Simple communications shows way to the top
“Hi guys, we have a problem.” Most of the promotional emails we receive each week we can’t trash quickly enough, but who can resist opening an email with those opening words? Relatively few of the thousands on the e-marketing list for this year’s (Web) Summit, I’d venture. As direct marketing effectiveness goes, this is pretty good.
No fancy graphics, no annoyingly hyperbolic language, just a simple personal message (from founder Paddy Cosgrave no less) telling us that all the initial round of recommended hotels have booked out (don’t worry, they’ll find more). Ah, so that’s the problem. We had thought – no, hoped – it was some computer malfunction or other organisational hiccup … the kind we can’t help delighting in in others. In fact, it was a message of success, cleverly couched in apologetic tones, and a good spur for delegates to get booking. It’s not just the Summit event that’s great, it seems. The communications around it is shaping up that way also. Good luck to all concerned.