Word-of-Mouth Advertising by Lynn Thorne

Author:Lynn Thorne
Language: eng
Format: epub
Publisher: Atlantic Publishing Group, Inc.
Published: 2008-06-15T00:00:00+00:00

Advantage Payroll Services

114 New South Road

Hicksville, NY 11801

www.liadvantage.com

[email protected]

800-440-9003 - phone

516-931-8500 - fax

Robert Basso - President and Founder

Event marketing and participation in charitable events is not new for my business; I have hosted special events in the past, some large and some small. I always like to do things that people will remember. Once, we “launched” some new services with a special event at a restaurant at an airport, using the airport theme throughout the program. We gave the attendees a small balsa wood airplane with our logo on it, and everyone built their own plane. We went outside and launched them toward a target with the closest to the mark winning a prize — a personal airplane tour of Long Island. People still talk about this event and it was five years ago.

I am often involved with charities but I got involved in the Long Island Fight for Charity because I thought it would be an interesting, once-in-a-lifetime experience. This was being really involved; I was often in the ring with guys who were 40 to 60 pounds heavier than me. I took a lot of punches for this effort but it was worth it. People still ask me about my participation in that and other events, and these efforts have led directly to business referrals from people I don’t even know.

Participating in the fight worked so well for me that I encouraged my top salesperson to do it, and he has participated in it for the past three years. If I could do it differently, I would have started letting people know about my involvement in the Fight for Charity much sooner to build bigger buzz. I also would have hosted my own event to go along with the boxing match to help raise more money. It is hard to judge if the boxing event actually led to getting a specific piece of business; however, the word-of-mouth attention we received from this event definitely translated into business.

I always try different approaches for promoting my business; I have to because we are a small company with a limited budget. By being different and involved in many activities like this, we can create marketing that has significant value. Other small businesses fail to do this and often wonder why they do not grow. When we generate buzz we also generate sales. After a thoughtful campaign, event, or series of activities, our sales team becomes very busy.

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