193 Creative Marketi Marketing ng Ideas Unique, original, low-cost marketing tips to grow your small business, retail store, or freelance freelance business! Copyright © 2002, Sam Decker
Copyright © 2002, Sam Decker
Chapter 1 Advertising
1. Advertis Advertising ing media media options options for for national national advert advertiser iser:: • • • • • • • • • • • • • • •
• • • • •
Bulk e-mail advertisement lists Card packs Catalog advertising Co-op direct mail Inside other people peo pless products Coupon !ooks Direct mail Inside Stores Internet " online advertising #ocal and regional pu!lications $ational association pu!lications $ational !usiness ne%spapers $ational maga&ines and ne%spapers $e%sletters 'utdoor advertising (!uses, !enches, ta)is, !ill!oards, airport terminal, shopping mall display, display, telephone !ooths, train stations, su!%ays, etc*+ e tc*+ ackage inserts elevision and radio rade .ournals rade sho%s /e! pages
2. Advertis Advertising ing media media options options for local local or region regional al advertis advertiser: er: • • •
Advertiser sponsored maps o the city Cham!er o Commerce pu!lications Co-op advertising
Copyright © 2002, Sam Decker
Chapter 1 Advertising
1. Advertis Advertising ing media media options options for for national national advert advertiser iser:: • • • • • • • • • • • • • • •
• • • • •
Bulk e-mail advertisement lists Card packs Catalog advertising Co-op direct mail Inside other people peo pless products Coupon !ooks Direct mail Inside Stores Internet " online advertising #ocal and regional pu!lications $ational association pu!lications $ational !usiness ne%spapers $ational maga&ines and ne%spapers $e%sletters 'utdoor advertising (!uses, !enches, ta)is, !ill!oards, airport terminal, shopping mall display, display, telephone !ooths, train stations, su!%ays, etc*+ e tc*+ ackage inserts elevision and radio rade .ournals rade sho%s /e! pages
2. Advertis Advertising ing media media options options for local local or region regional al advertis advertiser: er: • • •
Advertiser sponsored maps o the city Cham!er o Commerce pu!lications Co-op advertising
Copyright © 2002, Sam Decker
• • • • • • • • • • • • •
Direct mail Coupon !ooks Internet " online advertising #ocal maga&ines #ocal trade associations pu!lications #ocal trade sho%s #ocal /e! pages idair media (lane !anner, !limp, sky %riting+ $e%spapers 'utdoor advertising (!uses, !enches, ta)is, !ill!oards, su!%ays, etc*+ elevision and radio stations isitor3tourist isitor3tourist guides in motels 4ello% pages
3. Find bargains bargains in advertising advertising with radio radio stations’ stations’ "Run of tation" and newspapers’ newspapers’ "Run of !aper."
his means that the station or paper runs your ad %henever they have open space or time* 'n radio, that might mean very early in the morning or late at night* 5or ne%spapers, it might mean you dont get to choose %hen your ad runs or the placement* /hen the pu!lication is at deadline, rather than illing an empty space %ith iller copy, copy, they can place your ad there or a !argain price* Also, look or identical ads appearing t%ice in a pu!lication* Sometimes a maga&ine or ne%spaper %ill run an ad in a second spot or ree i theres an empty space at press time* alk to the ad manager and oer to pay 607 o the pu!lished rate %hen one o those empty spaces comes up in the uture* Send them your ad and a check so they are ready to run your ad %hen theyre at deadline* (5or a ree !rochure on !uying remnant ad space, call 800-226-9:6;+
. #n $our advertising advertising message% message% create create a twist twist a popular popular news news stor$% stor$% movie% or theme.
Ivars Inc*, a Seattle-!ased seaood chain, entertained the hometo%n cro%d %ith a television commercial parody o the movie
&. tore $our business cards ever$wher ever$wheree so $ou’re $ou’re read$ read$ to to hand them them out an$time. an$time.
Copyright © 2002, Sam Decker
=eep your cards in your %allet, organi&er, !riecase, your car, c ar, your spouses car, in the oice, home oice, and !y the ront door* >and them out generously* Stick them in your paid !ills, give them to %aitresses, ta)i drivers, etc* ost your your !usiness card %herever you go***grocery store !ulletin !oards, apartment a partment !uildings, college campus !oards, etc*
'. (ire high)schoo high)schooll *ids to distribute fl$ers or or door)hanger door)hangerss to homes homes in $our $our target target area.
4ou could even personali&e each door hanger* 5or e)ample, ?erry 5isher (.erry228@aol*com+, a ree-lance copy%riter cop y%riter,, %rote a concrete companys doorhanger that read, <4our <4our sunken sla! at 8:8 is in need o a lit< he <8:8< %as hand%ritten in an empty space %hich %as the house num!er to that door*
+. Advertis Advertisee throug through h $our $our voice voice mail mail messa message. ge.
ake your phone message or voice mail says something a!out your !usiness or latest sale* /hen people call during closed hours, hou rs, this may !e your only opportunity opp ortunity to tell them a!out your products or services*
,. (ire (ire students students to place place fl$ers fl$ers or card cardss on windshie windshields lds of cars. cars.
4ou can target your prospects on the !asis o a vehicles model, age, style, price, and location* 5or e)ample, a car ca r %ash or detailer might target cars that are dirty !ut e)pensive* A !o%ling !o%ling alley might target amily cars such as vans va ns and station %agons* A %indshield repair shop %ould look or cars %ith cracks in the %indshield* Since %indshield lyers can !e an annoyance to some car o%ners, oer something o value on the lyer, like a discount coupon or your product or service, or perhaps p erhaps a ree!ie .ust or coming in* 4ou 4ou could also use small !usiness cards as coupons to put under the %indshield* hey are easier to hang on to, cheaper to print, and environmentally riendly* riendly*
-. reate interesting% interesting% custom)desig custom)designed ned placemats placemats for local restauran restaurants ts that displa$ displa$ $our ad /and others0.
Approach o%ners o several caes, sand%ich shops, and pi&&a parlors to oer ree placemats or their ta!les and trays* Design them %ith your company name, inormation and a coupon on the mats* 4ou 4ou could also include other !usinesses !u sinesses coupons on the placemats and share the cost o printing the placemats*
Copyright © 2002, Sam Decker
A partner and I created created "The Treasur Treasuree Mat" for local local restaurants restaurants in San Luis Obispo, CA. CA. Several cafes, sandwich shops, and restaurants restaurants agreed to to put these placeats placeats in their tra!s and on their tables, giving giving our advertisers a distribution of about ##,### per $uarter. $uarter.
1. #nsert sales material into the pac*aging pac*aging of other non)competing non)competing companies’ companies’ products that are sold to $our target mar*et.
5or e)ample, i youre a local produce reseller, you may ask the local !ookstores to insert a git certiicate or 9 heads o resh !roccoli in all the cook!ooks they sell* 'r, a health clu! may oer a ary =ay !eauty consultant coupons to put in each product she sells* 'r, a sot%are pu!lisher %ill put a demo CD in a computer system !o)*
11. !ut posters and fl$ers fl$ers on the temporar$ walls outside outside a construction construction site.
'r hire someone to paint an artistic mural that ties into your product or company compan y*
12. oo* for these overloo*ed overloo*ed bargain advertising advertising opportunities: opportunities: • • • • • •
• •
College " high school ne%spapers " year!ooks Classiied services on the /orld /orld /ide /e! /e! (sometimes ree+ #ocal entertainment and tourist maga&ines Bulletin !oards at schools, laundromats, grocery stores, church, etc* (ree+ Community group and association ne%sletters Commercial online services classiieds on Compuserve (a e% dollars+ and America 'nline (ree+ Smaller, local ne%spapers Cham!er o Commerce pu!lications
13. se $our car to advertise advertise $our business business or sale.
4ou can advertise your ! !usiness usiness %herever you park you car ost o st !anners on your car and park it in a conspicuous location, or put magnetic signs on your car doors* Also, you could print an ad or your !usiness on a piece o card!oard large enough to act as your auto sunshade* ake the message simple, !ig and !old*
1. (and customers customers a second business card card to give to a friend.
Copyright © 2002, Sam Decker
'n the !ack o one card, %rite that customers name* ell him that i the person he hands that card to does !usiness %ith you, %ill give !oth o them 107 o their ne)t3irst purchase* 4ou could stamp that discount oer on the !ack o your cards*
1&. 4a*e $our vanit$ plate or license plate frame reflect what $ou do.
1'. 5rite messages on the sidewal* in front of $our store.
A lingerie store o%ner stenciled small messages onto the side%alks o $e% 4ork, %ith provocative sayings like, <5rom here it looks like you could use some ne% under%ear*<
1+. As* non)profit organi6ations and clubs to advertise for $our business in e7change for raising mone$ for them.
'ne %ay you could help a local non-proit organi&ation raise money is to give them a cut o your !usiness on a day they !ring customers into your store* 5or e)ample, you could donate 132 o all receipts rom a days sales to their cause* he clu! could then advertise to their mem!ers and to the community to get prospects into your store that da y, %hich %ill increase their chances to get more money* Another %ay you could partner %ith a clu! is you could allo% them to sell their products or oer services on your premises* heir advertising %ould !ring customers to your store* 4ou %ould allo% them to sell mistletoe, %rap presents, or %ash cars* A third %ay is to give the clu! git certiicates or auction items or a und raising event* 5or e)ample, %hen the Boy Scouts go door-to-door selling rale tickets, they could add value to their sales !y presenting your git certiicate to each prospect* Another instance is a local !aker %ho, instead o giving money, gave the promoters o a local ood estival 200 loaves o !read* >e said they could keep %hatever money they made rom selling his !read* In return, his company gets e)posure and he is a!le to %rite o e)tra inventory or the cost o goods*
1,. !rint $our compan$ name% logo and slogan on $our personal chec*s.
