How do I access analysts or specialty writers for the management consulting industry to inform them of my company's ground breaking approach?
There are many independent writers who write for management magazines read by executives of small to medium size organizations. As the creator of a unique and progressive management consulting model I need to spread awareness of the model.
Laura - i've just seen your website and its impressive! Having been an analyst (I was V-P of research at Gartner for over 8 years), my view is that it is often a mixture of network that gives you access to the right analysts and perseverance. If you have identified the analysts who ought to be following your company (if you haven't done this, its a Must), then perhaps try and approach them through known/common friends and networks. Bear in mind that a good analyst will rarely have spare bandwidth to study a new company so a friend's (or a boss's) recommendation is what works. I can help in the Telecom, Media, Tech sectors if you are interested.
I saw your question and read through your bio and noticed that you use Twitter and FaceBook. Have you also joined LinkedIN? There are a ton of groups that you can join through LinkedIn where you can get the exposure you are looking for. Just look through all of the groups that are available and select a few to start corresponding with. In a fairly short time you will be adding more groups and leaving others as you find what works best for your business model, personal style and best meets your needs.
I hope this is useful for you.
Ways to reach a new market include joining LinkedIn groups of your target audience, make positive and helpful comments in the discussions and let them know who you are and what you do. Make sure your profile is complete and presents a professional image.
I like press releases that are targeted to the audience. I use Newswire for its SEO value and immediate ranking. Not only do the press releases show in search, but they also raise the other properties you point to from them.
If you go looking for them and then find them it would be unwise to approach them with your success story. Try to make this work the other way around.
With the presumption that you own or head the company you are speaking about, I would suggest you employ some of your Public Relations skills. The fact that you came up with a logical question itself tells me that you know what you want done- but are seeking views and suggestions on how best to maximize your company's chances to attract the right persons to evince interest in your company's ground breaking approach.
Find out these persons whose reviews are published and invite them to your company. They would want to know more about the company at this stage. So send them some positive literature about the company and direct them to your website(if you dont have one- get one before you invite them).
Now , not every one you invite would make it to your company, so you need to add some incentives like covering their trip and accommodation and a couple of sample products to kindle their interest.
If they do make it to your company then 30% of the battle is won. Once at the company present your company in the best light possible and take them around all sections and introduce them to your ground breaking approach gently and let them ask the questions- for which you should have all the answers.
If they are convinced that your company has something to write about, believe me, they will. They need to see something unique about your company that attracts their attention and keeps their attention.
Make sure your company has substantial literature about it and your website is current because that is where the analyst will go to first before he picks up a phone.
This is my simple advice but tread your own path. Good luck Laura Ellis.
Laura - Can you send/email me more details on your consulting model, we've advised and raised capital for many different types of management consulting companies and private equity owners of these companies. We could probably make many introductions that would gain instant traction, assuming the product offering is right. Thank you. Dave Cochran, Cochran Edwards Capital Partners, Seattle
Having studied Decision Science and Organizational Development for years, I can appreciate how hard it is to explain purposeful and productive applications in the mind numbing atmosphere of deeply complex businesses. Add to this, selling progressively adaptive concepts and processes to leaders who are self-reflective about their success and you and your firm are likely to be frustrated. With this consideration it is guarded and wise of you to target leading business writers to publicize, popularize, and legitimize your techniques and capabilities.
This is its own uphill battle. Identifying writers roughish (and smart?) enough to promulgate new ways of thinking that are thinly veiled promotional pieces for your consultancy is hard. Harder still is getting them to do it. You can write your own articles on such innovations and promote them to the major Think-Tank rags but that’s no walk-in-the-part either, and may be fraught with political biases.
One thing you might do is pose a double-pronged campaign with one fork aligned to the boards of companies and the other to their executive management. In each pitch pose the possibility of adaptive progress for their organization base on you helping one “fork” help the other! Clearly everyone can learn in the process but getting one power realm pitching to the other frames you as a helping advisor to your “in” party.
