Creative marketing increases Wall Street broker’s subscriber base

by Tony Fannin, President BE Branded  |

In my previous post, I wrote about the concept of creating marketing that people seek out, not tune out. Here’s an example of this principle in action. I recently came across an article about a Wall Street broker, Mr. Polcari, who sent out daily bits of wisdom to his clients and prospects in an e-newsletter. It was delivered before the trading day begins. One day, he accidentally sent a recipe for arugula pesto along with his typical bits of stock info and state of certain sectors. The result: the number of people who requested and got his e-newsletter jumped from 15 to 375 in a short time. Today, the count stands at 2,500 subscribers.

“They enjoy the entertainment value of it and they like to know what they’re having for dinner,” says Mr. Polcari. The viral hook about this was that people printed out his e-newsletter for the recipes and passed copies out to their friends, who are also in Mr. Polcari’s sweet spot of prospects. Mr. Polcari said, one time he forgot to include the recipe and people called and emailed him asking where it was? Yes, they did read and appreciate the real value of the market information, but the recipe made the marketing vehicle more entertaining. People looked forward to getting both.

Mr. Polcari demonstrated, in a small way, the value of staying true to the core tenants of marketing: creative engagement, relevant messaging, and emotional connection. Marketing and entertainment are more linked now than ever. If it’s boring, you get tuned out. If you provide relevant messaging mixed with creative entertainment, people not only tune in, but seek you out.


About Be Branded

Tony Fannin is of President of BE Branded, an integrated marketing firm who helps clients BE Somebody to their customers. If you aren't somebody, then you are commodity.

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