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Strategically Placed and Spoken Words Result in Steelhead Expo Crowd

written on October 05, 2009 by Nikki Evans

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My special guy was hooked when he read about the upcoming Steelhead Expo in the Plain Dealer. He and I, along with hundreds of other fishers, watched in-river casting demonstrations, attended educational presentations and purchased our way through the vendor exhibition area on October 3.

In fact, I began writing this article during the expo, seated in one of Rocky River Nature Center's bent wood rockers, after I realized the expo's strong attendance was a perfect example of targeted public relations, the strength of partnership and effective word-of-mouth marketing.

In addition to the write-up in D'Arcy Egan's Outdoor Notes in the PD, a plug appeared in the Emerald Necklace newsletter, mailed monthly to thousands of Cuyahoga County outdoor enthusiasts. Event sponsor, The Ohio Central Basin Steelheaders, posted a prominent notice on its website home page. Partner organizations, guest speakers and vendors helped spread the word.

By seeing who was coming through the door with whom, we knew we weren't the only ones to invite friends to the expo. As a result of the buzz, nearly 400 people spent their time and money at this free, full-day event.

During ensuing months, those of us who attended will tell others about how much more knowledgeable we are about reading rivers, picking the right flies for steelhead and the value of removing our waders gently. No doubt, several attendees will tell their Facebook friends about their experience. Because of our stories, many who didn't attend this year will want to be there next year.

Here's the lesson: If you want to attract attendees to your next event or buyers for your new product or service, develop a plan for buzz creation aimed at the right target. Then ask your friends for help to spread the word. Just like that. Low cost, organic, effective marketing.

For information about:

Ohio Central Basin Steelheaders

Cleveland Metroparks, Northeast Ohio's Emerald Necklace

Fishin' Ladies of Ohio

Trout Unlimited, Cleveland Chapter