Hello Luker.

“The Fancamp Street of Flowering Shrubbery and Sweet Gardens,” the message I posted September 7th, sums up my estimation of what I think of the location of our Head Office. Of course, this is not the true operative centre of Fancamp. Even if it were, no promotional activities that I ever heard of ever originated there (nor are any, presently, being pursued anywhere).

http://agoracom.com/ir/Fancamp/forums/discussion/topics/621794-questions/messages/1949579#message

For the better part of three years, I commented, on this Message Hub, often and in some detail, concerning the usual way Direct Marketing works in the outside world. As everyone here knows, Direct Marketing is not a subject that has ever captured Dr. Smith’s attention.

Even if someone at Fancamp, in some remote offhand way, were paying the slightest attention to the job of building business relationships (which is not the case), it would be doing us no good without a consistent and well-thought-out promotional plan. Without any effort to build new business relationships having been started (or even identified as a goal), it is not realistic to expect anything to come out of our isolated attendance at one industry conference, with absolutely no groundwork laid in advance.

“Continuity of Effort” as the best way to build a respected business reputation is a well known concept, which applies to many different kinds of businesses in many different industries. It’s been written about in literally thousands of books and practiced everyday by literally millions of business people. To illustrate what I mean, as follows is one random example from a book I was reading today (to help my daughter with her real estate business). The book (“Sold!” by Scott Cameron Smith and Darren Tunstall) is fairly mediocre. But that very fact reinforces my point. Knowing a little bit about the elementary basics of marketing is not the same as uncovering any deep secrets.

“Your brand must create a positive image in your customer’s mind as strong brands are memorable in the customer’s heart and mind. Creating a positive brand value requires the building of trust, respect, and a mutual relationship with your customer. ... An effective brand with a positive perceived value will communicate, engage and involve its customers in its value and benefits. In essence, you should have an open dialogue with your customer base and ask them about their expectations and whether or not your brand delivered on its promise.”

Building business relationships is a serious part of running a business. You cannot fake it. The most glowing Press Release will achieve nothing if nobody reads it (or, if someone stumbles upon it, forgets about it within minutes, because the company is so forgettable). The most informative and engaging website will achieve nothing if no one is ever prompted to go there. It isn’t surprising that what forgettable companies do and say is soon forgotten. If you’re an unknown entity and show up at an Industry Conference, how long will your message be remembered? If you don’t care enough about your own message to follow-up and reinforce it, how great an impression will it make?