1-. 8et the customer’s attention with creative in)store signs. •
>ere are some ideas
Copyright © 2002, Sam Decker
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• • • • • • • •
Signs on the loor Signs hanging rom slo%-turning ceiling ans anneuins holding signs
ighlight a sign %ith a relective oil Direct lights on important signs Display a message on a loor computer Inlata!le signs and !alloons
2. As* $our cable compan$ to feature $our compan$ in their advertisements.
Ca!le operators oten advertise their programming or advertising opportunities !et%een sho%s* I you already advertise on **, ask them to highlight your !usiness in their promo spots*
21. 9btain valuable advertising data from media *its and advertising salespeople.
he media kits rom ne%spapers and and radio stations can tell you a lot a!out your market demographics* 4ou can also talk to an advertising salesperson to ind out %hat ads have !een %orking or your competitors*
22. !rint full color boo* covers for elementar$ and high school students.
ake the design look
23. (ere are some places $ou ma$ find bulletin boards to post $our fl$ers and signs for no cost: • • •
In ront o your o%n !usiness In ront o neigh!oring3partnering !usinesses Su!%ay stations
Copyright © 2002, Sam Decker
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
School oices Senior recreational acilities and retirement homes College dormitories (community area, hall%ays, !athrooms+ 5raternities, Sororities Churches 'ther local community clu!s and organi&ations Apartment !uildings (laundry rooms+ Community activity centers rocery stores Shopping malls Car %ashes #aundromats Condominium comple) party center >otel and motel lo!!ies Etility poles ilitary caeterias and recreation centers Counters o pu!lic places eeting convention centers and rooms Construction %alls #i!raries Enion halls Cham!er o commerce edical or proessional oice Foller rinks and !o%ling alleys /aiting room at auto repair and tire shops #iuor and convenience stores Company !ulletin !oards o riends and amily ourist inormation centers >igh%ay rest stops Banks 5actories
2. (ow do $ou ma*e $our fl$er stand out from a crowded bulletin board • • • • • •
>ere are some ideas >ave tear o ta!s on the side o the lyer Ese uniue pictures and graphics 5rame the edges o the lyer %ith a !order Ese spot color ink, or ull color printing ake !orders and graphics that look three dimensional
Copyright © 2002, Sam Decker
• • • • • • • • • • • • • • • • •
Cut the paper into a dierent shape rint te)t, uotes, prices or testimonials inside sun!ursts or !alloon art Feverse printing (%hite type on !lack+ ake the tear-o ta!s into coupons ype special eects lue a three dimensional o!.ect on the lyer in samples or coupons around the lyer ake it larger, perhaps 11G1; %ith !ig tear-os Cut the lyer into a uniue shape* Ese relective paper, or relective lettering ack it up %ith 90 colorul tacks ut up multiple lyers at multiple heights ake it a old-out, like a greeting card %ith a %indo% lue a ull-color picture onto the lyer ake the headline large and include the %ord <5FHH< =eep it simple short, clear, !eneits-oriented message o get a ree !rochure on !ulletin !oard advertising call hum!tack Bugle at 61069-809*
2&. ;evelop a slogan that lets people *now where $ou are.
Advertise the slogan on the radio, ** in your marketing communications and else%here* 5or e)ample, a delivery truck might have a sign that says <ain Street Sa% " =nie Shop***4ou get an edge at the top o the hill*<
2'. 9ffer a free item
It could !e an inormational pamphlet, consultation, video tape, or advertising specialty*
2+. se a vending machine as an advertising medium.
lace a sign on a !u!!le gum dispenser %ith your company name and logo on it, along %ith a sign that says part o the proceeds %ill go to%ard a scholarship or charity* 4ou could even put a !usiness card holder on the machine that holds cards good or a discount at your store* hen, oer a local !usiness o%ner %ho gets a lot o oot traic 267 o the gross proceeds i he agrees to put the vending machine on his loor* 607 o the proceeds can go to the charity, 267 to%ards the !usiness partner, and 267 to paying o your vending machine and candy* It ends up !eing a no-cost advertising medium that !uilds good%ill or your company*
Copyright © 2002, Sam Decker
2,. Are college students in $our mar*et #f so% here’s some wa$s to reach them: •
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our the dorm halls and slip coupons underneath the doors or place them on door handles* ost lyers on !ulletin !oards around campus and the dorms* ape lyers on the inside o !athroom stalls in the dorms* artner %ith the local pi&&a parlor to put coupons %ith the pi&&as they deliver* Advertise in the college ne%spaper and local coupon ta!loid* /ork %ith raternity and sorority leadership to oer their mem!ers a special discount* H)hi!it in the university union at the !eginning o the semester or during the colleges open house* artner %ith the university !ookstore to distri!ute coupons inside their !ooks at the register counter* 'er student3aculty discounts* Sell your products through the university !ookstore* Check %ith the student union or advertising opportunities* Some colleges prepare packets o inormation or the incoming reshman class that include lyers rom local !usinesses* Do cooperative marketing %ith other !usinesses that attract students, such as copy shops, ine)pensive restaurants (tauerias, sand%ich shops+, coee houses, !ars, night clu!s, liuor stores, and video stores* H)hi!it at the local lea market, %here many students shop*
2-. !ar* $our car or a truc* on a freewa$ overpass with a banner hanging off the right side of the vehicle.
ake sure its !ig, !old and !rie so that drivers %ill look up and have time to read your !anner
3. !ut out a fold)out sign% li*e real estate agents use for open houses% on the sidewal* or road in front of $our business.
4ou could also place them on street corners around your !lock to direct people to your !usiness*
31. se a =R and a rear)pro
Copyright © 2002, Sam Decker
Create a slide presentation on a computer and transer it to tape to play on the pro.ector* 4ou could even %ire sound to outside speakers so people can hear your advertisements*
32. #f $ou ship products or offer remote service% advertise in the >ellow !ages of outside cities and counties.
4ou can even advertise nationally in the 4ello% ages*
33. !romote $our sales with handwritten in)store price signs.
his is a practice oten used !y supermarkets* hey do this or products that are actually on sale as %ell as or products that they %ant to sell !ut are not necessarily lo%er priced* A hand%ritten sign creates the perception o a sale or special deal*
3. ponsor a highwa$. It usually costs nothing, .ust the time to do a uarterly trash pickup along that stretch o road* 4our sponsorship gets your company name on a sign, %hich thousands o drivers %ill see*
Copyright © 2002, Sam Decker
Chapter 2 Customer Service " Satisaction
3&. 8uarantee $our product or service in uni?ue terms
***such as, the
3'. Remind the customer of $our total satisfaction guarantee a number of times after the$ purchase.
Inorm them o your guarantee at the time o purchase* hen, include a reminder in your initial thank-you card* hen ollo% up later %ith a postcard that e)presses your hopes that the product is satisactory* /hile your guarantee may !e implied or displayed on a sign, repeating your guarantee %ill remind them %hy there is less risk shopping %ith you* It also sho%s your conidence in your product, your !usiness honesty, and it !uilds a relationship %ith your customer*
3+. 4a*e $our bathroom a pleasurable e7perience.
I your !usiness allo%s customers to use your !athroom acilities, keep the m clean, %ell stocked, and smelling great (!uy an industrial air reshener+* hink a!out eeding some music into the !athroom* 4ou could put a rack in the !athroom stalls that holds the company ne%sletter, our put some .okes in !ig print on the inside o the stall doors* At a time %hen they are most open to think a!out the !usiness they are doing, or a!out to do %ith you, provide your customers %ith a pleasura!le e)perience* %ive custoers bathroo reading. At Chili&s 'estaurant, the! post that da!(s newspaper on the walls in front of the urinals.
3,. !rovide customers with things to read% watch or listen to while the$ are waiting in line.
Copyright © 2002, Sam Decker
his %ill help reduce their %aiting an)iety and put them in a !etter mood %hen they purchase* Auto repair shops and hair salons usually having a comorta!le %aiting area %ith car and hair maga&ines, respectively* $ordstroms clothing store places chairs and couches throughout the store so spouses and children can rela) %hile the other spouse or parent shops* 'ne clothing store in Chicago puts couches, maga&ines and a large screen ** in the !ack o their store or %eary shopping partners* Another e)ample is agic ountain, a theme park in Caliornia, %hich installed televisions and %ater mist sprays in the lines to entertain and cool o the park guests as they %ait to ride the roller coasters*
3-. 4a*e customer feedbac* cards hand$ for customers to turn in or mail from home.
Create a drop !o) near the ront door o your !usiness and make the cards !usiness-reply postage paid in case they %ant to take the card %ith them*
. !ut up >@ signs.
