Impact Publications : MiceBTN_64
MICEBTN - augusT-oCToBEr - 2016 • Page 53 guest writer Debbie Mayo-Smith (aka Ms Effective) gives speeches, seminars and trains staff on how to get more done in less time, grow sales and delight customers. Sign up for her monthly quick tip newsletter www. successis.co.nz/newsletter.htm. To have Debbie speak at your next event or train your team call 64 27 575 5359 or visit her website www. debbiespeaks.co.nz co.nz/newsletter.htm Getting more bums on seats soCiAL media is popular, but in my book nothing, notHing beats having your own database to market to for events. in fact when Facebook maven mari smith started a weekly email newsletter (probably in sync with the difficulty of getting updates to fans), it put a huge smile on my face. I have three golden rules of cre- ating and working a database. How many are you following for your personal business or the events you manage? rule one: never let a valid prospect go Never let a viable prospect, refer- rer or member or client or attendee go. Put them on your database. You spent time or money (advertising, website development) to get them. Don’t throw the effort or money away by losing them. Communi- cating with them will bring in more business. Please also remember to include your business referrers in your database and communications too. It’s just as important to keep note of them. rule two: Excel is magic If you’re not a fan of Excel, you should be. You see it doesn’t matter where you put your data to sleep at night, or what database you actually keep it in. When you want to use your database for emailing, posting or texting, it’s quite simple to bring it into Excel and manipulate it. Clean it. De-duplicate it. Add to it. All in a few seconds flat. Here are a few tricks: 1.) Outlook Contacts to Excel Briefly, you open the File Menu and selecting ‘Import and Export’; a wizard then walks you through ex- porting your contacts into an Excel spreadsheet. 2.) Access to Excel 2000–2003 File > External Data Ribbon > Excel 3.) Other files – CSV, TAB If you’d like to bring in the data from any other proprietary software file, simply save what you export as a CSV or a TEXT file. This simply means that for each row of data, the differ- ent columns are separated either by a comma CSV (comma separated values) or a (TEXT) TAB. rule three: Communicate with added value content My business Quick Tip newsletter (www.successis.co.nz) is one of the longest running in Australasia. I started it in 1999, and I’m proud to say I rarely get unsubscribes. Mail Delivery Errors from people leaving jobs – yes, but few pure unsubscribes from people not wanting it. Have a look http://www.successis. co.nz/newsletter/current.htm A successful concept is to: 1.) Put yourself in your readers’ shoes and think of content that will add value to them in not only their working lives, but personally too. 2.) Don’t oversell your events. 3.) Don’t try to market the event to the same people too many times. Your first run will get the gold medal. Your second run with the same event turns up a few more, a bronze medal. Going to five or six is a wipe out. Very little take up and lots of unsubscribes. Know when to draw the line.