TGP Events: Aggressive Marketing Standards For Your Business with Chelsea Rodriguez

Summary

In this sales-focused transcript, Chelsea Rodriguez emphasizes the importance of aggressive marketing and investing in relationships with customers. She outlines her comprehensive marketing strategy for state fairs, including text and email campaigns, postcard mailings, and ticket giveaways. Chelsea also discusses the positive impact of marketing on sales, sharing her personal success stories and advocating for a generous approach to donations and customer engagement.

Takeaways

• 💰 **Investment in Relationships**: Chelsea emphasizes the importance of investing effort, time, and money into customer relationships to build a strong foundation for business growth.
• 📈 **Aggressive Marketing Strategy**: She outlines an aggressive marketing approach, including text messages, emails, postcards, and ticket giveaways, to engage with customers and boost sales.
• 🌟 **Value Over Sales**: Chelsea stresses the significance of providing value to customers, rather than just focusing on making sales, to foster long-term relationships.
• 📆 **Strategic Timing**: She discusses the strategic timing of marketing efforts, such as sending texts between 2-6 PM for better engagement and open rates.
• 💌 **Personalization in Marketing**: Chelsea highlights the use of personalized marketing materials, like Texas-shaped sequins and handwritten thank you cards, to make customers feel special.
• 🎟️ **Ticketing Strategy**: She shares her strategy of sending fair tickets to customers, with a change from single to double tickets per household to increase the chance of visits.
• 📊 **Data-Driven Decisions**: Chelsea's marketing decisions are data-driven, with a focus on maximizing the return on investment (ROI) from marketing activities.
• 📝 **Follow-Up and Consistency**: She underscores the importance of consistent follow-up with customers, including using a 'Hit List' to track and engage with potential leads.
• 🔄 **Reciprocity in Donations**: Chelsea discusses the positive impact of generously donating to customer events, which often leads to increased loyalty and sales.
• 📈 **Proof of Concept**: She shares her personal sales records, demonstrating how aggressive marketing and relationship building have positively impacted her sales results.

Q & A

Why does Chelsea believe it's important to invest in relationships with customers?

Chelsea believes investing in relationships is crucial because it fosters a two-way street where effort, time, and money are invested, leading to stronger bonds and more genuine connections. This approach contrasts with a one-sided, transactional relationship, enhancing customer loyalty and satisfaction.

How does Chelsea differentiate between customers and clients?

Customers are individuals who approach Chelsea primarily to purchase a product or service, while clients engage with her for her expertise and solutions to their specific needs or problems. Chelsea aims to transform customers into clients for life by nurturing and valuing these relationships.

What is Chelsea's strategy for aggressive marketing during the state fairs?

Chelsea's aggressive marketing strategy includes sending personalized text messages, emails, and postcards to her customers. She also plans to give out double tickets per household to encourage referrals and is considering unique touches like Texas-shaped sequins to make her marketing stand out.

Why is Chelsea investing more in marketing despite having a baby and a potential decrease in sales?

Chelsea is investing more in marketing because she believes in the value of her customers and sees marketing as an investment rather than an expense. She is strategic about her marketing efforts, aiming to maximize returns and build long-term relationships with her clients.

How does Chelsea plan to use text messaging as part of her marketing strategy?

Chelsea plans to send text messages to her customers in Oklahoma and Texas, strategically timing the messages between 2 and 6:00 p.m. for better engagement. She will send one text before the fair opens and another halfway through the fair to remind customers to visit her booth.

What is Chelsea's approach to email marketing during the state fair?

Chelsea will send three emails to her customers: one at the beginning of the fair, one in the middle, and one going into the last weekend. This approach keeps her business at the forefront of her customers' minds throughout the event.

Why is Chelsea choosing to skip voice drop marketing this year?

Chelsea is skipping voice drop marketing this year to test its impact on her sales. She plans to allocate the budget to other marketing efforts, such as providing more tickets to her customers, and will monitor the results to inform her strategy for future fairs.

How does Chelsea plan to handle follow-up with potential customers after the fair?

Chelsea will create a 'Hit List' spreadsheet to organize and follow up with hot leads from the fair. She will use her days off to make follow-up calls, ensuring she capitalizes on the interest generated during the event.

What is the significance of Chelsea's approach to donating to customer events?