There are a number of ways to go-to-market with these messages including blog “story posts” about how boards or execs proved to be organizational drags while your techniques (services) created clarity and resolved positive momentum for their businesses. Then you can promote your blog via social bookmarking and summaries in forums like LinkedIn.
This approach is likely to get some attention from those writers you looking for too!
Laura, your question is very broad. There are many ways to access groups of people ie analysts and writers. I am unaware of your desired outcome, but I am positive it plays a part? If your company has something new and exciting, who would you target other than writers?
Your entry at MosaicHUB doesn't explain what you can offer. You need to include more information and examples of your offering. Use social media to improve your presence, especially LinkedIn, and make sure you post regularly on these.
At the risk of the following comment being taken personally a less severe photo might also help.
As others have said, as well as using social networking, you need to be out there in person.
Also make sure that you carefully proof read any postings, as mistakes like using "affective" instead of "effective" won't inspire confidence.
The best way to market your innovative progressive management consulting model is through professional / white papers or unsolicited proposals. There are multiple companies that claim to be professional writers or a marketing firm that can "market" your service/product but with Seventh Dimension you get that balanced mix of Professional Writing & Marketing. Once you develop this document it can then be adjusted as needed for each customer or client you are trying to reach out to.
Are you on LinkedIn? That's where I would go to search for a specific discipline. Second option would be to reach out to your network and ask for referrals.
Your question and the expansion are not aligned. Are you trying to reach consulting firms who serve SMB, the SMBs themselves, analysts that consultants listen to, who? And what is your goal in reaching them? Are you selling a book? Licensing tools and processes? Trying to get yourself hired? Frankly, the number of unanswered questions really harms your credibility.
You are trying to find a needle in a haystack because as you state there are many independent writers dealing with issues relative to small to medium-size businesses, and I am one of them. I write for a number of magazines, I am a columnist for others, and I also function as an interim executive for growing firms. If you can be a little more specific on your ground breaking approach maybe I can be more helpful.
Institute of Management Consultants. HQ in Washington DC, chapters in many major cities, I believe including Toronto. Consultants at all levels, from Inc. 100 to small business, also for non-profits and government agencies. Also, every strand of consulting.
At their meetings, you can compare your approach to what others are doing to discover what is truly unique in what you do, and then see how to promote that uniqueness to your target niche. IMC holds an annual conference in Las Vegas.
I belonged to IMC for over 10 years and found it invaluable.
Warm introductions are best. Look to LinkedIn groups or local networks that engage writers and advertisers and Marketing groups and join and visit if possible. People are overwhelmed by emails and claim, and few months of one on one meetings with groups and they will begin to refer you and you them.
Hope this helps.
Consultants: Meetups. Consultants are always trawling in there looking for customers, but should be open to interesting ideas, and Meetups are always looking for speakers with a new topic.
Writers: Professional society meetings, trade expos. and Meetups, although analysts are thin on the ground. If you find an analyst you like on Forrester or Gartner, they'll usually take a phone call so they can be aware of things in their space. If you can afford it, go to one of their conferences and schedule a time with an analyst.
Analysts and specialty writers are always looking to learn from practitioners. If you are a practitioner with a unique point of view, I'm sure they would be thrilled to learn from you about your unique approaches. Find out where these analysts and writers hang out - do they go to conferences, what do they frequently write about? Join their conversation by emailing them or tweeting/responding to the articles that they publish. Sometimes their number is even listed on their publications - reach out and talk about their piece and build upon that. Build a rapport with them and become a 'resource' to them. Once they start looking to you for perspectives on the industry, they will want to write about what you have to say, not just learn from you for their own benefit. It's a bit of a long process but if you stick to it, you should be able to build up relations with a couple of these folks who then reach out to you regularly to support articles that they are writing about - or to whom you could even pitch an article in the future. Good luck!
Laura, my glib answer is that you need to "go" where your target audience go and mix with them.
More seriously I commend you to reserach the financial model for many of the companies you are looking to reach. I have spoken with many anout changing their consultancy model and in truth there are many vested interests in not changing. I don't mean to patronise about how to sell your idea, but I suggest that you may have to work hard to find those who are ready to change.