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A mix of science and art
11th Mar 2011
I was going to tell you about my experience at the Dentistry Show but I didn't go! I'd felt a bit poorly in the days leading up to it but nevertheless had loaded the car up ready for an early start on Friday 4 March.
I duly got up at 6.00am, felt awful and went back to bed. When I visited my GP three days later, she diagnosed laryngitis!
This meant my 'mint' co-founder, Alex Nicolaou, had to do the mint natters we'd arranged for the show single-handed.
He did very well but, not surprisingly, confessed to feeling exhausted at the end of each day.
Giving, and taking, advice is remarkably tiring (but should never be tiresome). To those doing hard physical jobs this may sound a bit wimpish but, ironically, physical inactivity can induce fatigue.
Getting back to marketing, a new (non-dental) client of mine is exhibiting at a major show in a few weeks – something she's not done before.
When I spoke with her, she was feeling overwhelmed by stand graphics, the cost of power points, leaflet designs, the need for new business cards, how to man her stand, where to park the car, what to wear – the lot!
She said she felt as though everything was in progress and nothing could be finalised. She was exhausted before the show had even begun.
We discussed and agreed an action plan that would see her accomplish this marketing exercise a) without having a heart attack and b) having learned a lot.
Yes, her graphics may not be the best and, yes, parking the car may cost a fortune but the important thing is that she'll be at the show.
She'll meet potential customers, find out which of her training services they are (and are not) interested in and, most likely, secure some new business.
My point? While there are many proven principles to be followed in marketing, it remains a mix of science and art.
You should expect not to get everything right first time but to learn and subsequently adjust your marketing strategy and tactics as you go. The important thing is to be in the marketplace, doing your business.
And if you are unfortunate enough to be struck down at 6.00am, make sure there's someone to take your place. Thanks Alex – I guess I 'owe' you!
If you'd like to arrange a mint natter with Alex or myself, email kate@mint-tastic.co.uk.
Author
Kate Adam
A highly professional marketer with 20 years’ experience in the telecommunications, financial services and travel industries, Kate has consistently delivered results against demanding targets using natural energy, drive and enthusiasm. Kate has developed and delivered integrated sales and marketing strategies, instigated development of an award-winning visual merchandising solution, recruited and managed multi-functional marketing agencies and delivered tangible results across incentives and sales promotions. A master practitioner in NLP, Kate is also a fluent Spanish speaker and a private helicopter pilot.
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