If you hang around Angel or me for very long, you are guaranteed to hear about our passion for campaigns as an effective alternative method of business development. A campaign is defined as an event or promotion – or just something worthy of getting the word out – and is often associated with multiple methods of connecting with your existing customer base.

Our friend in business, Nelson Wahlstrom owns Iron Forge Trailers in Englewood, CO. He recently ran a campaign (a pig roast) that was designed to honor his existing customers. It was a huge success. Whereas he was expecting a turnout of about 35-40 people, more than twice that many showed up. He honored his “best” customer with a beautifully framed photo, commemorating the great relationship that they share. He aligned with several other companies, and promoted their work as well as his own. And he touched the lives of many in the process.

Today, Nelson is already planning his next campaign. And as we sat across the table discussing it, one thing became clear: one campaign really does lead to another. His first campaign led to this next one. This next one will actually require several sub-campaigns… each one designed to do one thing: connect Nelson with his audience.

And therein lies the key to our passion for campaigns! It doesn’t matter what business you’re in… You are in the relationship business! Connecting with your existing customer base – with no intention of selling them anything is quite possibly one of the best things you could do as a business owner! They’ve already purchased from you – and the assumption is that you did a great job for them. But extreme customer service starts AFTER the sale. When you already made that transaction – and STILL are interested in developing that relationship – you become very valuable to them – and they to you.

Whether it’s a grand re-opening, or the announcement of your newest employee… try developing a campaign around the news – and touch your customers by inviting them to share in the celebration! Find several ways to reconnect with your customers, and you just might be surprised… they might find new ways to reconnect with you! People do business with people they know, like and trust. A campaign is a great way to keep your brand on the tips of their tongues so that the next time they, or someone they know need(s) your service or product – YOU will be the one they think of!

But business owner beware: one campaign does in fact lead to another… and those campaigns and their subsequent touches inevitably lead to the success of your business! Buckle up… Great things ahead!