select You As A Speaker? ______________________________________ ______________________________________ ______________________________________
- 62. What Do You Really Sell? What Will Your Audience Receive? ______________________________________ ______________________________________ ______________________________________
- 63. BONUS DAY !!!! Referral Strategies • Ask for them – verbally and written • Ask at the peak of enthusiasm • Narrow the Universe of those you ask • Define a good referral • Offer an incentive or reward
- 64. Marketing Hooks
- 65. More Good hook examples • Special Report: – 7 Mistakes People Make When Choosing A _______________Speaker – Before You Hire a Speaker __________________ You Should Read this Report – This is what our competition won’t tell you about ____________________ – 12 ways to Increase Attendance At Your Next Conference
- 66. Placement of Marketing Hooks • On or offline • Brochures or other marketing communication material • Videos • Press Kits • Follow Up Communication
- 67. PR
- 68. PR “All publicity is good publicity except in an obituary” -Brendan Behan
- 69. Wear two pair of shoes • Editor’s • Reader’s
- 70. PR is not Promotion! Master Card
- 71. Expert Available to Comment on….
- 73. What’s In The News? • Interest Rates – Mortgage Broker, Real Estate, Financial Advisor • Prisoner Sentences – Social Workers • Business Culture – Strategies, Change, Rebranding • Running and Sporting Events – Chiropractors, Physical Therapists, Fitness, Nutritionists
- 74. PR • Ideas for a Press Release: • New service • Awards • Promotions • Reorganizations • New employees • Celebrations (anniversaries) • Survey results
- 76. Wrap Up/Conclusion/Action • Launch what is comfortable • Get help if you need it • Do something…in 30 Days
- 78. II. Social Media Integration with Other Marketing
- 79. What is Social Media Marketing? • Community • Relationships • Two Conversation including Listening • Sharing of Information / Content • Sharing of Knowledge and Expertise ----------------------------------------------- • Use of Technology • Use of Online Tools • Integrated into all of Marketing
- 81. Social Media Marketing Objectives • Influence • Engage • Awareness • Credibility • Branding • Recognized Expert • Make Friends • Relationships
- 83. Social Media Marketing Outcomes • Improved Awareness • Open communication • Reach new markets; new channels • Advocacy/Cause • Market Adaptation • Collaboration • Social / Fun • Further Relationships
- 84. Listen, Learn, Share, Participate, Engage
- 85. Listen, Listen, Listen • Google Search • Google Alert • Yahoo Alert • Search Engines • Twitter Search • Facebook Search • Technorati • Samepoint.com • IceRocket.com
- 86. Participate • Active not Passive • Comments on Blogs • Twitter • Be part of a Community • Social Networking
- 87. Contribution for Positioning • Articles • Create and Submit Content • Blog Posts • Expertise sharing • Ask for reviews • Tips
- 88. Choose Your Platforms • Where is your Target Market participating • Where is conversation taking place? • Monitor • Prioritize
- 89. Social Media Foundation • Identity – your profile and positioning • Sharing – two way, information • Technology – networks and communities • Media - You are your own media company
- 90. Social Media Foundation • HUMANIZE your Brand/Identity – Hobbies – Interests – Family, friends – Milestones/Accomplishments – Conversations – Lifestyle – Etc.