Instead o the standard signs !ehind the counters that say things like, <$o Feund or H)change,< or <$o checks accepted,< put up signs that say <4es, %e do take checks* 4es, reunds are given %ithin J0 days o purchase* 4es, your satisaction is guaranteed*<
1. Find out how happ$ $our customers are with $ou b$ impersonating a competitor.
ichael #eBoeu, in his !ook >o% to /in Customers and =eep them or #ie, tells a story o a young !oy %ho did .ust that* >e entered a drugstore phone !ooth and the druggist overhead the ollo%ing conversation <>ello, is this the Smith residenceK***I %ould like to apply or the opening you have or a gardener***/hats that, you already have a gardenerK **Is he a good gardenerK***Are you perectly satisied %ith all o his %orkK***Is he not doing anything that you %ould like to have doneK***Do you plan on keeping himK***I see***/ell, Im glad youre getting such e)cellent service* hanks any%ay* Bye*< As he let the !ooth the druggist remarked,
2. Reward emplo$ees for great customer service% and empower emplo$ees report their co)wor*ers good and bad performance.
Copyright © 2002, Sam Decker
827 o all lost customers can !e attri!uted to poor perormance or !ad attitude* Since !usiness o%ners dont have the time to supervise every customer transaction, get employees to report customer complaints or o!servations a!out their co-%orkers* Create an anonymous drop !o), %hich only you, the manager, can open* /hy %ould employees
3. a*e pictures of $our best customers and put them on a wall in the emplo$ee room so ever$one gets to *now them b$ name.
. Reward customers for doing business the most profitable wa$.
4ou may %ant customers to shop at slo% hours, pay in certain terms, or order via a)* By providing incentives, you can persuade customers to do !usiness on these terms* 5or e)ample, a !ank advertised that every 26th car at the drive-up %indo% %ould receive a coupon or a ree car %ash* he increased !usiness through the drive-up %indo% decreased the traic inside the !ank, reeing up employees to help customers inside and reducing the %ait times*
&. @ducate $our customers about $our product or service before and after their purchase.
Customer education can increase sales and post-purchase satisaction* 'ne %ay to do this is to put a rack near the cash register to hold pamphlets, !rochures and lyers that provide helpul inormation to your customers* 5or e)ample, i you sell !atteries, you could have a pamphlet descri!ing ho% to charge them properly* I you sell sporting goods, you could have a !rochure on ho% to take care o sprained ankles and other
Copyright © 2002, Sam Decker
in.uries* 4ou could also include inormation on the proper care and use o your products* his inormation %ill set proper e)pectations, increase customer satisaction and decrease returns* 5or e)ample, an o%ner o a garden and plant store has a satisaction guarantee replacement policy that %ill guarantee any plant she sells* Since a plants health, and the customers satisaction, lies in the customers hands, she e)plains ho% to take care o the plant !oth orally and in %riting to every customer*
'. !lace a hostBhostess at the door.
>ave you ever %alked into a /al-artK heres usually a riendly employee there to %elcome you to the store, pull out a shopping cart, and ans%er any uestions you might have* here are several !eneits or putting a host at the ront door •
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• •
A riendly smile and %elcome %ill put customers in a good mood as they enter the store* he host can ans%er customers uestions, direct them to sales items, or hand them an in-store promotional !rochure* hey act as a security guard* At the end o the day they can give you eed!ack on %hat kind o customers %ere coming through the door, %hat they %ere looking at in the %indo%, and %hat type o uestions they %ere asking*
+. reate a short voice)message menu s$stem to give customers information the$ need during off hours.
5or e)ample, %hen a customer calls ater hours, it could say, <hank you or calling the ason ool Supplies* /ell !e open promptly at 800 am to serve you* o leave a message o any length, press 1 no%* 5or store location and directions, press 2* 5or an update on ne% products and current sales, press 9*<
,. 8ive $our best customers priorit$ access to support% information and access to $our staff.
4ou could provide them %ith a priority num!er or customer service, your personal oice num!er, or a pager num!er* he increased communication %ith customers %ill help !uild their trust in you*
Copyright © 2002, Sam Decker
-. !ost $our responses to customer feedbac*. ell $our customers if $ou ma*e a change to $our business or product based on their feedbac*.
'ne %ay to do this is to post responses to your customers comments, complaints and suggestions* Feserve a %all or customer eed!ack cards (%ith the names erased or torn o+ and your typed responses to them* his %ill accomplish t%o things 1+ It %ill sho% them you listen to their suggestions and complaints and ho% you act on them, and 2+ It gives %aiting customers something to read i they are %aiting* I you make a noticea!le change in policy, product or service due to your customers suggestions, tell them* ost a sign in the store that says,
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Chapter 9 Direct arketing &1. !rovide $our friends and $our best customers with blan*% postage)paid envelopes and copies of $our brochures.
Ask them to address the envelopes to their riends and to %rite a personal note on your !rochure as a recommendation*
&2. end official)loo*ing invitations to $our customers or prospects to announce a sale% grand opening% seminar or other event.
'r, create tickets to give to customers that %ill let them in the doo r or a special sale* $o% they %ill !e more likely to remem!er the event, and !ecause there is a higher perceived value, they %ill !e more likely to attend your event*
&3. end new customers a "welcome *it" consisting of $our literature% testimonials% helpful articles% promotional item% business card% and a coupon for their ne7t visit
&. end $our direct)mail piece in a telegram or rush)deliver$ t$pe envelope.
'r, send it registered mail so the recipient has to sign or it*
&&. Forego the postage machine and use real stamps for letters% direct mail% and bul*) rate mail.
It may cost you the la!or to apply the stamps, !ut postage %ont cost more and it %ill get the recipients attention* 4ou can even get stamps or !ulk-rate postage* ?ay Conrad #evinson, the guru o uerilla arketing, suggests even going urther !y placing multiple stamps on an envelope* 5or e)ample, %hen sending a large envelope, use ive dierent-looking 92M envelopes instead o one L1*:6 stamp*
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&'. !ut a dollar in $our sales letter to get their attention.
Ese spray glue to attach it on the letter* ie in the dollar %ith the content o the letter* 4ou could %rite something like, <4our time is %orth money***,< or
&+. 4ail $our message in a uni?ue "envelope"% such as a... • • • • • • • •
iant postcard iece o %ood ?e%elry !o) CD case Bro%n paper !ag reeting card iece o plastic aint can
&,. !ut something with weight in the envelope% such as an audio tape% a penn$% magnetic business card% a piece of gum% etc.
A car dealership consultant sent a !rand ne% >ot /heelsN car %ith his mailing to gra! the attention o the sales manager* roits rom one customer covered the cost o the entire mailing* Casady " reene, a sot%are company, sent out a mailer that a had chocolate lips glued to a postcard* he old-over postcard %as enclosed in a !u!!le envelope* hey also put a red, relective sticker in the shape o lips on the envelope* he cost o the chocolate, the sticker and a little e)tra postage %as %orth the increased response*
&-. #nclude a brochure and business card when $ou send $our invoices to customers.
his %ill either get in the hands o the customer contact and encourage a repeat purchase, or it %ill !e received !y the accounting department %ho is an inluencer in the companys purchases* And i your suppliers could !e your customers, send them a !rochure %hen you pay their invoices* 4ou could also give customers promotional inormation %ith their receipt ater purchase* 'ne upscale clothing retailer puts their customers receipts in an envelope* It occurred to
Copyright © 2002, Sam Decker
me theres an opportunity to put more inormation a!out the company, its clothing uality, and upcoming sales in the same envelope*
'. 9ffer an association to pa$ for their newsletter mailing in e7change for including $our promotional materials in their publication.
'1. Find companies who have similar% but non)competing products% and send a cooperative mailing to $our combined mailing lists.
5or e)ample, a ercedes Dealer sent its customers an oer or a ree health clu! mem!ership* he health clu! sent its customers an e)tended test drive oer or the ercedes dealer* 4ou could also send letters promoting his !usiness to your customers, and theyll do the same or you* As the coordinator o such co-op mailings, you may not have to pay any mailing costs in the end*
'2. se a !.. in $our sales letters.
>and%rite the *S*, or circle parts o your literature that %ould !e o special interest to a potential client* >and%rite notes in the margin* >ighlight or underline important points in the letter* Siegried ogele, proessor o direct marketing in unich, ermany, has done e)tensive eye tests on %hat people look at irst in the mailing piece* 5irst, they look or %ho is %riting them, then they look at ho% the letter is addressed, and then their eye .umps to %ho signed the letter, and the ne)t thing they read is the *S* ed $icholas, Author o )irect Mar*eting Success Letter (819-6J-:J+, says the ; most used *S* types in successul sales letters are those %hich • • • • • • •
otivate the prospect to action* Feinorce the oer* Hmphasi&e or introduce a !onus* Introduce a surprise !eneit* Hmphasi&e price or terms o your oer* Hmphasi&ing ta) deducti!ility o purchase* Hmphasi&e guarantee*
Copyright © 2002, Sam Decker
'3. how customer appreciation b$ mailing a lotter$ tic*et with $our than*)$ou note.
'. end a self)stamped and address postcard with $our direct mail piece that simpl$ has a few chec*bo7es for a repl$ and some blan*s for the respondent to add their name.
/hen its easy or prospects to respond to your direct mail, more %ill !e likely to do so* Silvana Clark marketed her highly-trained dog this %ay* She sent out a promotion kit to Sho% producers %ith a stamped reply postcard* he producer simply had to check one o the ollo%ing options and return the card* ++ es- I( interested in having Sheran on ! show. lease contact e. ++ /ell...I( not sure if Sheran fits the show forat. lease send e additional inforation. ++ Sorr! 0 Sheran is cute, but not suitable for our show.
'&. hec* $our local newspaper for new business prospects.
