Winning at marketing and getting your products on top takes a deeper understanding on the different zones of influence. This is what host, Ken Courtright, teaches you in this episode. By sharing an example about the zones, he points how you can make use of the influences you have around you to succeed in marketing. Additionally, he gives some concepts on internet marketing principles that you can get out of his upcoming book called Rally.
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10 Zones of Influence
This is a partial nugget from the new book, Rally that I put out. I’m going to expand on this. This is not in the book, but the precursor of what I’m talking about is definitely at the beginning of the book. I wanted a little cover, a little topic called pre-internet marketing principles and post-internet marketing principles. It’s pretty interesting to have a deep dive into this. Let’s talk about pre-internet marketing principles. Before the internet, if you had a business, specifically say that the chain of stores like Great Clips hair salon or video stores, maybe one pizza place or an auto repair store, some version of that. If you had any type of retail, you had what is called a zone of influence.
I’ve talked a little bit about this in the past, but not in the way I’m going to talk about it now. A zone of influence is simply a physical radius around a store in which you could pinpoint 85% of your customers come from. A pizza place or a hair salon that’s about a three to four miles zone of influence. A huge big box. Walmart, Lowe’s or Home Depot, the big, huge hardware stores pull from fifteen to twenty-five miles in any direction. That’s called the zone of influence. Here’s the interesting thing, post-internet or after the internet all of a sudden, everything changed because in pre-internet, the principle was to expand the percentage of people that know you exist inside your zone of influence. Before the internet, you would scream and yell to all the people around your store and driving by your store to get more people to see you. Some more people would know you exist, so more people would think about you. It’s traditional advertising. Post-internet, you could almost throw that away because post-internet, here’s what we know. We know that after the internet that same business has upwards of ten to fifteen zones of influence. I’ll give you a quick example.Stacking different advertising campaigns together is called marketing. Click To Tweet
I was on the phone with a friend and he mentioned that his wife was a custom jeweler and she had 6,000 followers on Pinterest. I didn’t say this to my friend, but what went off in my head was I saw dollar signs everywhere. Because immediately the way my brain works, I’m mapping the zones of influence for this person. I got out a piece of paper and I immediately started mapping them out. Here is what I know about my friend’s wife. She’s a custom jeweler, she lives in Kansas City and she has 6,000 followers on Pinterest. This tells me at least ten important things.
Number one, as a custom jeweler, she has at least three different zones of influence inside big trade shows alone. Let’s talk about a huge custom jewelry trade show. She could hold a booth. Her zone of influence is everybody walking by. She could sponsor the overall event, banners everywhere, banners on the website of the trade show and the emails that go out before the trade show. Her logo and her ad are everywhere or she could speak at the event. The people in the audience at the event are usually a completely different audience than the people that want to go through the booths, collecting cards and networking and things like that. That alone is three very powerful zones of influence that she can influence.
Number two, she has 6,000 followers on Pinterest. She could sign up on sites like Mavrck and other sites that make her an influencer to 6,000 people in a different way. Now, big corporations will pay her to do product reveals in front of her 6,000 followers. It’s another revenue stream for her. Since she’s a micro-influencer on one platform, she has an easy chance of talking to other micro-influencers such as people on YouTube that are already doing product reveals on YouTube for custom jewelry. She can then swap with them and her list will grow from 6,000 to 8,000 to 10,000 and she can do traditional advertising to grow her 6,000 followers to 10,000 to 12,000. That’s three different zones of influence right there.
She lives in Kansas City. She could do local events, local parades and she could connect with charities. She could co-op with other local business owners that serve the same client. Maybe she has custom jewelry with certain types of courts that are soothing. Maybe she can put these in doctor’s offices or when people are nervous they go, “Soothing jewelry, I’m going to buy some of that. Here’s her website.” My point is, pre-internet, you only had to worry about one or two things and expand the number of people inside that zone. Post-internet, if you think outside the traditional realm, you got to think about maximizing each zone of influence and each one needs a separate campaign.
When you stack these different campaigns together, these different advertising campaigns, that’s what’s called marketing. My wife and I were very excited to announce that our book Rally is out. It’s not a hundred percent complete. It’s missing a few pages, but we’re going to have it go as is, get some feedback and then send it for the final cover. It is selling right now on Amazon. I could use some feedback. If you don’t mind for any of you, read it front to back and you can throw me a quick email, Ken@IncomeStore.com and give me your thoughts. Put in the subject line book comments and I will jump on those. I hope this helps.
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