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So we didn’t write the book, but we sure put it to good use. As described by Greg Stielstra in the book PyroMarketing and repackaged below for our own purposes. This is how we roll.

Campfire Marketing
You would start a fire with the material most likely to burn, and should start a marketing campaign the same way, with the people most likely to buy. They are the driest tinder. Relevance to this market is key within the messaging of the product or service, and the slightest heat will get this market ignited.
Lighting the match is enabling people to experience the product or service. There is no faster way to move people to purchase than by letting them actually experience the benefits you claim.
Fanning the flames is equipping people to spread your message by word of mouth. If they love your product or service, they are ready to expand the reach of your marketing by telling their network of likeminded friends. Properly equipped, they can convince people to trial who are far beyond the reach of traditional marketing campaigns.
Saving the coals is keeping a record of the people who respond to marketing so you can contact them again. Don’t let consumers slip back into the crowd after they buy, as you will be using your budget to reach the same customers over again.
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