The Fine Art of “Re-Packaging”
The key to maximizing every business development and legal marketing tactic you have available to you may not mean you have to reinvent the wheel. Repackaging, which simply means utilizing previous marketing activities and collateral in new ways, can save you time and your firm’s money.
What to Repackage?
Conferences and Seminars:
- Your presentations at conferences and seminars can be like a gift that keeps on giving. Reuse the outline of your speaking engagement and create an article to submit for publication in your industry newspapers and magazines, paying special focus on the latter. Newspapers are more frequent and therefore more ephemeral than magazines, which people tend to keep around for much longer, which in turn, maximizes your exposure.
- For existing clients, repackage your seminar outline into an e-newsletter. Your existing clients will appreciate your expertise and the contact will keep you at the top of their minds.
- Repackage the e-newsletter to fit the format of your website, so that potential clients surfing the Internet will gain exposure to your expertise in a particular practice area.
- If there is a video of the conference or seminar you appeared in, ask for permission replay it on your website. But don’t put it up in its entirety—break it up into weekly segments so that interested viewers must tune in for more.
September 14th, 2008 at 3:13 pm
Excellent tip!
People in professional services tend to be intelligent and deep thinkers. We then also infer the same thinking by us, of our clients. “No, I can’t give them that. This was shown to them three years ago at the conference.”
What made me think along the same lines you have explained here, is when I presented three breakout sessions in the one day at a CPA conference. The topics were all slightly different, but I noticed a handful of the same people at all three sessions.
My mind was spinning as I thought geez these guys have been listening to me all day. During the program, one of the ‘regulars’ asked: “Can you go over the Willmot’s Whirlpool Technique again? You know the one you talked about this morning. I was telling Jim here about it and he’s keen to learn it as well.”
People do like to get reinforcement of ideas an concepts and don’t necessarily want new ’stuff’ all the time! They do want to be on top of really ‘good’ stuff, though! And, they like to share good ideas with their peers.
I only need to learn these things once!
Nice blog and good information.
Rgds,
Ric