- 91. Why Use Facebook • Increase your network • Generate leads • Build relationships and trust • Branding and TOMA • Monitor Competitors • Drive Traffic to Blogs and Websites • SEO
- 92. Typical Facebook for Speaker Positioning
- 93. Typical Facebook for Speaker Positioning
- 94. Typical Facebook for Speaker Positioning
- 95. Typical Facebook for Speaker Positioning
- 96. Typical Facebook for Speaker Positioning
- 97. Facebook Page
- 98. Facebook Page
- 99. Facebook Page
- 100. – Answers (and asking questions) – Joining groups – Adding your clients and audience members to engage them after the speech – Connecting to Tripit and Slideshare at a minimum to link trips and ppt's to your profile – Put the LinkedIn URL on your business card and in your email sigs
- 101. LinkedIn • Increases your professional online presence • Brands your company/yourself • Markets your products and services • Find prospects, new customers & power partners • Builds community • Creates conversation • Your profile is another piece of online marketing, not a resume 101
- 102. Ways to Use LinkedIn • Create a group or join a group, to foster discussion and connections – Share articles – Review the groups connections as a way to discover your total social network
- 103. Ways to Use LinkedIn • Groups:
- 104. Ways to Use LinkedIn • Groups:
- 105. Finally: make LinkedIn a daily habit • Look for new postings on your groups • See new connections with your network • Continually tweak your profile and add new presentations • To update your status with noteworthy activities, meetings, or speeches • Get recommendations here 105
- 106. Twitter
- 107. 107 Twitter has lots of business purposes • Instant Market Research • Customer acquisition • Focus groups on the cheap • Problem resolution • Soapbox • Announcements • Sharing/Positioning
- 108. How Can I Use Twitter? •To listen; customers, prospects and the media are talking about you right now, openly and honestly, good or bad •To monitor and learn about competition and your industry or profession
- 109. How Can I Use Twitter? •To communicate but not sell directly •To create awareness •To start and build relationships on or offline
- 111. 111 Key Twitter To-dos • Follow the right people in your industry and target market • Don’t get too caught up in tweeting your every movement • Look at what businesses are doing with it • Use it to start conversations with people you want to get to know
- 112. What to Tweet? • When and where you are speaking • What you have read that you want to share with others • Thought Leadership • Something you post on your blog • A link to a Web site that you find interesting • Something related to your expertise - consistently 112
- 113. Typical Tweets for Speaker Positioning
- 114. SlideShare
- 115. It is about conversations • Speaking isn’t a one-time event • Attract Twitter followers before your speech • Get to know your audience’s interests • Write/speak once, publish many times (blog, Twitter, Email, YouTube)
- 116. Plan it then Do It • Prioritize • Be consistent and disciplined • Be transparent • Offer value • Think – “Positioning” • Engage • It’s not a hobby
- 117. III. Direct Marketing Consideration • Target • Message • Vehicle • Frequency
- 118. Target • Columbia Directory of Associations • State Associations – Insurance – Credit Unions – Chambers of Commerce – SBDC • Referrals
- 119. Message • What Benefits Audiences Receive from You • Why You? • Testimonials/References – Books – Meeting Planners – Media • Video ????
- 120. Marketing Vehicle • E-Newsletter – Offer Info; don’t just pitch • Email Marketing • Referral Letters • Phone Calls • Media / Books • Postcards
- 121. Frequency • Top of Mind • Plan it Out
- 122. IV. Leverage
- 123. Leverage • Books – Brand Association – $20 Brochure • PR – Tie yourself to news • Free Speaking – San Diego Chamber – The Apprentice • Referrals
- 124. V. Other Speaker Marketing
- 125. Other Marketing • Search Engine Marketing and Searches • Social Media Searching (Twitter, et.al.) • Put in what you want – Marketing / Business expo – Speaker wanted; marketing speaker wanted – Call for speakers – Keynote speaker wanted
- 126. Search Engine Marketing “annual conference las vegas”
- 127. TweetDeck Column Research / Monitoring
- 128. Twitter Search “recommend a speaker”
- 129. Other Marketing • Email Signature – Weebly – http://allautenslager.weebly.com • Google Alerts/Yahoo Alerts • Other Speakers – Their clients and appearance lists – Follow on social media – Google alerts for them
- 130. VI. Your Plan / Implementation
- 131. Your Marketing Plan • Mindset • Goals of your Marketing • Positioning • Benefits • Target • Message • Marketing Vehicles • Frequency/Plan/Calendar
- 132. Top Take Aways Today What Will Your Focus on to Implement? ______________________________________ ______________________________________ ______________________________________
- 133. One Way Mind vs. Two Way Mind