If You Speak, Will They Listen?
Yesterday, I was one of two speakers at a webinar hosted by Target Marketing. During our prep call earlier in the week, the host advised us that over 1,000 people had signed up to attend this free event.
Now I know from past experience that only 50 percent will likely attend, but another 10 percent to 20 percent will listen to the podcast after the fact. But despite providing case studies, facts and figures based on industry best practices, the disappointing reality is that very few “attendees” will ever try to implement the lessons that I shared.
How do I know this? Because I’ve worked with hundreds of clients and have spoken at dozens of conferences and am continued to be amazed at how many companies feel the need to reinvent the wheel.
For example, when presented with a prospect’s particular marketing challenge and we recommend a fully integrated campaign solution that includes online and offline initiatives, the client says “let’s test to learn what will work best.”
I’ve been involved in testing for my entire 30+ year marketing career. And I’ve tested offers, colors, premiums, even signature lines, and those can yield very different results client to client. But here’s the one thing I don’t need to test: A fully integrated marketing campaign will outperform a single medium campaign every time. Why? Because different people consume information differently.
Some spend time online and click through banners, buttons or SEM results. Others gather information at conferences and webinars. Still others open and read email and direct mail.
Net-net, at some point, if they have a need, they will raise their hands in some way, whether they accept an inbound call from your sales rep or make a call into your call center. Perhaps they’ll visit your website and download something? Or visit your booth at a tradeshow?