I reread my post from yesterday. (It was actually written on
Sunday.) I realized that it was titled “Breakthrough Moment” and that I didn’t
succinctly share what the actual breakthrough was.
All along, we’ve taken on specific events and we’ve made sure that we get the target amount and profile of people to each one. It is project based. Of course, we are coming at it from a software as a service (SAS) and online marketing perspective. And leveraging our unique SAS, methods, know-how and network of contacts to do our job. But, it’s still project based. And right now, there’s as much phone and behind-the-scenes old-school-promotional-work that goes into it. But, the mid-term goal is to leverage the power of online advertising to make the process of packing events a lot easier.
The revelation was that we should be driving traffic to our site instead of trying to drive traffic to each individual event. We should be driving traffic to our main website. And leveraging our website to drive traffic to each individual event. And we shouldn’t be partnering with companies for individual events by giving them exposure, networking and lead generation opportunities before, during and after the event, in exchange for inviting their contacts to the event. Instead, we should be partnering with them, promoting and marketing their business, in exchange for promoting us. These should be longer term, higher level partnerships. And we should probably be charging for this kind of like a Chamber of Commerce charges a small fee to be a member.
But, where we are delivering a defined tangible distinct service.
Before we can do this the way that I envision it, though, there are a few things we need to make happen from an application development and usability perspective. These are things we are already working on and will have done shortly. That’s what I’ll blog about shortly. As always, we’ll be testing and checking before we commit to the strategy.