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Cognito Top Tips for SIFMA TMC 2009
In June this year, hundreds of financial and financial technology executives will swarm the Hilton in New York at what is now known as the SIFMA Technology Management Conference. Reporters and editors, sales and marketing teams, CTOs and CEOs will all pace the exhibit halls and conference rooms to network, learn, and in the end, drive their businesses forward.
But in such a large crowd, how does a company get their message heard? How do you stand out?
1. Make your message loud and clear - and specific:
Too often, firms think saying more is the way to get more people to listen. Instead, boil your messages down to what is most important to the firm, your prospects and your clients.
2. Get internal buy-in:
Your message must have buy-in at multiple levels in order for it to be effective. Your sales team needs to know what to say to potential clients who traffic the booth. Your marketing team needs to know what the firm is trying to communicate in materials. Most of all, your executives need to understand what you are trying to accomplish at this conference so that they understand the investment and are on board. The most effective way to get buy-in is to involve key stakeholders from the beginning in the messaging process. This way, when you are rolling out your conference strategy, everyone is looking and moving in the same direction.
3. Deliver the message across all forms of communication:
Once you have refined messages, ensure the same message is consistent across all forms of communications: the booth, the marketing materials, and any conversations being held with prospects, clients and the press. One method of ensuring everyone is speaking the "same language" is to have a message briefing session before the conference. Make sure everyone has a copy of the materials that will be available at the conference and review the primary points. If everyone is sending out the same, clear and concise message - any attendee visiting the booth should walk away with an understanding of what it is that you do and what you're offering.
4. Be creative:
Firms should also think smarter about ways in which to package their messaging. The standard fare - product sheets, brochures, stress balls - are good but often overdone. This year, your marketing and communications strategy should look vastly different from your strategy in 2008. For many firms, particularly small- to mid-sized companies servicing the financial services industry, this is a make-or-break year. Now, more than ever, it is vital for firms to leverage extra creative effort in order to leave a lasting impression on an important prospective client.
These are just a few of the primary points firms should be thinking about in advance of the SIFMA Technology Management Conference, and before any conference they are attending. For more advice on how to maximize your conference exposure, contact: info@cognitomedia.com
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