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Like everyone, we have some customers who come and go across our desks a couple times a year, and then we have some who are there a couple times a day to drive lead generation.

Recently we drove customer acquisition for one of our frequent customers for an event through a personalized marketing campaign.  Through a lot of work, the event sold out in two weeks and our customer was thrilled.

Because we work with this customer on an almost daily basis, we decided to go the extra mile and support the event locally, though there's nothing in our contract that defines our work in that way.  I found myself pulling what props I could from my children's closets so that I could dress like a pirate and take pictures at the event.

My thoughts were, "OK, just give me a salad at the customer dinner in exchange for these services, and we'll call it a draw."  What our team got in return was much more than a salad.

Yes, I dressed like a pirate and managed to draw enough smiles from our client's customers to create a spiffy memory book for the occasion.  We also managed to meet with no less than 9 cricital contacts in the span of 2 business days.  As a result of these meetings- some scheduled, some by chance, we are better positioned across our client's corporation, and we were able to schedule new business.

So - while the salad and the meal were really good, what was even better was the unexpected developments with existing and new contacts.  It's definitely worth it to partner with your clients in ways you might not consider "your area"- - it was well worth our while!