"People don't want to be marketed to; they want to be communicated with." As I look over my notes for the again-excellent SIPA 2020 Day 2 sessions, that quote from Jeson Jackson, audience development manager, Education Week, stands out. Because even though so much of what we are doing now is in response to the pandemic, there will be a carry over of successful ideas and methods.
And that will be one of them. If a theater I like simply asks me to buy a 2021 subscription, I might hesitate. But if they communicate with me and engage me in a conversation between four or five of their diverse actors and directors for next year, I'm probably in.
Day 2 keynote speaker, Krystle Kopacz
, CEO of Revmade, talked about "echoes for the long term" that she is hearing now. "Overall what I'm seeing is we're heading to some type of reordering. How can we be more important to buyers so we're not cut off? In my mind we should think like this all the time. We talk about products but not outcomes... We shy away from the end result."
Again, just another day in (SIPA's virtual) paradise produced a litany of strategies and ideas.And you can get them all on demand here
. The 41st annual SIPAwards were also given out. See those winners here
Kopacz gave five sales tips:
1. Executives should make it a priority to talk to 10 advertisers a month. It's not about selling, it's about listening
2. Start doing audience poll surveys at least two times a year. How hopeful are they, what are their pain points and budgets? It will keep you relevant.
3. Convene weekly sales and product team meetings. What are sales hearing? How should the product team respond? Do we need a new price point?
4. Continue realigning your product portfolio with the client input that you get. You're not selling a webinar but a sales funnel.
5. Make sure your sales team has what they need to meet those pain points and make more sales. Get new products into sales team hands.
Education Week's Jackson spoke more to the marketing bent. "The offer is the distillation of your message. Make sure you're asking the customer to do what you want them to do," he emphasized. How often have we read an email, agree with what it is saying and move on because it isn't specific in what action we should take? Where's the big red button?
Listen to your customers, Jackson urged. "By listening we can [act accordingly] rather than assume. You want to uncover what your customers want, which may be less intuitive than you think." He said that attractiveness is amplified by relevance, importance and urgency.
"You want well informed customers making well informed decisions. Your company's future is secured by innovation not persuasion. And clarity alone should be the only persuasion you need... Your unique benefit is how you transform your customers. What problems did you solve for them? Be specific. Value propositions need to establish your unique value.
"Take some time and make sure your value prop is still relevant to the moment," Jackson said
Later in the afternoon, Heather Farley, COO of Access Intelligence, amplified some of these themes, speaking about learning the pain points of your customers.
In the case of virtual events, she said to make sure that both your clients and your sales team are comfortable with the platform you use. "My biggest advice is to send the sales team to somebody else's event on that platform where they can get comfortable [enough to sell it well]. Because if they're not comfortable..."
Farley added that sales may also need to have conversations with one of your brand leaders or editors because as packages become more integrated and bundled—that was a common theme today—they may know best what a client needs.
"We're also seeing a pushback on pricing," she said. "There had been, at least back in March, a sense that virtual should be cheaper. But people are starting to appreciate the value of what we bring [virtually]. It still has the value of live, and [brings] the experience to connect buyers and sellers. The connections that you're bringing aren't all of a sudden cheaper. And the same amount of time that goes into [putting together] live events goes into virtual events. We have to make sure we don't give deep discounts."
Joining Farley, Tom Gale, CEO of Gale Media, spoke about a live Zoom call that they hosted where 500 people signed up. Remember how this article began? People want to be communicated with. "Engagement with community," Gale said. "We've gotten intelligence for what our customers are looking for [from that]."
As I said yesterday, these are only snippets from two days of really sharp and exceptional content. I will report some more but even better, you can also get it all on demand here
to review at any time.
Much thanks to BeaconLive and ePublishing for being sponsors for SIPA 2020!
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Ronn Levine began his career as a reporter for The Washington Post and has won numerous writing and publications awards since. Most recently, he spent 12 years at the Newspaper Association of America covering a variety of topics before joining SIPA in 2009 and SIIA in 2013 as editorial director…