$e%spapers list ictitious name statements, !usiness o%nership changes, o!ituaries, help %anted, etc* 5or ne% !usinesses or o%nership changes, you could send the ne% o%ners a short note o congratulations and a git certiicate or your services*
''. #nclude two business cards in all correspondence.
he recipient may put them in t%o places or easy access* 'r they may recommend you to someone !y handing them the e)tra card*
'+. #f $our business ma*es house calls% such as a plumber or painter% send postcards to the neighbors of $our customer letting them *now what service $ou provided.
5or instance, a painter might send a card that says,
Copyright © 2002, Sam Decker
',. Add "ift etters" to $our direct mail campaign.
A #it #etter, as descri!ed !y ed $icholas, Author o e claims,
Testionial 1fro a custoer, celebrit!, or recogni2ed authorit!3 Telegra 4ews release Meo Mini0letter
4ou may enclose the lit letter in a separate envelope, clip or staple it to the main letter, or old and enclose it as an insert* 4ou may also typeset it in a dierent ont and print it on a dierent color paper*
'-. pra$ a scent on $our letter that will help sell $our product.
5or e)ample, i you send a direct mail piece soliciting your cleaning service, you could spray the letter %ith a pine or lemon scent* I you sell cosmetics or !eauty products, you could use perume* I you are renting or selling a mountain ca!in, youd use pine scent*
+. se a red in* stamp to imprint a message on $our envelope that will increase the chances of getting the prospect to open it.
+1. reate a local or industr$ niche catalog to sell $our products.
artner %ith other retailers or manuacturers to put non-competing produc ts in the catalog* 4ou could mail it to your com!ined mailing lists and get other names rom a !roker* Share the costs o design, printing, mailing and ulillment setup* 4ou end up %ith an ine)pensive %ay to get your product in ront o more people than you ever %ould !y yoursel*
Copyright © 2002, Sam Decker
+2. (and address $our direct)mail envelopes.
I you have !ad hand%riting (like me+, hire a high school or college student %ho can address them neatly* In the cro%ded mail!o) o todays consumer, a hand-addressed envelope looks very inviting*
Copyright © 2002, Sam Decker
Chapter : rade Sho%, 5airs " Hvents +3. Cefore a trade show% advertise a special contest or other attraction to draw attendees to the show and to $our booth.
5or e)ample, you could advertise a special givea%ay or a ree seminar at your !ooth* 4ou may !e a!le to share the costs o the ad %ith the trade sho% management since your ad %ill !ring attendees to their sho%* et a mailing list rom the e)position management company, i possi!le, and send an invitation card or git certiicate they can redeem at your !ooth or a pri&e or git* Inc* aga&ine (ay, 1JJ+ tells the story o 5rank Candy, president o the American Speakers Bureau, %ho %rote personal notes to lure 200 prospects to the 'rlando, 5la*, companyOs !ooth* <he invitations, %hich looked like greeting cards, cost the L:J:,000 company less than L1 apiece* hirty-seven prospects sho%ed up, !oosting sho%generated sales !y more than 9007 over those rom the previous yearOs sho%* It %as !y ar the most eective tool IOve ound in 16 years and at hundreds o sho%s, says Candy*<
+. 9ffer $our product or service as a raffle item or door pri6e at a trade show.
Hven to trade sho%s %here you cant e)hi!it, the sho% host is likely to accept door pri&es or the attendees* Its another %ay to get your name !roadcasted to the attendees and printed in the conerence guide*
+&. et aside special nights for certain groups or prospects.
Create a <rivate Shopping $ight,< eaturing entertainment, rereshments and pri&es or a local clu!* ive the shopping nights themes and titles that %ould get the medias attention*
+'. @7hibit $our product or service at local fairs and flea mar*ets.
Copyright © 2002, Sam Decker
I you cant aord to e)hi!it, oer another company a commission to sell your product %here they %ill !e e)hi!iting* 'r, .oin together %ith a co mpany %ho has complementing products to share a !ooth space* In addition to %eekly lea-markets and large airs, pay attention to your local ne%spaper or smaller airs that churches, schools, clu!s and other organi&ations host*
++. !lace $our product in the booths of other vendors.
I your product can !e used cooperatively %ith another vendors product, or can help them in their e)hi!it, seed your product to e)hi!itors in e)change or the e)posure* isioneer, a company that manuactures desktop scanners, oered their aperortN scanners or ree to e)hi!itors at ma.or computer trade sho%s* Some vendors %ould use them to scan in and capture cards or other paper-!ased inormation* 'ther vendors %ho created links to the aperort scanner demonstrate ho% the products %orked together* isioneer gained a lot o e)posure as attendees %ould see aperort scanners !eing used !y several e)hi!itors*
+,. At the end of a speech% announce a special% bu$)now offer for the audience.
In other %ords, ask or the order at the end o your presentation and have the products and acilities on hand so audience mem!ers can purchase on the spot*
+-. ome earl$ and sta$ late for meetings% seminars% and classes.
hese are the !est times to meet people and !e involved in conversations* At a conerence, there %ill al%ays !e people sitting in the chairs looking over their literature %hile they %ait or the session to start* ake a look at the name tags o the people you are sitting near* urn to them to make a comment or ask a uestion, eventually introducing yoursel* hen, ater the session, go up to the speaker %here people usually gather to ask uestions* As you %ait to talk to the speaker, strike up a con versation %ith a peer %ho is also %aiting* hese people could !e potential customers, inluencers, suppliers, partners, or reerral agents* Collect their !usiness cards, make notes on the !ack, and ollo% up %ith them*
,. Rent a pushcart at $our local shopping mall.
Copyright © 2002, Sam Decker
Instead o committing to a storeront in a mall, you can sometimes negotiate a short-term rental agreement to put up a !ooth in the middle o the mall loor* Sometimes you can e)hi!it .ust on the %eekends, or during special promotional events that !ring traic into the mall*
,1. #nvite $our best customers to an event or meeting where $ou will be introducing $our product to new prospects.
#et your !est customers sho% your ne% customers %hy they should purchase rom you* 4ou could create a special sale, grand opening, or event at a trade sho%* Structure it so that !oth prospective clients and satisied customer attend* I it is a seminar, introduce your !est clients to the audience* #et them tell a story o ho% theyve used your product or service* 'r you could intervie% them* I it is a dinner, seat them ne)t to prospective customers to get them talking*
82* end a compan$ representative or mascot to wal* the halls and isles of the trade show to entice attendees to come to $our booth.
,3. 9ffer trade show attendees compan$)logo bag or shipping bo7 to carr$ their literature.
Attendees %ill advertise your company as they %alk through the isles o the sho%* 5ver! trade show has a nuber of vendors giving awa! tote bags to hold show literature. One of the ost creative and useful literature "bags" I(ve seen wasn(t a bag at all. It was a bo6 developed b! Mar*eting Techni$ues, Inc. 17#08790:;##3. ou could drop !our literature through the flap in the bo6, would protect it fro getting folded or wrin*led. Then, at the end of the show or conference, !ou could ship the bo6 hoe so !ou don(t have to carr! it on the plane.
,. elebrate $our business’ birthda$.
Invite customers and the media or ood, cele!ration, and a sale*
,&. Cring in suppliers as e7perts to teach special classes to $our customers.
5or e)ample, a grocery store might invite a produce gro%er to give short classes on ho% to determine %hich ruits are ripe*
Copyright © 2002, Sam Decker
,'. =ideotape participants in local sport games /cit$ league softball% little league% *ids soccer% etc.0 and announce to the pla$ers or parents $ou will be showing the tape at $our restaurant or store.
'r, oer ans a copy o the tape %ith a purchase rom your store*
,+. At conferences and trade shows% position $ourself where $ou will be seen and heard.
See i you can strike up conversations %ith potential clients !y looking at their name tags as you %alk through the cro%ds* In meetings, ask controversial or thought-provoking uestions that relate to your !usiness* Curious customers may %ant to talk to you ater%ards*
,,. #n a meeting% trade show% conference or part
%$Beore an event, set a goal or the num!er o people you %ant to meet* 4ou can start conversations %ith remarks a!out the ood, speakers, or conerence sessions* Ater a e% sentences are e)changed you can introduce yoursel and ask %hat the other person does* Dont orget to hand this ne% acuaintance your !usiness card and get theirs in return* /rite comments on the !ack o the cards you receive as reminders o your conversations and or ollo% up* 'nce you have pre-determined you are going to net%ork at an event, its much easier to introduce yoursel to strangers* /hen I have practiced this strategy, I am ama&ed at the opportunities I discover* he people I talk to, even i they arent a prospect or m y !usiness, reer me to potential customers* 'r, Ill learn something ne% a!out my industry, clients, competition, or uncover opportunities or partnership*
,-. #f $ou are spea*ing at someone else’s event% write the opening remar*s for the person who will introduce $ou as the ne7t spea*er.
'ten, it is only appropriate or the person introducing you to
Copyright © 2002, Sam Decker
-. #nvite prospects to en
'ne !illiard company sent cue-!alls and hospitality suite invitations to prospective clients !eore a sho%* otential customers %ould !e treated to the usual !everages a nd hour douerves, in addition to the entertainment and tips rom a trick shot artist that %ould !e using the companys cues*
-1. 8ive awa$ t)shirts at $our booth if the recipient agrees to put it on right then.
any attendees %ill put the shirt over their e)isting shirt and %ear it around the sho%, advertising your company and product* 'r you could reuire them to shout out your company or product name so other attendees can hear, and %hoever is the loudest %ins*
-2. At events% wear clothing or an accessor$% such as a lapel pin% that shows the name of $our organi6ation.
