Guest Post by Andrew Chee, Director of Field Development for Canada & Executive Sales Team Member
A brilliant aspect of our partnership with Market America is how well we’re built as a company to fully utilize a One-to-One Marketing model, also known as personalized marketing or individual marketing. It is a customer relationship management strategy emphasizing personalized interactions with customers to foster greater customer loyalty and better return on marketing investment. Combined with a compensation plan that encourages teamwork and sharing of volume, there are a number of marketing possibilities and strategies that an UnFranchise Owner can implement while incorporating their passions and adding loads of fun to the work! That’s right, building a Market America UnFranchise Business can be super fun as we enrich our lives expanding on our personal interests. Here’s what I’m talking about:
Finding qualified customers and/or business partners start at the top of the marketing funnel and get sorted out as we investigate more about them. Although we may sometimes get lucky meeting a stranger in line at the grocery store where we somehow manage to strike up a conversation about how they might know the right people who’d be interested in generating extra income, these occurrences rarely play out like a 1990’s Disney movie. However, we UnFranchise Owners can increase our odds and accuracy simply by hosting what I like to call FUN-nel events! A FUN-nel event is just any gathering to get together to do fun stuff and it’s also a way of creating more opportunities to converse with new people we come to meet and also to catch up with lost connections.
Event Ideas and Preparation
Before we proceed, I’d like to acknowledge that meetups and networking events out there are great ways to meet people and build rapport so I’m not downplaying the effectiveness of finding and attending readily available networking events. Having said that, organizing and running our own events do give us better control over the desired atmosphere and flow of things. On top of that, it also gives us an excuse to unlock our creative minds while diving into things we enjoy. The goal is to create an environment that is welcoming, positive and also one which will leave a lasting impression on anyone who attends – the key is in the details. Let’s explore a few ideas:
Say we host a board game night where we get together and have a good time playing various classic board games. It sounds like it can be a pretty good evening, right? Sure! It can also turn out to be just another night at Joe’s that we won’t recall a week from now. There are a few things we can add to the agenda however that can increase the probability of it becoming one for the books! Have you heard of that classic mystery game called Cluedo? What if we set up the night for each of the attendees to come dressed up as a character from the game itself and close the guest list once all the characters are accounted for? 8 UFOs and 4 guests perhaps. We’ll start off the evening playing charades with Colonel Mustard and Professor Plum. We can then proceed to a few rounds of Taboo and finally closing it off with a round of Cluedo!
Here’s another example, a real one. A few partners of mine came up with this outdoor activity gathering called the BAR Group. It stands for the Basically Average Runners’ Group. They’d get together weekly in the summer and run along a selected mountain trail. The reason they’re called the Basically Average Runners’ Group is so that it isn’t intimidating to get people to join – they’re so average, they walk most of the time! Now we’ve found out in the past from organizing similar activities that it’s quite difficult to keep a running group together consistently week after week, so what they decided to do with the BAR Group was to implement weekly themes to keep things interesting. One week, they had cape day – where everybody had to wear a cape of some sort to run with the group; and another week they had fruits and vegetable day which is, yep, you guessed it! Everybody had to bring a fruit or vegetable from home to run with. My favorite one by far has got to be pots and pans day! This was the week where people had to run through the woods holding pots and pans! Crazy, right? That’s what it looks like when other hikers would watch them from the outside looking in. But from the inside looking out, it was a completely different perspective. It’s one that builds a bond faster and stronger because they’re not just individually weird, they are being weird together and it’s us against the world! You get the picture. The difference between a regular get together and something that leaves a lasting impression is often due to it being unusually awesome – it creates a ‘when in Rome’ effect right in our own backyard. Aside from board games and running, there are unlimited possibilities on where we can go with these so just let your creative juices flow! Some other ideas can include 70s Karaoke or Paint Your Pet nights.
During & After the Event
Keep in mind that the main goal is for people to have a good time! Much of the time, however, will be open for interactions. Be sure to ask lots of questions and get to know your guests. If you are ever in doubt of where to begin, FORM (Family, Occupation, Recreation, Motivation) is a great place to start. Also, we want to constantly get better at introducing people to one another and edifying each other. It helps a lot for a new person trying to fit in when there’s a professional connector in the room. This will also be a good time to know your answers to “What do you do?” and “What is it?” as there will be plenty of opportunities to strike up conversations about how else you can add value with your arsenal of products and/or business plan – keep it in the back pocket though, it is mostly always better to book a separate meeting when a qualified prospect identifies themselves.
As the event comes to a close, we should have enough information to know what our next steps are. Remember, it’s about building relationships and qualifying folks. There may be some people who seem curious and want to learn more about what we offer, some who may be well connected and wouldn’t mind helping us connect with their network, and also some who are just fun to hang out with for now with no business agendas. We can even initiate our trial size marketing campaign with whoever we feel comfortable asking. The beauty of it is it’s all up to you and you have the options on what the next steps will be.
As we come to a close, here are a couple of parting tips that my team and I have put together in regard to organizing and running FUN-nel events:
A Nice Touch of BV
Do have a noticeable amount of BV products out in use if possible. Whether it be all the UFOs and existing customers drinking their Isotonix Turn Ups while stretching for the run or having the Shopping Annuity hand sanitizer out on games night. These provide more opportunities for people who are seeing it for the first time to ask, “What’s that?”. Sharing and talking about what we use and love is One to One Marketing at its finest!
If you catch yourself bringing up the business or our products too often, there is a chance that we may be coming on a little strong. Just relax and find a balance to pull instead of push. What is it that they say we do? Oh right, go fishing not hunting.
Schedule and Plan Ahead
Although it seems like it’s all fun and games, the fun actually takes hard work as well! Just like how we have HBPs and UBPs planned in advance, it’s nice to know that we have something to plug our guests into even if we’re still in the early stages of rapport building. This way, the stranger we met in line at the grocery store has a better chance of getting to know us as people first before being asked to attend a UBP and jump to conclusions. Check out this sample part-time schedule to see where these FUN-nel events can fit in: