Monday, December 28, 2009

Increasing the impact of our presentations through planned re-exposure

An article I recently wrote for Speaking of Impact magazine talked about how meeting planners can increase the ROI of their meetings by planning to re-expose the audience to key messages. You can read the article at if you select the current issue (Winter 2009) and go to page 26. I’d like to expand on this topic by giving examples of how you can use this idea of planned re-exposure in different business settings.

After you meet someone at a networking event, send an e-mail reminding them of what you discussed and give links for them to find out more information. Flag their record in your CRM system to indicate which topic they are most interested in. About 30 days later, send them a link to an article or news story relating to the topic. Even though you may not consider networking as a formal presentation, how you present what you do is also enhanced by planned re-exposure.

After a sales presentation, send an e-mail thanking the contact for their time and recapping the key ideas you presented. About seven days later, create a video message adding another idea or reason that your product or service is right for them and send the video to them or use a service like Brainshark to host the video message and send them a link (for an example of a Brainshark video, click here).

After a training session, plan to send the participants weekly e-mails that reinforce what was taught and give tips on implementing the new skills or ideas in their own work. This can be set up in advance and sent automatically via an autoresponder. Some of the e-mails can include links to videos that demonstrate the ideas in action or sample files that show how the ideas have been used in the past.

Status Update/Project Update
After an update presentation, send a link to your presentation to all of those who attended the meeting so they have the updated information to refer to. Also include the answers to any questions that were raised at the meeting that needed further research. A few days or a week later, give a quick update on how progress is going so that they know the direction things are heading.

In each of these cases, you need to think through how you will re-expose your audience to your key messages, but investing that time before you present pays off in a much greater impact overall.


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