By generously donating to customer events, Chelsea builds goodwill and strengthens relationships. This approach often results in increased loyalty and referrals from those customers, as they feel valued and are more likely to engage with her business.

How does Chelsea measure the success of her marketing efforts?

Chelsea measures the success of her marketing efforts by tracking sales results, particularly focusing on repeat business from past customers. Her strategy aims to maximize the return on investment from her marketing activities, as evidenced by her record-breaking sales days.

Outlines

00:00

💬 The Power of Aggressive Marketing and Relationship Building

Chelsea Rodriguez emphasizes the importance of aggressive marketing and relationship building in sales. She starts by highlighting her sales success in Texas and encourages the audience to stay focused on marketing strategies. Chelsea discusses her approach to customer relationships, which involves giving value and not just focusing on sales. She stresses the need to invest effort, time, and money into relationships to build a loyal customer base. Chelsea also differentiates between customers and clients, aiming to turn customers into lifelong clients through personal connections and value-driven interactions.

05:02

📈 Investing in Marketing and Relationships for Long-Term Success

Chelsea Rodriguez shares her belief in the importance of investing in marketing and relationships for business growth. She recounts an eye-opening experience where she discovered a correlation between high marketing spend and top performance at the fair. Despite a decrease in sales due to having a baby, Chelsea increases her marketing budget, focusing on strategic marketing efforts. She discusses various marketing strategies, including text message marketing, email campaigns, and postcard marketing, emphasizing the importance of consistency and professionalism in these efforts.

10:04

📱 Strategic Text Marketing and Customer Engagement

Chelsea details her text marketing strategy for the state fairs, which involves sending targeted text messages to customers in Oklahoma and Texas. She explains the timing and batching of these texts to optimize open rates and engagement. Chelsea also provides a tip on ordering text units in bulk to save costs. She discusses the importance of following up with customers during and after the fair through emails and postcard marketing, aiming to create a personal connection and encourage repeat business.

15:05

🎟️ Enhancing Customer Experience with Creative Marketing

Chelsea introduces creative marketing ideas to enhance the customer experience, such as including Texas-shaped sequins with state fair tickets to create a memorable unboxing experience. She also talks about her approach to donations, using them as a relationship-building tool rather than a simple expense. Chelsea shares her experiences with customers who appreciated her donations and returned the favor by becoming loyal buyers and referrers. She stresses the importance of investing in customers to create a positive impact on sales results.

20:06

💌 Post-Event Marketing and The Impact of Aggressive Marketing

Chelsea discusses her post-event marketing strategies, including sending handwritten thank you cards to all fair customers and maintaining a hit list for follow-up calls. She highlights the importance of continuous marketing efforts even after the event. Chelsea shares her sales results, attributing her success to intentional and aggressive marketing strategies. She concludes by stressing that marketing is not just an expense but an investment in customer relationships, which positively impacts sales.

25:06

🗣️ Q&A on Donations and Marketing Strategies

In a Q&A session, Chelsea addresses questions about her marketing strategies, particularly regarding donations. She explains her approach to donating to customer events, emphasizing the importance of building relationships through generosity. Chelsea clarifies that she proactively offers donations to consistent customers and waits for others to reach out for similar opportunities. The discussion highlights the effectiveness of Chelsea's marketing and relationship-building tactics in driving sales and customer loyalty.

Keywords

💡Aggressive Marketing

Aggressive marketing refers to a proactive and assertive approach to promoting products or services. In the video, Chelsea emphasizes the importance of aggressive marketing as a strategy to boost sales, particularly at state fairs. She outlines various tactics such as texting, emailing, and postcard marketing to engage with customers and drive sales, illustrating how being aggressive in marketing efforts can lead to significant results, such as her own sales records at the State Fair of Texas.

💡Investing in Relationships

Investing in relationships means dedicating effort, time, and resources to build and maintain strong connections with customers. Chelsea stresses that it's not just about sales but about providing value and nurturing relationships that feel reciprocal. She gives examples from the script where she personalizes her interactions with customers, such as sending thank-you cards and recognizing past customers by name, which helps in creating a loyal customer base and turning one-time buyers into lifelong clients.

