Growth Summit to Focus on Communication

The Birmingham Post (England), May 6, 2010 | Go to article overview
Save to active project

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 (www.guruinabottle.com) 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.

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited article

Growth Summit to Focus on Communication
Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?