Why Engagement Rocks and Impression-Driven Marketing Sucks

Media and technology advances change the sales landscape faster than most of us can fathom.  Salespeople may use the aforementioned as an excuse, but savvy sales pros leverage this phenomenon to their advantage, solidifying themselves as the “expert media guru” (Niche Media 101).

Real World Example: Seven weeks ago, a prospect asked us to help promote a football training camp that would be held during Spring Break, just five weeks away. Of course, they only had $500 in the budget. Yes, I thought what you’re thinking right now – Good luck.

After a quick review of the prospect’s social media profile, we developed a five-month engagement-based campaign using the upcoming camp as a launch event. Although the camp had few new sign-ups, the facility grew their weekly training from 40 to 110 in the weeks leading up to spring break. At the client’s request, we’re now preparing an annual comprehensive engagement-based marketing campaign. We sold services to the prospect and turned $500 into a nice 5-figure monthly agreement.

How we did it (and how you can do it too): Create and distribute custom content across our media ecosystem (print, web, social, events).  Using the stories shared by the client, we captured video interviews and activity occurring at the facility with an iPhone, and created a series of videos/editorial features that spoke to their target demographic. Using Twitter, YouTube, Facebook and Instagram, we posted relevant content, which our audience devoured and shared.

By the way, our staff is comprised of four full-timers, including myself, using basic off-the-shelf equipment/software that most every publisher already possesses.

Take Away: Sales has always been about telling stories. That’s all engagement really is. Technology just provides the means for thousands of folks to hear or see a good story and pass it on effortlessly by sharing, along with verifiable metrics. Just keep in mind that the stories you’re telling are the clients’.



JD Sanders – President, VYPE High School Sports Media and Publisher, VYPE DFW (Dallas-Fort Worth)

   Dad, Hubby, Musician, Publisher, ExecProducer, Concepter, Peacemaker, Seeker, Doer, Creative Thinker and other “ers” at FTG Media, which publishes VYPE High School Sports Media in Dallas-Fort Worth, TX. Appointed President of VYPE, LLC in 2012 to lead the company’s reorganization and expansion.  Follow me on twitter @JDealGuy


Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments! Plus, Carl Landau – Niche Media’s Grand Poobah – just launched a blog all about creating and marketing targeted events – blog.NicheEventNation.com  Check it out!

– Twitter: @NicheMediaHQ
– Facebook: NicheMediaHQ
– LinkedIn: Niche Media Network
– YouTube: NicheMediaHQ

Speak Your Mind