💡State Fair of Texas

The State Fair of Texas is a significant event where Chelsea applies her marketing strategies to achieve high sales volumes. It serves as a practical context for the concepts discussed in the video. Chelsea shares her experiences and successes at the fair, such as her first year's sales and her record-breaking day, using these as evidence of the effectiveness of her aggressive marketing and relationship-building techniques.

💡CRM (Customer Relationship Management)

CRM is a system for managing a company's interactions with current and potential customers. Chelsea mentions using her vast action CRM to organize email marketing, highlighting how technology can facilitate personalized and efficient customer communication. It allows her to send targeted emails to customers, which is a key part of her aggressive marketing strategy to engage and retain customers.

💡Text Marketing

Text marketing, or SMS marketing, is a strategy that involves sending promotional messages directly to customers' mobile phones. Chelsea discusses the specifics of her text marketing strategy, such as sending texts between 2 and 6:00 p.m., which she believes yields better open rates. She also mentions sending texts in waves to avoid overwhelming recipients' inboxes, demonstrating a thoughtful approach to engaging customers via text.

💡Postcard Marketing

Postcard marketing is a traditional yet effective method of advertising where a postcard containing marketing messages is mailed to potential or existing customers. Chelsea advocates for professional design and consistency in postcard marketing, mentioning that she sends every customer a postcard. She also shares a personal anecdote about recognizing customers who walk up with one of the postcards, showing how this method can reinforce brand recognition and customer relationships.

💡Email Marketing

Email marketing involves sending targeted email messages to promote products or services. Chelsea uses email marketing as part of her strategy, sending three emails throughout the duration of the fair. She emphasizes the cost-effectiveness of email and the importance of consistent communication, even if some customers unsubscribe, to maintain engagement and remind customers of her presence and offerings at the fair.

💡Client vs Customer

Chelsea differentiates between a 'customer' and a 'client', with customers being those who buy a product or service, and clients being those who seek advice and solutions, viewing the seller as an expert. This distinction is important as it reflects different levels of engagement and loyalty. Chelsea aims to turn customers into clients for life by investing in the relationship, which is a central theme of her marketing philosophy.

💡Ticket Strategy

The ticket strategy refers to the practice of sending fair tickets to customers as a marketing tool. Chelsea discusses changing her strategy from sending one ticket per household to two, acknowledging feedback that one ticket could be limiting. This change is part of her aggressive marketing approach to encourage more customers to attend the fair and potentially increase sales.

💡Handwritten Thank You Cards

Handwritten thank you cards are a personal touch in Chelsea's marketing strategy, used to express gratitude to customers after they've made a purchase at the fair. This tactic is mentioned as a form of backend marketing, showing that the relationship with the customer continues beyond the initial sale. It's a way of reinforcing positive relationships and leaving a lasting impression, which can encourage repeat business.

Highlights

Chelsea Rodriguez emphasizes the importance of aggressive marketing and investing in relationships for sales success.

Sales in Texas have seen a significant increase, highlighting the effectiveness of Chelsea's strategies.

The concept of 'giving to get' in customer relationships is discussed, stressing the value of effort, time, and money investment.

Chelsea differentiates between customers and clients, focusing on building long-term client relationships.

Investing in marketing is compared to an investment in customer relationships, with a strong emphasis on its return.

A detailed plan for aggressive marketing includes text message marketing, email campaigns, and postcard mailings.

The strategic timing of text messages for optimal customer engagement is revealed.

Chelsea shares her approach to email marketing, including the frequency and content strategy for state fairs.

The decision to forgo voice drop marketing in favor of other strategies is explained.

An innovative ticketing strategy involves sending two tickets per household to increase referrals.

Handwritten thank you cards are highlighted as a post-fair marketing technique to maintain customer relationships.

Chelsea discusses the use of donations to local events as a relationship-building and marketing tool.

The importance of following up with customers post-event is underscored for maintaining engagement.

A personal touch is added to marketing through the use of Texas-shaped sequins in mailed tickets.

Chelsea's record-breaking sales day at the Texas State Fair, attributing success to her aggressive marketing strategies.

The correlation between marketing investment and sales success is discussed, debunking the myth of marketing as an expense.

A call-to-action for the team to adopt aggressive marketing strategies and track their impact on sales.

