Think Before You Speech

1. Research the event for background and context: historical significance, milestones, VIPs in attendance, sponsors, etc.
2. Understand your target audience.
3. Ask the event organizers the five Ws: who, what, when, where and why.
4. Focus on what people expect of you.
5. Review announcements about the event and any media coverage.
6. Build a relationship with your point of contact.
7. Pay attention to the event venue: room layout, staging, audio-video (AV) capabilities.
8. Test slides, videos and other supporting media before the event.
9. Review the event agenda regularly and be prepared to accommodate changes in speaker lineup or program sequence.

Understanding these details will allow you to be prepared for the event, avoid last-minute crises, maximize opportunities and influence audiences.

Adapted from Sal Ivone's "Think before the speech. Mastering details of success" in the February 2011 PR Tactics.

At least one person you know has a Groupon or other group-buying website addiction. The offers of great deals and fun opportunities is very attractive. However, there are some negative stories that can be shared about these popular discount services. 

Everyone has had a bad experience regarding the service at a business due to using a coupon instead of paying full price - it was as if the business believed it could give the customer 50% of the service since they had a 50% off coupon.

However, the businesses that have used Groupon or similar services have had their own bad experiences - no repeat business and no increase in consumers.

Tina McCormack Beaty developed five tips to help businesses help themselves when it came to finding group-buying sites worthwhile:

1. Throw out the notion of "discount seeker." The public loves a good bargain, but will also recognize good service and products.
2. Start a dialogue with your Grouponers and engulf them in your branded world. Continuously offer ways for them to find out more information on you, how to follow you on Facebook and Twitter, etc.
3. Offer "best foot forward" service to each Grouponer. Provide your top service so the customer can get a taste of what your company has to offer.
4. Plan your next promotion ahead of time. Keep customers engaged with ongoing promotions and marketing - do not fall off the radar once your Groupon deal is over.
5. Follow up individually. Send an email expressing your thanks. This is also a good time to send a short customer feedback survey.

Group-buying sites like Groupon can be powerful vehicles if companies focus their strategy beyond the short term and focus on the long term results - building repeat and loyal customers through its great service and communications.

Adapted from Tina McCormack Beaty's "Dealing with discounts" in PR Tactic's March 2011 issue.

Client News 

Once again, Vollrath Associates is assisting the Milwaukee Air and Water Show presented by Marcus Hotels and Resorts! This year's headliner is the U.S. Air Force Thunderbirds Jet Demonstration Team along with many other sophisticated military aircrafts.

The show will take place Saturday, August 6 and Sunday, August 7 from 10 a.m. to 4 p.m. along Milwaukee's Lakefront. We would love to see you there!

For more information, please visit www.milwaukeeairshow.com. For updates, follow the air show on Facebook, "2011 Milwaukee Air and Water Show" and tweet with them on twitter @MKEAirandWater.

Vollrath Associates is also partnering with Milwaukee Armed Forces Week for the third consecutive year. Since 1950, Milwaukee Armed Forces Week has been dedicated to honoring enlisted members and veterans of America's Armed Forces.

Taking place May 16-21, the week-long celebration consists of many family-friendly events including a military display, troop ride, golf outing, luncheons and dinners.

For more information on activities and events, you can join the Armed forces Week Facebook fan page "Armed Forces Week Celebration" or tweet with them on twitter @armedforcesweek.

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