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Apr 3, 2012 Discussion if we should introduce the IITTI concept at the 2012 AICI Conference in Hawaii

Discussion about whether we think it would be beneficial for the image consultant community at large to learn about what has been done so far in terms of the concept of a standardized exam and certification system during this year's AICI Conference in Honolulu, Hawaii.

Apr 2, 2012 from Patrick

In what capacity do you think I should represent when I meet other attendees? Greenwood? IITTI? I am thinking what would be the most beneficial for the people I'll meet.

Apr 3, 2012 from Lynne

I think it would be the perfect opportunity to introduce IITTI at the conference. We should have our "elevator statement" polished by then and we can all practice as we introduce you.

Apr 4, 2012 from Deborah

Introducing IITTI at conference would be excellent!

Apr 9, 2012 from Kimberly

I agree that conference will be a good time to introduce IITTI. However, there will likely be questions. I also agree with Lynne that we should create an elevator statement so that we are all talking the same language.

Apr 10, 2012 from Riet

I wonder if it is really appropriate to do so. We don't want schools to promote their courses during conference. That is where the exhibition is for. Many of us are on the International Board, or becoming a member next July. We need to behave well and set the example.

If we want to do something promotional we should be willing to be at the exhibition with at booth. And I am not sure we are ready for that.

Am I completely off here?

Apr 10, 2012 from Lynne

I agree with Riet that we are not ready for a formal launch at the conference. I do think we all need at least one consistent sentence saying what IITTI does, just in case topic comes up.

Apr 10, 2012 from Deborah

Lynne, I agree that we need an elevator speech to share with others when IITTI is addressed. I think this is especially important as conference is a time when everyone is sharing what is happening in their business. We need to speak with one voice. This extends beyond conference as well to those we all connect with in our daily professional lives. For us to have a full platform to present at conference this year seems premature.

Apr 11, 2012 from Patrick

Riet, yes, we should not cross the line and start promoting as in the formal sense. What would be the guideline of AICI if we talk about what we are doing informally when people ask in a conversation or over lunch?

Apr 12, 2012 from Lynne

Patrick, it will be fine to mention IITTI informally. As I said we all need a consistent statement to tell people what it's about, especially if we mention it to the trainers.

Apr 12, 2012 from Kimberly

I agree with both Riet and Lynne. I think it is alright to mention if casually at this time. However, we need to be careful about any formal introduction. Personally I would like to officially launch this as a fully developed product once it is complete. I would like for the team to have an elevator statement so that we are all communicating the same thing. My thought is that at this time the introduction should be more like a teaser to get people interested before the unveiling.

Apr 12, 2012 from Deborah

I agree, Kimberly. An elevator statement to create interest would be on target for now, with a fully prepared roll-out later. It is important that we all speak with one voice regarding IITTI.

Apr 12, 2012 from Serena (Brand Development Director, Imageworks Asia)

Just to add on that both Christina and I are in agreement with your views too -- an informal discussion about IITTI is fine at this time, but any formal introduction can potentially put us in a spot.

Apr 15, 2012 from Christina

We can start to mention IITTI (with a consistent elevator introduction) at AICI Conference. But I agree with Riet that we need to be careful not to overdo this. I don't think there's a conflict with AICI but I do think we're not equipped sufficiently just yet.

We need to consider how we will handle curious and/or interested parties who may start contacting us. From a pre-launch publicity point, it will be good if they do. However, are we prepared e.g. what do we tell them next? When will IITTI be able to offer something concrete? Do we each handle the enquiries independently, copy each other on all enquiries, send them to Patrick? Let's take this a few planning steps forward beyond we jump ahead of ourselves. Last thing we want is to keep interested parties waiting indefinitely and cooling off. This could set us back before our actual launch.

Apr 20, 2012 from Patrick

As in anything new and different, we as marketers need to walk a fine line between over-promoting and under-delivering. Roughly speaking, we may want to categorize a market into three groups:

  1. Early adopters
  2. Mainstream
  3. Laggards
Perhaps at this stage, we need to focus on a sub-group of image consultants and HR managers -- the early adopters. Our task is to identify the few forward-thinking image consultants and HR managers who would appreciate the concept of what we are trying to do, and not so much as to how many users IITTI has at this point.

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