Idea of the Week: Fame by association?

with Neil Godin

You’ve heard of guilt by association – today let’s talk about fame by association. Fame by association is related to the marketing term, “hitch-hike advertising.” Hitch-hiking means connecting ourselves with an event (like last year’s Vancouver Olympics), or a campaign, or cause, etc.  Here’s an example that inspired this week’s article.  My dentist is Dr. Keith Lim. Actually he’s not just my dentist, he’s the official dentist of the entire Vancouver Giants WHL pro hockey team. I discovered this on my last visit, when I caught a glimpse of his Giants’ business card, noting his official position. Cool, Keith.

Your call to action:

There is a group, an event, a cause, or a campaign that needs your expertise or product or service. So. Make contact. Volunteer. Sell your service at cost. Or trade your product or service for a tax receipt – if the group is a registered charity. The rewards are multiple. If you choose something that ignites your passion, you enjoy the reward of contributing to its success. If you choose something high profile – like the Giants Hockey team – you will gain recognition and prestige through association (i.e. fame by association). Why not?

Jonathan will be here with our Social Media Challenge on Thursday. And I’ll see you next Tuesday.


Ps – Back by popular demand:  “Online Marketing – 2012.”  If you’re located in the Vancouver/Fraser Valley area, plan now to join us at our full-day workshop on May 9, titled, “Online Marketing – 2012.” If you’re looking for ways to turn your website, your email marketing, and even your social media activity into a “marketing machine” that actually produces sales, then this workshop is designed for you. Full details at:

Pps – Trinity Western University, here we come! Mark your calendar for the next gathering of our Marketing Dangerously Social Media Challenge Meetup group – coming up on Monday, April 30, at Trinity Western University, here in Langley. This Meetup event (as always) is f-re*e of charge. And Vancouver’s colorful podcast pioneer, Bob Garlick, will be our guest speaker. (You’ll be entertained as well as enlightened). For full details and to register please visit: I hope to see you there. BTW Trinity Western is just seconds off Highway One at the 232 Street Exit North. Map and directions are provided. This is a beautiful venue, with a Starbucks, and lots of room for our rapidly growing membership. Come on out and join us! (Remember it’s fr*e-e of charge).

Ppps – Jonathan hosts “Social Media 201.”  Want to dive deep into how to “really” use social media to build your business?  My Marketing Dangerously Social Media Challenge co-host, Jonathon Christian, is presenting “Social Media 201,” a new workshop on making your Social Media activity make you money! Note the date: April 26th, 2012. For details email:

If you enjoyed this post, please consider leaving a comment or subscribing to the RSS feed to have future articles delivered to your feed reader.


  1. I cling on to listening to the news broadcast lecture about getting free online grant applications so I have been looking around for the best site to get one. Could you tell me please, where could i find some?

Speak Your Mind