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    What are the Key Stages in the Development of a Successful Conference or Event? Part 1 – Topic Generation and Programme Development

What are the Key Stages in the Development of a Successful Conference or Event? Part 1 – Topic Generation and Programme Development

The identification of topics is an ongoing process and you should be constantly on the lookout for ‘hot topics’ by reading as much of the online and offline general and industry-specific business media as possible.

It is also important to sign up to daily and weekly news bulletins, blogs and industry forums on social media platforms such as LinkedIn, Facebook and Twitter.

You will be on the lookout for news and information relating to:

·        Key developments in technology

·        Changes in legislation and taxation

·        Government policy

·        Financial issues

Once you have an idea for a potential conference subject, you should then spend a few days finding out as much as you can about the subject and saving relevant articles and links into a file.

From this information, you should be able to pinpoint the key issues and the names of around 40 people or companies mentioned in the articles, whom you will be able to call in order to research into the feasibility of holding such an event. In addition, you should also speak to past speakers and delegates from other relevant events.

Following a polite introduction to explain the purpose of your call, you will then ask a series of ‘open questions’ relating to the potential conference subject such as:

“ I am carrying out some research into the feasibility of holding a conference on the subject of Cyber Security, and I understand that your consultancy gives advice to users of encryption devices that can be used by internet users. What do you feel are the advantages and disadvantages of this method of security?”

From this research, you should have enough information to base your decision on whether or not there is a need for such an event. You will also be able to write your […]

By |October 12th, 2017|Conference Production, Research|Comments Off on What are the Key Stages in the Development of a Successful Conference or Event? Part 1 – Topic Generation and Programme Development

How to find credible B2B research sources on the web?

One thing a copywriter needs to know is just how trustworthy information found on reference sites used to research client’s industry sector is. So how do you find credible B2B research sources? Well the simplest answer is for the copywriter to have had experience in that industry sector, as they will have read and utilised the media in question for marketing purposes over a period of time.

A good example of this is my own personal experience working in the IT, Technology and Telecoms area. I have subscribed to both the print and online versions of Computer Weekly, Computing, CBR, Information Age, Total Telecom and Telecoms.com for a several years, and I am very aware of the pros and cons of each. I would not hesitate to use any of them to research a particular product or service, for a client, to make sure that my copywriting was factual and up to date.

I am also aware that there other credible technology research organizations such as Gartner, Forrester and IDC that I could also use.

However, you won’t always have the benefit of industry experience to help you, so what is the answer? Most large publishing houses such as Reid, VNU and Informa publish both on and offline media in a number of sectors, from Food Manufacturing to Financial Services, so they will be a good place to start. In addition, all industries have recognised Associations and Trade Bodies that you can contact or research on their websites for reference points that they recommend.

An important skill when researching is the ability to decide if the article has been written impartially by an unbiased writer. Alternatively, if it’s sponsored by a commercial entity whose main aim is to promote the product or service for their client, and may turn a blind eye to some its shortfalls. For example, an article exalting the benefits of Unified Communications without mentioning network performance issues such as latency and jitter would […]

By |June 14th, 2013|Copywriting, Marketing, Research|Comments Off on How to find credible B2B research sources on the web?

B2B online marketing strategy for start ups

Your B2B online marketing strategy is key to the success of your business venture so it is critical to get it right.

There is a huge temptation when starting a business to allow yourself to be distracted by tasks that are stimulating but not necessarily a good use of your time.

For example spending a month designing your own logo and website may save you money but is it really the best use of your precious resources? Should you not be allocating a large percentage of your time to developing your business and finding customers?

There are now a number of excellent online websites that you can use to put together a professional looking logo in 15 minutes for a minimal fee.

You could also host your website with a company like TSO Host for a an annual fee of £14.99, and buy a theme from a company like Theme Forest for around £40. As the themes are already designed and fully functional you will not need to have any knowledge of HTML, PHP or CSS. You just need to add your text, images and photos using wordpress.org.

The advantage of setting up a business today as opposed to a few years ago, is that it is now so much easier and cost-effective to implement an online marketing strategy for your business on the internet. As opposed to having to pay fees for typesetting, printing, mailing and postage for your promotional brochures and letters to reach your target audience, or paying high costs to place an advertisement in a relevant print trade periodical.

You also have the benefit of email , blogs, newsletters and social media to promote your products and services for a fraction of the cost of before. Email is the most cost-effective way of reaching your target audience. However, there is a strict protocol that must be followed  if you are going to receive the benefits.

First and foremost you should never […]

By |May 17th, 2013|Copywriting, Email Marketing, Marketing, Research, Web Copy|Comments Off on B2B online marketing strategy for start ups