'r reproduce your organi&ations logo onto a sticker and apply it on your attendee !adge* Sometimes, the event name tag is small or doesnt tell others %hat you do* 5or e)ample, I could go to a Cham!er o Commerce meeting or a small !usiness conerence and %ear a !adge that says,
-3. (ire someone to drive a billboard advertisement around the cit$ bloc*s near the trade show.
Since there are already !ill!oards on ta)is and !uses in a city, you may consider displaying a large !ill!oard on a trailer or truck to get peoples attention* 'n the sign, advertise your products, your !ooth num!er, and something ree attendees %ill receive or mentioning the sign*
-. reate a contest where customers can compete with each other using $our product.
'er local, regional and national contest pri&es* 5or e)a mple, aclayP Sot%are pu!lici&ed a DescentN contest %here computer clu!s across the nation %ould host game competition among their mem!ers* he contest helped spread %ord o the ne% game among computer enthusiasts* he national championship %as then held at the ac%orld H)poP trade sho%*
Copyright © 2002, Sam Decker
-&. For an event% part$ or grand opening $ou can "subpoena" guests to come.
$icholas H* Bade, in his !ook <arketing /ithout oney,< oers this tip <ake your invitation look like a real su!poena* hen %rite legal !ut humorous copy such as Q4ou are here!y ordered !y the District Court o ood imes to appear at a party*** 5or even greater impact, dress up like a la% oicer and personally deliver your su!poenas* his approach has !een used %idely %ith e)cellent results*<
Copyright © 2002, Sam Decker
Chapter 6 ivea%ays -'. ;onate products or service as auction items or pri6es for charities% raffles% auctions% sport teams% and fund)raisers.
ivea%ays like this are oten ta) %rite-os, and they achieve good%ill or your company* 4ou can even achieve pu!licity or your donations !y announcing them through radio stations, the cham!er o commerce, nonproit associations, and clu!s*
-+. Advertise a uni?ue% seasonal giveawa$ for ever$ person who shops with $ou during that period.
5or e)ample, give a%ay miniature Christmas trees during Decem!er* 'r a !ig >ersheys =issN or customers %ho spend over L90 the %eek !eore alentines Day*
-,. #n the beginning of 5inter% on a free6ing morning% visit homes earl$ in the morning and place ice scrapers under the wipers of frosted car windshields.
Attach a git certiicate and a note that says something like, <***so you can clearly see %e are here to serve you*<
--. 9ffer free product or service to drivers who get a traffic or par*ing tic*et.
Announce to the press and your customers that you %ould like to help improve the day or people %ho receive a ticket* I a person !rings in their speeding or parking ticket to your store %ithin a %eek rom receiving it, you %ill give them ree product* 4ou could even inorm the local police and high%ay patrol o your oer so they can advertise your message to their ticket recipients*
1.9ffer $our customers free samples that tie into a holida$.
Copyright © 2002, Sam Decker
A ary =ay representative %rapped small packages o cosmetics and skin care samples in tissue and hand-delivered them to e)- and non-purchasing customers the day !eore alentines Day* he samples matched the customers previous purchases and skin tones* Attached %as a heart-shaped note that read,
11.#nstead of giving a gift to $our customer% give one to a charit$ in their name.
he customer eels good or %hat his patronage has provided to charity, and it !uilds good%ill or your company*
12.8ive awa$ a free gift with ever$ purchase during han*sgiving wee*.
Dont advertise that you %ill !e giving a%ay the ree git* /hen customers ask,
13.;o something e7tra for $our customer. 9r% give something awa$ to them that compliments their purchase.
It adds value to your product, !uilds a relationship %ith the customer* 5or e)ample, %hen Hthan Allen drivers deliver a dining room set, they go !ack to the truck to !ring in a vase o roses* #arrys Shoes oers its customers oot massages %hile the salesperson searches or the right shoe si&e* Another instance is our local Stra% >at i&&a %ho lets the kids ride their motori&ed pony or ree* hink o ho% many kids ask their parents to eat there again 'r, give customers something e)tra .ust to say thank you* A shoe repair man includes a sample si&e tu!e o shoe polish %ith every ma.or repair .o!* A plum!er gives every customer a small !ottle o liuid drain cleaner as part o house calls* An auto repair shop that cleans the car inside and out, including a complimentary %a) .o!, !eore its delivered to their customer*
1.;onate to charities and organi6ations whose members and participants match $our target mar*et.
Copyright © 2002, Sam Decker
iving a%ay product, service or money to non-proit organi&ations and %orth%hile charities can !uild good%ill or your company and !e a ta) %rite-o to !oot* But it %ont go much urther unless you target your donations as you target your advertising* ive a%ay products to the charities, clu!s and events %here your target market %ill see your company name* /hen you give something a%ay, dont !e araid to ask or some e)posure in return* Fichard Alaro, o%ner o Alaros Bakery in /atsonville, CA, %as asked !y a school to give them L,000, an increase rom last years donation* his year he asked them to put his logo in the gym or on !ooster materials* Since it costs relatively little or them to do this, they granted him the advertising e)posure* >o%ever, they %ouldnt have oered i he didnt ask*
1&.#nstead of giving promotional items to the target customer% offer them to the customer’s children% spouses or grandparents.
A mens clothing retailer ran an ad .ust !eore 5athers Day* he ad sho%ed a small !oy holding a !o) tied %ith a !ig !o%* he headline said <#et no ather !e %ithout a present this 5athers Day***< and the copy %ent on to say that any child coming into the store on a certain day, in the company o an adult %ould receive, ree o charge, a ine handrolled linen handkerchie as a git or Dad* 'n the speciied day, the line o kids %as !locks long* #ater, %hen an e)ecutive in the store %as asked ho% many handkerchies they had given a%ay, the ans%er %as <hats not %hat matters* /hats important is that %e sold more urnishings that day than on any other day in our history, including any Christmas period*<
1'.8ive $our product to purchase influencers and develop relationships with them. •
• • • • • • • • •
•
Inluencers are the people %ho are seen as credi!le and talk to others* hey are the movers, shakers and opinion leaders in your industry or community* hey include Industry pundits he press (editors, .ournalists, reelance %riters+ 'icers (and immediate past leaders+ in industry or local or associations and clu!s* rainers and speakers to your industry or community (astors, eachers, #eaders+ Fetail salespeople %ho sell your product Industry analysts and orecasters Cele!rities, athletes 4our partners, employees, amily, riends eople %ho converse and give advice or a living (Attorneys, Counselors, herapists+ Bankers, inancial planners, venture capitalists involved in your industry or !usiness*
Copyright © 2002, Sam Decker
• • •
• • • •
eeting planners Salespeople o non-competitors or partnering companies %ho talk to your prospects 'ther direct salespeople, !rokers or agents %ho could oreseea!ly converse to their customers a!out your !usiness Suppliers hose honored or a%ards eam leaders ?ay Conrad #evinson, author o the uerrilla arketing series, tells the story o u)edo ?unction, the largest supplier o tu)edos in the Bualo area* hey !uilt their rental !usiness around the lucrative high school prom season, and have created a clever ainity program to ingratiate themselves to the senior class* Hvery year, the captain o the oot!all team and the date o the head o the cheerleading suad are given a ree tu)edo rental rom u)edo ?unction* As you might imagine, this endorsement makes it ar easier or them to spread the %ord to the rest o the student !ody*
1+.ross)sell $our customers b$ providing samples of products the$ didn’t bu$.
/hen a customer !uys one product, include a sample o another item, or a git certiicate or a dierent service, %ith their purchase* 5or e)ample, a deli may put out samples o chips at the register %hile people are paying or their sand%ich* 'r a computer shop may give a repair customer a git certiicate or one ree computer training course*
Copyright © 2002, Sam Decker
Chapter Internet " 'nline arketing 1,.reate a lin* on $our web page that enables prospects to download information% a free catalog% interesting ideas% etc. to their hard drive.
ie in the valua!le do%nload %ith inormation and a special oer on your product or service*
1-.end $our customers and prospects electronic holida$ cards.
It can .ust !e te)t or you can incorporate some ASCII art to make it creative*
11.!articipate in online chats.
4ou can participate or !e eatured as a guest in chats on America 'nline, Compuserve, and the Internet* ry to get involved in discussions %here you can lend your advice and e)pertise to the audience*
111.reate a contest with $our customers that involves visiting $our web site to see if the$ have won a contest% to get clues to a riddle% or to print out pieces to a pu66le.
112.9ffer something new and displa$ the "last updated" date on the home page.
he only reason customers %ould come !ack to your page is i there is a reason or them to* By announcing an upcoming ne%sletter, ne% products, a periodic coupon, or some ne% inormation every %eek or month you can entice prospects and customers to come !ack to your %e! site* It may !e enough or them to add your %e! site to their !ookmark list*
Copyright © 2002, Sam Decker
113.!ut $our compan$ name% phone number% web page R and e)mail address on ever$thing $ou distribute.
I they lose your !usiness card or letter, they may save some other piece o literature that is easily accessi!le* >aving this inormation on every piece o literature makes it easier or your customers and prospects to contact you*
11.@ncourage prospects to contact $ou b$ posting an offer for free information on newsgroups% listservs% and discussion boards.
