This article is penned down by Piyush Jain, our advisory on how to understand, manage and use information
Understanding, Managing, Using Information- Key business drivers for PR.
There are different ways in which one can fish. One could tie the bait at the end of the rod and wait and wait for the fish to gobble, which is inefficient and ineffective. But a better way to catch fishes would be to spread your net far and wide in the catchment area and look forward to get a bigger catch. In marketing parlance we call this pull strategy, that is, create awareness amongst your target audience and induce them towards you.
bluebytes, as a service, finds great acceptance by corpcomms and PR professionals wherever we are able to showcase it. However the challenge for us is to create awareness, with minimal spend, and reach out to present this service to the entire PR community.
With this intention of creating awareness and building the brand, bluebytes hosted an event that targeted PR community.
PR professionals are amongst the biggest consumers of information, so the theme of the event revolved around understanding, managing and using information.
A sustained pre-event marketing campaign touched base with over 400 senior consultants from 170+ PR agencies in Mumbai (Heck! Even you wouldn’t know so many agencies existed in Mumbai!).
In order to build a high profile for the event, we had Dun & Bradstreet who readily agreed to be our knowledge partner. That added more credence to the event. D & B COO, Kaushal Sampat, took a personal interest in the event and was amongst the star speakers at the event. The credibility of the event was further enhanced with Oracle taking the other speaker slot.
Creating a buzz for the event and for bluebytes was as important to us as that of getting the relevant audience to attend the event. Thanks to Sachin Bhosle we had 5 persons dedicatedly working on datamining, calling and inviting the prospects. Dun & Bradstreet on their part lent their might in managing the entire leads and invites.
The event marketing was focused on creating a buzz about the event and we made extensive use of social media like LinkedIn, Forums etc. I did a dipstick survey with the PR agencies and was thrilled to find people talking about the event and eager to participate. However due to limitation on the number of seats we had to restrict the participation to the heads and senior persons, the decision makers, from the agencies.
Friday, 26th of June was the D-Day. This day provided a rare opportunity for PR agencies in Mumbai to congregate on a single forum and learn how to manage information.
Harish and his team made great arrangements and the venue chosen for the event drew appreciation from all present. The backdrops and standees designed by Team Mustard were simply brilliant and exemplified the theme of Understanding, Managing and Using Information.
Bhushie (Bhushan Gupta) took the mantle to manage the venue together with the help of the beautiful ladies- Shikha, Pournima, Zankruti and Pallavi, all dressed in lovely black saris with gold Zari border, adding the glamour quotient to the event. The MC for the evening was Pallavi, who at a very short notice, did a wonderful job.
It gladdens the heart to see such enthusiastic new joinees- Pallavi and Zankruti along with others who readily contributed much beyond their call of duty. What was also gratifying for me, apart from this event successfully reaching out to over 400 senior PR professionals, was to see the way all came together as a group to help.
This was our first attempt to host an event and surely there will be many more in the near future. Delhi, Bangalore, here we come…
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