193 Creative Marketing Ideas

193 Creative Marketing Ideas
Unique, original, low-cost marketing tips to grow your small business, retail store, or freelance business! Copyright 2002, Sam Decker
Copyright 2002, Sam Decker
Chapter 1 Advertising
1. Advertising media options for national advertiser: Bulk e-mail advertisement lists Card packs Catalog advertising Co-op direct mail Inside other people s 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, telephone !ooths, train stations, su!%ays, etc*+ ,ackage inserts -elevision and radio -rade .ournals -rade sho%s /e! pages
2. Advertising media options for local or regional advertiser: Advertiser sponsored maps o0 the city Cham!er o0 Commerce pu!lications Co-op advertising
Direct mail Coupon !ooks Internet " online advertising #ocal maga&ines #ocal trade associations pu!lications #ocal trade sho%s #ocal /e! pages 1idair media (,lane !anner, !limp, sky %riting+ $e%spapers 'utdoor advertising (!uses, !enches, ta)is, !ill!oards, su!%ays, etc*+ -elevision and radio stations 2isitor3tourist guides in motels 4ello% pages
3. Find bargains in advertising with radio stations "Run of tation" and 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 don t get to choose %hen your ad runs or the placement* /hen the pu!lication is at deadline, rather than 0illing an empty space %ith 0iller copy, they can place your ad there 0or a !argain price* Also, look 0or identical ads appearing t%ice in a pu!lication* Sometimes a maga&ine or ne%spaper %ill run an ad in a second spot 0or 0ree i0 there s an empty space at press time* -alk to the ad manager and o00er to pay 607 o0 the pu!lished rate %hen one o0 those empty spaces comes up in the 0uture* Send them your ad and a check so they are ready to run your ad %hen they re at deadline* (5or a 0ree !rochure on !uying remnant ad space, call 800-226-9:6;+
". #n $our advertising message% create a twist a popular news stor$% movie% or theme. Ivar s Inc*, a Seattle-!ased sea0ood chain, entertained the hometo%n cro%d %ith a television commercial parody o0 the movie <Dances %ith /olves*< -he Ivar s commercial, <Dances %ith Clams,< attracted national media attention %hen the 0ilm s distri!utor threatened legal action i0 the spot %asn t pulled*
&.
tore $our business cards ever$where so $oure read$ to hand them out an$time.
=eep your cards in your %allet, organi&er, !rie0case, your car, your spouses car, in the o00ice, home o00ice, and !y the 0ront door* >and them out generously* Stick them in your paid !ills, give them to %aitresses, ta)i drivers, etc* ,ost your !usiness card %herever you go***grocery store !ulletin !oards, apartment !uildings, college campus !oards, etc*
'. (ire high)school *ids to distribute fl$ers or door)hangers to homes in $our target area. 4ou could even personali&e each door hanger* 5or e)ample, ?erry 5isher (.erry228@aol*com+, a 0ree-lance copy%riter, %rote a concrete company s doorhanger that read, <4our sunken sla! at 8:8 is in need o0 a li0tA< -he <8:8< %as hand%ritten in an empty space %hich %as the house num!er to that door*
+. Advertise through $our voice mail message. 1ake your phone message or voice mail says something a!out your !usiness or latest sale* /hen people call during closed hours, this may !e your only opportunity to tell them a!out your products or services*
,. (ire students to place fl$ers or cards on windshields of cars. 4ou can target your prospects on the !asis o0 a vehicle s model, age, style, price, and location* 5or e)ample, a car %ash or detailer might target cars that are dirty !ut e)pensive* A !o%ling alley might target 0amily cars such as vans and station %agons* A %indshield repair shop %ould look 0or cars %ith cracks in the %indshield* Since %indshield 0lyers can !e an annoyance to some car o%ners, o00er something o0 value on the 0lyer, like a discount coupon 0or your product or service, or perhaps a 0ree!ie .ust 0or coming in* 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 0riendly*
-. .reate interesting% custom)designed placemats for local restaurants that displa$ $our ad /and others0. Approach o%ners o0 several ca0es, sand%ich shops, and pi&&a parlors to o00er 0ree placemats 0or their ta!les and trays* Design them %ith your company name, in0ormation and a coupon on the mats* 4ou could also include other !usinesses coupons on the placemats and share the cost o0 printing the placemats*
A partner and I created "The Treasure Mat" for local restaurants in San Luis Obispo, CA. Several cafes, sandwich shops, and restaurants agreed to put these place ats in their tra!s and on their tables, giving our advertisers a distribution of about "##,### per $uarter.
