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Author and digital technology coach John Jantsch gives his keynote address at the opening of NPMA’s 2008 Academy, sponsored by Dow AgroSciences. |
More than 200 attendees registered for the leadership development meeting in the desert. This year’s meeting, sponsored by Dow AgroSciences, focuses on how pest management companies can connect with the “customer of tomorrow.”
Toward that end, the meeting opened with a keynote address by John Jantsch, a marketing and digital technology coach and author of “Duct Tape Marketing.” Jantsch discussed how PCOs can adopt new media technologies like blogs, RSS feeds and social networking applications to grow their businesses.
He said that, while the media may have changed, the basic idea behind them hasn’t: Companies are still trying to market themselves to customers. What has changed, he said, is the way customers find service companies, how they search for solutions to their problems and how companies build trust with those new customers.
“People can get the answers to almost anything they want (on the Internet),” he said. “They can test it. They can go online and find out if you’re a schmuck.”
Jantsch said companies should remember the four Cs when thinking about new media marketing:
· Content — providing customers with good information
· Context — making that information make sense
· Connection — giving customers a quality experience with your company
· Community — building a sense of belonging around your company or brand
Jantsch said new media like blogs, podcasts and social networks are a great way for companies to connect with both customers and news media. He stressed that getting involved in these new outlets doesn’t have to be expensive, time consuming or scary.
“Let’s walk before we run,” he said. “(Social media) is a long-term game. Find a way to get into it systematically.”
Read more about Jantsch’s tips on blogging at www.pctonline.tv.
Other speakers at the meeting include Ben McConnell, a consultant and author, who will discuss connecting with the customer of the future; Bruce Gruen, Bottom Line Management, who will cover the debate over Yellow Pages and online advertising; and Marty Grunder, a motivational speaker who will discuss how to better connect with your current customers.
The meeting continues through Saturday at the Phoenician Resort.
The author is assistant editor of PCT magazine.