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Media Releases
Zig when the others Zag
Go North When the Others Go South
Whitehorse, YT - That was the advice from best-selling author, George Torok, to entrepreneurs in the Yukon. He delivered that message to a packed room in his presentation for the Yukon Economic Forum. The Forums, organized by the Yukon government in partnership with the Chamber of Commerce are an ongoing series of special programs to help Yukon business.
“You appear to be somewhat isolated in the Yukon. But that same isolation adds a special cache to doing business with - or visiting the Yukon. I am from Burlington, Ontario which makes the Yukon for me an exotic place. Because of that I mailed 600 post cards from the Yukon to people on my contact list. I hand wrote them all. It takes time and thought but not much money. That is one of the secrets of personal marketing.”
Sending post cards is one of the hundreds of tips outlined in the book Secrets of Power Marketing. Torok outlined the five strategies for personal marketing;
1. Manage the perceptions that others have of you.
2. Build relationships through the personal touch.
3. Work with the media to sustain an expert image.
4. Leverage the resources you have - including the obstacles.
5. Create and maintain a database of clients, prospects and other important contacts.
Torok reinforced the message with his actions as well as his words. He was excited to visit the Yukon in the middle of winter. Most would visit in the summer. “People laughed at me when I announced I was visiting the Yukon in February.” A guest speaker is expected to do their presentation then leave. Torok stayed four days, spoke four times and provided a full day of one-on-one marketing consultations with local business. Each business met with Torok for 25 minutes. He donated his time and all the money collected to Yukon Learn - a charity dedicated to battling illiteracy in the Yukon.
The world’s most difficult dog sled race ended just outside of Whitehorse. It is a grueling test of ‘musher’ and dog team against 1000 miles and 10 days of the cold winter of both Alaska and the Yukon. Yet despite the physical and mental challenge of this race it is not well known. “A marketing opportunity waiting to happen.” remarks Torok.” Many have heard of another race - the Iditarod - but more must hear about the Yukon Quest. “The Yukon Quest is proof that Yukoners are hardy. And the Sourdough Rendezvous celebrations demonstrates creativity and fun loving.” The Sourdough Rendezvous, which takes place the end of February, is the Yukon equivalent of the Mardi-Gras.
The Yukon is open for business.
For more information:
Yukon Chamber: Sandy Babcock, 867-667-2000
Secrets of Power Marketing: George Torok 905-335-1997