It has been a busy few weeks for the marketing team at MindTree. On July 13th, we hosted our first industry analyst day in Boston.We were pleased with the turnout and the feedback was all very positive. For years, we have been spending time trying to figure out how to gain mindshare from analysts to differentiate MindTree: in person at a conference during a chance encounter; or trying to differentiate the Company through a 60 minute phone briefing 1-2 x year. If analyst relations are part of your responsibility, I don’t need to tell you – this is not an easy task.
Yet bringing these key influencers together for 7 hours to learn about MindTree, our growth strategy and offerings has already paid dividends through research opportunities and follow-up conversations scheduled.
We followed this successful event up with another on July 22nd, when we hosted 84 clients, prospects and partners at Yankee Stadium in a hospitality suite. Once again, the feedback was outstanding-my inbox was filled with “thank you” notes the following day.
It got me to thinking about how effective these types of marketing activities remain today. While most of us (including me) spend more time trying to understand the ROI of various social media activities; creating a new brand strategy for our companies; or understanding our Web site analytics that we forget how simple it is to plan “mindless marketing” such as the two initiatives I mention above.
Mindless marketing still also provides some of the best ROI. If one’s goal is to create a marketing program to build loyalty, cultivate relationships or generate new opportunities, is there anything more effective than getting your client outside of his or her office and spending 3-4 hours together?
My colleague, MindTree’s gardener Subroto Bagchi, once told me “good things happen when people meet.” If you agree with his statement, consider adding a few mindless marketing initiatives to your plan today.