Begin Your Presentation with the Result in Mind

Working the last few years as a promoter and event producer I've seen all sides of people either exciting their audience or boring them to death. The "boring them" part is too easy a trap (the result of doing the same thing as everyone else time after time). The difference I've noticed between great and grinding is how the presenter approached their presentation.

What is incredibly successful is:

• Don't think about what you want your audience to know about you! Instead think about what the audience wants for themselves.
• Don't think about what your audience will be saying on the way into your presentation. Instead plan for what you want your audience to be saying on the way out of your event.
• Start your presentation prep from the conclusion, and back into the opening remarks. It is amazing how differently your event will look when you begin with the end as your starting point.
• Be a story-teller. No one is excited by facts (unless you're a systems engineer listening to the spec's list on the latest Android chip). Make your presentation about real people, their challenges and their successes.
• Focus on connecting with your audience and creating relationships. Engage individuals from the audience, hear their voices and include them in a conversation – not "let me tell you, it's all about me".

Over the years I have attended hundreds of presentations, maybe even thousands. Unfortunately it's been rare that a presentation was exciting, different, engaged me and caused me to think differently...

And that is your opportunity! If you begin with the result in mind you will have leaped over 90% of your competition. I challenge you to try it – begin with your result in mind.

One Way to Make an Annual Sales Meeting Incredibly Engaging

Merit Property Management held their annual sales meeting this week at the Irvine Marriott — about 570 of their people in the room for the day. The program held the usual content of company updates, awards for successes and a fun series of videos we helped them produce. And mid-afternoon they did something that really blew me away!

The Chief Administration officer took to the stage and asked everyone to clear their tables of all content as a score of people started passing out gift bags to each table. As part of their annual meetings, beginning last year, they have determined to make charitable giving a part of the program. This year’s activity — care packages for military men and women serving overseas (last year they made blankets for children in need).

First they honored the existing veterans within the room and launched into preparing the care packages. Each table created a Hero’s t-shirt (drawing or writing whatever they wanted on a white t-shirt with colored markers), wrote personalized messages on provided thank you cards, and then filled a shipping box with multiple items purchased by Merit specifically for the packages. They had even done their homework and spoke with military representatives to find out what items a soldier, sailor, airman or Marine would want to receive.

Maybe this is something other companies are already doing … it was a first for me and I was moved. The activity was energizing, people were really engaged, there was a lot of laughter and I witnessed how it drew their workforce together.

I look forward to recommending this type of activity to everyone of our clients. I hope you pass it forward with your company.

Working an Event in 60 Minutes or Less

UPDATE: 'Tis the holiday season -- family, tradition, joy. . . and business related celebrations -- too many to count. Right now is a great time to reinvigorate, renew and begin great relationships! I am reaching back into my archives this holiday season to bring back some of the most popular posts on event networking -- tips and ideas that will help you make the most of this December.

Working an Event in 60 Minutes or Less
I attend more than 150 business events events every year. That's a lot of crackers, cucumbers, cheese, cheap wine and name badge spotting. Phew! It takes its toll and I'm not always capable of handling a full two to four hour production from start to finish. During heavy event seasons I've also had to cover two or more events in one evening. And, sometimes work or life commitments dictate how quickly I need to leave. Whatever the reason I've learned a few things about maximizing an event without attending for the duration.

• Arrive early -- (when possible) I might be the first person there. This allows me time to talk with organizers, association principles, etc. These are all good connections to have and explore. They can key me in on expected attendees, future activities and opportunities.
• Read the names on the badges at the registration table. I like knowing whom I might meet; prospects, clients, competitors, referral resources, etc.
• Once people start flowing in I stay near the entrance to the main networking area. People are more capable of being easily engaged in conversation earlier than later. Plus, I will have a better chance of meeting everyone I want to meet. More importantly I am seen by a maximum of attendees. Being seen is almost as important as being known.
• If I must visit the bar or food tables -- I greet someone and invite them to join me. From the front door almost everyone is headed to one of those two places as their next stop after registration.
• I offer to bring drinks to a gaggle of people. They will definitely include me in their conversation when I return and people feel good about people that pamper them.
• After about 30 minutes, when the crowd has really grown and a good buzz is happening I walk from the entrance to the furthest point away in the networking space. Along the way I greet people I know but haven't spoken with yet, I wave and nod at people I've already talked to, and smile at as many people as look me in the eye.
• Once at the back of the room I survey the room for a cluster of VIPs hoping I know someone in the gathering. If so... that's where I'm headed. If not, I look for a fellow service provider to discuss who is attending. What we can do together is make mutual introductions and share information/insight about people in the room.
• When the event is 45 minutes old I have pretty much "worked" the room and can start toward the exit much like I entered; nodding, shaking hands, and smiling.

