so, the other day I showed you one of my collosal Internet marketing mess-ups, so here is a case-study of how to do it right:
Tom McLellan has put together a round-table of Internet marketing experts, where they cover all kinds of very cool topics that are of interest to the IM community.
And before you know it, you have the “Startup Marketing Summit”.
So far, just like I did with my collosal IM mess-up #1.
Here’s what Tom did far better than me:
The big difference is that he has speakers who actually have lists, and not only that, but also have a ‘good’ relationship with their list. I never checked if they had lists, I never signed up to my speakers’ lists to figure out if they had a good relationship with that list
I know that Tom ticks both of those boxes, because I found out about this event by an email in my inbox. In this case Glenn Livingston of www.endlesstrafficmachine.com fame. (with Glenn’s and Tom’s permission, I’m copying Glenn’s email in down below)
The next thing Tom did way better than I did was to have some sort of ‘celebrity’ on board, in this case the guy behind the insanely viral “United broke my guitar” Youtube video.
So, not only a celebrity, but also relatively recent. And of course connected to a current topic, namely things ‘viral marketing’
as you’ll notice in Glenn’s email, attendance is free (if you use the coupon code)
Now, putting on my marketing hat, here’s how/why that works
the normal price without the coupon establishes the ‘value’ of this marketing summit
With the coupon, you get a terrific bargain (my approach was just “hey, it’s free, take it or leave it”).
Now, as you’ll notice, these are live sessions. If you want the recordings, you can purchase them separately. And that’s how they monetize this model
Very nicely done, if you really want the information, it’s there for you for free, and if you want to go back to it again, well, you have the option of investing in the recordings
Now, here’s the thing: the overall model is very simple, relatively straightforward to set up and arrange, helps you build great relationships in your market, and – if and when done right (not snafu style) – can also make you a little money in the process. And of course build you a nice list of buyers.
Alrighty, I’m copying in Glenn’s email as it arrived in my inbox, meaning it’s Glenn’s link in there, not mine (actually, by clicking on it, you’re messing up his aweber statistics, so he’ll get more opens than he’s got people on his list, hehe;-)
Which brings me to another big issue or question I’m getting over and over again:
“but how do I get started in a new niche? I don’t know anyone in that niche…
well, in this case I’m putting Glenn’s email/link simply because he’s a cool guy, but think about: purely in Cialdini’s terms, what am I doing here?
Here’s Glenn’s email:
I just wanted to be sure you got this Veit…
because it’s FREE, useful, and fun 🙂
Free Pass to the Startup Marketing Summit (Online):
(Promo Code: 500SPECIAL)
If you could choose a marketing super power…what
would it be? Would you be an expert in conversion?
Or a master storyteller who has prospects hanging on
every word? Or would you create winning offers with
x-ray market vision?
But there’s a dark side to such expertise. Becoming
strong in a single area is an easy way to let other
marketing muscles go sideways. Which tends to show up
in the sales funnel.
The solution? Tapping into outside expertise and
trying to see your sales funnel through multiple
What if – over the course of 2 days – you could see
your sales funnel from these perspectives?
– The Conversion Master, rapidly improving conversion
rates in a single bound…
– The Master Storyteller, able to entertain and
educate while selling effectively…
– The Go-To-Market Strategist, defining and
leading new product launches…
– The Market Intelligence Expert, seeing
opportunities that are usually invisible…
– The Funnel Blender, ready to combine online
and personal selling techniques…
– The Rapid Tester, leveraging PPC to rapidly test
and refine new ventures…
All great perspectives, but the real question
is which one would be most valuable to you right now?
Whatever your answer, you can tap into that perspective
by attending the Startup Marketing Summit online this
Tuesday and Wednesday. And while the regular pricing
is $95, as a speaker I’m pleased to offer you a special
Promo Code 500SPECIAL so you can get in for free:
But you’ll want to move quickly on this one as there
are only so many free passes to go around.
The format includes live, broadcast, and on-demand
talks. Watch for my presentation “Customer Insights &
Compelling Offers: Top Techniques To Improve
Product-Market Fit” on Wednesday at 1 pm eastern.
And if you can’t make it, then you can get access
to a replay.
Just remember to enter the Promo Code 500SPECIAL
so you get Full Access:
Dr. G 🙂