Round 3 – Events Sell

Posted May 1st, 2009 by admin with No Comments

You’ve considered the value of relationship marketing. You’ve brainstormed to create a list of marketing activities in which you are currently engaged. You’ve created  a second list with ideas you might be able to use to build your relationship marketing strategy.

But, what is your relationship marketing strategy?


Your strategy must be based on an objective. Are you trying to drive sales? Are you aiming to recruit affiliates or partners? Are you looking to attract subscribers? Are you hoping to simply inspire an interested audience?

Is event marketing on your list? If your objective is to sell, event marketing should be there.  Simply, if you want to drive sales you need face time.

Step 1: Consider the value of relationship marketing and decide whether you want to build relationships to market your business.

Step 2: Brainstorm and make two lists: 1) Your current marketing tactics. 2) Relationship marketing ideas you’d like to implement.

Step 3: Create a business/marketing objective in a statement to help you narrow down the tactics you’ve brainstormed.

If sell, sell, sell is your number one objective, consider events.

Events give you face time. Face time helps you build relationships. Relationships encourage loyalty and sales.

Step 4: Keep reading for information on how to pick an appropriate event format and execute.


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Relationship Marketing – Round 2

Posted April 29th, 2009 by admin with No Comments

On Friday I challenged you to consider the relevance of relationships to your marketing.

Why talk about relationships in this blog? Because the fact that event marketing works is fundamentally based on the notion that relationships drive sales.

That’s cute. But I prefer the bunny.

A Duracell ad might remind someone to pick up batteries, but what’s to stop that person from grabbing the Energizer brand off the same shelf?


Relationships based on trust, corporate social responsibility, and genuine interest are more likely to nurture and maintain a bond between product and consumer than any coupon or freebie ever will.

Coupons and freebies can be powerful incentives to get someone to an event. But there is no loyalty once the coupon or freebie is in the customer’s hand.

Common ground, quality, service, and trust WILL make a customer think twice before buying from the competition.

So, where do you start?

If you’re a good blog audience, you thought about the relationship post. Now, I’d like you to jot down your brilliant points. Make two lists: One that includes the things you currently do to build relationships with your target market and a second list with ideas of things you’d like to do or have done in the past but are not doing now.

Create these lists and stay tuned for installment three.


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Do You Build Relationships or Are You Just Another Marketer?

Posted April 24th, 2009 by admin with No Comments

As you head out of the office this Friday, I would like to leave you with a marketing fundamental on which every marketer should meditate regularly.

Relationships are the cornerstone of business success.  If the job of marketers is to drive business, marketers should be master relationship builders.

Instead, most marketing teams are so caught up in an effort to create a new and innovative idea that they gloss right over what truly matters.

When it comes down to it, business is just about people selling to people. Even if you work in B2B marketing, you are simply selling to the people who make up your target business market.

The central importance of relationships is what makes event marketing so effective. In a world of social networking, it is easy to forget how important it is to interact with people face to face.

I challenge you to list three meaningful ways that you currently and regularly interact with your target audience. Then consider whether these methods drive business.

My guess is that you’ll find you spend too little time with potential customers and the time you do spend in this way is not driving measureable business.

You can’t fix an error of which you’re unaware, so really think about how you can build relationships to drive your business. Then, head back to work on Monday morning prepared to create a plan and improve the trajectory of your business.

What Writers Can Learn from Search Engine Optimization?

Posted April 22nd, 2009 by admin with No Comments

So, we’ve had some success attracting traffic lately. All this excitement about Susan Boyle and Twitterhas got the search engine juices flowing toward the Starshot Blog. As a writer, I can’t help but realize the similarity between the human mind and search engines.

When it comes to marketing copy or an event invitation, the most successful examples are littered with key words. Of course, the key words in an event invitation are relevant to a specific market and audience and might not rank highly in search engines. Nevertheless, just as web crawlers scour the web so too do your eyes scan marketing pieces and your mind latches on to the salient words and phrases of your industry.

So, how do you spike traffic to your event invitation or regular marketing copy?

Use key words and place them in areas that you know the eye scans. For example, use enticingheaders, key-word optimized introductions, punchy bullet points and always close with a fiesty, relevant and attractive call to action.

Whether in print or online, regardless of search engine dynamics, people tend to glance through the top of your marketing piece and look for highlights throughout as they skip to the end to see the final offer.

If you pepper your copy with key words, phrases of industry contention, and business challenges, you will more effectively stop a reader’s eye in its tracks. Without key words, your audience’s mental search engines–their brains–will gloss right over your objective and you lose their attention before you ever had it.


Originally posted on