What I have accomplished is immense! I was seen by many, I appeared to be known by many, I made all-important connections (and set up opportunities for private meetings), and been a contributor to the all important buzz of an event.

For the record let me say that I think it is bad form to leave early. For all of the effort that individuals put into an event -- it is the decent thing to stay to the end (I hope for the same from attendees at events that I orchestrate). But, at every event it is not possible for me to stay as it is not possible for everyone that shows up.

If you find that your time is limited these where just a few ideas for making the journey productive.

How to Quite an Audience

I was at an awards event this evening and noted once again the ever present challenge of quieting an audience. There are no bad people here, just passionate and enthusiastic attendees engaged in having fun and enjoying good conversation.

As an Emcee at many events I have found one method for getting the attention of the audience that has NEVER failed.

From the podium say this: "If you can hear the sound of my voice turn to the person next to you and say shhhhh."

If needed say it again. Personally I have never had to say it more than twice. Amazingly, people perform the task and within seconds I've enjoyed a rapt and attentive audience.

Take a Chance -- Say Hello to Someone You Do Not Know

Some habits are hard to break... like hanging out with whom we know at an event with hundreds of new relationship opportunities.

Tonight was the first ever Orange County Business Journal General Counsel of the Year Awards gala. To the credit of Executive Editor Rick Reiff and Publisher Richard Reisman the attendance was stellar and thank you for recognizing the rock stars behind the scenes that make the wheels go fast (i.e. general counsels).

The habit I witnessed at the event this evening is our propensity to migrate and remain within the circle of relationships we already have. In a room filled with unknown people (decision makers we should get to know) we sought out any person that provided a safe haven -- no risk, nothing uncomfortable. In a room filled with opportunity we choose not to take a chance at a cost of $150.00 per ticket.

I know most of us (me included) are not extraordinarily extroverted people and feeling safe is important... but if I could encourage you to meet just ONE new person when you venture out. It really is worth it.

Passing Out a Few Samples of You Works Wonders

I was up in Oak Glen, CA today, the apple growing capital of San Bernardino County and it is harvest season. Apples galore! More than 32 varieties of the mouth-watering fruit offered in ciders, jelly's, jams, mustards, honey, and freshly picked. It was a glorious sunny day in the cool mile-high valley reminisent of a New England autumn setting.

Something interesting happened that got me thinking about law firm marketing (I know -- Bruce, get a life!) and here it is.... We visited about eight different farm shops, each with a store for purchasing fruit of the harvest and add-on gift and craft shops.

The marketing revelation is that we only purchased fruit at shops offering samples. No samples, no sale.

What does that mean? Well... I feel more connected to a product someone is proud enough about that they offer me a sample before I spend a dime.

In legal marketing circles that means that I would prefer to hire a lawyer that is willing to be known before I have to know him/her (i.e., I will hire lawyers I know).

If you are a lawyer and are not showing up at associations, attending events, schmoozing and doing everything you can to offer a sample of whom you are, I can only imagine the hard road ahead.

If you are the product then showing up and being seen is the only way you can sell you.

Get it?

Using a Bucket List to Create Stronger Relationships

I have written about creating unique experiences for your clients and referral relationships, but this weekend I had a wonderful conversation with Troy Wyatt of PacBlue. We talked specifically about how to get closer to the people in business that mattered to us, and we talked about boondoggling.

During the conversation Troy brought up The Bucket List, the movie released several months ago that followed two men on a road trip with a wish list of to-dos before they die. The great thing about the list between these two men was that most of their to-do's were terribly uncomplicated.

