Growth Summit to Focus on Communication

The Birmingham Post (England), May 6, 2010 | Go to article overview
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Growth Summit to Focus on Communication

he National Business Awards recently launched its series of TTTconferences dubbed Business Growth Summits to better engage with public and private sector businesses across the UK. Continuing its focus on the critical issues facing today's businesses, the fourth Growth Summit will explore different aspects of corporate communication and how, properly utilised, it can drive growth.

Ardi Kolah, CEO of sales & marketing training company Guru in a Bottle ( has been confirmed as the keynote speaker for this free half day conference, hosted by GMTV's John Stapleton, which takes place on 27th May at the Hyatt Regency, Birmingham.

Recognised as one of the most influential voices in global sales, marketing and communication for the past decade, in 2003 Kolah was independently ranked by the Chartered Institute of Marketing as one of the top 50 gurus in the world on marketing alongside Philip Kotler, Seth Godin, Malcolm Gladwell, Martin Lindstrom, Don Peppers and Sergio Zyman. "We're now living in an era of instanta-a neous communication and competition, and this has had an unprecedented impact on modern business as well as shaping modern marketing and communication," observes Kolah.

Setting the scene for a panel debate on the role of communication in business growth, Kolah will be examine the key drivers of change within the marketing and communication landscape as well as the strategies that successful organisations are adopting to create an enhanced return on objectives and return on invest-t ment (ROI) from their communication spend. Much of this improvement, he says, is linked directly with improving the internal skills base of organisations - as cost savings in agency and other external support need to be made.

Kolah will also announce details of a new project that Guru in a Bottle is about to commence with Cambridge Judge Business School ahead of the London 2012 Olympic Games that will provide sponsors with a set of marketing metrics to measure their ROI from corporate social responsibility (CSR) activities - which have become an important ingredient within the marketing and communication mix.

New rules "Businesses must consider permission in their communication strategies, so that customers 'opt-in' to receive rather than elect for the automatic 'opt-out' mode as a matter of practice," says Kolah, explaining the new rules on business communications.

"When time is at a premium, the trick is to slow down consumers long enough so that they receive your messages; and the only way to do this successfully is to build trust. This is achieved by listening - it's what I call the 'receive mode' rather than being constantly in 'transmit mode' which is a trap many marketers fall into and then wonder why their marketing and communication isn't working," warns Kolah. Commenting on new media channels and tools, Kolah warns that it's too easy to be seduced by what it can allow people to do. "It's easy to forget that technology is merely an enabler for change," he says. "Also, communication is behaviour driven and it's about yours as well as your customers' behaviour - is your product truly sustainable, for example, or are you simply green-washing? If it's the latter, it can be extremely counter-productive."

Talking technology A dedicated panel, drawn from a variety of sectors and disciplines will debate various aspects of corporate communication - from how to talk to customers to new IT technologies.

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Growth Summit to Focus on Communication


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