11. #nsert sales material into the pac*aging of other non)competing companies products that are sold to $our target mar*et. 5or e)ample, i0 you re a local produce reseller, you may ask the local !ookstores to insert a gi0t certi0icate 0or 9 heads o0 0resh !roccoli in all the cook!ooks they sell* 'r, a health clu! may o00er a 1ary =ay !eauty consultant coupons to put in each product she sells* 'r, a so0t%are pu!lisher %ill put a demo CD in a computer system !o)*
11. !ut posters and fl$ers on the temporar$ walls outside a construction site. 'r hire someone to paint an artistic mural that ties into your product or company*
12. 2oo* for these overloo*ed bargain advertising opportunities: College " high school ne%spapers " year!ooks Classi0ied services on the /orld /ide /e! (sometimes 0ree+ #ocal entertainment and tourist maga&ines Bulletin !oards at schools, laundromats, grocery stores, church, etc* (0ree+ Community group and association ne%sletters Commercial online services classi0ieds on Compuserve (a 0e% dollars+ and America 'nline (0ree+ Smaller, local ne%spapers Cham!er o0 Commerce pu!lications
13. 3se $our car to advertise $our business or sale. 4ou can advertise your !usiness %herever you park you carA ,ost !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 0or your !usiness on a piece o0 card!oard large enough to act as your auto sunshade* 1ake the message simple, !ig and !old*
1". (and customers a second business card to give to a friend.
'n the !ack o0 one card, %rite that customer s name* -ell him that i0 the person he hands that card to does !usiness %ith you, %ill give !oth o0 them 107 o00 their ne)t30irst purchase* 4ou could stamp that discount o00er on the !ack o0 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 o0 $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-pro0it organi&ation raise money is to give them a cut o0 your !usiness on a day they !ring customers into your store* 5or e)ample, you could donate 132 o0 all receipts 0rom a day s sales to their cause* -he clu! could then advertise to their mem!ers and to the community to get prospects into your store that day, %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 o00er 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! gi0t certi0icates or auction items 0or a 0und raising event* 5or e)ample, %hen the Boy Scouts go door-to-door selling ra00le tickets, they could add value to their sales !y presenting your gi0t certi0icate to each prospect* Another instance is a local !aker %ho, instead o0 giving money, gave the promoters o0 a local 0ood 0estival 200 loaves o0 !read* >e said they could keep %hatever money they made 0rom selling his !read* In return, his company gets e)posure and he is a!le to %rite o00 e)tra inventory 0or the cost o0 goods*
1,. !rint $our compan$ name% logo and slogan on $our personal chec*s.
1-. 8et the customers attention with creative in)store signs. >ere are some ideasB
Signs on the 0loor Signs hanging 0rom slo%-turning ceiling 0ans 1anneCuins holding signs <Shel0 talkers< - signage or di00erent colors hanging on the edge o0 the shel0 !elo% your product so it stands out 0rom the rest* ,ro.ect shado%s on %alls ,ro.ect video or slides on %alls ,rint on %alls %ith stencils Spray painted, gra00iti-looking signs >ighlight a sign %ith a re0lective 0oil Direct lights on important signs Display a message on a 0loor computer In0lata!le signs and !alloons
21. As* $our cable compan$ to feature $our compan$ in their advertisements. Ca!le operators o0ten advertise their programming or advertising opportunities !et%een sho%s* I0 you already advertise on -*2*, ask them to highlight your !usiness in their promo spots*
21. 9btain valuable advertising data from media *its and advertising salespeople. -he media kits 0rom ne%spapers and -2 and radio stations can tell you a lot a!out your market demographics* 4ou can also talk to an advertising salesperson to 0ind out %hat ads have !een %orking 0or your competitors*
22. !rint full color boo* covers for elementar$ and high school students. 1ake the design look <cool,< !ut advertise your !usiness at the same time* Dive them to teachers and students on the 0irst day o0 school*
23. (ere are some places $ou ma$ find bulletin boards to post $our fl$ers and signs for no cost: In 0ront o0 your o%n !usiness In 0ront o0 neigh!oring3partnering !usinesses Su!%ay stations
