4th E-Zone Forum – How to get the most out of your marketing dollar
On March 8th 2012 the E-Zone was packed for the 4th E-Zone Forum which focused on “How to get the most out of your marketing dollar”. This was the first event in the series that was held at lunch. Some great speakers and a ‘good old southern home cooked lunch’ brought out the crowds. We continue to be extremely grateful to our series sponsors Dabbs, Hickman, Hill & Cannon LLP and Sea Island Bank.
The first speaker was Lesley Francis, a fellow Brit, experienced PR entrepreneur and entrepreneurial fellow of the Center for Entrepreneurial Learning and Leadership. Lesley focused on the objective of any marketing effort and explained, “You need to use a rifle not a machine gun”. The way to get value from any marketing effort, Lesley explained, was to set clear objectives and identify the exact audience you are hoping to influence. Only once you have done that should you decide which marketing method to use. Lesley went on to discuss how a small business should manage their marketing partners and amused the audience with her tale of a ‘healthy sex/condom’ campaign that was led in London.
Next to speak was Lynn Lilly. Lynn is the founder of The Lilly Group an advertising and marketing communications company based in Statesboro and she is also an entrepreneurial fellow of the Center for Entrepreneurial Learning and Leadership. Her talk focused on how to develop a focused message and a unique sales pitch in the market. She argued, “…there are eight turbo-boosters that will give you an unfair advantage”. Discussing each in detail Lynn explained a number of campaigns and activities that she had been involved in and used these to explain how each of the turbo-boosters can work to ensure value for small businesses.
The last speaker was Dr. Trey Denton, Georgia Southern University’s Professor of International Marketing. Trey focused his talk on how to keep customers once you have them and many of the audience found his presentation of, “…the marketing funnel” to be particularly valuable. The audience also enjoyed Trey’s anecdotes of poor customer service and his advice on how to avoid such situations.
The E-Zone Forum was once again a great success and we would like to thank the speakers (Lesley Francis; Lynn Lilly; and, Trey Denton) and the sponsors (Dabbs, Hickman, Hill & Cannon LLC and Sea Island Bank).
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