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On August 19th, 2008 at 4pm Israel time (9am EDT), Dov Gordon will host
Lois Kelly
on a special teleconference for senior Israeli executives.
Great marketing is no longer about cajoling, seducing, or selling -
it's about meaningful communication. And while many companies believe that
spending a fortune on expensive campaigns, elaborate slogans, corporate
blogs and social media will do the trick, what they really need is to learn
to listen to their customers in new ways, create fresh ideas and rethink
their marketing communication strategies.
In our 60 minute teleconference Lois Kelly will draw on her gold-medal
winning book,
Beyond Buzz:
The Next Generation of Word of Mouth Marketing, and share the tools and insights you need to
build the kind of understanding, trust and excitement that keep customers
talking about - and buying - what you are selling.
To stand out in our cluttered, noisy, skeptical world, we need a
singular perspective - a point of view - that distinguishes us and helps
people better understand our companies and products; that evokes
conversation and makes it easy for people to talk to other people about our
companies.
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The important difference between creating widespread awareness and
creating meaning.
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How to make it easy for people to talk about your company to others.
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How to formulate a fresh point of view - or several.
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Nine themes that always get people talking and how to utilize them in
your communications.
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Why so many corporate blogs flat out fail to achieve the hoped for
business results.
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And Lois will take your questions.
 After
you register, you will be able to download a copy of the Beyond Buzz
Executive Summary ebook.
Quotes from Lois Kelly:
"Studies have found that the more customers participate in meaningful
conversations and interactions with companies, the more likely they are to
purchase a product or service and recommend it to others. For marketers,
this suggests that we need to find ways to involve customers in more
conversations that are meaningful to them." -
Beyond Buzz chapter 1.
***
"It's not buzz or more
information that people want. It's meaning... although buzz or
advertising may spark interest, meaning making builds understanding... If we
ignore the listener's experience, if we ignore the customer's frame of
reference, the customer will ignore us.
"After World War II, one of Winston Churchill's
generals remarked to the prime minister that his inspiring speeches helped bring
about victory. Churchill replied that he had only said what was in people's
hearts. In other words, he was speaking to meanings that already existed. He
was connecting meanings in new ways, in the context of what the British already
believed about war and Hitler."
-
Beyond Buzz chapter 2.
***
Please invite your Facebook friends.
Click this link and then click on “Invite people to come.”
http://www.facebook.com/home.php?#/event.php?eid=18343564717
Copyright 2008 © by Dov Gordon. All rights reserved. |
