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Creative Marketing That Pops!
A freelance copywriter we know created an unusual direct mail campaign that really popped! She visited her local bulk purchasing store and bought a case of microwave popcorn packets. She mailed these off to 300 art agency directors in padded mailing bags, complete with a letter stating "For copy that just pops off the page, call me!" She's a very busy copywriter these days!
The "Unusual" Works in the Classifieds
If you have a product that folks have a difficult time finding, place an ad in the weekend classified section of your regional newspaper. Folks have more time to read the paper cover-to-cover during the weekend, especially if they are looking for something in particular. Weekend classifieds are also a great way to announce special events such as auctions and trade shows.
Famous Person's Birthday Marketing
Create a snail mail or e-mail marketing campaign that centers around the celebration of a famous person's birthday. Since these dates are typically different from the standard holidays we celebrate, your mailing is bound to get noticed.
Example: Offer a "genius" of a sale on Einstein's birthday : March 14. Have a really "cheap" price for one day only on Jack Benny's birthday: February 14th. Haven't heard from a client in a while? Harpo Marx's birthday is November 23rd.
Use your imagination when you visit Edward Morykwas' Famous Birthdays site. You'll find lots of famous birthdates that can help you plan a most unique marketing campaign.
"Free If Not in Stock" Marketing
An automotive supply shop entrepreneur we know increased his business by 30% in one year by guaranteeing that if a customer ordered a part that wasn't in stock, they'd get it free. Smart marketing...if you're truly organized about your inventory!
Money vs. Time?
Many of your customers and prospects have more money than time. Take advantage of this fact by providing value-added services such as home delivery and monthly replenishment. Here are some examples:
- A local bottled water company in Lorton, VA provides free home delivery and the best prices to customers who sign a 1-year contract for monthly scheduled product replenishment.
- A computer trainer offers clients a monthly maintenance contract - 4 hours of follow-up training at their home or office each month to work out any problems they may be experiencing with their software.
A Reminder That Works!
One of the hardest things about losing weight is keeping it off. A diet counselor we know sends each of her clients a special package 6 months after they've reached their goals: a 10-lb. sack of flour! Each bundle arrives with a note: "Check the scale. Are you carrying one of these around?" This reminder really hits home, bringing the diet counselor repeat business as she helps her clients stay on track.
Think Pink!
EEI Communications of Alexandria, Virginia (703-683-0683), specializing in advanced production, multimedia and Web technology software training, has a bright idea when it comes to name recognition in the marketplace. Each student who attends an EEI workshop or training class receives a bright hot pink note pad with self-sticking removable sheets. Complete with EEI's logo, phone number and Web site URL, these pads are unique enough to be remembered. The difference: The EEI Pink Pad is oval in shape, as opposed to the typical square pad that you normally see. When you mention EEI in business circles, folks say, "Oh yeah! They're the 'Pink Pad People' who offer terrific training."
Marketing...Even on Holidays
A child day-care professional we know continuously markets her services... especially on holidays! Every year at Easter she contacts the pastor or priest at a church in her area to offer to care for children 6 and under at no cost in the church's meeting room so parents can be free to enjoy the church services. This free service continuously brings her new business referrals and, as families grow, new children to care for.
How'd 'Ya Hear About Us? Chart
A smart CPA we know created a "how'd 'ya hear about us?" chart for the receptionist in his office. The receptionist always makes it a point to ask how a new prospect heard about the company, and quickly writes the information down on the chart. At the end of the week, our smart CPA uses the chart as a guide in writing thank you notes to the folks who sent business his way.
Turn It Around
All of us can get a little grumpy when we are "bothered" with cold sales calls. Turn it around. Ask the salesperson who is calling if they know of any folks who might be interested in your products or services.
Pictures from the Past
A car dealership in the Pacific Northwest reminds prospects and customers of its business longevity via pictures from the past. Their billboard advertising hosts pictures of autos circa 1954 with the message: "We've been with you a long, long time."
Beenie Babies Marketing
The Alexandria Floral Company has incorporated the "Beenie Babies" craze into its marketing. The Alexandria, VA company has managed to purchase a good supply of the Beenie Babies plush toys currently coveted by lots of kids and collectors.
The company has posted a sign outside its store that reads: "Beenie Babies Here: Thursday 3:00 p.m." What a unique way for the florist to attract parents and grandparents to its store to purchase Beenie Babies...and some flowers perhaps?
It's All in the Timing
An office organization expert we know sends simple egg timers (with her logo & phone number silkscreened on the timer) to her prospects, with tips on how watching your time can increase productivity and profitability. Example: Keep the timer by the phone. When you make a long distance call, limit the call to 3 minutes to keep the long distance expenses down and to make the most of your time.
Bank Bar-B-Q
A bank located outside Seattle, Washington has developed an interesting way to let customers and prospects know about their "hot" loan rates and friendly service. They hold a barbeque right outside the bank on Friday afternoons during the summer months. The bank manager cooks the hot dogs and hamburgers, folks come by to talk and eat, and all receive info on the bank's loan services.
Getting 'Em to Look
Ken Dumminger of Dumminger Photo in Fremont, Ohio (419-332-8814) has found a way to make sure his ad is seen:
"I advertise in the local fall sports program which is sold at each football contest. I ask the administration to have one program signed by a senior on the football team. He signs my ad. Then during half time the announcer states that if you turn to page #_ for the Dumminger Photo ad and it is signed by the senior, that individual wins a stadium blanket. The blanket is provided by Kodak through their promotions catalog and is paid for with ad co-op. The blankets cost me about $12.00 each. For $12 everyone in the stadium looks at my ad. The ad becomes more effective as the 'regulars' look forward to checking the ad early."
Unique Floral Marketing…Thanks to Mom
A florist we know unique touch...a small container of lemonade! Seems the florist's mother always added lemonade to vase water, as the sugar provides energy to the flowers and the citric acid helps keep them fresher longer. The florist is known as the "Lemonade Lady", which helps her business get remembered.
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