Transcripts

I guys y'all know Chelsea millions of

dollars on sales absolute badass number

one sales are up in the state of Texas

so I think you guys uh I think you guys

get the drift uh let's go and turn it

over to the greatness of Chelsea

Rodriguez they are all yours

awesome um okay so Josh and Brian gave

me very strict instructions to stay

focused here and make this all about the

aggressive marketing so just to make

sure everybody's listening I'm going to

scroll back through the chat and I want

people to actually comment in the chat

box at the

beginning should

Chelsea grow out her bangs great just

just put that in there I'm in this weird

stage right now where I look like a

sheep dog and I can't see you know what

um Shi whatever and Roger thinks I

should grow him out and I think I

shouldn't but I just want to know that

everyone's paying attention so there you

go for Focus Josh aggressive marketing

standards so I'm going to answer four

questions today um I'm going to Rapid

Fire try to go through these and then

leave time for question question and

answer about the nuts and bolts of my

aggressive marketing strategy Matt's

laughing and I can't look at chat

because it'll throw me off my talk so I

can't wait to see what you guys post

should I keep the bangs or not okay um

question number one why do I believe

it's important to invest in

relationships question number two why do

I believe it's important to invest into

marketing question number three what am

I going to be doing to invest

aggressively into my marketing and

lastly why do I believe it positively

impacts my results so we're going to hit

all four of these very quickly um please

take some notes especially during the

what am I doing section because that's

probably what people will have the most

questions about so why do I believe it's

important to invest into relationships

um not just fair season this honestly

should be a talk that could be all year

long um but I believe you get what you

give um in my business um the more I

give to my customers the more I invest

into those relationships they just my

mindsets never been one-sided it's not

email marketing sell sell sell um my

sale emails are padded by value value

value and thank you thank you thank you

so I find that the things you have to

invest into your relationships guys are

actually three things um it's

effort time and money um I think it's

important that we invest those three

things into our relationships and the

reason I think that's important is

because people can tell when all you do

is take take take I mean think about

your significant other um if you don't

have a significant other think of your

dog think of a family member think of

someone where you almost can feel like

when the relationship is off because

maybe you're just showing up to see what

you can get out of the relationship not

necessarily what you are giving um and

aiding to that relationship I want to

make sure that I encourage all of you

your customer feel that in your effort

your time and your money on your

business they can tell when the only

thing they ever get from you is um when

you're asking them to buy during a push

when you're asking them to come see you

at the State Fair um do your tickets

that you're sending out say hey come by

the booth and see what's new or is it

hey I want to bless you with this I

wanted to appreciate you with this you

mean so much to me that I went out of my

way to reserve one of these tickets for

you is that your lingo I just think it's

important for us to really realize what

are we giving in these relationships or

are we just loving on our customers

because we know we get something at the

end of the day so I I just think it's

important that we invest in our

relationships because you get what you

give so make sure you write that down um

ultimately I spoke at the business gift

meeting you were talking about Brian

about the difference between customers

and clients and my goal is that everyone

understands the real difference between

those people you know customers are

people who come to you mainly to buy a

product or get a service that you

provide um clients they buy because they

like your advice and your solutions to

their issues or their problems um they

have a particular need and they come to

you as the expert so are you the rep

that's at the State Fair um season or

any time of the year and a customer just

walks up and they're they're one of your

past customers and they literally just

ask for sharpening they don't want to

know how you are they don't know how the

family is they they have no idea I even

had a baby that's rare they probably

will because I've hammered that into

everyone but are your customers walking

up and not even realizing that you're

their rep and just asking for the

service and the like product that you

provide or are they first walking up and

going oh my God hey Chelsea it's so good

to see you how have you been I can't

believe it's been a year show me

pictures of the baby or maybe you just

got a new dog or you grew a new beard or

what ever they want to talk to you about

who you are as a person and not just

your business and the product you

provide you're going to get there

eventually but I love that those

customers come up and they want to talk

personal I know we don't have a lot of

time to do that at the state fair but I

love the feeling of seeing a past

