How Organising a ‘Sten’ In Ibiza Confirmed My Marketing Theory

It’s not the first time I’ve written about this IMPORTANT MARKETING FACT, and it won’t be the last, I’m sure. In fact – you might start to get bored of it soon!!! But here goes anyway….

I am off to Ibiza for my sister’s Hen Weekend – which actually is a joint Stag and Hen party for her and her husband-to-be (called a STEN apparently….. who knew!)

I’ve been in charge of the organising… which means bringing together a whole bunch of ladies and gents from all around the country. Hard Work.

Organising has included:

  • Restaurants
  • Boat Charters
  • VIP Access
  • Hair & Make-Up
  • Deposits

(It’s been a bit like pushing water uphill.)

When I was chartering the boat… I send out requests for quotes to a number of companies – all of which came back to me with information. From there, it was a week or so before I started the STEN organisational plate spinning again.

So… who did I choose to provide the boat?

The ONE company that actually bothered to write again and ask how I was getting on – and whether there anything else she could do to support my booking.

That was the thing that swung it.

To be honest… She was really helpful. It was a reasonable cost. I couldn’t be bothered to hunt back through emails for the other providers. She was there when I needed her.

So what does this mean to you and your business?

It takes 7 to 15 interactions with a brand before they are willing to consider buying from you. There…. I said it again!

We all need to give our potential customers that gentle nudge or reminder that we are there for them, and what we have to offer.

So next time you find yourself thinking….

“Hmmmm, I can’t email again. I don’t want to look desperate or pushy”


This is exactly what you need to do to help and support. You’re doing it for them; not you.

I’m hoping for clear skies for those wonderful Ibiza sunsets!


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