7 Keys to Marketing Genius: Events are Your Friend
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
Having special events is an excellent way to move closer to your prospects and start to build relationships (Key 5). Depending on the setting you have the opportunity to come face to face with the people that are looking at your product.
When working with a local college I recommended a series of events the school could use to get to know their target market. Choosing a college is not typically an impulse decision so having prospects visit the campus and feel at home is key. The school can take advantage of its beautiful campus and energetic students to make connections with prospects before they graduate from High School. By creating special events on campus like sports clinics, concerts, retreat weekends, etc. the students become familiar with the campus and its people.
Imagine the 8th grade student that goes to the campus for a baseball clinic taught by current college students each spring. By the time they are a Junior they have spent time on the campus for 4 years and have friendships with current students. When they are deciding where to go for school, and possibly leave family and friends, the school has a leg up on the competition.
Should you charge for these events? Absolutely. The price may not be monetary, but you must get contact information and build a strong database of the people that are attending your events. They are your pre-qualified leads- they already know who you are and have expressed and interest in your product.