Posts tagged ‘Ducic’

Secrets to a great webinar – Part 3

Here’s the third and final segment to running a successful webinar. In the first two parts, we discussed some helpful hints and best practices for preparing and presenting your webinar. Today we’ll discuss what you should do after your webinar to help you achieve your desired goals.

  1. Always have a post-webinar discussion. In Part 2, I discuss the fact that you always want to make your webinars one hour long. However, many times you’ll find several attendees that want to talk beyond the stopping time. No problem. Invite those folks to stay on the line for a post-webinar discussion, which can last as long as they want. You have a motivated, interested, and invested audience just sitting there, waiting for the next step, so take advantage of it.
  2. Have a demo, sample, download, and trial ready to go before the webinar starts. Assume that every attendee will want to take the next step (“Call To Action“) and be prepared to share/send your customary giveaway, whether it’s a demo, product sample, software download, online catalog, etc. Webinars are all about capitalizing on the buzz of the moment, so be sure to accommodate the needs of your attendees without making them work for it or making them wait.
  3. Measure. This goes all the way back to the first point I made in Part 1: Determine your goals. Keep track of attendees in your sales management system, and actively track their activity over time. Depending on your products and sales cycles, the realization of your goals may either be immediately known, or it may take some time to determine. Either way, be diligent and keep accurate records of interactions, activities, and purchases.

I hope you found this series to be helpful, interesting, and entertaining. If done correctly, webinars can be tremendously beneficial for lead & revenue generation, and can set you apart as an industry thought leader. With proper planning, goal-setting, and execution, you may find yourself taking your company to the next level faster than you thought possible. If you’d like more information, or would like to utilize a consulting firm to help you with your webinar needs, please contact me directly or though our web form.

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June 10, 2009 at 12:58 am Leave a comment

Mr. Bean vs. Martha Stewart

mr_bean_martha_stewart

Mr. Bean vs. Martha Stewart
or Don’t Try Marketing Without A Net

I always admired how Michael Jordan made the game of basketball look so easy. No one could stop him, and he seemed to score at will. He’s only an inch taller than me (I’m 6’5”), so if he can do it, why can’t I? How hard can it be?

How dumb can I be?

Obviously, MJ lived life on a different plane of existence on the basketball court. Because he was so fundamentally sound, and so fully committed to being the best, he made a very difficult skill set look effortless. Similarly, marketing may look like it’s easy to do, but people who try it realize it’s a lot harder than they thought. Here’s a true story that nicely demonstrates this point.

I recently worked with a client who had launched a new software product and wanted to use an upcoming trade show to create a “wow” idea that would draw people into his booth. The software product is intended to automate and standardize classroom instruction for school teachers. His initial thought was to develop a creative concept highlighting how to do it wrong vs. how to do it right, then show how his product facilitates doing it the right way. Not a bad idea in theory, but following through on his idea would have been tantamount to career suicide for him. Here’s the concept in a nutshell:

  • The unorganized planner (the kind of person that did not use the new software) was like Mr. Bean, who is constantly scattered, manic, and ultimate ineffective.
  • The organized planner (presumably the kind of person that did use the company’s new software) was like Martha Stewart, who is considered highly organized, always in control, and extremely effective.
  • Drive home this concept by hiring a Martha Stewart impersonator and have her deliver the company’s presentation in full Stewart-esque persona.

Taking into consideration that 3/4 of the client’s audience is female, and that this very evolved audience would consider it an insult to equate their professional responsibilities with domestic matters like baking and crafts, my client was driving towards the end of the cliff and continuing to step on the gas pedal. He needed a dose of reality, and thankfully he was receptive enough to scrap his idea entirely and allowed me to develop a different concept. The idea we went with was a huge success, and helped the company exceed the pre-determined trade show ROI.

The lesson to learn with this story is that marketing is actually pretty hard, and it’s definitely in your best interests to utilize a marketing professional. We marketers can see things from the customer’s perspective, and our experiences help us to determine the differences between boring, interesting, and downright nutty. Just like Jordan, we can hit those clutch 3-pointers at the buzzer.

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May 27, 2009 at 1:25 am Leave a comment

‘Phoning It In’ – world premiere!

Happy New Year everyone – I hope 2009 brings you health and happiness!

In the spirit of optimism and good cheer, I created a new web video series called Phoning It In, a humorous take on current events. Think “The Soup” or SNL’s “Weekend Update,” minus the talent and post-production qualities. Enjoy episode 1 below, and please leave me your comments (positive or negative) either here or on YouTube.

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January 7, 2009 at 4:29 pm Leave a comment

Welcome, wilkommen, and bienvenue!

Greetings!

I’m David Ducic, and after 3 years of running my marketing consulting business through word-of-mouth I’ve decided to take it to the next level. New company name – Aximum Marketing. New website – coming soon. New ways of reaching out to clients – a great WordPress blog. However, some things will stay the same… my level of service, and my passion for everything marketing will never change!

Why create a new website now? Well, I recently saw a MarketingSherpa survey where 20% of companies plan to scale back on their full-time marketing staff, while 26% plan to explore the use of consultants to handle their marketing activities. In other words, companies will need to lay off internal employees to meet reduced headcount requirements, but still understand and recognize the importance of marketing towards their continued success. Here’s the graph… very interesting.

How companies will be spending their Marketing dollars in 2009

How companies will be spending their Marketing dollars in 2009

I’m currently getting all my ducks in a row… website (coming soon), branding, messaging, success stories, social networking, can spam compliant database, eMarketing campaign, business cards, and a million other things. Thankfully, I’ve done this many times before when working for other companies.

Stay tuned for more as I get this off the ground. I’m going to have an official launch soon, and an unofficial buildup to the launch to gain some momentum on Twitter, including some fun stuff like YouTube videos (I promise they’ll be entertaining… definitely worth your five minutes of attention). Look for the update tweets, and follow me, if you’d like.

If you have any comments or suggestions, I’d love to hear from you. Thanks!

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December 19, 2008 at 8:06 am Leave a comment


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