ORIENTATION TRAINING Relationship Marketing Judy M. Groff Advisory System and Program Development Leader NCCE
DEFINITION Relationship marketing is the process of attracting, maintaining, and enhancing relationships with elected officials and other key people.
Advisory Leader Roles • Ambassadors • Door Openers • Cultivators • Solicitors
Ambassadors • A role for lots of leaders • Spreading the word is the focus • Enjoy networking • Make people curious to learn more • Example: • Speak to civic groups
Door Openers • Behind the scenes workers • Will provide contact and profile information about key leaders • Lend their name for influence • “Not what you know, but who you know” • Example: • Will call the critical person with request
CULTIVATORS • Warm-up the group • Create a setting for informal exchanges of business to occur • Enjoy using their social circle • Example: • Hosting an annual festive event for elected officials and other political leaders
SOLICITORS • Makes the “ask” and is usually successful • High risk so want all questions answered • Need to be very well informed • Example: • Advisory leaders go with Extension Administration to Washington to make visits to Congressmen at their offices.
NEEDS • What are our county Extension needs for relationship marketing? • Are advisory leaders interested in performing any of these roles?