School o00ices Senior recreational 0acilities 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 Drocery stores Shopping malls Car %ashes #aundromats Condominium comple) party center >otel and motel lo!!ies Etility poles 1ilitary ca0eterias and recreation centers Counters o0 pu!lic places 1eeting convention centers and rooms Construction %alls #i!raries Enion halls Cham!er o0 commerce 1edical or pro0essional o00ice Foller rinks and !o%ling alleys /aiting room at auto repair and tire shops #iCuor and convenience stores Company !ulletin !oards o0 0riends and 0amily -ourist in0ormation 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 ideasB >ave tear o00 ta!s on the side o0 the 0lyer Ese uniCue pictures and graphics 5rame the edges o0 the 0lyer %ith a !order Ese spot color ink, or 0ull color printing 1ake !orders and graphics that look three dimensional
Cut the paper into a di00erent shape ,rint te)t, Cuotes, prices or testimonials inside sun!ursts or !alloon art Feverse printing (%hite type on !lack+ 1ake the tear-o00 ta!s into coupons -ype special e00ects Dlue a three dimensional o!.ect on the 0lyer ,in samples or coupons around the 0lyer 1ake it larger, perhaps 11G1; %ith !ig tear-o00s Cut the 0lyer into a uniCue shape* Ese re0lective paper, or re0lective lettering -ack it up %ith 90 color0ul tacks ,ut up multiple 0lyers at multiple heights 1ake it a 0old-out, like a greeting card %ith a %indo% Dlue a 0ull-color picture onto the 0lyer 1ake the headline large and include the %ord <5FHH< =eep it simple short, clear, !ene0its-oriented message -o get a 0ree !rochure on !ulletin !oard advertising call -hum!tack Bugle at 610I69-80I9*
2&. ;evelop a slogan that lets people *now where $ou are. Advertise the slogan on the radio, -*2* in your marketing communications and else%here* 5or e)ample, a delivery truck might have a sign that says <1ain Street Sa% " =ni0e Shop***4ou get an edge at the top o0 the hill*<
2'. 9ffer a free item <ust for responding to $our advertisement. It could !e an in0ormational pamphlet, consultation, video tape, or advertising specialty*
2+. 3se 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 o0 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 0or a discount at your store* -hen, o00er a local !usiness o%ner %ho gets a lot o0 0oot tra00ic 267 o0 the gross proceeds i0 he agrees to put the vending machine on his 0loor* 607 o0 the proceeds can go to the charity, 267 to%ards the !usiness partner, and 267 to paying o00 your vending machine and candy* It ends up !eing a no-cost advertising medium that !uilds good%ill 0or your company*
2,. Are college students in $our mar*et: #f so% heres some wa$s to reach them: -our the dorm halls and slip coupons underneath the doors or place them on door handles* ,ost 0lyers on !ulletin !oards around campus and the dorms* -ape 0lyers on the inside o0 !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 0raternity and sorority leadership to o00er their mem!ers a special discount* H)hi!it in the university union at the !eginning o0 the semester or during the college s open house* ,artner %ith the university !ookstore to distri!ute coupons inside their !ooks at the register counter* '00er student30aculty discounts* Sell your products through the university !ookstore* Check %ith the student union 0or advertising opportunities* Some colleges prepare packets o0 in0ormation 0or the incoming 0reshman class that include 0lyers 0rom local !usinesses* Do cooperative marketing %ith other !usinesses that attract students, such as copy shops, ine)pensive restaurants (taCuerias, sand%ich shops+, co00ee houses, !ars, night clu!s, liCuor stores, and video stores* H)hi!it at the local 0lea 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. 1ake sure it s !ig, !old and !rie0 so that drivers %ill look up and have time to read your !annerA
31. !ut out a fold)out sign% li*e real estate agents use for open houses% on the sidewal* or road in front of $our business. 4ou could also place them on street corners around your !lock to direct people to your !usiness*
31. 3se a =.R and a rear)pro<ection screen s$stem in $our front window at night to advertise $our products% sales and hours at night.
Create a slide presentation on a computer and trans0er 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 $our sales with handwritten in)store price signs. -his is a practice o0ten used !y supermarkets* -hey do this 0or products that are actually on sale as %ell as 0or products that they %ant to sell !ut are not necessarily lo%er priced* A hand%ritten sign creates the perception o0 a sale or special deal*
3". ponsor a highwa$.

