No Respecter Of Reputation
I’ve enjoyed my short time as Melville Data Services Acting MD in what was a very smooth transition and in this, my last column I would like to reflect on the vastly understated world of data. But first, what a start to the year! Woolies gone; Waterford-Wedgewood and Viyella in administration; even M&S closing stores. Is anyone safe?
The answer of course is no; but therein lies the challenge! Irrespective of status, longevity or size, the time to consider costs, review revenues and rework budgets is here and wise event directors will be obsessive! But it’s not just bean counters that need to be at the top of their game, marketers too can’t leave any stone unturned and must re-evaluate the strategies and tactics that have worked so well to date.
As once key contacts disappear, it’s more important than ever to ensure that databases are cleaned, but now there’s an even more crucial fundamental to consider and that is, ‘do target groups of visitors and exhibitors remain the same’?
Recession means more frequent monitoring. Marketers have to get even closer to customers to understand what they’re thinking, what will motivate them and how they will act and feel. Needs and attitudes may change markedly which will require swift re-examination not just of communications messages, but market segmentation and even the whole focus or premise of the event.
What is clear is that communication is key. While there are many tools available today that enable organisers to deliver personalised, multi-channel, multi-media communications, tailored to the customers own interests and preferences, outbound messaging is only half the story. Real-time customer feedback comes as standard these days, but Eventive uniquely delivers business intelligence reports based on both individual and collective online activity. Marketers receive not just customers’ measured replies, but more intimate data of their instinctive and uninhibited browsing, giving true insight.
Melville Data Services new MDs has some great ideas and plans for 2009 and like me, is relishing the challenges and opportunities ahead, but more from him next month. My final message to you is simple - make more use of the valuable data that you already hold and don’t squander new opportunities and technologies that will turn it into bankable intelligence. Best of Luck!
Ted Bloom, Melville Data Services, Acting MD
See ‘People on the Move’ - Fergus McGoldrick, new Melville Data Services Managing Director
