Melissa Forziat

Marketing is all about grabbing people’s attention. But once we have it, how do we keep it? Well, it’s all about building a connection on a personal level. This process entails digging deep to forge long-term relationships with your customers. 

In this episode, expert marketing consultant and speaker Melissa Forziat shares her advice on growing your business through strategic marketing. She discusses why it’s crucial to identify your target market first and how you can continue to level your organization up. We also gain some valuable insights on understanding your business’ value. 

If you want to know more about strategic marketing and events, this episode is for you!

3 Reasons Why You Should Listen to This Episode

  1. Discover how to get the most out of your relationship with your clients.
  2. Learn how you can keep improving and growing your business.
  3. Understand how to grab customers’ attention and retain them.


Episode Highlights

How Melissa Got Started

  • Melissa’s dad was a teacher and her mom was an artist.
  • Gymnastics was a huge part of Melissa’s life; she did it for 18 years. After finishing the sport in college, she looked for ways to still be involved in sports.
  • Melissa ended up doing work in major international sports. She even worked with the US Olympic Committee.
  • It gave her experiences and skills that were transferable to many industries. 
  • Five years ago, Melissa moved to Seattle and started her own business that aims to support small businesses.

Melissa’s Biggest Challenges 

  • Melissa says that the biggest challenge for her was becoming more assertive. 
  • As a business owner, you’re constantly trying to negotiate with clients. So, you have to be assertive. 
  • Know your value and know what you’re willing to let go of.
  • You can take care of your business while growing it. 

Getting the Most Out of Your Business Relationships

  • Anytime you’re trying to make something new happen, there’s a potential you’re not exploring what you can get most out of it.
  • It’s not about being selfish; it’s how you can create the best partnership.
  • Negotiate in a way that it’s a win-win for both parties.
  • Part of this process is also knowing the value that you bring to your client. Don’t shortchange yourself. 
  • Even if you’re not a business owner, the skill of persuasion is a valuable skill to master.

The Importance of Reinvention

  • Too many people spend too much time focused on the wrong things.
  • Books are a valuable resource to learn from the experiences of others.

Strategic Marketing for Events

  • Melissa believes that any event can be a marketing campaign. You’re marketing a message that you want people to buy into.
  • People don’t necessarily think about how many different opportunities there are in strategic marketing for events. 
  • She suggests that you create touchpoints for lead-up marketing and post-marketing out of one event.
  • Spend a bit more time contemplating your goal and working on the details to get the most value out of your events. 
  • Tune in to the full episode to hear how Melissa helped a client develop a strategic marketing plan to launch her website.

Key Fundamentals in Strategic Marketing

  • It’s vital to identify your target market. Everything you need to do centers around that.
  • With an event, you’re trying to reach a lot of target markets. You have to treat each of them as a group that you’re marketing to. 
  • Whereas in any other marketing campaign, you can be more laser-focused about the message you’re trying to get across.
  • Marketing is about getting other people’s attention and holding it. 
  • You can have different target markets, but you need to have a personal conversation with that particular group each time.  

What Holds People Back from Getting More Out of Their Events

  • Often, people don’t look after their own interests enough. They’re also too hesitant to put their message out there at all. 
  • Many business owners also do not know how to make the most out of their relationships with their customers. 
  • Melissa cultivates these relationships through marketing funnels.
  • It helps her clients visualize where they’re losing customers and how they can earn more revenue from each one. 

Habits of Melissa’s Most Successful Clients 

  • Successful clients take time to evaluate what they’re doing, and they use that information to improve some aspects of their businesses.
  • Those who improve do so because they know exactly what to improve on.
  • The more you step back and assess your results, the more you can better your operations. 

The Future of the Events and Marketing Industry

  • People need to continue evaluating the tools around them and look for ways to make the most out of them. 
  • The future is wherever the customers are. Be sure that you’re aware of where your target customers are.
  • Be ready to evolve once your current strategies are no longer working.

The Best Advice Given to Melissa and Parting Words

  • Accept invitations and explore the possibilities.
  • Listen to what your gut is telling you, and figure it out from there.
  • Sometimes you have to forge ahead, but then take a moment and assess where you are. 

Two Powerful Quotes

“You can have many different target markets. But it needs to be like a personal conversation with that particular target market every single time you have it.”

“The more we can assess what we’re trying to do and what we want to get out of it, the more we get out of it. And that is especially true of any type of marketing that you do.” 

About Our Guest

Melissa Forziat is an expert events marketing consultant, speaker, and author. She runs Melissa Forziat Events and Marketing and is currently based in Southern California. 

She previously worked under the US Olympic Committee, managing dozens of events for visiting teams and dignitaries. She applies this experience to her business, where she offers strategic marketing solutions for small business owners.

Are you interested to know more about Melissa and her work? You can connect with her through her website and Facebook

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Strategic Planning

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