While corporate budgets remain tight and meeting + event planners are working hard to do more with less (even when promoting their own businesses), finding ways to get the most from your marketing is a pretty hot topic. With more than 19 years experience as a professional marketer and president of her own full-service marketing agency, J2M, Jolee Molitor knows a thing or two about the subject. Molitor offers mp readers some terrific tips for maximizing marketing, beginning with something every planner can do--plan ahead.
Q. Tell me about your background in marketing.
A. I earned my undergraduate degree in Business Management from Gustavus Adolphus and have an MBA from St. Cloud State University with an emphasis in Marketing.
Q. For a professional planner who wants to make the most of marketing their own business, what do you recommend that is both effective and affordable?
• It’s all about the planning. Think several months or even quarters ahead. When you begin planning early, you’re going to gain some economies on everything from printing to buying ad space to purchasing promotional items.
• Set clear expectations for yourself. Recognize you’ll perform marketing tasks in addition to your regular job. If you start a blog, be realistic about how often you can post. Perhaps weekly instead of daily. Remember, social networking is cheap, but labor intensive. Consider all the costs, including your time.
• Craft a benefit-oriented message. No matter what the medium—social, direct mail, networking—make sure your message communicates what’s in it for the client and what makes you different from the competition.
• Play to your strengths. If you’re a social person, focus on meeting people one-on-one at networking events. If you’re more visual, think about social networking or a blog, posting examples of your work and spotlighting what sets you apart. Case studies work well at showcasing how you approached a challenge and offered a solution.
• Drive the Market to You. If you decide to dabble in social networking, you’ve got to get people to follow you. Make sure your business card lists your Facebook account or blog address.
Q. For a planner interested in getting the most out of a client’s budget, what tips would you offer?
• Plan ahead. Again, it’s all about giving yourself enough time to organize and buy what you need. You’ll avoid last-minute rush charges or excessive shipping charges if you allow ample time early on to purchase those premium items.
• Sponsorship is low hanging fruit. Consider trading out services in exchange for recognition at the event. For example, door-prize donations from a retailer in exchange for a prominent display of their brand in event materials.
• Create an identity for your event. While it can be expensive to engage a design firm to help create your event’s identity, you can economize by finding a designer who is passionate about your event or the organization for which you’re working. Network with your industry contacts to locate a designer who might be interested in discounting their rates or even trading services for promotion at the event.
• Consider Tiered Pricing for Your Event and you’ll get a better deal on the food. Then, offer discounts for early registration, which allows you to get an accurate food count up front.
• Think Local. Take advantage of free advertising opportunities local to your event. Check out community newspapers or cable TV stations for social pages or community calendars. Partnering with a Chamber of Commerce or rotary club is also good for helping get your message out and defray costs.
