Case Study #5: Developing Referral Business
Building a Marketing Channel
When Craig Isaacson, VP of Investments at a large international Financial Services firm looked to MCM to put together a seminar event series as a marketing opportunity we followed our Rainmaker Strategy approach establishing the business development and event goals, target audience, messaging and outreach plan.
A Curated Event Series
MCM worked with the client to tailor an event series and program curriculum targeted towards Real Estate professionals teaching them tactics for how to grow their business and reputation in the marketplace using LinkedIn. The program welcome paired as an opportunity for the VP of Investments to promote a valuable bridge financing program as well as touch on broader service offerings. The monthly series began as a wine and cheese reception and presentation at the client’s offices; as it gained traction we started to receive invitations to speak to professional associations and target prospect company offices.
New Closed Business
- After each event the client received an immediate business referral.
- Over the course of the series guests reached out to give additional referrals and closed business opportunities.
- Because of the high level of program value in supporting their businesses, guests from each seminar offered to market the program to their networks of up to thousands of professionals.
- By capturing the guest information on an opt-in basis for future correspondence, this provided an opportunity for post event drip marketing and further business opportunities.