When I worked in Asia, it striked me how many events were being organized: client events, networking events, seminars, workshops, conferences. You can fill your agendas the whole day, the whole week visiting useful events. With Amicorp and The Economist, the companies I worked for, we followed that strategy successfully as well. From that perspective, I think the two Dutch guys guys Frank and Arnout who started global conference platform Conference Bay, did a wise thing.
Anyway, people who know me, know I think marketing and communications in the West should be closer to the external world (client, press, prospects, etc.), more down to earth, closer to the company goals. I think that sometimes we can be a bit arrogant and should come out of our ivory towers.
And then, what did I read last week at Molblog? Philip Kotler, my university hero, the man who paved they way to my huge:-) marketing career with his practical, easy to read blue books on marketing management said that `marketeers should make more use of social media, pr and events`. I would like to add that this depends on whether you are marketing b-t-c or b-t-b and products or services. For investment banks conferences would be much more effective than for a company that sells dipers (despite the fact that investment bankers might need a diper these times).
Kotler furthermore thinks that quite often ´we don´t conduct marketing the way we should´. I´m quite sure he must have read my former articles:-), although I´m not sure he agrees with me on the ivory tower part;-)
His mission statement is clear enough, too: ´Our mission is to help clients achieve profitable growth.´
And that´s all we have to do.
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