I want to talk about one of the least expected items on my resume, and it’s called Power and Utilities Australia.
This event company was looking for a marketer to promote a brand new show with a technology theme in the B2B space. I was like… “give it a go.” (many of my previous work in the cultural industry, festivals, local tourism, and small businesses…)
(1:21) In one of my earlier meetings, my colleagues were like, “do you have any experience in the power industry?” I was like like no.”
on paper, it wouldn’t work, a brand new show that no one knows about; they don’t have a lot of contacts, only a few medium-sized players, and I would not be a good fit to market this show.
(I understood there were these incompatible parts), so I went with my instinct and pulled a lot of evenings to learn about the industry and the sector.
And also finding the right people to collaborate with, there’s this American man whom I can see he’s passionate about the topic; there’s also a man same age as me in charge of sales, we build a direction that is about connecting all these dots together – building momentum to show evidence of what this expo is trying to do, the topics that the conference discussions and just communicating the why of this conference/expo should be here.
(The third thing is to reach out and work our advertising and contra deals) with relevant organisations and publications.
(Once it’s starting to build), marketing and sales were building each other up, sales and marketing, sales and marketing…
I was very proud of the results that the show had a really good attendance number, which was more than what the original database that I’ve been given with when I started; at the same time
that collaborative momentum built a solid brand; the businesses taking part in attending just enjoyed being part of the ecosystem and digital ecosystem.
(On that note), I’ve done the paid and organic social was done it below budget with a lot of shorter but very interest and keyword targeted campaigns, esp on Linkedin and GDN)
A big thing I’ve learnt from this particular show is that we don’t rely on an external database, purchased or (from) a partnership.
If you’re purchasing a database, firstly, ethical issues, these people did not actually opt-in to your marketing.
(sidebar,) there’s someone in that company who’s in charge of the business to customers marketing, and she was quite insisting on
buying databases. For me, marketing this B2B show didn’t make sense. Because the consideration stage is more prolonged, (interested individuals) need to go through their company’s protocol; when they register interest to attend, they’d need to get it through the bosses, “hey, I’m going to this show, and I need to take half a day off” or something like that.
then the boss would probably be like, “okay, what is the show about?” and Google, so that’s why you can’t just rely on a database without proper opt-ins or only doing paid social media.
You need to work on balancing the paid and organic parts to show evidence (and content) of what you’re doing.
I want to share with SMEs with this video: don’t rely on a database purchased. Yes, as business owners or small businesses or business-to-customer events, ultimately, you will receive calls from people who want to sell you a database, and fine, they’re just doing their job.
Suppose you think about it from your business point of view. In that case, people will feel a little bit weird – if I opted-in to a list that I had never seen before (it’d be hard for me to trust the company).
Of course, when I see Facebook or LinkedIn ads, I (am aware that) I sign into the platforms (for free), knowing I will be advertised to.
Particularly for small businesses, creative individuals or performers, it is essential to know that, yes, you may have a small database to start with,
but all of these people are people that know you and support you, and so I think it is crucial to develop a space where people are genuinely connected to what you do.
Now here is a 2022 extra bit for SMEs. As cyber security awareness is up and people are more open to calling out inappropriate data behaviours, a bit of integrity positively engages audiences and differentiates you from more prominent players.
With stagflation prolonging and a possible recession looming, building a trusted brand and personality with local stakeholders may be one of the more powerful ways to counteract major players offering lower prices and/or flexible terms and payments.
What can you do on social media if you’re a local shop? If you’re doing paid ads on social, don’t buy a database, but set your ads to localised areas (e,g, within a 1 km radius) and set up interest keywords; don’t pay for celebrity influencers, but ask your shoppers to consider posting about you and react with the posts.
There’re many online tutorials that you can find to teach you how to do social media ads or work with people around you on social. And if you want, I can also show you how to do it, # get in touch!