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How do you make your customer feel like a rock star?

Surround them with paparazzi.

This is one of the best trade show tactics I’ve seen in years:  I’m walking down the hall at eBay Live and I suddenly get swarmed by paparazzi.  They wanted my autograph, they had microphones and cameras. It was fun.

They were promoting a marketing web site by eBay star Janelle Elms called Her strategy? Make her customers feel special.

Here they are interviewing me:

Here is me interviewing them:

Janelle explains the whole thing:

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  1. Daniel July 24, 2008 at 10:09 am #

    Nice shirt, Andy!

  2. Katiyana July 24, 2008 at 10:20 pm #

    Thanks for showing off the OSI Rock Stars marketing adventure at eBay Live – it was a blast being hounded by our fans, and getting a chance to talk about our businessess and OSI Rock Stars.

  3. Mary Evans July 25, 2008 at 5:58 pm #

    Wow, Andy! I’m a member of OSI Rock Stars and am enjoying the Rock Star lifestyle.
    Janelle Elms has given us the tools we need to be successful and we actually enjoy the hard work needed to succeed in our online businesses!
    The best part is our community we’ve built and mentored under Janelle’s leadership and vision. I’ve not found another site that offers as much information, helpful advice and really just a good place to go and be a part of things as this site, OSI Rock Stars.
    As you can see, not only do we like to talk about our site, we really LOVE to see other really cool gurus like you talk about us too!
    Thanks for posting the great videos!
    Mary Evans
    Drei Katzen Media

  4. Linda Martin July 28, 2008 at 1:22 am #

    I was unable to attend eBay Live but I’m proud to be an OSI Rock Star. It’s the best learning site on the internet.

  5. janieruth July 29, 2008 at 6:20 pm #

    As a member of OSI Rock Stars, I just want to thank you for letting us know that our viral marketing paid off. I had a severe accident on the second day of eBay Live and was unable to attend your class, it was definitely on my list. However, after a week in the hospital, 2 weeks in the RIC (Rehab Institute of Chicago) hundreds of prayers, cards and good wishes from my OSI Rock Star family and of course the guidance of the Fabulous Janelle Elms, God has blessed me on the road to full recovery. OSI Rock Stars is the best choice I ever made in nearly 11 years on eBay for growing my business. Anyone who wants to keep on top of the heap should join us and learn the insiders secrets that only the Rock Stars are privy to. What a blessing the OSI Rock Star family has been to me, what great friends and fellow entrepreneurs and of course we have the greatest leader ever in Janelle. Thanks so much for telling the world about our group.
    janieruth (

  6. Andy Sernovitz July 30, 2008 at 6:30 am #

    Wow! I’m so sorry that happened to you! But I’m really glad you had great folks to take care of you.

  7. Shirley August 6, 2008 at 1:08 pm #

    I am also a Rock Star, couldn’t make it to Chicago unfortunately. It looks like my fellow Rockers were having a ball. That’s what it’s all about, being excited and staying positive about what we’re doing.
    OSI Rock Stars is an awesome community of wonderful people. Janelle is such a genuine and sincere person, I feel blessed that I ran across her at a Women Entrepreneur conference in Long Beach California.
    Thanks for this post.

  8. Kevin Swartz August 11, 2008 at 9:24 am #

    Janelle Elm’s paparazzi idea was pure genius and an absolute riot at eBay Live 2008. The fantastic thing is that her paparazzi promotion is just one of the countless strategies Janelle is constantly inventing to drive her Rock Star’s businesses forward. As Seth Godin would put it, Janelle is like a firecracker in a propane factory! Her Rock Stars possess the potential and desire to succeed and her mentoring is just the spark needed to unleash that explosive power! The entrepreneurial coaching she offers at is tactical, targeted, and timely and has completely transformed my business. In addition, the success oriented people who gather there are friendly, open with their own marketing ideas, and wonderfully supportive of each other’s success. I am so glad I found this creative and dynamic site!
    Kevin Swartz

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