We decided, Troy and I, that creating unique experiences was nothing more than selecting bucket list type experiences to share with our network -- and here are some examples:

• Many of you play golf with your clients and referral network (yawn). But to play golf one time on the course in St. Andrews, Scotland, now that would be a bucket list kind of experience.
• Taking a client to dinner at a great restaurant is always fun... (yawn). But to sponsor a trip to eat at La Spada in Florence, Italy might be a bucket list sort of experience.
• Hosting people on a fishing boat off the coast of Southern California is an often used boondoggle around these parts (yawn). Taking a group into the western delta of Alaska to catch King Salmon is definitely a once in a lifetime experience.
• Tickets to sporting events are always appreciated, and so average.... But a chartered flight to Indiana to witness the annual Notre Dame v. University of Michigan game might just be a once in a lifetime event.
• Hosting people on a local ski slope might be fun, but a chance to swoop and slip on the mountains of Chamonix, France is definitely on the bucket list for many.

No doubt, some of these suggestions could cost several thousand dollars depending on how many people you invite and how much time you spend within each experience. On the other hand, if you had the opportunity to spend $6K to enable a $1M deal could you make that choice?

Several years ago Merrill Corporation hosted me on a fly fishing trip to the Kanektok River in western Alaska. It was a journey of my lifetime with moments I can still recall with amazing clarity and fondness. To this day Merrill remains at the top of my list of whom to call -- it may never change.

So, could you dream up a bucket list of experiences that will bring your network of relationships closer to you?

Being Productive at Business Conferences

Attending business conferences is a great way to check out from the office, put deadline stress on hold and hang out at a luxury hotel, get in some golf, indulge at a spa, and attend some hosted receptions (i.e., party). But after it's over, what did you accomplish beside turn in an expense report?

Many of my clients ask if attending conferences is useful for growing their practice or marketing themselves -- my short answer is "yes". This advise from Matt Homann over at "the [non]billable hour" is pretty close to how I might answer the question. In particular I appreciated Matt's comments about whom to seek out at an event:

"The most important people at the conference are sitting next to you. Think Tom Peters gives a rat’s ass about your new business strategy? Is Seth Godin going to give you personalized marketing advice? Of course not. The people at any event who are most likely to have already faced your challenges (and maybe even solved them) aren’t the highly-paid keynoters, but rather your fellow attendees. They are like you. They can help you. Ignore them at your peril."

Some of the most important people in my Rolodex are those I met at conferences around the country. They are high on my list of people to contact when I face client and marketing challenges -- and they have not been shy about reaching out to me. Often their call has resulted in new business for me, and every time it has been a growth experience.

I encourage you to read and heed Matt's advise.

Great Events Require a Script -- for Everyone!

Being trapped in an audience while a sponsor, presenter or VIP rambles on in an endless commercial or self-promotion is a worst-case scenario no one enjoys! But this nightmare is all too common. Too many event organizers put together an event time line with blocks of time portioned out to different speakers -- just tell the speaker he/she will have "this much time" and then turn them loose at the microphone. Definitely a recipe for boredom!

Like so many of my colleagues I attend a lot of events -- breakfasts, lunches, receptions and dinners. I have sat through fifteen minute commercials that on the schedule where slotted for three minutes. I have listened to poor presenters as they stumbled over the same simple material three different ways and wondered when the pain would end; "Are my ears bleeding yet?"

The truth is that 99.9% of us (including me) need help when we are placed in front of an audience, and the best thing a marketer can do is carefully craft a succinct message for the speaker, and hold them to it.

This year I am the chair of the events committee for a great Southern California professionals association. One of the earliest discussion we had was about how much time would be devoted the obligatory association message, sponsor recognitions and event introductions. We agreed that these routine parts of every event should not last more than five minutes. Five. Period. That means bringing sponsors on stage, doing the shout-out about belonging to the association, and any other administrative details that need to happen from the podium.

To accomplish this aggressive goal every person that reaches the stage needs a script, not just a estimated time to talk.

It's hard to put this type of discipline in place, but it is so necessary! Yet it does offer the marketers an opportunity to craft wonderful messages and frees the speakers to relax and enjoy a moment in the spotlight.

My advise to marketers is that you script every word, time everything, and focus on making every moment a less painful experience -- just by taking control of what your audience will hear.

Wouldn't it be great if every event was planned this way?

