2001. The bubble burst and dot-coms disappeared into thin air. But Click Commerce had scheduled "Click Summit: The Forum for the Multi-Channel Enterprise" months in advance. Should they ignore the elephant in the room or bite the bullet, recognize the problem, and offer solutions?
For the conference invite, I wrote:
"Dear Colleague, As is so often the case, the old adage is dead wrong. Great minds do not think alike. The fact is, the respected analysts in this marketplace are all over the board. At this precarious point in time there is no dominant line of thought, no clear path.
To sort it out, you have to put the great minds together and determine whose ideas hold water and whose are shot full of holes. Hence our Analyst Panel: 'One Marketplace, Four Views.' It's your opportunity to power shop the marketplace of ideas and find the research and opinions that make sense for your business."
The invite garnered a 20 percent response rate, the conference filled up, and Click Commerce was lauded for addressing the downturn head on.
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Samples and philosophy
Complex technology. Evolving value props. Ambiguous branding. Impossible deadlines. I work through this process in three steps. First, I clarify the goal. It's seldom obvious and often in flux. Next, I encode for the audience, melding words and images that push their buttons. Finally, I compel the audience with a concept they can't ignore. Ready to get started? ken.riffic@gmail.com