Note: Click on image above to see a rough idea for a poster.The poster includes friends and Triangle Internet marketers who may or may not be attending Product Camp. I included them as examples of how to use known and branded things such as my well known friends to sell an unknown or lesser known thing - Product Camp. The image is one I created to demonstrate the idea it is not an actual poster for Product Camp. Sorry for the confusion.
People JOIN MovementsEvery marketer wants something that is in increasingly short supply - attention. Attention over time can become advocacy. Advocacy is the magic when others take up your cause and market for you. Advocacy is the name of the new social / SEO game. Advocacy is everything.
After generations of Mad Men style Madison Avenue advertising consumers don't want to be SOLD. Consumers want to engage, care about things that have meaning, things that save the world in some measurable way. At our Free Internet Marketing Consulting Saturdays this last Saturday I wasn't on my game. To make up for being a tad on the tired side I spent some time tonight thinking about my friend Frank Pollock's needs to sell the upcoming Product Camp.
Product Camp RDUProduct Camp is an "unconference" where leading marketers and product developers from around the Triangle gather to share product development insight and learn from each other. I've attended my friend Nathan Gilliatt's Analytics Camp a number of times and love the format and people that attend. "How do we create awareness for Product Camp?" This was the question Frank asked that I fouled off last Saturday.
"People JOIN brands they don't buy them," Faith Popcorn said in one of my favorite marketing quotes. Faith's statement is true for Frank's marketing Product Camp marketing problem.
Any sales pitch for an unconference (or any conference) must:
- Sell the unknown from the known (Made To Stick).
- Set the hook, why is attendance important?
- Focus on the personalities attending (brands and sub-brands).
- Offer an easy set of instructions to join.
Made To StickIf you view the Bigger Image of the rough creative for Product Camp you will see my "Made To Stick" idea. Sell the unknown from the known say the Heath Brothers in one of my favorite books (the one with the duct tape on the cover).
I pulled in Leonardo's Codex to sell the unknown Product Camp from the famously known Codex. Using the Codex gives a double benefit since Gates purchased one of them in the early 1990s for $31M. The dream of every product developer is to achieve acceptance and to build things like Leonardo. My reference to the Codex helps reinforce Product Camp's key brand attributes.
Why Is Product Camp Attendance ImportantLook at the Bigger Image to see another "sell the unknown via the known" idea. Pictures of leading Triangle marketers create a sense of confidence. These days we all know each other in virtual space so meeting IRL (In Real Life) is fun and informative.
NOTE: I don't have Twitter handles next to each marketer and I should. I've been at tables where people are talking about @ScentTrial, my twitter handle, as if he (me) wasn't sitting at the table with them, as if @ScentTrail wasn't me (strange and fun).
Pictures of leading Triangle marketers also create "like me" moments. We buy and learn most easily from people "like us", so using well known Triangle marketers creates safety, security and comfort.
Focus On Personalities and SkillsSince this is an "unconference" that forms the day it happens it is hard to "sell the agenda". One addition to the list of marketers that could help? Highlight each triangle marketers expertise. Phil is a great SEO. Mark Traphagen is a G+ maven and Janet and Karl are fantastic content marketers. Use keywords like: SEO, content marketer, product developer and Internet marketer to sell the agenda via the expertise and skill sets of expected attendees. This "sells the agenda" even though the unconference Product Camp agenda is currently unknown.
Offer Easy To Join InstructionsRight now the Product Camp website is a bit of a mess and the date for this May isn't set, so ask for followers on Twitter. The first thing to fix on the existing website is the registration button and form. The other good idea is stress the capacity limit since these things can sell out quickly and no one will want to be left out.
Movements Not Campaigns Because...When you ask people to JOIN and contribute you aren't selling a used car anymore. You create a movement. Movements are collectives not lectures. Movements are exciting and they grow with time. Once people join your movement offer specials only members receive.
Special offers reinforce your "movement" and the "like me" connection and gives advocates something to talk about and give you feedback on. Create movements to sell campaigns and your website, company, product and brands will be JOINED not bought. Frank, hope this makes up for fouling your excellent question off so badly on Saturday.
What are your ideas to help create awareness for Product Camp?
Triangle marketers mentioned in Bigger Image +Mark Traphagen +Phil Buckley +Karl Sakas +Frank Pollock +Janet Kennedy
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