Marketing Your Firm vs. Promoting Your People

There are a lot of ways to spend your marketing dollar -- some tactics work really well to extend the brand of your firm while other activities work to promote an individual. It is important to understand which tactic is best used for either. Here is my short list:

Promoting Your Firm - Activities that raise awareness of your firm at-large more than building the brand of an individual.

• Sponsorship of associations, events, award dinners, etc.
• Advertising in business journals, daily's, newsletters, program guides, etc. (even when the add features an individual).
• Practice or firm specific newsletters unless the newsletter "sent from" line is from an individual to an individual where a relationship already exists.
• Charitable contributions and sponsorships of community activities by your firm (even when championed by a specific partner)
  
• Press releases highlighting high-notes, transactions, firm landmarks, etc.
• Tombstone announcements
• Firm web site
  

Promoting an Individual - Activities that implant the memory of a person more than an impression of your firm.

• Boondoggles (private dinners, poker parties, golf, etc.)
  
• Podium time beyond making introductions
• Subject area expertise time as a panelist or keynote
  
• Participation on key committees for industry, profession or community organizations
• Personal notes and announcements sent to existing contacts and referral resources
• Breaking bread (lunch and breakfast meetings, etc.)
• Blogging
• Practice or firm specific newsletters when the "sent from" line is from a professional to a professional where a relationship already exists.

Obviously there is crossover in some of the bullets above but, if you have a promotional goal in mind (firm or individual recognition) try to stick to a tactic with the best chance of accomplishing its mission.

Targeted Boondoggle VS. Event Sponsorship: Let's Do the Math

I attended yet another boondoggle poker party last night hosted by two outstanding service providers in Southern California and I know their hosting money was so well spent. I am a supporter of sponsoring industry and community events and yet, if your goal is to get the best bang for your limited buck a targeted boondoggle is THE way to go. I've written about this in the past and it keeps surfacing as such a strong relationship development tactic.

Let's say you have $2K to spend on "something" that will generate new opportunities. If you spend that money to sponsor an industry or community event the dollar amount will usually provide you with a minor sponsorship package. You get your name or logo in a program and on a couple of announcements; you get tickets to the event; and the opportunity to briefly mingle with event attendees -- hopefully you can turn a one minute conversation with a couple of folks into an business opportunity.

Now, take that same $2K -- Invite a select group of referral contacts and potential client executives to spend the evening playing tournament poker at your home or appropriate location. Your spend is location (if other than your home), finger food and drinks, cigars (optional) and playing cards and chips. What you receive in return is what I experienced last night.

Of the twelve men attending I already knew four, the rest where strangers to me. After spending four hours laughing, telling stories, raising, bluffing, losing heart-breakers and doing knuckle slams and high-fives I know I could call any of the twelve today, and they would answer.

Isn't bonding GREAT!

Do not ever overlook the opportunity to create special moments through targeted boondoggling. The results go so much further than normal sponsorships and activities.

Marketing Success in a Down Economy #2 - Don’t Spend Less, Spend Different

When the economy is up or neutral we point at our astute marketing programs as the reason for our success. Then, when the economy turns downward a bit we state we have no control our marketing programs are no longer justified. What!?

I would agree that not every marketing program or initiative is as effective in tighter economic times. But, if marketing has been part of your success till now then marketing has to be a priority spend when you're feeling crunched. Don't spend less, spend different.

I was with a large accounting firm during the last down economy. We were spending around $12,000 a month to have a diorama advertisement (the advertisements on the wall along concourse walkways) at a local airport. When the economy got a bit tough I suspended the diorama branding program and used the money to support a client teaming initiative and boost our targeted community programs.

In another instance I suspended any dollars spent on supporting our trade show booth at industry conferences. Instead we purchased banner stands that were strategically placed at the very same events and I increased the number of firm professionals in attendance to mingle and network with the audience

Adapting your marketing programs to changing times is essential, but spending less is an invitation to failure. If marketing got you here, then marketing will get you through. Don't spend less, spend different.

