A Potential Promoter of your business is a person or advertising medium that your end customer will refer to when they need to use your services. They are the trusted advisor or source of information for the people who need what you have to sell. For instance:
A Realtor is a Potential Promoter for a Mortgage Company
An Automobile Dealership is a Potential Promoter for an Insurance Agency
A Construction Company is a Potential Promoter for Painters, Electricians, Roofers, & Drywall Companies.
Let’s take a sample business, a pest control company, who has historically marketed their business using billboards, TV, radio, and mass mailing postcards to the end user of their services. The goal has been to build brand recognition hoping that when a customer needs pest control services they will remember the company name, remember the company telephone number, and hire the company to do the work. Inevitably, they have wasted money marketing to people who don’t need their services, have relationships with other providers, or can’t afford their services.
By marketing to Potential Promoters the experience is much different. A pest control company produces a list of 1,000 people that they consider Potential Promoters. The list includes realtors and developers for termite letters, property management companies and maid services for pest control, pediatricians and allergists for mosquito control, and of course previous customers for all services. The Potential Promoters are sent educational email and direct mail pieces that help establish the pest control company as the experts in their field. When prospective customers ask a Potential Promoter what company they should use for pest control, our sample company gets the referral. The customer, who already trusts the judgment of the Potential Promoter, calls the sample company, orders the pest control services they need, and our sample company easily closes the sale with a higher profit margin. The best part is that the entire marketing campaign costs a fraction as much as traditional advertising methods and the owner only invested 5 hours of time to set up the campaign for the entire year.
