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Commuter Marketing
Many small business folks send out tip sheets as part of their marketing efforts. Here's a different twist: move from the written word to the spoken word for increased recognition. Record your tips on a master audio tape and have copies made. Mail them out to prospects and clients so your message will be heard by many during that long, boring commute to work.
Meet 'Em Halfway Marketing
The owner of a local auto repair facility in northern VA rewards his customers for their self-reliance by "meeting them halfway." His customers buy the parts, oil, antifreeze etc. at discount auto stores necessary for repairs or maintenance. They bring it all along when they leave their cars to be repaired, and are charged only for labor. The customer saves money and this smart mechanic has more business than any repair facility in town.
Battery Basket Marketing
A smart real estate agent we know sends a holiday gift that keeps on giving: a small basket of batteries! She sends the custom-designed baskets to clients with a holiday card that wishes them "much energy" for the coming year. Most appreciative are the clients who have small children. Batteries are always a welcome commodity on Christmas Day when extra power is needed to activate those popular interactive toys.
Reserved Seating at the Dentist
A dentist we know sends out unique appointment reminder notices...postcards die cut in the shape of admission tickets. There are spaces on the card that allow his dental assistants to write in patient names, along with dates and times of the appointments. The "ticket" states that a seat has been "reserved" for the patient. Not only is this a clever idea, but this memorable reminder notice has cut down on the number of patient no-shows.
Refill Marketing
An entrepreneur we know who specializes in office organization always leaves an advertising specialty Post-It note holder & pad with her client after the job is done. Every 30 days after that, the client receives a Post-It note refill pad as a way for the organizer to keep in touch, which is great for referrals. Smart marketing.
Marketing with Dog Biscuits?
A floral company in Alexandria, VA has a unique way of attracting foot traffic...with dog biscuits! An elegant dog biscuit box, designed to match store front design and strategically placed by the display window, is filled daily with free dog treats. Many Alexandria residents and their pets stop by to take advantage of the floral company's generosity...and to see what's new in the window for future purchases.
Make 'Em Do a "Double-Take"
Randy Coffey, owner of Mobile Auto Detailing (703-978-7800) knows how to grab a prospect's attention everywhere he goes. Randy had a professional artist paint a red Lamborghini on both sides of the Mobile Auto Detailing van. As Randy drives along the highway, passing motorists do a double-take - is that a van or a sports car? They also notice the company phone number, purposely painted in close proximity to the sports car picture. This "car-on-a-car" generates lots of business for this smart young man.
T-Shirt Smarts
A "resume" t-shirt? Why not! One exuberant fellow we know conducted his job search in a unique way. He had his resume silkscreened on a t-shirt (page 1 on the front and page 2 on the back) and wore it to the biggest trade show in his industry. As he walked around he passed out copies of his resume, attracting lots of attention. The result: 5 job interviews and 3 job offers. Wonder which one he took?
From the "Find the Need and Fill It Department"...
Who'd a thunk it? Matthew Osborn, that's who. As quoted in the #67 edition of the "Self-Employment Digest" mailing list, Matthew owns a unique business…"Pet Butler Dog Waste Removal Service." His team goes to client homes on a regular schedule to scoop, bag and haul away all those nasty "canine calling cards" that folks don't have the time or the desire to, if you excuse the expression, "mess with." Yes, it is profitable; the business currently serves more than 600 regular clients every week.
But what's most interesting about Matthew's business is that he wrote a startup manual for people interested in getting into this kind of work. By creating and mailing a series of simple press releases, Matthew generated many orders for his "how-to" manual through publications such as "Dog Fancy! Magazine," the "Arizona Pet Guide" and "Opportunity Magazine" Contact Matthew.
Step Out of "Character" and Get Noticed
A CPA we know always makes it a point to send his clients birthday cards. Yet he takes it one step further. He calls each client and actually SINGS the traditional HAPPY BIRTHDAY song to them on their special day. No wonder his clients love him and he has more business than he can handle.
The "Doctor" Is In
A talented copywriter we know markets himself as "The Brochure Doctor". When he attends network meetings, he dresses in a white lab coat and wears a stethoscope around his neck. He writes "prescriptions that can cure even the sickest ad or brochure." Can the "doctor" act work for your business?
The Right Step
A dance studio in the local area ran a "Business Dance-a-Rama" recently, offering local business people a unique opportunity to network and give to a worthy cause. Over 300 business people participated, each paying a $50 entrance fee, half of which was donated to charity. The results: the dance studio attracted many new visitors to view their facilities, the business people had a chance to network and the charity received a generous donation.
Don't Be Afraid to "Turn Back the Clock"
In the fast-paced business world of today, it may pay to be "old-fashioned" every once in a while. Turn back the clock for a certain amount of time to draw attention to a new product or service. Example: Offer a new product at a 1976 (or some "old fashioned" price) for a limited time to entice people to try.
Nostalgia - Good for Marketing
Used to be that a hat was part of everybody's business wardrobe. Now it's a novelty. If you look good in a hat, use it to your advantage. One sales rep we know is known as "The Lady with the Hats". She doesn't mind...she's remembered.
Book It...with Books
The next time you're in your local bookstore, visit the "Bargain Book Section". Chances are you'll find a book that may interest one of your clients. Use these inexpensive treasures as "thank yous".
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