I once ound a ree list o e-mail addresses or high-tech media and .ournalists %hich %as posted on America 'nline* Since our company %as in the high tech pu!lic relation !usiness, I kne% the people interested in this inormation %ould also !e our prospects* I posted a short list o the media contacts to a listserv o sot%are marketers* I also oered the rest o the list to anyone %ho e-mailed me a reuest* /ithin a couple days I had over 60 high tech marketers sending me a reuest, to %hich I simply pasted the response %hich included the rest o the list, a !rie description a!out our company, and an oer or 107 o our co-op mailing service*
11&.Remind users who visit $our web site to add it to their boo*mar* list.
Sometimes <%e! surers< get online %ithout any purpose* It is during these times they visit the sites listed in their !ookmarks* ive them a reason to come !ack %ith ne% content, and remind them to add your site to their !ookmark list* 4ou %ill have a good chance o !eing added to their /e! !ro%sing menu o choice*
11'.!articipate in #nternet Dewsgroups and e)mail list discussions on topics of local interest or those that are related to $our business.
4ou can have riends evangeli&e your !usiness !y ans%ering peoples uestions on these online discussion !oards* And instead o advertising your !usiness, ask uestions on a ne%sgroup that lead to a discussion a!out your !usiness* Include you signature (your name and company on the !ottom+ on every ne%sgroup posting and e-mail* ($ote its !ad
11+.!rovide content for other web sites.
/e!masters and !usiness o%ners are al%ays looking or valua!le content to provide their vie%ers* /rite an article o tips !ased on your e)pertise and oer it to %e!masters
Copyright © 2002, Sam Decker
o like-minded sites* In return, ask or a link rom your %e! page to theirs, and promise to reciprocate that link*
11,.Eeep pre)created mar*eting cop$ in $our computer scrapboo* or as a te7t file that $ou can easil$ cut and paste into e)mails.
It makes it uick and easy to respond !ack %ith e-mail reuests or inormation* 4ou could simply customi&e responses %ith the recipients name at the !eginning and a p*s* at the end o the e-mail*
11-.9ffer fun% interactivit$% information andBor utilit$ at $our web site.
5or e)ample, you could provide • • • • • • • •
• • • • • • •
•
?okes, comics, and humor that changes %eekly Share%are iles to do%nload that are related to your industry Ruotes or tips o the %eek A graiti !oard, %here visitors can make comments Fevie%s o %e! pages related to your industry 5ree reports o inormation Discussion !oard ime-lapsed pictures o the street in ront o your store (Involves connecting a LJJ Connecti) RuickCam digital camera to your computer and installing ree sot%are, such as /e!Cam, %hich %ill take a picture every 90 seconds and automatically updates them to your %e! page+ u&&les, ui&&es, online games Audio clips #isting o cool sites ASCII art related to your customers industry he latest ne%s related to your industry or your customers industry Contests, surveys, polls (and the results+ Animation and interactivity using acromediaP Shock%aveN (http33%%%*macromedia*com+ Applets and animation created %ith ?ava ScriptP !y Sun icrosystems (http33%%%*sun*com, 4ou can create little online programs that run on your server !ut can !e used !y visitors+*
12.=isit web pages of companies or organi6ations related to $our business and send an e)mail to the webmasters re?uesting to reciprocate lin*s.
Copyright © 2002, Sam Decker
=eep a data!ase o these %e!masters to send e-mails %hen there is inormation or updates on your %e! page that they may %ant to highlight or their /e! site vie%ers*
121.reate a business card that tells customers $ou are online% especiall$ if $our business is not computer)related.
It %ill intrigue internet-using customers to go home and check your %e! page out* 5or e)ample, I oten reuent a local taueria that serves uick and ine)pensive e)ican ood* I noticed a !usiness card at the register that said,
122.end a compan$ newsletter via e)mail.
123.apture the e)mail addresses of $our customers.
Add a ield to your customer data!ase, order orm, and telemarketing script* #et customers kno% their e-mail address %ill not !e sold or distri!uted, and only used !y you to communicate %ith them on occasion*
Copyright © 2002, Sam Decker
Chapter ; anagement " 'perations
12.4a*e $our pac*aging useful or reusable.
5or e)ample, empty chu!s !a!y-%ipe containers can !e used as #ego-like toys* Amurol Conections Company o $aperville, I#, sells a plastic .ar illed %ith Ca ndy tarts called Bug City* he lid o the .ar is perorated so kids can use the .ar to keep !ugs in* Also, you should consider using recycla!le packaging materials* #et your customers kno% !y printing the recycled logo on the materials*
12&.oo* to $our emplo$ees for referral sources.
ive them cards that entitle their riends and amily to a special deal (!elo% any coupon discount+* he cards can have a signature line or the employees to sign or authori&ation %ill eed their ego and get them more enthusiastic a!out giving the cards out* It %ill also allo% you to track the distri!ution results so you can run contests or your employees*
12'.!ut pictures of $our customers on the walls of $our business to show $our appreciation.
Ste% #eonards store in Connecticut said that anyone sending in a picture o themselves %ith a Ste% #eonard grocery sack %ould get their photo put up on the store %all* 'ver 20,000 people have su!mitted their pictures* McClintoc*(s in iso
12+.Allow customers to get involved in $our service.
Copyright © 2002, Sam Decker
By involving customers in the process you !uild their trust and make your service a memora!le e)perience or them* 4ou can also save cost and give your customers a !etter value* Sel-service options are !ecoming more popular in !usiness today* David and =athryn $ugent increased /ednesday night !usiness and media coverage o their Calda Calda Italian restaurant in /alnut Creek, CA !y allo%ing customers to toss their o%n pi&&a* hey no% host a %eekly Amateur $ight or aspiring pi&&a ches*
12,.Find out who $our purchasing and non)purchasing customers are.
here are several %ays to do this* It is the easiest to collect data a!out your purchasing customers* I you collect the name and address o your customers %hen they purchase, you can cross reerence their &ip codes %ith census data rom the government or F*#* olk Company* 4ou can also capture this inormation rom your customers checks, searching or addresses through a phone !ook CD (like Selecthone rom roCD+, instore uestionnaires, and telephone intervie%s* Another %ay is you could also have an employee %rite do%n license plate num!ers in your parking lot* Some states allo% you to purchase names and addresses o car o%ners !y su!mitting their plate num!ers* 4ou can use this inormation to research customers patroni&ing your store or your neigh!ors stores* 4ou could also do mailings to them* A third %ay is to have someone periodically .ot do%n the makeup o the people inside and outside your store* /hats the num!er o people in your store during a certain hourK Cross reerence that %ith the num!er %ho purchased rom you* >o% many people %alk !y your store %ithout looking at the %indo%K /hat is the se), age, and dress o people coming in your store and %alking !yK >o% many people come in %ith their riend, hus!and, %ie, or entire amilyK his inormation is useul in creating in-store promotions and determining the products and customer service you should !e oering e)isting and potential customers* 4ou might discover a dierent type o customer is shopping %ith you that you didnt consider your target market*
12-.8ive emplo$ees breath mints or breath spra$ /not gum0.
Bad !reath is oten overlooked !y employees %ho %ork closely %ith customers, !ut its not overlooked !y the customer* A !reath mint or spray is !est !ecause it is uieter than lip-smacking gum*
13.;ress up $our product to catch the customer’s attention ma*e the usual loo* unusual.
Copyright © 2002, Sam Decker
I once sa% a package o ground !ee that %as decorated %ith edi!le ornaments to make the meat look like a smiley ace* he out o the ordinary creation might have !een enough to make a consumer stop in the meat isle and think a!out having ham!urgers that night*
131.se indoor and outdoor lighting to draw attention to $our store.
Customers tend to !uy more %hen an esta!lishment is %ell lighted* 4ou can aim the direct lighting on the products or signs you %ant to get the most attention* 4ou can even light up the outside o your !usiness to make it appealing* urn recessed or ceiling-mounted track-lighting to%ards the outside %indo%, aimed at the ground* In the a!sence o !right %indo% signs or neon lights, this is a %ay to attract attention to your store at night* It %ill create attention-gra!!ing !right spots in your %indo% and illuminate the ground around your store* 4ou could also make your company sign and !uilding stand out at night, light up the outside %alls %ith ground lighting*
132.Croadcast uplifting music in $our store to put $our customers a good /purchasing0 mood.
133.!ost than*)$ou letters% articles% and communit$ support awards on the walls of $our business.
Customers %ho come to your oice can read them* hey can also !uild the morale o your employees* 'ne company had enough letters to use them as %all paper*
13.#nclude a registration card with $our product to capture the name% address and other information about $our customers.
'er a promotional item i they register their product*
13&.reate an advisor$ committee of $our best customers for $our business.
>ost them to a semiannual meeting and dinner to discuss !usiness practices, pricing, customer service, uture products or services, etc*
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13'.et $our accountant *now the effectiveness of each mar*eting program.
his %ill help gain their support or uture marketing e)penditure decisions*
13+.5henever $ou travel% shop a comparable business.
/hat are they doing that you can copy or !uild onK >o% can you dierentiate yourselK
13,.9ffer emplo$ees a reward for bringing in new customers.
5or e)ample, a restaurant in Denver gave their employees a dollar or every ne% riend, amily mem!er, college classmate, or sot!all teammate they !rought in or a meal* >ave contests to see %ho can !ring in the most ne% guests*
13-.ell t)shirts% hats% sweatshirts% and other merchandise with $our compan$ logo on them.
