When someone ascends to a leadership position, many duties and responsibilities come along with that ascendancy. Some of these include: the need to communicate effectively; and marketing/ promotion. As a result of a number of factors and realities, far too many of these individuals, either in an attempt to make their lives easier, or in the belief that doing things the “modern” way would make them more productive and better, end up relying far too heavily on digital communication. When I refer to digital, I am referring to email, eblasts, texts, webinars, blogs, etc. What too many leaders are abandoning in this quest to become a modern form of leadership are the conventional methods, including telephone, face- to- face, conference calls, and the dreaded “snail” mail.
1. Effective leaders must stay in touch with members and potential members, sponsors and potential sponsors, donors and potential donors, and lapsed individuals in each category, etc. Since there are people who prefer digital communication, a leader must find out if the preference is text or email. Statistically, a far higher percentage of texts are looked at, read, and acted upon that emails. While I generally recommend that a leader write a Blog on a regular basis, even the best written Blog, if nobody ever looks at it, serves little constructive purpose. Therefore, when a leader Blogs, he must also notify potential readers (whoever he deems to be his essential niche audience) that the new Blog is ready to be read, reminding them how to access it (generally a direct clickable link is most effective). However, it is important that leaders continue to use conventional forms of communication as well, including snail mail, telephone, and face- to- face.
2. Leaders must always think along the line of, “What if I hold an event, and no one attends?” The greatest event, with the best program, needed and essential method, that is ideally planned in terms of presentation, will nonetheless fail, if no one attends. All events, especially in today’s competitive market and less than optimum economic circumstances, must effectively market their event. Many organizations have turned and leaned heavily on digital marketing, using predominantly email, texts, eblasts, evites, etc., to notify people. However, not every potential attendee prefers that form of marketing, and while digital communication is usually quicker, easier, and far less costly in terms of printing, mailing and personnel resources, those organizations that have used that method exclusively, and abandoned conventional marketing, such as direct mail, phone calls, and print advertising, have generally seen their attendance diminish. Unfortunately, in most cases, event organizers tend to believe that this is because of the times and conditions, and do not attribute it to poor marketing and promotional efforts. Organizations must plan their marketing and promotion, and make sure they place funds in their budget for conventional promotion as well.
Yes, the times are changing, and organizations must adapt to the new realities. However, as the adage says, “Don’t throw the baby out with the bath water.” Change is great, but thoroughness is far better!
Richard Brody,with over 30 years consultative sales,marketing,training,managerial, and operations experience,has trained sales and marketing people in numerous industries, given hundreds of seminars, appeared as a company spokesperson on over 200 radio and television programs, and regularly blogs on real estate, politics, economics, management, leadership, negotiations, conferences and conventions, etc. He has negotiated, arranged and/ or organized hundreds of conferences and conventions. He’s a Senior Consultant with RGB Consultation Services, an Ecobroker, a Licensed Buyers Agent (LBA) and Licensed Salesperson in NYS, in real estate.