Guerilla Strategy: Leverage existing networks
Example: Adult Baseball League
I asked my client what he liked to do in his free time. He explained that he enjoyed playing adult league baseball; been doing it for 15 years. I asked about the numbers; i.e. how many on a team, how many teams in the league? Average team: 15 players; 18 teams in the league; that's 270 players in the network.
We started brainstorming ways to get the attention of all those players. My client suggested a special tournament, with donated prizes. To make it happen:
- He'd have to make contact with the owners of the largest businesses in town to solicit prizes. Since these businesses would be getting exposure among players who are their potential customers, that wouldn't be too hard; especially if he went after car dealers and sporting goods stores.
- He'd have to have to make a live presentation and pass out flyers to each team announcing the tournament. Of course the flyers would have his picture, logo and contact information on them. And he'd have to spend time hanging around afterwards joking around with the players; oh, well.
- He'd have to get an email database from the league so he could communicate the standings directly with all the players. Since he'd be running the tournament and managing the standings; that would be no problem. Of course all the "standings" communications would have his branding on them.
Sounds like a lot of work, and it is; but here's the motivation:
- It's a great excuse to get in front of 270 like minded people on a regular basis. There's nothing like frequent and consistent contact to help build relationships.
- It's a great way to demonstrate caring, competence and leadership; the keys to drawing people to you.
- It's a great excuse to put his name in front of 270 people for months on end; and have acquire an email database available for future marketing ideas.
- It's a great way to meet and establish relationships with other leaders in the community.
- Oh, and it would be a whole lot of fun to play in the tournament and give away prizes.
Now, let's look at what this Guerilla Relationship Building Campaign means from a real estate agent's marketing perspective:
- On average, 10% of homeowners move every year. That means there are 27 potential listings and home purchases in this pool every year
- Everybody in the pool is related to, works with or is friends with at least 3 people who are close enough to talk about their moving plans. That's a potential 810 referral contacts from this pool; 81 of whom are also moving every year.
- Each listing (from this pool of well over 100 potential listings) provides an opportunity to meet at least six potential buyers; many of whom do not already have agents.
- If "The Millionaire Real Estate Agent" model is correct, i.e. marketing to Mets = 2 transactions, per 12 names, per year (and my clients say the model is conservative) then maintaining close relationships with this network of people should net 45 transactions every year going forward (270/12 * 2 = 45).
To learn more about ways to automate this kind of marketing check out the posts in the ActiveRain Group: RE Systems Integration.
Now baseball may not be your thing. How about Chambers of Commerce, Women's groups, Ski Clubs, or Youth sports? None of those float your boat? Then head to the library and check out the "Encyclopedia of Associations" behind the reference desk. You'll be amazed at the tens of thousands of associations that exist. If you can think of it; odds are there are people already banding together to do it in associations.
Find an association that fits you, then figure out how to leverage it. That's how to do Guerilla Relationship Marketing.
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Ray that's a great and informative post. I appreciate your idea and will get more involved with my network groups in this mannner.