| A research doctor (in our speech group) asked | | | | She did her best to generate interest, but she |
| the membership if we'd like to attend a forum | | | | didn't really answer my question. What she |
| she will chair over. The event is a one-day, | | | | assumed were benefits for me are actually |
| information-dense exploration into the mechanics | | | | normal expectations. You'd find similar attributes |
| of working with Chinese research and | | | | present in almost all one-day classes, workshops |
| development pharmaceutical firms. After we | | | | or seminars. |
| adjourned, she tried the one-on-one approach. | | | | Another critical oversight... |
| The members she spoke to were polite, gracious | | | | She downplayed the significance of the speakers |
| and courteous. But they didn't display a whole lot | | | | and their presentations. It began to sound like a |
| of interest. Nevertheless, she wasn't discouraged. | | | | mix and mingle, let's trade business cards event. I |
| I was heading for my car when she called my | | | | couldn't see the connection between Big Pharma |
| name. The next few minutes saw me attempting | | | | with lunch, fun and available ladies. |
| to duck every question she fired at me. She | | | | I wanted to know what value I would get from |
| sensed my uneasiness and didn't quite understand. | | | | attending this forum. What I would get from |
| She was using the hit-or-miss marketing method. | | | | listening to CEOs of pharmaceutical firms. And |
| A modification of the "Three Foot Rule." She had | | | | given the volatility of medical research firms, how |
| been led to believe that everyone within eyesight | | | | on earth can you establish a long-term business |
| was her prospect. That they suddenly became | | | | relationship if they closed their doors for lack of |
| her warm market. | | | | funding? |
| Those who practice this have a lot of time on | | | | She continued, "Anyway-you don't have to stay |
| their hands. | | | | the whole day if you don't want." |
| "I've raised over $24,000 in sponsorship for this | | | | That statement took the wind out of the sails. |
| year's forum. Would you like to come, meet new | | | | She disqualified herself. She was only recruiting me |
| friends, maybe pick up some new business? It | | | | to register a larger turnout. I was just another |
| only costs twenty dollars and you also get lunch," | | | | number to her. Her true motives came to light. |
| she explained. | | | | Now my once high opinion of her has swayed. |
| I honestly didn't see any benefit from attending. | | | | Obviously I was not her target market. Even if |
| Especially after she made it sound like just | | | | she paid me $100 to attend this event, I wouldn't |
| another networking event. So I decided on some | | | | go because I couldn't see how $100 would replace |
| verbal sparring. | | | | the eight hours I'd lose. |
| "Congratulations on your fundraising success," I | | | | Which leads me to this point... |
| answered. "Tell me, how would I benefit from | | | | The whole world is not your market. Research |
| attending this event?" | | | | where your target market likes to go, what they |
| "You get to network with the who's who in San | | | | like to do and what publications they like to read. |
| Diego's life science industry, meet eligible women, | | | | Then deliver your most compelling marketing |
| and enjoy great food and fun," she added. | | | | message there. |