Many of you are preparing for your annual trek to the 2014 IPI Conference & Expo. In just a few days, you’ll be in Texas, reconnecting with old friends and colleagues, checking out the latest products, and engaging in professional development through presentations on the latest trends and best practices.
As someone who specializes in parking and marketing, this is a particularly exciting event. In addition to the usual presentations on parking-related topics, this year will also feature the inaugural presentation of the IPI Parking Matters® Marketing and Communications Awards at the Tuesday morning general session from 8 to 9:30 a.m.. In addition to recognizing excellence in marketing, they also provide an opportunity to share marketing best practices with other parking organizations, demonstrating what works and how organizations have used these best practices to promote not only themselves, but the industry as a whole.
Parking professionals know how their work affects people’s lives every day. Through IPI’s Parking Matters® program and through the marketing programs of individual organizations, the industry has done a terrific job of educating the public about the importance of parking to their lives and exciting new parking developments and trends. But there is still much work to be done when it comes to promoting parking.
It is incumbent upon us to market ourselves, our organizations, and the industry. The IPI Conference & Expo presents a wonderful opportunity for parking professionals to demonstrate their marketing achievements and share ideas and experiences.
As you attend presentations to learn about new tools, management approaches, and trends, think about where communication fits into the lessons you are learning. If you return home with an idea for a new parking initiative for your hometown, think about how you will communicate that initiative to local leaders and citizens. If you decide to implement a new technology that you find at the symposium, plan for how you will educate parkers about the benefits of that technology. If you learn a new management approach, think about how you will educate management and staff about that approach, how it will work, and how it will benefit the organization.
We live in a communication age, and the importance of strategic communication touches on everything we do. So as you attend presentations in Dallas and share ideas with colleagues, think about where communication fits into what you are learning and which communication strategies will be most effective in sharing what you have learned when you return home.
Bill Smith’s presentation, Marketing Matters: Why Your Marketing Is Coming Up Short And How To Fix It will be offered on Tuesday, June 3.