Last year I hosted my first local event since moving to Charlotte. It was a day-long training called Be Seen, all about overcoming your fear of visibility and then creating an aligned strategy to become more visible.
I rented a space that held 50 people, and it was my intention to fill the room.
But at that point I had only lived in Charlotte for a year and didn’t know many people. I knew that simply creating a campaign for Be Seen in my newsletter wasn’t going to cut it (because my newsletter community & client base is international), and that I needed to connect in with folks here in Charlotte to fill the room.
It was a situation for Soul-Centered Guerilla Marketing.
So, what is Soul-Centered Guerilla Marketing?
It’s an intense, persistent and consistent grassroots strategy for giving it “all you’ve got” in order to fill an offering or program.
I am not a big fan of working intensely, because I really believe in sustainable and energizing growth. However, every now and again, there comes a time where it’s appropriate to “go guerilla” and do whatever it takes to fill the room.
Now, just to be clear — I’m not talking about over-working or working late into the night.
Soul-Centered Guerilla Marketing isn’t about wearing you out. It’s about persistent & consistent, no-stone-unturned, grassroots outreach on all levels. (BTW — to do this requires you to stand in your value and be willing to reach out and stretch yourself.)
Here’s what I did to fill Be Seen with a waiting list in a town where I had few connections:
Step 1) 6 weeks before the event, I sent an individual email to EVERYONE I knew here in Charlotte that would be remotely interested in the training or who might know people who were interested in the training. It wasn’t that many people because I didn’t know too many folks here yet.
In that email, I invited recipients to come, and I also asked that they let anyone they know who would be perfect for Be Seen to come as well. And I created a special discounted rate for all those folks.
Step 2) After about a week, I hadn’t really heard back from anyone (it was the week between Christmas and New Years), so I wrote a follow-up email to each individual person.
And then registrations started to come in. By the beginning week of January I had 7 women registered.
Step 3) I went back to my rolodex and emailed anyone else I knew that hadn’t gotten the original email, even folks that were long shots.
Step 4) I sent a campaign out to my newsletter community.
By the end of the first week of January, we were up to 17.
Step 5) Next, I got in touch with 3 women I knew who were highly connected – and they agreed to send out emails to their entire communities on my behalf.
Step 6) I also invited everyone who was already registered to invite a friend for a discounted rate.
By the end of the second week of January we were already up to 36, and I had two weeks to go.
I was feeling pretty good because I was a newcomer in town and had attracted in a nice amount of participants, but I didn’t stop there, because I was determined to reach 50. I knew more guerilla marketing had to be done.
Step 7) Next, I went online to a website that is a community of Charlotte healing practitioners – my ideal clients. I viewed every woman who advertised on that site, and researched her website, and emailed her individually to introduce myself and make an invitation.
6 more women stepped in through those invites. I was at 42.
Step 8) Finally, I went to Facebook. I did a search on any entrepreneur that I was connected with that lived in the Charlotte area (I’m friends with nearly 5,000 folks on FB, so you can imagine, I didn’t know most of those women personally). And I sent each and every one that looked like a possible ideal client an individual message through Facebook, introducing myself and making an invitation to Be Seen.
By 10 days before the event, I was at 52 RSVPs, with a waiting list of 4, and more tried to register after that.
The day of the event, the room was packed, and I was told by a number of the women that no one ever attracts this many people to a workshop in Charlotte.
They wanted to know how I did it.
Tee hee, sometimes you just need to go guerilla!
If I can guerilla market, so can you. The key is to have a good plan that matches your goals and marketing environment, incredible copy that magnetizes potential clients, and inner confidence to outreach and outreach again and followup.
If you’d like help with filling your programs and growing your business, let’s talk!
I am proud to lead a team of world-class coaches who specialize in supporting soul-centered entrepreneurs who are D.O.N.E. with spinning your wheels, feeling frustrated, not being clear on your plan, and feeling alone in your business.
I currently have openings in 2 programs that are designed to hold your hand while you build your business authentically and successfully, without losing your sacred core.
If you’d like to learn more, get in touch for a complimentary Intuition Activation Call. It is 60 minutes of 1-on-1 coaching and conversation that will change your business and mindset forever.
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