Engage Your Prospects
Many months ago, I was driving down Main Street in Vancouver on a Saturday afternoon and noticed a group of enthusiastic individuals waving signs promoting a free event. It was a trade show promoting eco-friendly products. This intrigued me, so I grabbed the nearest parking spot which was only half a block away.
As a strategic marketing expert, I am always curious how businesses promote their products or services. This was one occasion where I could anonymously walk around and look at a number of the latest emerging eco-friendly products and see how they were being promoted. As I made my rounds, I found myself drawn towards one particular vendor. Displayed on a large metal rack were the coolest bags. This uniquely designed merchandise ranged in sizes and in applications including large courier style, mini-courier and computer bag.
Each one was made from the now defunct ads from old Pattison billboards. Mike Jackson, the owner of a hip retail outlet that sells custom clothing and accessories called Thriller, was on site to talk about his creation. His passion for these newly developed bags was contagious. What I liked most about our conversation was his interest and enthusiasm for feedback on how to make these bags even better.
Although I chose not to pull out my wallet that day, Mike had engaged me and I was hooked on the product. So before we parted ways, he gave me a small card with the same discount Thriller offered during the trade show. I would be able to use this discount when I visited his store.
I’m sure you can guess what happened next. A few months later, I showed up at Thriller and purchased three bags. I am now part of Thriller’s fan club. What are you doing to engage your prospects?