customer and recognizing their face

immediately and that's why it's

important it's important that we're at

the fair and we immediately recognize

him and go oh my God hey Bob oh my God

hey Suzanne I was wondering what day you

guys were going to come in so are you

creating customers at these fairs or are

you creating clients for life are you

creating customers or are you creating

clients for life that's the importance

that's what relationships mean so if you

want to create more clients for Life ask

yourself how can I nurture these people

how can I keep winning them over how do

I make these people feel special and

that's what aggressive marketing does I

really don't love the term marketing

Josh Brian I just think it should be

called loving on people touching people

not to be weird but you know like

touches right like metaphorically um

figuratively speaking not physically

don't be weird don't touch your

customers not like that anyway um I

don't know where this is going anyway

invest in your relationships that's the

point love on your people that's why

it's important you want them to actually

feel like you're spreading the love

towards them not just the sales so

that's first and foremost most um number

two why do I believe it's important to

invest into

marketing ah that word marketing

marketing marketing I'm going to make

this really simple it was very eye

openening for me last year when we all

sat around the the table at Dangerfield

and Amy stood up in front of the entire

um group of us and she passed out those

stapled Pages um by show of hands who

remembers the stapled Pages where it had

a number next to everybody's name of

what you spent on marketing the prior

year you know I was shocked that my

number was as high as it was um that

tells me I should probably be more a

little more um aware of what I'm

spending on my business but that also is

a testament of I don't give a

crap my customers are worth it like

they're worth every penny that I spent

why do I believe it's important to

invest in marketing because Amy showed

us the proof in the pudding last year at

Dangerfield the top

Spenders not just at State Fair

marketing but on their businesses the

top Spenders with vast action last year

ended up being some of the top

performers at the

fair is that a correlation like I think

so I think yes it is important that we

all don't Penny pinch this season above

all because it is proof over and over

and over again the people who will

invest into the actual marketing will

probably reap even more so if you guys

are down I'm down too um I had a baby

this year I've sold a little less but

here's what's interesting I'm not

spending less this year I'm actually

spending more let me repeat that I had a

baby this year I'm down about 25% 30%

where I was this time last year in sales

I'm not spending less I'm going to spend

the same if not more um I'm being very

strategic about what my marketing is

going to do this year um number three uh

what am I doing this is probably my

longest answer um to these questions you

guys asked me to answer Josh and Brian

um and this will be the nuts and the

bolts so I'm happy to share any of this

information with all of you you're more

than welcome to text me um be patient

with me getting back to you but I am

more than happy to answer a phone call

or help you guys with my strategy if you

want to steal one or two or for all of

these things that I'm going to be doing

for the state fairs so what I'm doing to

invest aggressively into my marketing

for the fairs what all does Chelsea pay

for okay first and foremost my favorite

is Tex marketing um every single

customer um that is in Oklahoma or in

Texas will be getting a marketing text

drop the day before the state fair opens

and I love that because it's always on a

Wednesday or a Thursday which is middle

of the week I also want to be very

strategic about what time I send that

text in the day because there are

certain times that you get better

responses from text than others I am not

sending that text in the morning I am

sending that text between two and 6:00

p.m. and I have it going out in waves my

assistant is breaking my customer list

down and she's dividing it into micro

lists of two to 300 people per blast so

you need to go ahead and organize those

lists get them ready weeks before this

is ready to go out and you need to send

that text out a day to two days before

the fair even opens announcing what's

going to be happening where you're going

to be and that they can sign up for

sharpening and you can't wait to serve

them if they stop by that you can't wait

to serve them if they stop by so all of

my customers between the two fairs will

get two text blasts they'll get one Text

Blast before the event opens and it'll

be between 2 and 6:00 p.m and they'll go

out in waves between 15 to 30 minutes

apart okay we get a better response and

a better open rate it seems like texts

don't bounce when we do that the second

text is going to happen about halfway

through to 2third Through the Fair

letting them know hey it's the final

week or the final week and half of the

fair if I haven't seen you yet please

stop by all the same stuff all of that

um I don't know if everybody knows this

or not Brian and Josh but I use texting

base and if you are not maxing out and

ordering as many units as you can you're

overspending on your texts the maximum

