Enterprise Nation

In September 2008 John Sherry launched a new idea called The Inspiration Club; a feel good get-together to teach the public about self development and inspirational living. With few funds to call upon for publicity John had to set it up, promote it himself and invest in a bit of self-promotion. He tells us how the self-promotion notion worked for him.

Be Indirect

People came to the club due to the direct benefits it brought to their lives. The indirect benefits are mine. I thought it up, set it up and run it. The inspiration and positivity they take away each time links to me, my business and what I do. Subliminal marketing like this is active marketing.

Partner up

To start with I deliberately approached the local Starbucks shop which, itself, was located inside a large Borders store to base the club there. The relaxed feel it offered plus the connection with the books I used and their passing trade all helped to get things going. 

Remember Win-Win

Think about how you can get access to customers not normally open to you by ensuring it’s not just about your business. The respective managers of each shop happily let me use their noticeboards and slip leaflets into books to let people know about The Inspiration Club. For them, they gave customers another motivation to return to the store and I got people attending the Club. Win-win.

Be Cheeky

In launching the club I first sent out press releases announcing that it was “supported” by Starbucks and Borders. Technically true. Result? I was soon asked onto BBC CWR radio as Mr Inspiration, filmed for The One Show on BBC1 and within months the club was relocated to The Village Hotel chain in Coventry who now give free facilities to house it and also help market it at no cost. Be legal, but a bit of cheek does no harm!

Give yourself credit because you can make this work yourself. Self-promotion is most definitely the way forward!
 

• John Sherry