Ten unwelcome guests at the marketing party

Ten unwelcome guests at the marketing party

Guest post by Tom Albrighton

Modern marketing is a lot like a party. Work the room right and you’ll attract interest and new contacts. Fail to shine and you’ll be going home alone. Here are the ten marketing partygoers you never want to meet – or be.

1.    The counsellor is full of unwelcome ‘why don’t you’ advice for everyone she meets – she’s the answer to a question nobody asked. Marketing moral: expertise is becoming devalued; cultivating strong personal connections may work better than positioning yourself as an expert.

2.    The egotist holds forth interminably on his favourite topic: himself. Marketing moral: focus on the customer, not yourself. (See this post for more.)

3.    The wallflower stands shyly on the sidelines even though her best friend could be introducing her to plenty of guests if asked. Marketing moral: proactively cultivate and request referrals and testimonials.

4.    The geek batters you into submission with an enthusiastic but crashingly dull monologue about his phone, computer or other gadget. Marketing moral: don’t confuse technical features with customer benefits.

5.    The clown keeps the jokes coming even if they’re not appreciated, appropriate or even funny. Marketing moral: Humour doesn’t travel and should be used with care – can you guarantee the reaction you’re hoping for?

6.    The miser brings Liebfraumilch but drinks Moët. Marketing moral: In modern marketing, particularly social media, you have to give something (of yourself) before you receive.

7.    The butterfly is always looking around the room for someone more interesting to talk to. Marketing moral: don’t neglect here-and-now customer needs in the quest for new connections or business.

8.    The gatecrasher shouldn’t even be here at all but he never misses the chance to party, even if he doesn’t know anyone. Marketing moral: don’t waste time and money making a big splash when you really need focused exposure.

9.    The nervous hostess flits between conversations, asking everyone if they’re enjoying themselves (and the vol-au-vents). Marketing moral: don’t over-regulate the conversation about your brand or content; allowing criticism shows strength and confirms authenticity.

10. The chatterbox just won’t shut up! Marketing moral: We can’t talk and listen at the same time; make time for learning as well as pushing out content. 

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