Tuesday, June 11, 2013

Peggie Hall

(1:07) When I'm trying to understand a new concept, I like examples. It helps to place the concept more firmly in my mind. I've spent the past few weeks writing about how today's marketing requires that you add value and not simply tout a message. It's more subtle than in the past and therefore can be more difficult to wrap your arms around.

(0:59) So this week I'm going to discuss an example of someone who used the Internet brilliantly to market their product. She retired a few years ago and I never actually met her so I don't know if she was a marketing genius or if she was just doing what she loved. Either way, it worked.

(0:52) Peggie Hall, also known as the Head Mistress, worked for a couple of major manufacturers who produce marine sanitation products. She was the undisputed expert about anything having to do with waste systems and holding tanks on boats. She even wrote a book about it.

(0:45) What Peggie did that was a brilliant marketing move was to freely and openly share her knowledge throughout the boating community. If there was a boater question or comment about a black water system anywhere on the Internet, you could count on Peggie to provide an informed and thoughtful reply. She never just gave a marketing pitch about why boaters should use products from her company.

(0:36) Peggie provided real, honest information that became highly valued by the boating community. Sometimes that meant pointing out a problem or issue with her own product. Sometimes it meant helping with a competitor's product.

(0:29) The key was that what Peggie said was true, honest, and real. Boaters grew to count on it and seek her out. So when Peggie said to do something, well, we did it. This conferred much goodwill for the companies she worked for because not only did it get their name out there, it did it in a positive way.

(0:22) There was an overwhelming feeling that someone of Peggie's knowledge and integrity would certainly work for a good company. This was further reinforced by the fact that they gave her free reign to address issues as she believed were right. And the companies she worked for became the largest ones in the industry. In wasn't a coincidence.

(0:14) It was successful because Peggie worked for companies that produced quality products. Her actions reinforced the idea that the companies were interested in the boater. And enough of the time, they'd use their products.

(0:08) Think about what you know. Think about how you can contribute. It could be knowledge about a local area, particular boat systems, or the events happening in an area. Be the one helping boaters and they'll seek you out as a partner.

(0:02) And that's the marina minute.