At a recent networking group meeting, one member passed out an interesting article by Phil Krone, President of Productive Strategies, Inc. in Northfield, Illinois. Phil had written an article about what he called Micro-Marketing, the use of individual, personal contacts of different sorts, including hand-written notes, letters and postcards.
Phil mentioned in his article that a number of highly successful people contacted him enthusiastically about Micro Marketing. He also articulated 4 principles for Micro-Marketing. As I read them I realized that these for principles were good advice for any marketing campaign. Here they are!
Make it personal: One example that Phil used in his article was a person that mailed personal postcards from Moscow to potential clients. Given that they were personal and handwritten, they got past the gatekeeper. During the discussion about the article in the networking group, another person added that research, using Google, LinkedIn and other resources can also yield information that can help you make contacts. Now, just knowing that someone is interested in golf is not enough, what also counts is a sincere interest on your part (an old Dale Carnegie concept that is still valid) can help you make a contact.
Deliver Value: Phil’s point on this tip is to be sure that you offer something that is of value. His example was to respond to a senior executive’s article that expressed concerns with some answers to the senior executive’s concerns. When I have met people at networking or other events, I try to keep the discussion on their business. The discussion often leads to information for which I can give a quick tip or send an article or some other material that the person will find useful, leading to continued conversation and often a first meeting.
Be creative: For me, this is the toughest one. I tend to be a numbers person so my recommendation is to find ideas from colleagues, the internet and in particular, your happy clients. My most creative moment was probably the creation of my brand, the COO’s Bulldog, and that came from one of my clients.
Be memorable: Phil mentions a great example of how an accounting firm sent out stuffed monkeys with a message about getting the “Sarbanes Oxley Monkey” off their back. My granddaughter still plays with her talking “AFLAC” duck that I gave her several years ago. It doesn’t have to be a stuffed toy; the real knack to being memorable is creating an image in someone’s mind that won’t be forgotten.
To read Phil’s original article, click this link.