Do you remember Depeche Mode’s ‘Everything Counts’?
30 January 2012
Posted by: Bernard Savage | Comments: 0
Do you remember Depeche Mode's 'Everything Counts'?
This rings very true for B2B marketing. My first task this week has been to critique a client's talk and slides for an event later this week. The challenge has been to balance logic in the content (head) with the tone of voice and emotion (heart).
Whilst it would have been easier to revert with some positive platitudes I have questioned supporting music (too cliched in my opinion); US references (UK audience); and audience engagement (have suggested removal of lectern and script).
The 'Everything Counts' principle applies to client experience at every touch point, eg car park; telephone; email; letter; sales collateral; style of presentations & pitches; events; hospitality etc etc. You can't say in your marketing that you are 'Creative' and 'Passionate' and then deliver anodyne and unengaging seminars to bored clients! If you are going to make these bold claims have the people; skill; and resources to deliver at every touch point.
What do you think counts and is often over-looked in marketing?
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