When Marketing, EVERYTHING Counts
Monday, February 4th, 2008Do you think marketing is hard? Let me clue you in on a little secret. A lazy way to marketing success is paying attention to all of the not-so-smart (dumb, if you want to blunt and politically incorrect) things other marketers do … and then do your best to avoid the same mistakes.
Take, for example, a seemingly insignificant goof made by a well-known seminar promoter who uses free preview teleseminars to drive prospects to his live events. When I went to download a call that I had missed, I discovered this easily corrected mess-up: a file name of 478707POEUJZ.mp3.
You don’t have to be a marketing genius to realize that letting your computer randomly create a file name is a wasted marketing opportunity. And you don’t even have to be an iPod user with 2,394 songs in your iTunes library to quickly understand how difficult it would be to find that call you downloaded three days ago when the file name is 478707POEUJZ.mp3 and not something helpful and descriptive like SeminarSuccessCall#1.mp3. (That’s a made-up name, so don’t waste your time trying to figure out who I’m talking about!)
Is changing your preview call recording names going to make or break your registration numbers? Nope. But will it remove an opportunity to look sloppy and disinterested in your customers’ experience? Absolutely.
Tip: even if YOU know to give your recordings descriptive names that tie to your event, it doesn’t mean everyone in your company does. So if you’ve delegated the job of uploading recordings to your website, as I know this speaker has, incorporate this handy tip into your process … or at least pass this message along.