Archive for October, 2009

Phoenix Groups & Events for Marketers

October 23rd, 2009 by Greg Head | 1 Comment

If you’re a marketing professional or technology entrepreneur in Phoenix, you should check out some of the popular organizations and events for marketers in town. Each group has a different focus, but they all can help you find useful new techniques, learn from experts, and network with like-minded people.

Here are the most active, useful and popular events and groups for marketers in Phoenix.

AZIMA

The Arizona Internet Marketing Association (AZIMA) is new this year, but it has already gained quite a following among local marketers and entrepreneurs. The main dinner event each month features a nationally known speaker, with plenty of time for networking before and after. Monthly webinars for members provide detailed how-to’s of new Internet marketing tools. www.joinazima.org

SEMPO

The Arizona chapter of the Search Engine Marketing Professional Organization (SEMPO) brings together Web search marketing experts and interactive marketers to network and learn from experts on new technologies and approaches. www.sempoaz.org

Social Media Club

The Phoenix chapter of the Social Media Club meets monthly to share knowledge about the latest social media tools and techniques. This is an energetic and casual event where local experts share information with people at all skill levels. www.smcphoenix.com

Podcamp AZ

Podcamp AZ is an annual “unconference” weekend event that teaches hands-on techniques to communicate on the Web using a variety of new technology tools. Local and national speakers lead topical  discussions at this free and informal event. Everyone is encouraged to attend, participate and contribute. podcampaz.org

Ignite Phoenix

Ignite is fast-paced evening presentation event for local creative folks, not just marketers. Each Ignite meeting features 18 offbeat and interesting presentations that educate and entertain across a wide variety of topics. Always fun and provocative, you should be prepared to fight the crowds for tickets and parking. www.ignite-phoenix.org

Agencyside

Agencyside provides seminars and events for agency owners that educates about business and marketing topics to be a more successful agency. The annual BOLO event brings agency professionals from around the country for a 3-day event with speakers, education and networking. www.agencyside.net

American Marketing Association (AMA)

The Phoenix chapter of the national American Marketing Association, AMA Phoenix holds monthly educational and networking events for local marketing professionals. AMA is oriented for senior marketing folks in all industries – it doesn’t just focus on Internet marketing. www.amaphoenix.org

Business Marketing Association

The local Phoenix chapter of the Business Marketing Association provides monthly educational events and other resources for business-to-business marketing professionals. www.bmaphoenix.org

Valley PR Blog

While not technically an event or organization, local PR professionals share their opinions and discuss great topics online. www.valleyprblog.com

Marketing tactics are changing rapidly.  It’s easy to hear from nationally known speakers and meet local experts to learn what’s happening at the leading edge.

Sometimes meeting in person is the best way to learn and connect.  It doesn’t all happen on the social Web.

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Is Your Focus Narrow Enough?

October 13th, 2009 by Greg Head | 3 Comments

You’ve been working hard to build your new product or launch your service. You’re excited because your first potential customers are still interested in buying from you, despite several delays. Now it’s time to start chasing more customers by growing your sales team and launching your website.

So where do you aim your tiny sales team? To whom are you speaking on your website?

If you’re like most entrepreneurs, you’re probably aiming at a target market that’s too broad when you start. There are two typical reasons for this:

  • You’ve told yourself, your team and your investors about the HUGE potential out there for what you sell. Hey, there are MILLIONS of people who could use your widget. You’ve been trained to THINK BIG, so why give up hope now?
  • It’s still early and you haven’t proved that the outer edges of your target won’t buy your product. Why rule anyone out if you don’t know for sure yet?

In the early growth stages of new companies, it’s easy to overestimate demand for your product or service, especially if you have investors in the mix. (Have you ever seen a startup sales projection chart that wasn’t a hockey stick?)

The reality is that the only people who will actually buy from you are those who are in desperate need of what you offer. Or, at least, those for whom what you offer is critically important to them or their businesses. For everyone else, what you offer is a “nice to have,” which today is the same as “that’s interesting, but I wouldn’t pay for it.”

And there’s another reason to narrow your target audience even more — web search.

People who desperately need things are typing very specific words into web search engines like Google. They’re not typing that cool new category name you made up last week (“online financial optimization solutions”). They’re typing concrete and common words that they think will guide them to a quick answer (“reduce bank fees”). If you aren’t in the game on several important keywords in your market, you face a much tougher sales and marketing battle.

Sound scary? Don’t worry. Narrowing your focus helps your salespeople to zero in to real business faster — and win. You can also spend marketing resources more efficiently and create a more credible brand story.

Your hockey stick sales chart may have to wait until the competition dies down and everyone starts spending frivolously again.

No, I wouldn’t wait for that either.

Is it time to narrow your focus?

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3 Comments POSTED in Positioning