It usually costs nothing, .ust the time to do a Cuarterly trash pickup along that stretch o0 road* 4our sponsorship gets your company name on a sign, %hich thousands o0 drivers %ill see*
Chapter 2 Customer Service " Satis0action
3&. 8uarantee $our product or service in uni?ue terms ***such as, the <J0-day like-it-or-get-your-money-!ack-and-a-0ree-ice-cream-cone guarantee*<
3'. Remind the customer of $our total satisfaction guarantee a number of times after the$ purchase. In0orm them o0 your guarantee at the time o0 purchase* -hen, include a reminder in your initial thank-you card* -hen 0ollo% up later %ith a postcard that e)presses your hopes that the product is satis0actory* /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 con0idence in your product, your !usiness honesty, and it !uilds a relationship %ith your customer*
3+. 4a*e $our bathroom a pleasurable e7perience. I0 your !usiness allo%s customers to use your !athroom 0acilities, keep them clean, %ell stocked, and smelling great (!uy an industrial air 0reshener+* -hink a!out 0eeding some music into the !athroom* 4ou could put a rack in the !athroom stalls that holds the company ne%sletter, our put some .okes in !ig print on the inside o0 the stall doors* At a time %hen they are most open to think a!out the !usiness they are doing, or a!out to do %ith you, provide your customers %ith a pleasura!le e)perience*
%ive custo ers bathroo reading. At Chili&s 'estaurant, the! post that da!(s newspaper on the walls in front of the urinals.
3,. !rovide customers with things to read% watch or listen to while the$ are waiting in line.
-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 com0orta!le %aiting area %ith car and hair maga&ines, respectively* $ordstrom s clothing store places chairs and couches throughout the store so spouses and children can rela) %hile the other spouse or parent shops* 'ne clothing store in Chicago puts couches, maga&ines and a large screen -*2* in the !ack o0 their store 0or %eary shopping partners* Another e)ample is 1agic 1ountain, a theme park in Cali0ornia, %hich installed televisions and %ater mist sprays in the lines to entertain and cool o00 the park guests as they %ait to ride the roller coasters*
3-. 4a*e customer feedbac* cards hand$ for customers to turn in or mail from home. Create a drop !o) near the 0ront door o0 your !usiness and make the cards !usiness-reply postage paid in case they %ant to take the card %ith them*
"1. !ut up >@ signs. Instead o0 the standard signs !ehind the counters that say things like, <$o Fe0und or H)change,< or <$o checks accepted,< put up signs that say <4es, %e do take checks* 4es, re0unds are given %ithin J0 days o0 purchase* 4es, your satis0action is guaranteed*<
"1. Find out how happ$ $our customers are with $ou b$ impersonating a competitor. 1ichael #eBoeu0, in his !ook >o% to /in Customers and =eep them 0or #i0e, tells a story o0 a young !oy %ho did .ust that* >e entered a drugstore phone !ooth and the druggist overhead the 0ollo%ing conversationB <>ello, is this the Smith residenceK***I %ould like to apply 0or the opening you have 0or a gardener***/hat s that, you already have a gardenerK **Is he a good gardenerK***Are you per0ectly satis0ied %ith all o0 his %orkK***Is he not doing anything that you %ould like to have doneK***Do you plan on keeping himK***I see***/ell, I m glad you re getting such e)cellent service* -hanks any%ay* Bye*< As he le0t the !ooth the druggist remarked, <?ohnny, I couldn t help overhearing your conversation* I kno% it s none o0 my !usiness, !ut aren t you the Smiths gardenerK< -o %hich ?ohnny replied, <-hat s right* I .ust called to 0ind out ho% I m doing*<
"2. Reward emplo$ees for great customer service% and empower emplo$ees report their co)wor*ers good and bad performance.
