The Tribe Discovers the Importance of Giving Industry Talks
At the next monthly sales meeting, it wasn’t just the grogaccino getting Org excited. “Look at these numbers!” Org cried. “Sales are up 18 percent in the last two months!”
Marka pretended to be surprised, but she’d known all along how effective an integrated PR presence could be. “We have five or six salespeople out there giving speeches every week. Combine that with the weekly press releases and articles, and FEI is everywhere.”
“Right now I’m happy with FEI’s strong hold on the industry,” Org said, “but I want consumers throughout not only Olympus but all of ancient—er, I mean, modern—Greece to think of FEI when they think of fire.”
“I know where you’re going,” Marka chimed in. “Mainstream media coverage for FEI.”
“Bingo,” Org said with a wink.
Today’s FIRE! Point:
Giving speeches in front of customers and prospects can boost your industry image, provide you with new business contacts and even open the door to new sales and business opportunities. Speaking gigs aren’t just for CEOs anymore. Encourage salespeople and other employees to get on the speaking circuit as well. Soon customers will think of your business as staffed by charismatic, well-spoken, knowledgeable employees.
FIRE! in Action
NetGenesis Corp Uses Public Speaking to Drive Home PR Message
The e-business intelligence solutions provider implemented an integrated PR strategy, including talks by the company’s top executives in front of more than 15 analyst groups. As a result, NetGenesis secured $22 million in venture capital and was acquired by a much larger company in 2001.
Next week: A discussion on the importance of mainstream media coverage for a company’s public relations presence.