PHILADELPHIA, Feb. 20, 2013 /PRNewswire/ -- "Large companies can get more business and build their brands when their top executives speak at conferences," said Executive Speech Coach David Newman.
"Too many technology and professional services firms don't take advantage of a very important marketing tactic – speaking at conferences. They lack a strategic approach to maximize executive speaking opportunities," said Newman, Founder of Do It! Marketing, which helps companies position their executives for thought leadership success.
"Marketing, communications, and PR executives at technology and professional services firms often lack the time, energy and bandwidth to proactively pursue executive speaking engagements for their senior leaders at high-profile industry conferences and association meetings," said Newman, who helps companies position their C-level and senior executives as recognized authorities through speaking.
Even business leaders who do speak on behalf of their organizations often don't have a strategic approach and can't be sure where their speaking pays off and where they're missing the mark, said Newman, author of "Do It! Marketing: 77 Instant-Action Ideas to Boost Sales, Maximize Profits and Crush Your Competition."
Independent research with over 700 professional services firms proves that the number one source of new business is "Speaking at conferences and trade shows" yet most companies haven't marshaled the resources to transform speaking at conferences into a streamlined and consistent marketing system, as they have done for other tactics like digital marketing or direct mail.
"If you are the person in charge of marketing, PR, or corporate communications, this is a frustrating ordeal. You are tasked with implementing a thought leadership strategy, but your executive speaking program is haphazard to non-existent, and is often determined by your top executives' vacation schedules or where your CEO likes to play golf. That's not strategic – that's a huge wasted opportunity," said Newman.
Too often, companies spend hundreds of thousands of dollars sending senior leaders, marketing and sales executives, brand managers and others to speak at trade shows and conferences, yet never know what worked, what didn't, or how to improve for next time.
As a consultant to organizations who want to position their executives as thought leaders by creating a Live Content Platform™, Newman says that a strong executive speaking program helps organizations of all sizes:
- Substantiate their company's expertise, message and brand
- Enrich their company's relationships with critical stakeholders, including key customers and prospects, partners, opinion leaders, the media, and internal audiences
- Improve visibility and stature of C-Suite executives and the whole public-facing leadership team
- Influence their industry agenda at all levels – and give companies the opportunity to own significant elements of it
When Newman consults with technology and professional services firms, he ensures these points:
- Executives are speaking at the right conferences, in front of the right audiences, and for the right reasons.
- Executives are prepared, confident, and clear on delivering key messages consistently no matter where or when they speak.
- Executives and their internal marketing, PR, and communications teams have a clear sense of ROI and how to continuously improve their executive speaking program to maximize results.
"Investing in a Live Content Platform™ will pay off for years to come. It's about helping your thought-leading executives pursue the right speaking opportunities, train them to deliver great content that's compelling and on-message, and show ROI to ensure your executive speaking program pays off," Newman said. "Nail those three and you win."
Free resources, including Newman's 97-page Strategic Marketing eBook, are available online at http://www.doitmarketing.com.
About David Newman
With over twenty years of corporate and entrepreneurial experience and a diverse background in marketing, technology, training, consulting and professional speaking, David Newman works with executives and entrepreneurs who want to position themselves as thought-leaders and generate more leads, better prospects and bigger sales.
He is a nationally acclaimed marketing expert and author of "Do It! Marketing: 77 Instant-Action Ideas to Boost Sales, Maximize Profits and Crush Your Competition" (AMACOM, 2013) http://bit.ly/doitbook.
He runs a marketing strategy firm dedicated to making thought-leading entrepreneurs and executives more successful. HIs marketing and business advice has been featured in The New York Times, Investors Business Daily, Sales & Marketing Management, Selling Power, Business 2.0, Entrepreneur, and FastCompany.com.
As a professional speaker and seminar leader, he has presented over 600 programs since 1992 and he counts 44 of the Fortune 500 among his clients and audiences.
SOURCE David Newman