In part one of this New Media Marketing case study, you learned how effective stepping beyond marketing with business blogs is. And you saw why this type of marketing with New Media can work in generating buzz, building your prospect list, and boosting profits. Today let’s take a look at three simple things Rosenlof/Lucas could have added to their video foray into New Media Marketing for even greater impact on their bottom line.

#1. Encourage immediate action: Along with the invitation shown at the end of the video there could have been a simple landing page where an “Invite Acceptance” was completed by the viewer. This one added step would do three things very powerful things from a marketing standpoint –

a. The pre-qualified viewers contact info would be captured for later follow-up whether he or she actually shows up at the party or not.

b. By completing the “Invite Acceptance” the viewer will have taken a small action that psychologically motivates them to follow through and actually showing up on October 5th.

c. With full contact info collected, all confirmed attendees could be mailed a post card confirmation or be sent a text-message the day before to remind them of the party.

#2. Reward immediate action: To really create anticipation and excitement Rosenlof/Lucas could have added a contest to the “Invite Acceptance” process. Something as simple as offering all “Confirmed Guests” the chance to win one $3000 design/build certificate would go a long way in getting people jazzed about the event. And a further note that the winner would be announced at 8pm the day of the party, and that the invitee had to either be there live.

#3. Leverage the business blog: OK, so let’s end with the simplest and most effective marketing addition to this entire optimized process — the linkage to Rosenlof/Lucas’s business blog. (Which I was surprised to not find. )

If the two online persuasion strategies highlighted above were used, then after the registration form for the “Invite Acceptance” was completed, the new registrant would be taken to a special post on the company business blog where they are encouraged to share their opinions on the video or what they’d like to see more of.

This interaction and participation builds rapport and trust before the prospect would even talk to Matt or his partner.

Also, I can’t comment on how much (if any) effort Rosenlof/Lucas put into using this video with their existing client list, how they used other New Media channels, or if they took advantage of any off-line PR, publicity, or promotional opportunities. I now that with a solid click-and-mortar marketing approach this New Media Marketing blitz would be the type of HUGE list building event that would keep the business swamped for months.

So if this is the way the oldest profession in the world can market correctly with New Media, what’s the wrong way to do it? We’ll cover what you can learn from the mistakes of others in Part 3.

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John-Paul Micek is a Business Acceleration Coach with four multi-million dollar businesses under his belt and over 8000 hours of experience helping entrepreneurs like you get the profits, performance, and lifestyle you want from your business. He’s a published author (Secrets Of Online Persuasion,) a weekly columnist for the Honolulu Star Bulletin, and professional speaker. You can reach J.P. directly via [communicationcommando@gmail.com].

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