I have been doing some work for a while now with LEGI practitioners in Leeds looking at the quality of marketing that we use to promote enterprise services and the people that might respond to it. Below is a piece of (non LEGI) marketing collateral that is currently doing the rounds. I think it originates from Business Link – and is featured on their website.<\/p>\n
All, the following FREE events are happening on:<\/p>\n
14th July 5pm to 9pm at Met Hotel, Leeds
\n15th July 9.30 to 1.30 at Agbrigg\/Belle Vue Community Centre, Wakefield
\n22nd July 5pm to 9pm at Leeds Media Centre
\n8th September 9.30 to 1.30 at St Roberts Parish Centre, Harrogate
\n18th September 9.30 to 1.30 at The Tower House Hotel, Halifax
\n29th September 9.30 to 1.30 at the Town Hall, Bridlington<\/p>\nTitle:
\n<\/span><\/strong>Explore! \u2013 Motivational events for the BAME (Black and Ethnic Minority) and Diverse communities<\/span><\/p>\nMotivational events are aimed to enthuse, inspire and excite BAME and Women groups into exploring the world of business. These events will also offer further information on what to do next and how to move your idea forward.<\/p>\n
Who should attend?
\n<\/strong>Individuals from BAME and Diverse communities who are looking to start-up in business and who will be inspired to make their business ideas a reality.<\/p>\nWhat will it cover:<\/strong><\/p>\n
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- Why you want to start your own business?<\/span> <\/span><\/li>\n
- How to generate more ideas<\/span> <\/span><\/li>\n
- Where to find customers<\/span> <\/span><\/li>\n
- Building Confidence<\/span> <\/span><\/li>\n
- Gaining inspiration from success<\/span> <\/span><\/li>\n
- Learn from inspirational key note speakers<\/span> <\/span><\/li>\n
- Showcase of successful entrepreneurs<\/span> <\/span><\/li>\n
- Information sources and networks<\/span> <\/span><\/li>\n
- Friendly people to talk through your idea<\/span><\/li>\n<\/ul>\n<\/blockquote>\n
To find out more about these FREE events or to book a place immediately you can call on 0845 xxxxx or email xxxx<\/span><\/p>\n
For more information about these and other events visit www.businesslinkyorkshire.co.uk and click on \u2018Events\u2019<\/p>\n
<\/span><\/p><\/blockquote>\n
Well it’s another piece of lovely piece of \u2018enterprise\u2019 marketing.<\/p>\n
When you go the Business Link website (as instructed in the e-mail) to try to find more information about these events it takes a while to find exactly the information that is given above – no extra information at all!<\/p>\n
When I rang the telephone number I got a loud piece of \u2018Dire Straits\/Mark Knopfleresque’ guitar music \u2013 almost painful on the ear \u2013 and I like Dire Straits!<\/p>\n
At the third attempt I was successfully transferred to someone who worked on the events team who promised to e-mail me some further information. I am still waiting\u2026watch this space…<\/p>\n
The piece is written in a very passive and remote style.<\/p>\n
It talks about BAME and Women Groups in one line and then BAME and Diverse communities in the next.<\/p>\n
It talks about these communities rather than to individuals from these communities. (Is it just me or is this (close to being) insulting?)<\/p>\n
I am not a marketing copywriter \u2013 but I can recognise this as BAD! It is unlikely to motivate anyone to want to attend the events.<\/p>\n
What qualifies as a ‘diverse community’?<\/p>\n
Are we really happy to group BAME\/Women and Diverse communities into a workshop? Seems to me that only Caucasian men from ‘non-diverse’ communities need not apply!<\/p>\n
Has it become ‘OK’ to use this sort of language in tokenistic efforts to be socially inclusive?<\/p>\n
I don’t think so!<\/p>\n
Or am I the one who is losing the plot?<\/p>\n
ADDENDUM<\/strong><\/p>\n
I am delighted to say that I did get my e-mail from Business link – with exactly the same information that was on the website. They also gave me the name of the organisation that is running the programme and told me that one of the dates have been cancellled.<\/p>\n
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