827 o0 all lost customers can !e attri!uted to poor per0ormance or !ad attitude* Since !usiness o%ners don t 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 <rat< on their co-%orkersK 1ay!e they %ould i0 they participated in pro0itsharing, or i0 their !onuses %ere !ased on the ratio o0 customer kudos to complaints* 5or this to %ork you have to make sure you have a solid customer 0eed!ack program in place to measure the employee s per0ormance* 5irst, have your employees %ear name tags so customers can identi0y them* ,lace !usiness reply (postage paid+ customer 0eed!ack cards and drop !o)es throughout the store* Customers can either drop their comments in the !o) or mail it %hen they get home* -hen, you can tie the responses into your employee re%ard program* 5or e)ample, ?erry F* /ilson, in his !ook, /ord-o01outh 1arketing (?ohn /iley " Sons+, tells the story o0 a grocery chain that has a <Catch our employees doing something e)tra< program* Comment cards are availa!le throughout the store and each employee %ears an oversi&ed name tag allo%ing customers to see their names* -he cards can !e dropped in one o0 several !o)es around the store, or mailed 0ree* 5or each card returned, the employee named receives a gi0t certi0icate good 0or L6*00 at any o0 several area restaurants*
"3. Aa*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 0a)* 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 0or a 0ree car %ash* -he increased !usiness through the drive-up %indo% decreased the tra00ic inside the !ank, 0reeing up employees to help customers inside and reducing the %ait times*
"&. @ducate $our customers about $our product or service before and after their purchase. Customer education can increase sales and post-purchase satis0action* 'ne %ay to do this is to put a rack near the cash register to hold pamphlets, !rochures and 0lyers that provide help0ul in0ormation to your customers* 5or e)ample, i0 you sell !atteries, you could have a pamphlet descri!ing ho% to charge them properly* I0 you sell sporting goods, you could have a !rochure on ho% to take care o0 sprained ankles and other
in.uries* 4ou could also include in0ormation on the proper care and use o0 your products* -his in0ormation %ill set proper e)pectations, increase customer satis0action and decrease returns* 5or e)ample, an o%ner o0 a garden and plant store has a satis0action guarantee replacement policy that %ill guarantee any plant she sells* Since a plant s health, and the customer s satis0action, lies in the customer s hands, she e)plains ho% to take care o0 the plant !oth orally and in %riting to every customer*
"'. !lace a hostBhostess at the door. >ave you ever %alked into a /al-1artK -here s usually a 0riendly employee there to %elcome you to the store, pull out a shopping cart, and ans%er any Cuestions you might have* -here are several !ene0its 0or putting a host at the 0ront doorB A 0riendly smile and %elcome %ill put customers in a good mood as they enter the store* -he host can ans%er customers Cuestions, direct them to sales items, or hand them an in-store promotional !rochure* -hey act as a security guard* At the end o0 the day they can give you 0eed!ack on %hat kind o0 customers %ere coming through the door, %hat they %ere looking at in the %indo%, and %hat type o0 Cuestions they %ere asking*
"+. .reate a short voice)message menu s$stem to give customers information the$ need during off hours. 5or e)ample, %hen a customer calls a0ter hours, it could say, <-hank you 0or calling the 1ason ,ool Supplies* /e ll !e open promptly at 8B00 am to serve you* -o leave a message o0 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 0or customer service, your personal o00ice num!er, or a pager num!er* -he increased communication %ith customers %ill help !uild their trust in you*
"-. !ost $our responses to customer feedbac*. Aell $our customers if $ou ma*e a change to $our business or product based on their feedbac*. 'ne %ay to do this is to post responses to your customers comments, complaints and suggestions* Feserve a %all 0or customer 0eed!ack cards (%ith the names erased or torn o00+ and your typed responses to them* -his %ill accomplish t%o thingsB 1+ It %ill sho% them you listen to their suggestions and complaints and ho% you act on them, and 2+ It gives %aiting customers something to read i0 they are %aiting* I0 you make a noticea!le change in policy, product or service due to your customers suggestions, tell them* ,ost a sign in the store that says, <Due to popular demand***,< or, <4ou asked 0or it***< or, <,er your suggestions***<, etc* Announce your changes in your ne%sletter, on your %e! page, and tell them ver!ally through your employees* &1. ;uring the holida$ season% offer to gift wrap $our products.
