I was recently in a lunch meeting with an entrepreneur who lives near me. We had become acquainted through some random business opportunity and, both being, internet marketers, we started to hit it off immediately.
He launched his own business around 2 years ago and has been quite successful.
One accomplishment I couldn’t help but noting is that he works with some of the biggest brands our community has to offer. Brands that, if you’re from the U.S., you’ll recognize immediately (Wendy’s, Cafe Rio, Walmart, and the like) and, for major brands that some of you outside the U.S. will recognize as well (Marriot Hotels, Oreck, and Hilton).
Entrigued by his impressive client list (and having written “Land your first BIG client” recently) I was super-interested in how he managed to get so many top-notch clients–and so many of them at that (he’s worked with probably more than 100 of the biggest names in the surrounding communities).
The short answer: bandwagoning.
The long answer: keep reading.
The bandwagon approach
You know when you were a teenager (maybe you still are one) and your parents asked you something like:
“Well, if all your friends were jumping off a bridge, would you?”
I can’t even begin to count the number of times my parents warned me about peer pressure.
Because peer pressure is one of the most influential emotions around.
When our neighbor buys a new car, we immediately want one. If investing in stock is a good idea for our brother, it must be a good idea for us to.
See where I’m going with this?
If one major local business is redesigning their facebook page, web site, or logo, that must be the cool thing to do right now.
Taking full advantage of the bandwagon
So how can you take full advantage of this natural emotion almost all of us experience?
All you have to do is land one major client.
Yep you heard me right: just one. (Remember, here’s how to land your first big client)
Once you’ve successfully and professionally completed the work for that one client, you now have a reason to hit up other large clients in your area.
The secret?: stay industry specific for as long as you can.
If you’ve convinced a local restaurant that they need a new menu design, complete the project for them and then call up all their competitors to tell them about the work you just did.
The key is to make them feel like their missing out on added value for their business by not hiring you–because they are!
Once you’ve worked your way through the first industry, choose a new one, find your first big client in that niche, and build from there!
Soon everyone will be hopping on the bandwagon and you’ll have more clients than you know what to do with.
(PS: one word of warning. You have to contribute added value unique to your business for this to be successful. What do I mean by that? Do work that other people/companies can’t easily replicate. Otherwise when the local gym sees their competitor getting a new web site, they’ll just hire any old designer to get the job done for them.)
How are you going to take advantage of bandwagon marketing? Let me know what you think of this approach by leaving a comment on this post.