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PM Forum - London
Blending the marketing communications mix to create maximum impact in challenging times
How to squeeze maximum value from an ever reducing Marcoms budget was the topic of debate at the March gathering of the London PM Forum. Narda Shirley founder and MD of Gong Communications set the challenge. Are we still looking for the same outcome from the same activity? Are we looking for growth or enlightened survival? Her four key ingredients to revitalize the marketing blend were, firstly, take care of the core. Nurture your key client programme and relationship management activities; cultivate new contacts and ask for client recommendations. These basics have never been so important. As an agency consider doing something for free. Your client’s will appreciate it now and remember you in the long run. Demonstrate real value and exude confidence. It’s what everyone needs in uncertain times. Communicate well, share your success stories and connect with your market. There is value in networking. Exploit on-line communication channels and engage the firm in committing to marketing activity. There may be little buying and selling going on but the smart operators are using this time to connect. Susan Madden, event manager at Davis Langdon confirmed that one of the best places to make these new connections is client events. Pared down to the essentials events are now being seen for what they really are, an opportunity to get face to face with your clients. Budget cuts have forced people to focus on best practice. Long anonymous invitee lists are replaced by carefully selected client contacts. An events success is no longer judged by the number of empty champagne bottles but by how much time a fee earner was able to spend with his clients. Seminar programs are rising in popularity and events now need to contribute as much to achieving a team’s business strategy as maintaining profile.
Andrew Rogerson, director, Grist Ltd, specialises in achieving maximum impact from compelling communications. He introduced us to the power of the magazine. With an average exposure time of twenty – six minutes this media is the perfect showcase for a range of resources. Contributing editors; images and technology are all integrated with both print and online publishing opening up a whole new realm of contact opportunities. Dynamic content is brought to life; moving images are visible on screen, pages turn, headlines are highlighted and you can track who reads what or which content elicits the best response. With one in four readers of the Hitachi consulting magazine, launched this year, making contact with the client, it’s success as a marketing media is established. Andrews’s advice was if you can’t use a resource across a multitude of different media reconsider its value.
The Marcoms mould seems to be broken. Value creation is at the heart of the matter, best practice is demanded and creative smart solutions are coming into their own as the need to and not just the nice to have.
Michelle Walsh
Marketing Manager
Tuffin Ferraby Taylor LLP
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