amount texting base will let you order

at one time is 10,000 units it used to

be 20 and then they riged that Josh is

nodding his head because he probably

already knew that it is 10,000 units

there's no reason anyone on this call

can't afford three 400 bucks cuz that's

what it costs for 10,000 units every

time you run low you just tell them

here's my card use the card on file go

ahead and reup me if you're only buying

2,000 units 5,000 units 7,000 units at a

time you're actually overspending

because you're going to use them

eventually and they don't expire so

Golden Nugget there if you didn't know

that the max is 10,000 and you should be

ordering them in batches of 10,000 if

they would let me order H 100,000 at a

time I would because I'm going to use

them eventually so make sure you're

doing your text marketing um get your

list right ready for the fair um I'm

also going to be doing email marketing

I'm using my vast action CRM super

organized for that um the they're going

to get three emails one at the beginning

of the fair one right in the middle and

one going into the last weekend it's

that simple everybody's getting an email

three times email is the cheapest

marketing that we do it's the easiest um

you know I I'm not that worried about

one or two unsubscribes if they're

unsubscribing because they're getting a

reminder about a state fair that's that

big I probably you know whatever um I'm

also doing postcard marketing um which I

know a lot of you are doing um don't try

to Chimp change this and like design

your own postcards pay a professional

just spend the money um I really love

the consistency of everybody's postcards

matching um this is my Shameless plug

for vast action as soon as I see your

customer or my customer walk up to the

booth with one of those cards in their

hand I immediately know that they work

with someone on our team and I love that

it it makes me want to be more engaged

with that person so just spend the money

on the postcard marketing It's Already

Done For You Take My Money vest action

make this easy um so I'm definitely

sending every customer a postcard um

voice drop marketing I know that's

always an option I 90% of the time have

always done the voice drop I

intentionally am going to not do the

voice drop this year but it has nothing

to do with the money it has everything

to do with a test um I'm going to spend

the same amount of money but we are

going to put it into our goal group

marketing and spend more on the tickets

and more of my customers are going to

get double tickets per household this

year so I'm I'm just going to sit on

voice drop I'm going to skip it for one

year see if it affects anything I don't

think it will I'm just being very candid

here this is my plan um I am totally

open if I feel like the first half of

the fair sales dip or down I'll call

vast action and say hey if there's a way

we can still get a voice drop out before

the end of the fair maybe I'll do that

but I don't plan on doing a voice drop

this year I'm going to put that money

into something else

but I'm not not spending the money so be

very clear if you're not doing all of

these things you should do a bunch of

these things and spend as much as you

can on your people um gold client

tickets this year um one change that I'm

making um I never would have thought

sending one ticket could have a negative

effect I was like these people should be

grateful I sent you a ticket how dare

you but this I heard a couple of people

from Oklahoma were like yeah we thought

it was weird that she only gave us one

so don't make my mistake I'm going to

make fun of myself in this moment send

every household two tickets just do it

that way they can bring a friend or they

can bring a spouse or bring a kid or

bring a referral to come buy knives from

you that's a win okay so just send

everybody to so that's where we're

putting our extra money this year um I

love this this is a little bit of a

Sprinkle this is new um I found on Etsy

this year if you go to Etsy um Texas

shaped

sequins so what I'm going to do is my

assistant's going to pack all of our

state fair tickets and when they open

it's going to make sequins go all over

their desk because they got Texas State

Fair ticket in the mail I have not found

Oklahoma shaped sequins um I've looked

everywhere I don't know why they're not

loving on Oklahoma that's absolute BS

but I did find letter sequins so I might

just throw a bunch of O's and a bunch of

K's together and it'll be a bunch of 's

that fly all over their desk so we did

that a few years ago with a get lucky um

lottery ticket to my gold client so this

year we're going to put sequins in all

of our letters that we send with our

tickets and I'm really excited about the

sequins because glitter donations um

here's something that I may or may not

had a private conversation with

everybody about um in the past I'm sure

all of you have been asked by a customer

at one or two points hey will you donate

to my raffle hey we're running this

silent auction hey we've got this event

XYZ barbecue cook off at the fire

department and they ask you to donate a

set of

cuto well most of us if we don't see a

like a immediate return on that donation

we usually don't want to do those

donations what I found is that when I

have customers throughout the year that

reach out and say hey would you donate

to XYZ and I don't chump change it and I

