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INDUSTRIALMARKETINGTALK
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A monthly newsletter for industrial marketing managers, from
Pro-Talk, publishers of:
Buildingtalk - Electronicstalk - Engineeringtalk
Laboratorytalk - Marketingservicestalk - Manufacturingtalk
Printingtalk - Processingtalk - Techniktalk
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Pro-Talk - converting web visitors into leads
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Published from the UK
Issue 24: 26 October 2007
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Visit the Industrialmarketingtalk blog:
http://industrialmarketingtalk.blogspot.com/
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IN THIS ISSUE:
Jackie's message
[1] Pro-Talk welcomes new managing editor
[2] The Long View: take the lead and create total fulfilment...
[3] Are you talking to me?
[4] The corporate blog: fifteen rules
[5] Tips for new bloggers
[6] IMEX: for incentive travel, meetings and events
[7] Speed Networking for new business?
[8] New courses from NMA
[9] Jobs
[10] Competition: win something useful?
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Hello!
Last month I touched on the subject of Blogs, and I've now discovered
a couple of articles (items 4 and 5) which I hope will help if
you're still thinking about adding this 'tool' to your Marcomms
activities. I hope they are useful to you.
I'm intrigued by item 7 - Speed Networking. I've included details of
an event in the Milton Keynes area, and I'd love to hear more about
this concept. I've heard about Speed Dating (haven't tried it,
though), and it seems the principle is the same with Networking. Does
it work? I'm all for bringing buyers and sellers together for mutual
benefit, but on further research it appears that larger organisations
are adopting it as a tool to improve internal communications. Do let
me know if you've ever participated, or if your company has adopted
this - I'm sure readers of this newsletter would also be interested.
At the end of September we said farewell to our managing editor,
Andy Pye - I'm sure Andy won't mind me telling you that after a
long awaited holiday he's embarking on a number of new projects,
which include a subject close to his heart, cricket - he's promised
to write a couple of books. We'll watch out for the reviews!
In the same breath we are giving a very warm welcome to our new
managing editor, Lyndon White. (Read more in item 1).
Finally, if you're currently planning your online activities do give
the sales team a call, and see what packages are currently on
offer to you - the team will ensure that your budget works
hard for you. Tell them I sent you......
Until next time, have a great month!
With kind regards,
Jackie
mailto:jackie.west@pro-talk.com
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[1] Pro-Talk welcomes new managing editor
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Pro-Talk's stalwart Andy Pye this month handed over the managing
editor reins to Lyndon White:
Lyndon was previously chief sub-editor for the defence and transport
division of Jane's Information Group, and the
Editor of Janes.com, a free-to-air site that seeks to attract
subscribers to paying areas of the Jane's network. He has been with
Jane's since 2002 and has worked across various brands, including
Police Review.
Lyndon has worked across both print and web-based products, and is
used to working with editors, designers and ad teams.
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> You can contact Lyndon at:
mailto:lyndon.white@pro-talk.com
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[2] The Long View: take the lead and create total fulfilment...
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OK, you've generated sales leads from advertising, exhibitions and
general marketing campaigns but do your follow-ups measure up to the
quality of the products and services you are offering?
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> Continue reading Andy Long's article at:
http://tinyurl.com/34v4hm
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[3] Are you Talking To Me?
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Chartered Institute of Marketing Workshop: Castle Eden, County Durham
- three speakers from creative, advertising and PR agencies will give
top tips on how to improve customer communications. From layout to
copywriting, they will help to ensure that you get the best out of
your MarComms efforts. In addition, they will give advice on how best
to work with an agency so that you can make the most of their
expertise.
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> For more information go to: http://tinyurl.com/388zby
For more events from the Chartered Institute of Marketing:
http://www.cim.co.uk/cim/new/html/eveCal.cfm
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[4] The corporate blog: fifteen rules
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From Peter DeLegge Consulting this blog outlines some of the 'rules'
you should consider when planning your own company blog.
They say, "Do not consider the internet simply as a place to put your
brochures in electronic form. Do not make the mistake of treating the internet
as if it is simply an advertising medium. The Web has more in common
with the telephone than print..."
