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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  July 19, 2016

One Way to Own Your Movement

Connect people and create a movement

Many thought leaders think if they put enough content out there, they will be known for what they stand for. The problem is most of people have the attention span of a toddler.

A better option is to do what Farmcation does. As they say on their website, “Farmcation makes it easy to discover authentic food and farm-based experiences.” Their goal is to “build community by connecting people with the food they eat, the land it’s grown on, and the people who produce it.”

They are a matchmaking service, but more. They’re an advocate. And by being an advocate, they are developing a following—creating a movement.

Farmcation does two things right:

1. They blend message with the matchmaking. By using their mission as a foundation, people understand the value of these experiences. It also sends the message, “Not only do we believe in transforming our relationship with food, but we also are doing something about it.” This strategy transforms their identity from cheerleader to what I call the “creator of” brand. The latter is much more powerful to media and other influencers.


Related: Two Ways Technology Changes Influence Marketing


2. They took advantage of already established interests. Farmcation built a bridge between two groups that want each other but can’t connect. They filled a huge void. And because the interest was already there, the company can focus on announcing the platform instead of the more expensive endeavor of drumming up interest.

Want to own a movement? Play matchmaker. That role is better branding than all the content you put out there.


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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.