Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

The company remembers the first time it hosted a client conference. They attribute
the idea to attending an Instructional Systems Association (ISA) conference and
hearing ideas from other participants. While attending the conference they conceived
the concept of hosting a client conference. The result was an event that lasted over
several days that was a cross between a client appreciation and a learning conference.
The event has become the training supplier event of the year. Blanchard has purposefully
kept it small with a limited number of invitations each year. This maintains
the intimacy and the exclusivity of the event. And even though customers pay to attend
this event, many more clamor for a chance to attend than can be accommodated.
Going to the ISA conference led them to a marketing solution that has paid off
well for the company. Where could you go to be energized about new marketing ideas?
Incubate
This is the creativity technique that we, ebb associates inc, are best at doing. We
constantly collect drawers and boxes, files and folders full of gadgets and geegaws,
pictures and cartoons, advertisements and brochures. The entire staff has always
been involved. When an occasion arises—a holiday, someone new joins the staff,
or a special thank you is required—we turn to the collection. We pull items out of
the collection, toss ideas about, sleep on them, and allow them to incubate until
an idea is hatched.
So what might you expect to find in our collection? You’ve already read about
some of the ideas we have implemented, but how might the thought process go
with the items that are in the collection now? One item in the box right now is a
miniature Swiss army knife. First of all, this is a good item because it passes the
MUMU measure test. It is memorable (can be printed with the ebb logo), it will
be useful to the recipient, it is easy to mail, and it is unique—meaning that it is unlikely
the recipient would have received one in the past.
What message could a Swiss army knife deliver? How about a good-luck wish such
as, “Good luck! You have all the tools for success!” How about a congratulations note
that said, “Congratulations! Is there anything you can’t do?” Or perhaps a customer
appreciation gift that says, “Let’s cut to the chase! You’re a great customer!” And of
course you can always use the “We have all the tools you need to ...,”just as Times
Mirror did in an earlier example.
What do you do to ensure your ideas have time to incubate?
Marketing: Can It Be Fun? 241