(Return to Marketing Success in a Down Economy index)

Driving Success in a Down Economy - Marketing Strategies for Business Professionals

This morning I gave a talk for the Harvard Business School Association . The topic was, "Driving Success in a Down Economy - Marketing Strategies for Business Professionals". Over the next several days I will be writing about the tactics I presented. As a lead-in here is the outline of what I discussed (as I post the articles I will link them back to this outline):

1. Don’t Follow The Herd
2. Don’t Spend Less, Spend Different
3. Start Dating Your Clients All Over Again
4. Make Your Brand Look In The Mirror
5. Feed Your Clients Sunday Dinner
6. Snackification
7. Peer Into Your Future
8. Feed Your Troops
9. Put Relaxation In Your Daily Plan
10. Shrink Your Menu and Promote Your Signature Dish

Some of the outline might already appear self-explanatory to you while other parts will have you scratching your head. As a teaser take a look at this post from 2006 -- it plays a part in the first bullet-point.

Bruce Allen Speaking at Harvard Business School Association of Orange County Breakfast

I am scheduled to talk at the Management Networking Breakfast of the Harvard Business School Association of Orange County (HBSAOC) on April 16 at the Pacific Club in Newport Beach, CA. My topic is (quoted from announcement):

"Driving Success in a Down Economy ~ Marketing Strategies for Business Professionals: If you have been waiting for a golden moment to pounce and grow your business or practice – this is it! In the Southern California circle of hyper-successful professionals and executives almost all got their big break in an economic down-cycle. Now it's your turn! Acclaimed marketer Bruce Allen will be discussing the marketing strategies and tactics that will get you noticed and keep you ahead of your competition – things you can do right now to make a difference and planning for what's next." (here is the link to the announcement)

I would selfishly recommend that you book your tickets now, get to SoCal for a little sunshine on the 16th, and hopefully a bit of entertaining education for breakfast. Surf's up!!

What Barrett-Jackson Affirms About Event Strategy

I have been watching the 2008 edition of the Barrett-Jackson Collector Car Auction in Scottsdale, AZ over the last four days (always an entertaining watch). Running over six days they consistently offer the most sought-after cars in the world for auction with no-reserve bidding. The auction draws huge volumes of rich elite and celebrities from racing, entertainment, and industry. It is a BIG deal!

What has any of this to do with marketing legal or professional services? Well, it is simply an event. A well executed, highly publicized event to be sure, but no different than any conference, seminar or gala.

Certain patterns were still there:

• The event started slow with crowds building to a zenith on Saturday.
• Cars brought to the auction block were carefully staged toward the Saturday peak (of highest ticket potential buyers)
• The events highest "celebrity per frame" value peaked on Saturday.
• Sunday still offered great cars to auction but to a significantly reduced audience. Most high-rollers were already gone or heading out the door (lots of empty seats).
  

It is so wonderful to watch a world-class company like Barrett-Jackson dealing with the same event issues as the rest of us. As marketers we are constantly trying to overcome event patterns that have existed forever. Even they cannot overcome the problem of dwindling attendance in the waining moments of a great event.

After watching this event and seeing the patterns I encourage you to stop planning for what happens at the end of your event and instead focus on the middle -- the apex. It is the middle part that will live the longest in the memory of your audience.

Sponsoring Events that Should Have Been Great

My firm is the title sponsor of a two-year-old capital conference for "middle-market private companies" -- a niche conference perfect for Southern California. Both years the quality of sponsors, presenting companies, panelists, and attendees has been A+. But the audience numbers has been disappointing. It's like producing a stellar movie and getting no sales at the box office. Arrgh!

Two years in a row we (the sponsors) have put together a dynamic conference with refreshing and new discussions, huge personalities and a crisp agenda. Then we email, and call, and email some more... but no ground swell of excitement, and nothing at the box office.

I am certain many of you reading this are already imagining a hundred ways to change, adjust, or alter the message, the conference, the outreach, etc. You're right -- we are missing "it" somewhere in the mix. And yet we are not rookies in this game either. We have fiddled and adjusted, tested our ideas and sought advise from "outside the forest".

Our choices at this point are:

1. Abandon the conference. We tried, it didn't work and we should move on. But the hardest half DID work -- quality companies wanted to present and industry icons wanted to be speak. We really ARE onto something here!
   
