I just experienced a marketing success that I HAD to share with you. It’s my hope you’ll soak it up, then adapt and use for your own benefit.
Here’s the story- it began the summer of 2014
Last summer I was reading our local newspaper and noticed a feature story about a new Bed & Breakfast opening up. On a lark, I decided to cut out the newspaper article and send it to the B & B owner. We have “It’s Nice to Know Someone Making News” cards, so when I got back to my office, I wrote a nice note of congratulations in the card, enclosed the article and sent it all with my business card. I ended the note with “If you are ever in need of my services or an introduction to someone in the community, please let me know.
Fast Forward to Spring 2015
The B & B owner called. She said she received my note and business card and wanted to speak with me about insuring the Bed & Breakfast because her current company was unable to continue based on the type of policy she currently had.
After I picked my jaw up off the floor, I said “Of course!” and proceeded to have a long discussion about her business. I put a proposal together based on our discussion and property information from the County Auditor’s site and reviewed it with her via phone. She liked what she heard, so I scheduled a follow up at her location so I could do the proper underwriting and verify information. We had an amazing visit too- I stayed and talked with her for an hour, about her background, her future plans, etc.
Keep this in mind too- she held onto my information for 9 months! That is mind-blowing to me.
Here’s some ROI for you
Let’s assume my time is worth $100/hour. The note and associated materials took about 15 minutes, The collection of info and quote submission was another 30 minutes. Final annual premium (which includes personal auto since I ask for everything)- about $6500. Without doing any math, can you see where what I did was a GOOD investment of my time?
Yep- CRAZY ROI. Of course, you’re not going to have these results all the time, but even if you wrote 50 notes before having a “success”, I bet you’d make up that time investment on that 51st try.
OK Carrie- I don’t get a physical newspaper. What do I do instead?
Yep, a lot of people don’t subscribe to the newspaper anymore or if they do it’s a digital edition. So here’s a few ideas of other resources where you CAN get this kind of information:
- Chamber of Commerce newsletter. Our local chamber publishes an e-newsletter and always includes stories of new businesses opening and even posts pictures of the ribbon cutting ceremonies. You can ask them for contact information- tell them you want to send a Welcome card.
- Join your Chamber’s ambassador program or your community’s Welcome Wagon organization. I get the business name and contact information in advance, and then after I’ve met the owners in person at the ribbon cutting, I send a welcome card.
- Morning coffee chats or Business after hours events. Our chamber offers these too. If you ask questions you could stumble onto a new person or business in the community.
- Your own network. If you’ve built a good network with commercial real estate agents or commercial lenders, ask if they’re willing to share a name and contact information for a new business venture after the deal has closed. Again, tell them you want to send a friendly welcome card
Can you think of other sources where you could get this information? Share in the comments.
Here’s why you need to copy and use my marketing success story (TODAY)
- It feels good.
- It builds goodwill.
- You’ll be recognizing someone in your community for the good things he or she does or the accomplishments achieved.
- You’ll make another connection in your community.
- It keeps your name front and center.
- No one takes the time to hand-write anything anymore, so you’ll immediately set yourself apart from your competition.
- And, MOST important, maybe you’ll be able to do business with the recipient of the note 🙂