We did several webinars last year. We hosted them and people attended. The numbers were good, but I realized our content process was bad. A majority of the time, we sat in a room and made up topics that we thought mattered to retailers.
I’ve never sold running shoes or managed inventory. I’m a marketer. I know how to promote these webinars, but as I reflect on last year’s work we need to develop a more helpful content strategy in 2018. So, this means taking a new approach as we begin the creation of our next webinar series (kicking off this month!).
Our new strategy in 2018 relies on feedback from you, the retailer.
I saw the light when I started working with individuals at RICS (many of whom were former retailers) on the new story that we wanted to share with the market. We spent a lot of time discussing retail enemies. We got together in small groups to develop a new narrative that better aligns with retailers’ needs.
Now, I’m determined to align our new content plan around these problems standing in retailers’ way every day.
As my team developed the Q4 plan, Katherine (Demand Gen Manager) said, “We should do a series based on the problems retailers are currently fighting.”
My reaction: a tip of the cap to WWE legend Daniel Bryan,“Yes! Yes! Yes!”