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> Continue reading here http://tinyurl.com/2ppuvx
Courtesy of Marketing Today at:
http://www.MarketingToday.com
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[5] Tips for new bloggers
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This is excellent! Written by bizwhiz who says "Knowledge is good only
if it is shared. As a new blogger, I have learned to change the web
template, and found out the tips, tricks, hacks, and tweaks of
altering the Blogger template, customizing CSS, widgets, layout, blog
design, inserting JavaScripts, HTML codes, Google AdSense, and other
settings the hard way, through many trials and errors..."
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> It's comprehensive, take a look at http://tinyurl.com/2kc79v
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[6] IMEX: for incentive travel, meetings and events
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Taking place in Frankfurt between the 22-24 April 2008 IMEX promises
over 3,400 exhibitors from more than 150 countries..."this
trail-blazing exhibition has unleashed the energy of the global
meetings industry with new ideas, new vision and a passion for
business amongst record numbers of exhibitors..."
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> If you are exhibiting don't forget to send your pre and post show
news to editor Richenda Wilson at Marketingservicestalk:
mailto:news@marketingservicestalk.com
> For more information: http://www.imex-frankfurt.com/index.php
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[7] Speed Networking for new business?
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I haven't yet tried this myself - mainly because no-one has yet set
this up in my neck of the woods, however, I'd like to hear from anyone
who attends this event on the 1st November....sounds very interesting:
"Speed Networking is the most productive way of gaining new business.
By moving through a series of tables during the event, in accordance
with a set of numbers supplied, it is guaranteed that you will meet
almost every person at the event. You will have the opportunity to
tell about 30 company owner/managers all about your business..."
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> For more details and online booking:
http://www.jdadesign.co.uk/thebarn.html
Or call 01908 867 398
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[8] New courses from NMA
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Web Analytics and Usability - 8th November 2007: This training courses
focuses on measuring and understand how your customers are behaving
online. The event will give you the practical knowledge you need to
analyse, rationalise and optimise the experience you provide to your
online consumers and improve your bottom line
Online Interactive Advertising - 10th December 2007: Interactive
advertising is at its most effective when it is planned within an
integrated approach and then implemented correctly. This includes
being planned, bought, executed and measured in the appropriate manner
according to objectives. This training course will establish best
practice in these areas and give you the practical tools you need to
ensure your campaigns deliver as effectively as they can.
E-mail Marketing - 13th December 2007: Marketers who succeed and beat
the spam filters will be those who recognize the true value of email
as mode of communication that is managed over a period of time to
influence customer behaviour as well as drive satisfaction and brand
equity. The training day will take you through practical examples that
will give you the tools to implement a successful e-mail marketing
campaign.
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> More at: http://www.nmatraining.co.uk
Or call 020 7970 4770
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[9] Jobs
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* Account Manager/Senior Account Manager: Liverpool
Required for busy B2B PR agency relocating to Liverpool. Must have
excellent writing skills and building sector experience.
Contact Lynn or Tracy on 0161 831 1599.
mailto:lynn@tlcpr.co.uk or visit website http://www.tlcpr.co.uk
* International Marketing Manager: Manufacturing, East Midlands
(Contract 2-3 Months initially, possible temp to perm)
This is a new and exciting role for a marketing professional to
promote the clients product portfolio to an international client base
of end-users, installers and distributors. Following a key event this
month you will be responsible for putting together and implementing a
marketing and promotion strategy that will focus heavily on web
technology but will also span other key media channels.
http://tinyurl.com/2v6lj2
* Marketing Manager: South East, 9 month contract
World leading B2B organisation requires a strong hands on individual
to take up an interim position as Marketing Manager. You will ideally
come from a marketing communications background in B2B or industrial
market, although candidates from other sectors will be considered. You
will be prepared to be 'hands-on' and be capable of planning,
implementing and executing direct marcomms campaigns, as well as being
able to demonstrate a knowledge of website maintenance. Immediate
start possible.
http://tinyurl.com/3cgw6c
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For even more jobs, go to:
http://www.mad.co.uk/Main/Jobs/Default.html
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[10] COMPETITION - win something useful?
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Congratulations to Will Moffat of SMI-LabHut Ltd who correctly
answered the question "What, according to SiteProNews, is the 3rd
Commandment?" (Answer: "Thou shalt not be boring"). Will wins a copy
of "Don't Make Me Think!: A Common Sense Approach to Web Usability" by
Steve Krug.