>ave your employees %ear them and remind customers they are availa!le to purchase* Customers %ho !uy them %ill !e your %alking advertisements and remind themselves o your !usiness* 5or these reasons, you might consider selling them at cost or .ust a!ove* 'er re%ards and contests or employees %ho sell the most company-logo merchandise*
1.oo* to college interns for help in mar*eting and promoting $our business. 1:1*$ot only can they come up %ith creative ideas, they can also implement your strategies ine)pensively or or ree
12.ometimes a new name can mean new business.
hink a!out changing the name o your !usiness or products to something that is uniue, memora!le, and conveys a elt need*
13.ombine $our product or service with another to create a pac*age that has more value.
Copyright © 2002, Sam Decker
5or e)ample, a dog kennel that !athes your dog and delivers him to your home %hen you return rom vacation com!ines service and convenience* 'r com!ine several products to !e sold as a git !asket*
1.how value to $our customers b$ listing on the invoice all the items or services the$ purchased.
5or e)ample, a computer manuacturer I !ought my computer rom listed the hard drive, FA, video card, sound card, CD-F' drive, modem and processor on the invoice* Hven though these items %ere included as a package or the one price I paid, they stacked up the value !y reminding me o all the options that %ere included in the package price*
1:6*se wasted time at home 1such as during T.=. coercials3 to perform tedious mar*eting duties% such as... • • • • • • • •
Stamping envelopes >and-addressing envelopes Fevie%ing competitors literature Signing orm letters 5raming customer testimonials >ighlighting important copy in your literature >and%riting a *S* in your orm letters /riting or revie%ing your to do list
1'.!ass out mar*eting suggestion cards to $our emplo$ees.
It can !e speciic to a pro!lem, such as coming up %ith a ne% slogan, or solicit their general opinions and ideas a!out the marketing programs* A lot o your employees %ill have great ideas* 'er a !onus i you use their idea*
1+.#nvest in $our competition to research them.
In his !ook, >o% to Drive 4our Competition Cra&y, uy =a%asaki reminds you,
Copyright © 2002, Sam Decker
1,.se competitors who have gone out)of)business as a mar*eting channel.
/hile their store is empty an the landlord is looking or a ne% leaseholder, you may !e a!le to put your products in the %indo% that directs your competitors customers to your store* Also, %hen competitors go out o !usiness, and their phone num!er is disconnected, ask them i you can or%ard their phone calls to your store* 'r, reuest that the operators aven, C, oered the pay the local yello% pages a small raction o the deunct dealers remaining advertising costs* ane arranged to have their out-o-service phone num!ers ring at his shop* he total cost to him is a!out L200 a month, %hich hell continue to pay until a ne% !ook is pu!lished* Because the yello% pages helped him track the transerred calls, ane kno%s he received 20 inuiries rom his ormer competitors customers in one month*<
1-.8et a toll)free , number.
It might seem silly i your customers are local, ho%ever, a toll-ree num!er gives the impression your company is larger* Also, your customers can call you ree rom any pay phone and you %ill !e a!le to e)pand nationally in the uture* A toll-ree line doesnt cost a lot either* erri #onier, author o /orking Solo, discovered that A" oers a
1&.9ffer free refreshments and snac*s to $our customers.
It %ill !uild good%ill or your company and can dierentiate you rom your competitors* 5or e)ample, like many !anks, you could put out coee and donuts or your morning customers* 4ou can even use your rereshments in your marketing as an incentive to !ring ne% customers in*
1&1.8et creative with financing and pa$ment terms to ma*e a sale.
#ook or alternatives to a customer %ho o!.ects a!out price or payment terms
Copyright © 2002, Sam Decker
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ake personal checks and postdated checks* 4ou could sign up %ith a check guarantee service to cover !ounced checks* It usually costs a!out 27 o the amount o each check a!out the same as credit card merchant ees* Accept as many credit cards as you can isa, asterCard, Discover, American H)press* 'er lo% percentage rate inancing* Allo% customers to pay %ith a 'T so you can invoice them* rovide e)tended payment terms or a lay a%ay plan*
1&2.4otivate emplo$ees to sell b$ offering uni?ue rewards.
'ne restaurant o%ner %anted his servers to push !anana cream pies* So the manager ran a contest* he server %ho sold the most !anana cream pies %ould %in their o%n pie and get to thro% it in the managers ace $eedless to say, this re%ard motivated the employees more than .ust taking a pie home*
1&3.hec* with suppliers for discounted or $our free promotional materials% signs% and displa$s.
5or instance, a manuacturer may !uy neon lights in !ulk that promote their product* Buying rom them, you can put neon in your %indo% or less than you could !uy it yoursel* hey may also oer other ree promotional signage that is availa!le .ust ! y asking*
1&.se the e7pertise and talents of $our emplo$ees to entertain or give special service to customers.
Can an employee do card tricks, play an instrument, sing, or tie !alloon animalsK Could one o your employees provide a uniue or valua!le service to your customers in your storeK 5or e)ample, the employee o a home oice urniture store has CAD computer e)perience* >e helps customers design and drat their home oice setup*
1&&.8ive ever$ emplo$ee his or her own business cards.
hey %ill !e inclined to give them out to riends, amilies and other prospects* 4ou can even utili&e the !ack o the card as a discount coupon* 5ver! sales associate at 4ordstro carries their own business cards to give to custoers. It helps establish a personal relationship between the eplo!ee and the custoer.
Copyright © 2002, Sam Decker
Copyright © 2002, Sam Decker
Chapter 8 arketing Communications 1&'.reate a pamphlet of useful% free information related to $our e7pertise.
lace your company logo and phone num!er on the ront and !ack o the pamphlet* Also, !riely descri!e the !eneits you oer potential customers and ho% they can contact you* Distri!ute your pamphlets at stores, conerences, community areas, and any%here else your target customers %ill !e* lace them in %aiting roomsU places like doctors, dentists, uick-lu!es, auto repair shops, !eauty salon, clinics, etc* Buy an acrylic display case to hold the pamphlets that says, <5FHH, ake 'ne<
1&+.se the bac* side of $our business card.
rint your services or products, a discount coupon, or an incentive or them to hand it to a riend* >ere,
1&,.Achieve a two)color loo* in small printing ?uantities b$ printing reversed t$pe on white paper and coloring in the letters with colored highlighters.
/hile it may take time to highlight the te)t or several lyers, it costs less than printing multiple colors* 4ou could also use this techniue on letters, signs and git certiicates*
1&-.5hen a client raves about what a great
4ou could even oer to drat the letter or them Include e)cerpts rom her letter in your media kits, !rochure and other literature*
1'.#f $our compan$ name doesn’t full$ e7plain the benefits $ou offer customers% write a brief description of $our business under $our compan$ name or logo.
Copyright © 2002, Sam Decker
1'1.ist $our products or services on the side or bottom of $our fa7 cover sheet.
1'2.arget different mar*et niches b$ slightl$ modif$ing $our mar*eting communications.
cDonalds has dierent commercials or the >ispanic, Arican American, and Caucasian audience* cDonalds also has commercials eaturing seniors, kids, mothers, and teenagers* /hyK Because they can target these niches !ased on the sho%s they advertise on* 4ou can modiy your !rochures, advertisements, direct mail, radio and other marketing communications to tailor it the audience %ho you are targeting* 4our copy, pictures, and overall message should it the market %ho receives it* 5or e)ample, lets say you are a clothing manuacturer %hose target market is teenage girls* /ithin that audience you can target dierent geographic, socioeconomic, psychographic, and demographic markets* So, the in-store promotional posters you send to your retailer in San Diego, CA %ith a large >ispanic customer !ase should picture dierent models than the posters sent to a store in 'klahoma* I necessary, translate your signs and message into the appropriate language* ay attention to cultural values and the translation o your message or that group*
1'3.reate contests where college students or classes can wor* on $our logo% artwor*% and other mar*eting communications.
/hen I %as helping start a sign-making company, I needed to create a logo* I %ent to the college and talked to the art and graphic design proessors* I handed them lyers to give to their students %hich descri!ed a logo design contest* It descri!ed the concept o the !usiness and the speciications or a logo* he %inner o the contest %ould receive L100 and the opportunity to put all the marketing communications created %ith their logo in their portolio* In addition, many o the proessors agreed to give non-%inning students credit or their %ork* Ater receiving ive entries the !usiness o%ners and I decided on a %inner* he %inning student even helped in %orking %ith the printer to create the stationary, letterhead and !usiness cards* Another e)ample is rom a promotions class I took %hen I %as in college* he class %as divided up into groups* Hach group %orked or a local company to promote their !usiness or %ork on a promotional pro.ect* 'ur group %as in competition %ith another group to create a promotional media kit and !rochure or a local construction company* At the end o the pro.ect, !oth groups presented their %ork to the client in class, and the client chose the %inner* It %as a %in-%in-%in situation he !usiness got t%o groups o
Copyright © 2002, Sam Decker
our college students %orking on a promotional pro.ect or them* he students got to %ork on a pro.ect that %ould !e used in the real %orld* And the proessor created a curriculum around helping the local community*
1'.reate an informative newsletter and send it to $our customers on an ongoing% regular basis. ?or e6aple, 5ri*(s )eli and Cafe in California publishes a $uarterl! newsletter that tells custoers the charities the! are involved with, e6citing events, anageent changes, contests, interview with the resident, and franchising plans.
1'&.ave the direct mail pieces $ou receive to capture ideas for cop$ and design.
1''.8ive customers an informational piece that e7plains how to use $our business.
