Last week the local Shop Rite had a grand opening that packed their parking lot and stopped traffic on a major highway for an entire weekend. The opening of a new supermarket was the major media event.
A stinkin’ supermarket?! Yes, a supermarket. So, if a food store can create a major media event that brings thousands of people to their store, why can’t appraisers do the same thing? Let’s face it; antiques, old paintings, and rare collectibles are certainly more exciting than a pot roast.
Think about it — appraisers touch the coolest stuff on the planet. We have amazing stories. Our knowledge is second to none.
So why not a major media event for your appraisal practice? Start small or go big. Share a collecting tip with the media. Run a seminar at your local college. Speak at a Rotary meeting. Create an Heirloom Discovery Day for your favorite not-for-profit organization. Offer to share your knowledge at a library program.
Don’t get beat by a supermarket — your profession deserves more publicitythan ground beef and Brussels sprouts. Let the world know who you are, what you do, and why they need to call you.
Tip: Use the “Empty Library Display Case” marketing technique to create your media event.
This system is a step-by-step plan for creating a unique and major media event. It’s described in detail in the NAC Appraisers’ Marketing Bootcamp-in-a-box. It works for brand new appraisal businesses, or for an established appraisal practice.
It is the system that got many of our Bootcamp alumni front page stories and established them as THE experts in their target markets.
I discovered the “Empty Library Display Case” marketing system by accident, and it lead to my first big expert witness job — Expert Witness and Lead Litigation Consultant for Richard M. Nixon’s Watergate Presidential Papers Case.
So, dust off your Bootcamp CD’s and listen to it again. (it’s also in the two volume transcript).
Make your practice more exciting than a pot roast.
What?!? You don’t own the NAC Appraiser Marketing Bootcamp-in-a-box?
Better get it. Check it out at: http://auctioneersuccess.com/products/bootcamp/