Thanks to everyone who entered the competition - don't give up, have
another go - this month you've a chance to win a book to make you
smile, it's "Dilbert: Random Acts of Management" by Scott Adams.
"Cartoonist Scott Adams offers sardonic glimpses once again into the
lunatic office life of Dilbert , Dogbert, Wally, and others, as they
work in an all-too-believably ludicrous setting filled with
incompetent management, incomprehensive project acronyms, and
minuscule raises."
And the question:
"What will the three speakers from creative, advertising and PR
agencies give if you travel to County Durham?"
If you don't know the answer, it's in this newsletter....
Answers via email, by the 15 November, please.
Winner to be announced next issue.
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Email competition entries to mailto:jackie.west@pro-talk.com
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Next issue of Industrialmarketingtalk: 30 November 2007
Want to contribute? mailto:jackie.west@pro-talk.com
Deadlines for contributions: 15 November 2007
The Long View: take the lead and create total fulfilment - outsourcing sales enquiry follow-ups ...
OK, you've generated sales leads from advertising, exhibitions and general marketing campaigns but do your follow-ups measure up to the quality of the products and services you are offering?
There is no doubt that we are part of an age where providing long-term quality is a key part of achieving credibility and overall success. However, so many companies seem to get a little lost when it comes to following up sales leads.
Come on, you've worked so hard to get them in the first place!
I suppose it comes down to one fundamental question - if you currently handle the sale leads yourselves, are you absolutely confident that you can offer an excellent quality follow up service?
More importantly, are you ticking ALL of the boxes, in terms of the timing of response, enquiry handling and literature fulfilment?
Let's use this scenario as an example: you have a stand at an exhibition and you take 50 names and addresses from people who have visited your stand and have expressed an interest in your services.
Now ask yourself this - how long does it take me or a colleague to send information to these people - two days, seven days, two weeks?
Would it make a difference to your business if a company handled these enquiries for you and sent information to these people on the same day you captured their name and address?
What would that say about you and your business?
One other area where this type of service works really well is through the Pro-Talk sales lead service. Here, the company you use to outsource your enquiry handling and fulfilment would receive the lead as it comes in and they would also write the sales letter, send out literature and could then follow up to qualify the potential customer. Then all you have to do is send a sales person in to close the deal.
There are a number of companies out there that can do the job for you, but it is important to choose one with an eye for detail and can offer a truly bespoke service.
If you would like to explore the possibilities, then we can certainly pass your details on to a company that has proven expertise in this area. Just contact us and mention 'outsourcing sales leads.'
==============
Andrew Long is a freelance advertising manager for Pro-Talk and also offers pay per click advertising management services and advice to companies around the world at: http://www.myadbase.com and http://www.selling-advertising.com
October 2007
There is no doubt that we are part of an age where providing long-term quality is a key part of achieving credibility and overall success. However, so many companies seem to get a little lost when it comes to following up sales leads.
Come on, you've worked so hard to get them in the first place!
I suppose it comes down to one fundamental question - if you currently handle the sale leads yourselves, are you absolutely confident that you can offer an excellent quality follow up service?
More importantly, are you ticking ALL of the boxes, in terms of the timing of response, enquiry handling and literature fulfilment?
Let's use this scenario as an example: you have a stand at an exhibition and you take 50 names and addresses from people who have visited your stand and have expressed an interest in your services.
Now ask yourself this - how long does it take me or a colleague to send information to these people - two days, seven days, two weeks?
Would it make a difference to your business if a company handled these enquiries for you and sent information to these people on the same day you captured their name and address?
What would that say about you and your business?
One other area where this type of service works really well is through the Pro-Talk sales lead service. Here, the company you use to outsource your enquiry handling and fulfilment would receive the lead as it comes in and they would also write the sales letter, send out literature and could then follow up to qualify the potential customer. Then all you have to do is send a sales person in to close the deal.
There are a number of companies out there that can do the job for you, but it is important to choose one with an eye for detail and can offer a truly bespoke service.
If you would like to explore the possibilities, then we can certainly pass your details on to a company that has proven expertise in this area. Just contact us and mention 'outsourcing sales leads.'
==============
Andrew Long is a freelance advertising manager for Pro-Talk and also offers pay per click advertising management services and advice to companies around the world at: http://www.myadbase.com and http://www.selling-advertising.com
October 2007
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