A ne% customer might not kno% understand ho% your !usiness %orks and all you have to oer* hey might not reali&e you could take orders !y phone, perorm ree deliveries, accept all orms o payment, and take competitors coupons* hey may !e curious a!out your satisaction guarantee and return policy* And %hen they are thinking a!out a visiting your store, it %ould !e helpul or them to have inormation a!out your hours o operation, a map and directions to your location, and contact inormation (phone, a), email, %e! page, pager, etc*+* 4ou could also include inormation a!out neigh!oring !usinesses or non-competing, related !usinesses that you trust and perhaps these !usinesses %ould do the same or you*
1'+.(ighlight product differences.
I your products reuire an involved decision-making process, and there are many o the same products to choose rom, communicate to your customer %hat the dierences are* I you carry a line o similar products, ho% does each one dier rom the otherK >o% do your products dier rom your competitorsK 4ou could highlight these dierences in a comparison chart or a short list o
Copyright © 2002, Sam Decker
1',.#f appropriate% design $our business cards to loo* li*e something from $our business.
4ou could change the design or cut your cards into a shape that relates to your !usiness* A magician devised his card to look like the ?ack o >earts rom a deck o playing cards complete %ith his name and phone num!er, o course* An architect may cut their card to look like a 90-0-J0 degree triangle dra%ing tool*
1'-.reate a business resume for new clients.
I youre in !usiness or yoursel, it might !e your personal resume* I you have a company %ith employees, you might create a company resume that highlights your clients, testimonials, years o e)perience, employees, and so on* I your e)perience, perormance history, and company acts can sell or you, putting them in a resume is a much more credi!le piece than a !rochure* his %ill help !uild the trust o your customers !y sho%ing your competence*
1+.>ou can !rint three colors for the price of two% plus 3&.
'n one side o your !rochure or direct mail piece you print in !lack and a S color* /hen they print the !ackside, reuest they replace that S color or another one* It %ill only cost you a!out L96 or them to change the ink*
1+1.!ut something on the bac* of $our business card that customers would want to *eep.
5or e)ample, you could print .okes, a unny picture, a coupon, or useul inormation appropriate to your !usiness*
1+2.!resent the benefits for $our products in a creative wa$.
A prudent marketer %ill present the !eneits o their product or service to their customer* >ere are some %ays to highlight those !eneits in your ads and marketing communications • •
Case history estimonial
Copyright © 2002, Sam Decker
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Competitor comparison Ruestions3o!.ections and ans%ers Rualiications or capa!ilities 5eatures and !eneits column icture that S>'/S the !eneits or product in use
1+3.#f $ou write an article in a maga6ine% or one is written about $our compan$% order full)color reprints to use in $our mar*eting.
aga&ine pu!lishers usually charge you or printing them, !ut i they %ere going to pay you or your article, perhaps you could negotiate or ree reprints*
1+.!rint $our compan$ name and phone number on the products $ou sell.
his suggestion may seem o!vious i you are a manuacturer, !ut i you resell products you %ill %ant to remind customers %here they !ought their product* An e)ample o the !eneits o this practice or a manuacturer is a shoe company that prints their toll-ree num!er on the !ottom o all its childrens shoes* he manuacturer %ould get calls rom curious kids or parents and %as a!le to compile a data!ase o their customers rom these calls* As resellers, ary =ay consultants take the cosmetic products out o the !o)es !eore they sell them to place small stickers %ith their name and num!er on the !ottom o each product* /hen a customer runs lo%, they have the num!er right there to reorder*
1+&.#n $our store decor% mar*eting communications% and dress% use the right colors to stimulate $our target audience.
>ere are the avorite colors o dierent market groups • • • • • • • •
9lder people preer !lue !ecause it is easier or them to see* 4en preer deep shades o color* 5omen preer more delicate tints* hildren love !right yello%s and reds* Athletes like !righter, purer colors* #ntellectuals , %ith a thinking orientation, tend to like soter colors more* @7troverts preer !righter, %armer colors* #ntroverts preer cooler colors*
Copyright © 2002, Sam Decker
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ower income people like !right, undiluted, pure colors* pscale, higher income people %ant more su!tle shades and tints*
Chapter J romotions 1+'.reate an event in front of $our store to increase foot traffic and attract people to $our store.
>ere are some e)amples o traic-increasing events •
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Invite the >umane Society to !ring in kittens and puppies or adoption to your store* >ave a high school clu! run a car %ash in your parking lot* 'er ree or ine)pensive tethered !alloon rides in ront o your store* Donate a git to the local high school drill team in e)change or their agreeing to rehearse in ront o the store during the %eekday rush hour or on Saturdays* he company increased oot traic into their store and got the medias attention* Fent a ro!ot and run it remotely in ront o your store*
1++.9ffer a discount or free item when a customer brings in an$ of $our competitors’ $ellow)page advertisement.
1+,.Cring in the president of a supplier% or a number of them% and run a "!residents ;a$" promotion.
hey can sell your customers to !uy their products rom you*
1+-.Cecome the "official supplier" of a group% team% club% or event.
5or e)ample, i youre a shoe store, you could oer the local high school !asket!all team 267 o their shoes* Ask the coach or permission to advertise yoursel as the <'icial
Copyright © 2002, Sam Decker
Supplier< o the high school team* 4ou could do the same or churches, associations, local clu!s, or events to !uild good%ill and %ord-o-mouth advertising*
1,.#nclude a free bonus or a premium with $our product.
Customers oten !uy a product !ecause they receive a !onus %ith their purchase* ake, or e)ample, the Cracker ?ack !o) %ith the toy pri&e, or the Ba&ooka !u!!le gum %ith the comic strip inside the %rapper* 4ou can also tie it into a
1,1.end gift certificates to local heroes% high school sports achievers% or outstanding communit$ achievers who are profiled in the paper.
hese people %ill talk to others a!out the re%ards they received or their achievement* And git certiicate recipients rarely shop alone*
1,2.elebrate popular and unpopular holida$s with a sale% entertainment or other attraction.
4our competitors may hold Christmas, hanksgiving and Haster sales, !ut they may not do anything special or #a!or Day, Ar!or Day, St* atricks Day, or Harth Day* #everage these lo% proile holidays to get attention, pu!licity, and a laugh rom your customers* 1,3.(ost s*ill and guessing contests in $our store.
Announce a contest in %hich customers can %in a pri&e or competing against each other or making the right guess* he most common o these is guessing ho% many .elly !eans, pennies or %hatever is in a .ar* 4ou could also create competitions games %here customers can play each other in ping pong, video games, arm %restling, eating, or something else that %ould !e o interest to your target market* 5or e)ample, a restaurant might have an eating contest* A sporting good store might host the ping pong tournament* he contests %ould !ring participants and their riends and amily into your store* 4ou can also !uild mailing lists rom participants entries* he only costs to you are promotion o the contest and the pri&e*
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1,.Attract parents to $our store b$ offering something for *ids
A good e)ample is i&&a >uts successul
1,&.(ave emplo$ees wear buttons or ribbons to promote a product or sale.
1,'.ei6e the opportunit$ to tie in $our promotion to a popular fad% era or public consciousness.
>ere are some e)amples o ho% smaller companies have capitali&ed rom recent national events, trends, movies, stories, and themes !y creating products, promotions and advertisements centered around them • •
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Gurassic !ar*: A pu!lisher creates a series o dinosaur coloring !ooks* A#; A local clothing retailer donates 607 o its proits that month to the local AIDS relie oundation* 1--' !residential election A !onan&a or cartoonists, %riters, entertainers, pu!lishers, maga&ines, and other media* (ome office H telecommuting A local urniture store creates a ne% store tailored speciically to home oice %orkers* Friends (the NBC television show): In 1JJ6 and early 1JJ it seemed every young %oman asked their hair dresser or a ne% hair cut* Clothing retailers proited !y carrying similar clothes*
1,+.Run special promotions and sales
#et them kno% that it is a one time sale or special customers, %hich has only !een advertised to a select e%*
1,,.;evelop a fre?uent bu$ers program% similar to the fre?uent fl$ers program offered b$ airlines.
Create a value card %here you punch a num!er in the card every time your customer !uys* Ater a customer makes 10 purchases, they get one ree* 4ou could also use receipts* 'ur local video store oers a ree movie %hen %e !ring in 12 receipts rom previous movie rentals*
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1,-.reate special sales around themes.
Hdgar 5alks !ook, 1,001 Ideas to Create Fetail H)citement (rentice >all, $4+ is a great resource or retailer promotions and sales ideas* >e descri!es 180 themes throughout his !ook* >ere are .ust a e% • • • • • • • • • • • • •
Back o School Savings Christmas in August Sales Cold /eather Bargains Hnd ' Summer Specials Hverything 'ut ' he Store I 4our $ame Is***Sale arch arkdo%n 'ne Cent Sale Fainy Day Sale emperature ' he Day Sale he ruckload Sale /eekly Senior Citi&en Sale 4our Birthday Sale
1-.5hen it’s bus$% use $our in)store public address s$stem to announce the best deal in the store.
1-1.everage the promotion and advertising of neighboring businesses to bring customers into $our store.
/hen a !usiness neigh!or puts out !alloons and streamers in ront o their store, or puts a !ig and!ook, tell a story that e)empliies this strategy <hree ad.acent urniture stores compete or traic in a Cleveland strip mall* he store on the south end put up a huge sign C#HAFA$CH
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