EVENTS & PROMOTIONS;ON A ROLL TONY MARSIGLIA

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Tony Marsiglia promoted premiums offers for Mr. Peanut in the 1970s and in 1978 launched an agency specializing in mass-scale fan clubs. Examples include clubs for Gumby and the Olympics.

Title: president, Responsive Marketing, Schaumburg, Ill.

Age: 49

Tip: Fan clubs reward your best customers, who in turn reward you. Convert loyalists into enthusiasts.

Insight: Think of fan clubs like product special-interest groups with two-way sales and marketing power.

Myth: Fan clubs are easy to put together, and they promote themselves. Growth is automatic.

Fact: Everybody wants something unique that other people can't get, which fan clubs provide.

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