don't be cheap those people when they

get my state fair marketing are so

likely to come to the fair and tell you

how their event went I'm going to give

you guys two quick examples I had a

customer named Jane she helped me hit a

million a couple years ago she bought a

flatware chest and all she needed was

one table knife and I upsold her flat

wear chest on the phone Jane orders

every single year at the State Fair it

might only be 200 CPO it might be 2,000

CPO but Jane orders every single year at

the State Fair of Texas Jane gets

tickets Jane called me three years ago

and said hey I'm a volunteer at the such

and such fire department my husband

works there and they do this chili

cookoff every year would you be willing

to donate a small set of steak knives

that we could auction off and make money

for these volunteer fire department well

in the past I had always said no but I

thought well damn Jane's such a good

customer yeah I should donate to this

Jane has now gotten a donation from me

of different amounts once was a trimmer

once was table knives another time was

like a hunting knife I've donated to

this same chili cook off every October

right smack dab in the middle of the

fair and every year she comes to the

fair and brings me a

firefighter and she can't wait to tell

me how the chili cook off

went so love Jane thank you for your

referrals but I also was very

generous but I gave Jane the first

raffle item or the first silent auction

item just because I was like you know

what let me just do this Jane orders

consistently why not and I did it and

now Jane orders more and Jane orders

flat chests and Jane brings friends and

referrals um I have a realtor client who

specializes in military relocation he

called me up during the state fair four

or five years ago said hey I want to get

some of those K bars he goes how much

for one of them I said 250 he goes oh my

budget's already spent on my event is

there any way you donate one to the

event well I did him one better I ended

up sending Darren three K bars at a

one-third cost me 250 bucks had them

engraved and he was able to raffle off

three $250 K bars he came to the fair

that year and I actually posted in the

group me he bought a ultimate with steak

knives in Pearl for his wife could not

wait to tell me how the Kars went at the

military event Andy bought a reorder of

gifts for like another 2600 CPO you

think I'm worried about the 250 I spent

generously no I plan on donating to both

of those events again this year and any

other customer that wants me to donate

to their event I use it as a talking

point a touch to say hey how did the

knives go at your event I'm going to be

at the fair these dates come by and tell

me about it I can't wait to hear from

you it gets a little slow in those

buildings after 5 o'clock would you

please come tell me how your event went

are you donating donate that's what

builds

relationships um last two on what am I

doing aggressive marketing wise I'm

doing thank you cards handwritten for

every Fair order this year I don't care

if it's a cutting board or an ice cream

scoop or an upgrade or a kitchen

everyone's getting handwritten thank you

cards from the fair a lot of us think

that marketing is leading up to the

event nope marketing never stops loving

on your people never stops so I just

think it's important for me to touch on

that because I think a lot of us get

through the fair and we're so exhausted

we don't do the backend stuff and I

think it's important that we all thank

the people that came by the fair and saw

us and then the last thing on what I'm

aggressively doing um I'm investing a

lot of my time um I don't mean by my

shifts we all are very fortunate to have

this opportunity but ultimately guys

your time um one thing I'm doing

different this year that I've never done

before I'm big on Hit List and keeping

my leads organized when I run a realtor

sale or I run a residential

sale why have I never done that for the

fair how many times do we have someone

walk away from the booth at the fair

that's one of our past customers that's

interested

in XYZ package and we forget to follow

up with them before the fair is

done now this year aggressive time if

I'm going to be away from my baby I've

got to be very intentional of how I use

my time at the booth so if they're going

to get away and they're not going to

order today they are going into a Hit

List spreadsheet on Google Drive and

when I have my days off and I'm home

with baby those are the follow-up calls

I'm going to do I don't think I've ever

been that organized to do that and I'm

shocked by that but I am going to have a

hit list Google spreadsheet with all hot

leads from the fair and see if I can

ring out the sponge better than ever

before so don't forget that your time is

part of your investment as well but just

be really strategic about your time all

right last but not least fourth question

why do I believe it positively impacts

my sales results I'm gon to just dumb

this all down with one

thing everything that I do yes I'm very

intentional about it but the proof is in

the p

and the impact I have seen multiply year

after year after year when I moved to

Texas a lot of you do not know this but

when I moved to to Texas Dallas in the

summer of

2014 I went to my first fairs and shows

meeting it was still fairs and shows it

wasn't events and we sat down and I

