Terror attacks. Natural disasters. Product failures or contamination. A lot of things over which business owners may have very little or no control can go wrong. These situations can have a lasting impact on a company’s reputation or bottom line if handled poorly. And yet, many organizations are completely unprepared for even the most minor of crises (if you can call any crisis minor). Let’s talk about some of the things you can do to change that for your company or organization.
For membership associations, non-profit organizations and many technology or life science industry businesses, holding an annual (or more frequent) conference continues to be a primary way of gaining new members and keeping existing members connected. Conferences allow participants to learn about new developments, share new technologies and ideas, and network with like-minded individuals in their fields.
Scott Harrison’s story of turning his life around from one of excess indulgences and shallow endeavors as a NYC night club promoter, to founding one of the fastest growing and influential non-profit charities in the world, charity: water -- which brings clean water to poor villages around the world -- is more than just a fascinating tale.
The most important people already know....
Beyond the lofty promises and brand attitudes your customers know everything there is to know about your real product and service delivery. Investors are continually informed about real share value and dividends. If you are serious about it, there are even ways to get a grip on risks and opportunities further down the road. And, make no mistake, nobody knows as much about your behaviour and performance as your own employees.
Is your reality good enough?
When you turn to a communication agency for advice and assistance, you tend to get exactly that: communication. So, what if your real problem lies somewhere else? What if your prospective customers have fully understood your messages, offering and qualities as a supplier, but are not attracted by them? Or simply prefer your competitor?
Forget the exceptional wonderkind who stumbles over The Idea and makes a billion dollars overnight. Most successful business people are strategic creatures who look into the future, identify emerging needs, and doggedly build the solutions, organizations and market positions to meet them.
In a recent blog I suggested that many companies need to raise sustainability issues from an obscure hygiene factor to a major reason-to-buy. And that the first step is to involve the marketing and sales people that are in touch with your current and potential customers. That is not entirely true.