Leslie Davidson, Consultant, Davidson Direct, Pacifica, Calif.
SIPA: What was your first job out of college and how did you get into this business?
LESLIE: After college, I wanted to save the world so I went to work for a nonprofit organization that provided seed money to help other organizations get started. I worked in nonprofits for several years, but when funding began to dry up, I was able to use the administrative skills I acquired to get a job in a for-profit company. It just happened to be with a newsletter publisher.
Has there been a defining moment in your career? Perhaps when you knew you were on the right road.
I’ve probably had many “defining moments” but two come to mind. The first one was when I transitioned from office management to marketing. I wasn’t sure a career in marketing was for me but I wanted to give it a try. The first direct-mail test idea I came up with failed miserably, but the process of developing it and making it happen was a lot of fun. I was hooked. The second one was many years later when I realized I could actually fulfill a dream I’d had for a long time: running my own business. That was almost 12 years ago and it definitely is a dream come true!
In brief, describe your business/company?
I help organizations produce, manage and market audio conferences and webinars. I provide a turnkey service—from concept through speaker recruitment, project management, copywriting, coordination and logistics. Virtual conferences can make a lot of money, but small companies don’t always have the resources to create and manage them in-house. That’s where I come in. My clients really appreciate that they can turn their webinar planning and implementation over to me and know that it’ll get done with a minimum of hassle.
What are two or three important concepts or rules that have helped you to succeed in business?
– Providing excellent customer service is one of the driving forces behind my business. I know that may sound trite, but it’s important to me that I do everything possible to make my customers successful. I want to be a part of the team, not just an outside consultant, and I try to go the extra mile to make sure whatever I do is done right.
– Paying attention to the details, no matter how small, is crucial to creating good webinars. There’s an old saying that you shouldn’t sweat the small stuff, but sometimes in business, you don’t have a choice. I sweat the small stuff so my clients don’t have to.
– And finally, have fun! Say or do something every day that makes you (or someone else) smile.
What is the single-most successful thing that your company is doing now?
I’m a full-service provider when it comes to these events. Which means I’ll take care of almost the entire webinar production and marketing process. My clients like that because there’s one point of contact and everything is done in one place. I even started writing marketing copy several years ago so my clients wouldn’t have to search for a copywriter to create their webinar emails. If I can do something, I will. If not, I’ll find someone who can.
Do you see a trend or path that you have to lock onto for the second half of 2011 and 2012?
More and more customers are doing live conferences in addition to the virtual ones. The project management skills I developed producing webinars make it possible for me to help with live events as well. It’s not something I have to lock onto this year, but it has allowed me to diversify my service offerings. I enjoy the variety, and in tough economic times, it can make the difference between staying alive and going out of business. And my clients like it because they don’t have to go too far afield to find someone they know and trust to do the work.
What are the key benefits of SIPA membership for you and your team?
I probably wouldn’t be in business if it weren’t for SIPA. It gives me access to an incredible array of people and organizations. Attending the annual conference is one of the best things I do for myself and my business all year. Not only is it a great learning opportunity, it also gets me face-to-face with potential new clients and provides an opportunity to spend time with current customers who I might only see once a year, and only at SIPA.
Where did you grow up?
I was born in Cleveland, Ohio, but when I was eight, my father, a pharmacist, decided he was tired of shoveling snow and moved the family to Santa Monica in southern California. I spent as much of the next 10 years as I could hanging out at the beach.
What college did you attend? Is there a moment from that time that stands out?
I graduated from UC Berkeley. I attended in the early ’70s, and there was so much going on during that time—free speech, the anti-war movement, civil rights, women’s lib, the environment. I learned a lot during my years there, as much out of the classroom as in it. The experience formed the basis of my political views.
Are you married? Do you have children?
I’ve lived with my partner, John, for 20 very happy years (this month). We have two cats, Franny and Zoe.
What is your favorite hobby and how did it develop in your life?
It’s not really a hobby, but if I had the time, I would spend more time traveling, especially in Europe. I love walking around the old cities and learning about the history of these places. It’s just amazing what could be built (and is still standing!) without the benefit of modern-day tools.
Is there a book you recently read or movie you saw that you would recommend?
I just finished “The Help,” which is a wonderful book. I wanted to read it before the movie came out and I’m glad I did. It’s fiction, but seems to be an accurate portrayal of the south in the early ’60s. Exposing the truth about discrimination, as the women did in this book, was incredibly brave considering the consequences.
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SIPA gives Leslie “access to an incredible array of
people and organizations.” It can for you as well.
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SIPA’s 28th Annual Marketing Conference
Wednesday-Friday, December 7-9, 2011
Eden Roc Renaissance Hotel, Miami Beach, Florida
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