The idea of marketing to a specialized niche of very active customers and then using that base to recruit in a viral way is new to the internet but one that goes way back in the non internet world of marketing.

It is well known that if you create an elite group of dedicated customers, they will become a recruitment army for your business and become your marketing team that works for free without even knowing they are doing so.

“Web Profit Plans!”

This approach to marketing is not as focused on email communications as many of our internet marketing efforts were ten years ago.  But that is a good thing for two reasons.  Read the rest of this entry »