Marketing For Dummies, 5th Edition

Chapter 12

Leveraging Networks and Events

IN THIS CHAPTER

Building your network and tapping your customers

Leveraging local events — your own and others’

Gaining support through cause‐related events

Getting the most ROI from trade shows

The old adage of “Who you know is more important than what you know” still holds true and likely will for a long time.

In marketing, your network is one of your most valuable assets. Your ability to leverage your networks and those of your customers is one of the most critical skills to develop. This chapter shares insights on how you can leverage your network to spark dialogue and interest in your brand, build networks among your customer groups that inspire passion and referrals, and host events that encourage loyalty and sales.

Harnessing the Power of Social Hives

We humans seek and form hives in all areas of our lives. We find comfort, validation, and security in numbers and tend to seek out people who reflect how we see ourselves. Our social hives are usually made up of people who dress like we do, like the same entertainment, humor, and activities, ...