Have you ever thought about hosting or producing your own TV or radio show? This is the ultimate in expert marketing. When you are the host, you are the subject expert. Viewers or listeners turn to you to learn more about your knowledge.
Mass media is still very powerful. Programming can attract your target audience over time, creating a cash cow for your company. As an example, if you own a home repair business, you could create a show demonstrating simple repairs. The show attracts homeowners interested in the content. You are the expert. So when the homeowner runs into a project too big for their skills, they will remember you!
This creates “cocktail napkin” marketing. When networking for your business, you stand out as more than just another home repair business. You are the person on TV or radio giving advice.
The more recent example of this model is Fixer Upper. Chip and Joanna Gaines’ company has gone from a small family run business to an enterprise.