remember Roger rogriguez and Brett

Lancaster talking about state fair this

state fair that and I'm like what's that

I had no idea when I moved to Texas what

the State Fair of Texas was I didn't

know it was a big thing my experience

with fairs was the Delta State Fair in

Memphis Tennessee Maria knows I will

never work that event

again I sold 14,000 at the State Fair of

Texas the first year I worked at and the

last three years consistently have been

over 100k

plus this event

multiplies if you do the right things

and you aggressively Market you're

intentional about your marketing but

most importantly you're loving on these

people guys I broke a record last year

why do I think all of this stuff

positively impacts because last year

opening day of Texas I had a 12K day on

23

orders and 16 of those 23 orders were

past

customers 16 of the 23 orders were past

customers I had never had a 20 order day

at the State Fair of Texas but last year

I did and at Oklahoma last year I had a

$500 opening day and I was like what the

heck is happening did I do anything

wrong no it just didn't fall that way

that day I did my best and I got to

forget the rest but day two that I

worked the Oklahoma state fair I had my

first 10K day ever at the Oklahoma State

Fair last year here and more than half

of that about 6K of that was past

customers that's why this stuff works

the proof is in the pudding you got to

do it intentionally year after year and

not just for fairs you got to do it all

year long so that's what I got for you

guys a little all over the place I was

trying to answer your questions the best

I could um but yeah that's my plan and

I'm sticking to it amazing amazing

amazing um just as a little side note

there Chelsea made the comment that the

people who spend the most uh get the

most sales from their past customers

like it is a onetoone correlation and

I've had people occasionally try to like

talk around that or rationalize it and

I've had people say oh well yeah it's

because Chelsea has more customers or

Josh has this or whatever that and uh

and the reality is that is just nonsense

that you're telling yourself to try and

justify being cheap I have fewer

customers in Oklahoma than the majority

of our local team does okay but I I

advertise to everybody everybody every

way I possibly can and I get a higher

pass customer rate of sales than most of

our team does guys it's not about how

many customers you have it's how good

you are at maximizing the customers you

have and I have a lot of work to go

especially in Texas where I have a ton

of customers I'm not maximizing but I

think that was such a good point you

cannot be afraid a nickel cannot hold up

a dollar uh you got to invest and and

and understand it's not an expense it's

an investment um guys we have time for

like one question you don't have a

question for Chelsea um I have notes I'm

going to have to go back and review one

thing Chelsea I will ask and then I'll

call in Josh um Chelsea in in the

industry event meeting you shared

examples of some of the letters and

things that you sent now I know some of

that was not specific to the fairs it

was about St Patrick's state it was a m

out of other things but you're just so

good at creating content if you're

comfortable sharing any of that with our

team I know our guys would be excited to

see it um you know keep whatever cards

close to the chest you feel like but

even if you just post some of those

images in the group me or you can send

it to me or Josh I know our guys would

be really fired up and it might

stimulate some thought and challenge uh

the way that some of us are approaching

it so if you're open to that I would

love to see it but Josh why don't you go

and hit us up buddy what's your question

for Chelsea yeah so Chelsea real

specific here um so after you've donated

once to somebody I love that idea I

found the same thing too if I'm not

cheap with a donation I'm always willing

to say yes then you know those people

tend to come back and buy especially

when I'm marketing them and inviting

them into an event but um you you

mentioned how you'll follow up with them

you'll donate again and so on so

after you've donated once do you wait to

donate again until they ask or do you

track it all and then proactively reach

out to them the next year to offer or

see if they need a

donation uh great question it depends on

the client um

Jane I've

reached the last two years because me

okay Josh yep okay it seem like I'm

frozen great sorry it was just glitching

um the answer is it depends on the

client Jane her donation is usually like

a trimmer or a four pack of table knives

or one knife um so for me um what I do

is I reach out to her because her event

has been so consistent the last four

years it happens every year no matter

what the real estate client that was a

oneoff event it only happened one time

so I'm just waiting for him to reach

back out so I think it's just the

knowledge of knowing the nature of the

event and what your client's needs are

does that answer your question yep thank

you yeah amazing amazing well Chelsea

that was fantastic thank you so much for

your preparation and uh thanks for

bringing the goods I can't wait to go

back and listen to that talk I texted

Miriam during your talk I was like hey

we have to go back and watch Chelsea's

talk together so she's she's excited for

that too