Putting a personal face on face-to-face marketing involves a lot more than using your guest’s name in print or spoken word. Adding a “Dear John” salutation to your email campaign may seem like personalization in action – but it’s really not.
Personalization involves creating a dialogue with your prospect – a two-way exchange of information where your guest share’s his or her challenges and your staff offers compelling solutions to address those specific needs.
That is why a slick canned presentation can actually be detrimental to your prospect. Rather than fostering dialogue, it may actually inhibit two-way discourse. Linear presentations do a great job of conveying copious amounts of information into manageable chunks. But nothing is more frustrating to a potential client than asking a question only to be told that will be addressed later in the presentation.
How can you get personal with your guests?
Remember, the single greatest reason for guest dissatisfaction with your engagement is simply that your staff didn’t listen. Give your people the tools to succeed and watch your business grow!
Jen Borucki, HMCC, is a Marketing Communications Specialist for MG Design, a global full service experiential marketing partner with complete turnkey design, fabrication, marketing, service and labor offerings to successfully create experiences that enrich our clients, our team, our community and our world. In addition to answering your RFI/RFP questions, Jen also provides copywriting services through MG’s internal marketing services agency, magnify™. She also holds Healthcare Meeting Compliance Certification through MPI.