2. Aim the conference at the venture space or upstream at small-cap. With EVERYONE else in the Country doing these conferences why would we want to go head-to-head in such crowded space? Besides, our (the sponsors) prospect sweet-spot is smack in the center of middle-market private companies.
3. Gain a better understanding of what middle-market private company executives would show up to see. Yeah, I think this is where we hurting. We've put too much faith in our own understanding of the market and did not do the block-and-tackle of asking our audience what they want.

Sometimes the events I sponsor do not deliver on audience or content and it is easy to walk away. And sometimes it is so close to delivering excellent results it might only take a little more effort -- if the effort is correctly focused.

My counsel is to be serious and considering after every event. Determination, in the right instance, may provide a future for a conference series that is almost great.

Use Holiday Parties for Connecting Relationship Dots

The holiday season is right around the corner -- an excellent opportunity to create incredible goodwill among the business relationships you have who do not know each other. . . yet.

Last year I attended a holiday party were these thoughts I am sharing started to form -- good people gathering to enjoy the season hosted by an executive I know at his home. They (the host and his wife) had invited people they knew from business and their neighborhood -- their Rolodex of relationships. I met some people in the finance community, a gentleman with a small promotions company, a software engineer, an artist, a surgeon, and people I already knew from other relationship circles.

At the party a common question among guests was, "How do you know (the hosts)?" It was incredibly interesting to hear all of the ways the hosts are connected to the people they invited.

But something else was happening too. I was able to create new relationships to people I would not have met but for the season, the party, and a savvy host.

This is important to note: For all of the reasons to attend an event there is nothing like the holiday season to help us disregard our usual "event filters" just to gather in friendship.

My advise for me (and for you if it makes sense): Remember that the holiday season creates the special opportunity to bring together the right people in one place when, at any other time, they would not cooperate.

Short Introductions from the Podium

This morning I attended a great venture capital event that was a join effort by two associations. Of course, part of the opening comments was the opportunity for each association to do a short commercial on themselves. How this was handled was priceless.

Instead of doing their own commercial the director of each introduced the other. It was... perfect. Both were accomplished in under two minutes, neither rambled on and on, and both were greatly appreciated.

Consider this great alternative next time you are planning an event.

Sponsoring Inclusive or Exclusive Events

My firm is the title sponsor of an upcoming industry event hosted by a non-profit professional association. The vast majority of their events are educational and offered to "members-only". The event I am sponsoring is a first for them, an annual awards gala to raise funds for their charitable foundation and awareness of a specific profession. For a bit they actually considered keeping to their trend of exclusiveness by only allowing association members to be honored or attend. In a marketplace with so-so membership and huge potential we (the sponsors) were able to convince them to be inclusive and open the door on creating real buzz.

There are great reasons to be either "inclusive" or "exclusive" when creating events. Here are a couple of things to think about.

Inclusive (open to everyone within a target demographic):

• Used for creating broad market awareness about a specific cause or organization.
• Allows access to a broad base of VIPs.
• Great for annual gala's, awards, and philanthropic causes -- and for small seminars or gatherings to promote a practice.
• Typically is broadly promoted with paid media, public relations, and electronic campaigns.

Exclusive (by invitation only):

• Used to gather a specific set of VIPs or "members".
• Absolutely excludes many people.
  
• Increases the aura of stature to all attendees.
  
• Focuses attention on immediate relationships.
  
• Creates allure to others that would like to be "part of the club".
• Great for peer group building, and being included in the peer group.
• Typical events include education sessions, golf outings and other boon-dongles, private dinners, peer group meetings, and spouse inclusive activities.

Another thing to consider. Typically inclusive events are great for promoting your firm as a whole -- exclusive events do more for promoting an individual or some smaller subset of your firm.

For the Record -- Not Every Law Firm Networking Event is a Home Run

The other night we co-sponsored one night in a series of wildly successful, invitation only networking dinners with another professional services firm. The track record of quality and connections is undisputed.

Maybe it was the August vacation blues, or the coincidence of a bad night for many at once -- for whatever reason the attendance was low and that one night didn't have the zest of so many before.

The point is that not everything turns out perfect, even when I believe it will. Our (my) first reaction might be to tinker with the formula fearful of a repeat at the next dinner. Instead, I am encouraging myself to leave it alone. It's not broken, it merely burped.... The next one is just around the corner in September (a much better event month), and "one" is not a trend. It is just one.