Steve Olsher of Liquor.com

Steve Olsher

Founder of Liquor.com

Steve is a 25+ year entrepreneur, Steve is the Chairman & Founder of Liquor.com, online pioneer who launched on CompuServe’s Electronic Mall in 1993, New York Times bestselling author of What Is Your WHAT? Discover The ONE Amazing Thing You Were Born To Do, creator of The New Media Summit, host of the #1 rated radio show/podcast Reinvention Radio, international keynote speaker, and an in-demand media guest who has appeared on CNN, The Huffington Post, the cover of Foundr Magazine and countless other media outlets.

Article

List Building With Co-Registration Marketing Partnerships

I’ve been an entrepreneur for over 25 years. Over these years, I’ve tried darn near everything from owning my own nightclub to having a ‘store’ on CompuServe’s Electronic Mall, to real estate development and, even, selling speakers out of the back of a van…

Expert session

Tactic that has had the biggest impact on Steve’s success

Using list building with co-registration marketing partnerships.

Result if you follow the steps in Steve’s session

Email list growth by working with partners within your industry who are willing do a joint offer and co-register with you.

Full session with video, notes, audio and discussion inside EHQ Club. Learn more

Expert session snapshot

Transcript

This strategy is probably, the arguably the single best strategy that we’re using now in terms of bringing new people on to the database and what’s really interesting about this strategy is that we’re doing something that I just don’t see a whole lot of other people doing and I’ll share with you what we’re doing with that but basically in a nutshell it’s about looking at your vertical and figuring out who in your vertical you can partner with.

Now most of us don’t think outside of our own sort of segment of the market and anyone who is in that segment of the market we typically see as a competitor and rightly so I mean you know there are people we’re not the only people to talk about mixology and cocktail culture but you know the same token the other sites are doing some pretty interesting things.

Why wouldn’t we you know work with them I mean it’s that whole coopetition concept right I mean it’s that rising tide lifts all boats you know whatever I mean you come up with all the metaphors you want but what’s really interesting is that there are people that are here that are your potential partners that are here that are here that are here and so think about the I mean let’s just take for instance um I don’t know I just throw something random out like a massage practitioner.

So on the surface you know what am I going to partner with other massage practitioners and try to get us maybe to do something together and you know pool our efforts and then you know all of us will benefit that’s possible but what about the massage table companies right what about the candle companies what about the oil companies right what about you know the the diet you know type companies right what about the acupuncturist who do other things that you don’t do right and etc except and these are all people are in your vertical who really are allies.

That if you pulled your efforts you could come up with some pretty amazing things to do so let me share with you and actually it’s funny but I was thinking about you know what I wanted to talk about today and I even forgot that the team was doing this so let me let me just bring this up for you and hopefully this will work the way that’s supposed to work but I hope at this point you’re seeing an ad there that says win the bottle yeah okay great.

So here’s what’s really interesting about this concept it’s about winning a bottle of Pappy Van Winkle right which is a very rare if you’re if you’re a bourbon person it’s a very rare bourbon now it’s available but most people won’t spend that type of money on a bottle of bourbon they just want because it’s very expensive and then when you look at what we’re doing here is basically this is what we call quite simply the giveaway right it’s a KO reg opportunity. A co-registration opportunity for us and for our partners and so what we do is we find others to partner with in this case as you see at the bottom here it’s cb2 it’s you know bourbon mag and it’s Castor’s which is a store and this is first toe I think its first zeph first toaster first feast I forget which one that is there’s a couple of them may be the first piece but whatever it is we found some partners right and so what will end up happening is will put all put together this interesting little promotion here.

So you get a bottle of Pappy Van Winkle you get a set of four you know drinking glasses you get a copy of a book and you get a dolce vita you know bar card courtesy of CVG right so we cooled all of these things together that are related but not you know competition directly right so they’re not direct competition to us but at the end of the day what’s happening is cb2 will mail to their list about it you know burden mega rail to their list about it casters to their slicker calm to ours and then first feast you know to theirs as well and so anyone who enters will basically be in and what I should have done and maybe I can do this as we keep talking here.

I’ll bring it up as I stop sharing the screen here in a second but basically what happens is when it says take me there you’re going to click on that it’s a very simple contest where you just enter your name and email again I’ll take you there you’ll see it but it the key to making this work is what you’ll see at the bottom of the page. So let me stop the the screen share there and hopefully I’m back alive and well in front of you and let me bring up what happens on the next page and then I can share the screen and show you what happens here.

So this is where it gets to be a lot of fun I will let me just bring this out and Oh first we feast that’s the name of it I can actually read it now so let me bring this up and what I’m going to show you here is what happens after you click on it which is hold on now let’s bring you up there so you can see this and sharing the screen sorry for the delay here ladies and gentlemen but I just want you to see this so you can see how this all works it then goes here so let me share this and what ends up happening is so hopefully this will be up on your screen here shortly so now you should see the most sought-after Burma in the world with email and zip code okay.

So this is the this is the gold right here so by clicking enter I agree to the terms and conditions well what are the terms of condition so if you want to read it have at it but this is the kicker and to receive communications from the Bourbon review casters cb2 first we feast and liquor calm so it’s what’s called a co reg so we’re all mailing out for this promotion and we are all getting the benefit of the subscribers now are people gonna opt out when they get something directly from liquor calm sure some people will but at the end of the day is it worth it right do we keep more than we lose and the answer unequivocally is yes we always always always keep more than we lose and that’s one of the key ways that we built our list up so quickly and now as I said we’re sitting over a million and a half subscribers.

So just that’s oh that’s one example but it’s one of the most powerful and it’s one thing easiest things for you to do and just think about who is in your vertical and who you could partner with and this is the kind of thing you could do really easy.

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