4ou can also gi0t %rap your gi0t certi0icates in a !o) as a special service to your customers* -hey %ill appreciate the e00ort you have made to make the gi0t certi0icate a surprise 0or the recipient*
Chapter 9 Direct 1arketing

&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 0riends 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 door 0or 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 0or 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 %on t cost more and it %ill get the recipient s attention* 4ou can even get stamps 0or !ulk-rate postage* ?ay Conrad #evinson, the guru o0 Duerilla 1arketing, suggests even going 0urther !y placing multiple stamps on an envelope* 5or e)ample, %hen sending a large envelope, use 0ive di00erent-looking 92M envelopes instead o0 one L1*:6 stamp*
&'. !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 o0 the letter* 4ou could %rite something like, <4our time is %orth money***,< or </ould you like to see more o0 theseK I can help***<
&+. 4ail $our message in a uni?ue "envelope"% such as a... Diant postcard ,iece o0 %ood ?e%elry !o) CD case Bro%n paper !ag Dreeting card ,iece o0 plastic ,aint can
&,. !ut something with weight in the envelope% such as an audio tape% a penn$% 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 o0 the sales manager* ,ro0its 0rom one customer covered the cost o0 the entire mailing* Casady " Dreene, a so0t%are company, sent out a mailer that a had chocolate lips glued to a postcard* -he 0old-over postcard %as enclosed in a !u!!le envelope* -hey also put a red, re0lective sticker in the shape o0 lips on the envelope* -he cost o0 the chocolate, the sticker and a little e)tra postage %as %orth the increased response*
&-. #nclude a brochure and business card when $ou send $our invoices to customers. -his %ill either get in the hands o0 the customer contact and encourage a repeat purchase, or it %ill !e received !y the accounting department %ho is an in0luencer in the company s purchases* And i0 your suppliers could !e your customers, send them a !rochure %hen you pay their invoices* 4ou could also give customers promotional in0ormation %ith their receipt a0ter purchase* 'ne upscale clothing retailer puts their customers receipts in an envelope* It occurred to
me there s an opportunity to put more in0ormation a!out the company, its clothing Cuality, and upcoming sales in the same envelope*
'1. 9ffer an association to pa$ 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 1ercedes Dealer sent its customers an o00er 0or a 0ree health clu! mem!ership* -he health clu! sent its customers an e)tended test drive o00er 0or the 1ercedes dealer* 4ou could also send letters promoting his !usiness to your customers, and they ll do the same 0or you* As the coordinator o0 such co-op mailings, you may not have to pay any mailing costs in the end*
'2. 3se a !. . in $our sales letters. >and%rite the ,*S*, or circle parts o0 your literature that %ould !e o0 special interest to a potential client* >and%rite notes in the margin* >ighlight or underline important points in the letter* Sieg0ried 2ogele, pro0essor o0 direct marketing in 1unich, Dermany, has done e)tensive eye tests on %hat people look at 0irst in the mailing piece* 5irst, they look 0or %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 $icholas, Author o0 )irect Mar*eting Success Letter (819-6JI-:JII+, says the ; most used ,*S* types in success0ul sales letters are those %hichB 1otivate the prospect to action* Fein0orce the o00er* Hmphasi&e or introduce a !onus* Introduce a surprise !ene0it* Hmphasi&e price or terms o0 your o00er* Hmphasi&ing ta) deducti!ility o0 purchase* Hmphasi&e guarantee*
'3. how customer appreciation b$ 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 it s easy 0or 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 -2 Sho% producers %ith a stamped reply postcard* -he producer simply had to check one o0 the 0ollo%ing options and return the card* ++ ,es- I( interested in having Sher an on ! show. .lease contact e. ++ /ell...I( not sure if Sher an fits the show for at. .lease send e additional infor ation. ++ Sorr! 0 Sher an is cute, but not suitable for our show.
'&. .hec* $our local newspaper for new business prospects. $e%spapers list 0ictitious 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 o0 congratulations and a gi0t certi0icate 0or your services*
''. #nclude two business cards in all correspondence. -he recipient may put them in t%o places 0or 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, </e .ust painted your neigh!or s house at 129 1aple Street* -heir paint .o! costs less than you think and is guaranteed 0or 10 yearsA I0 you like %hat you see, give us a call 0or a 0ree estimate*< ,ainters and carpenters also post signs in their customer s yard %hile they re %orking on the house*
',. Add "2ift 2etters" to $our direct mail campaign. A #i0t #etter, as descri!ed !y -ed $icholas, Author o0 <Direct 1arketing Success #etter,< is a letter 0rom a third party in addition to the sales letter 0rom your company* >e claims, </ith strong li0t letters, response increases o0 207, 607, 1007, 2007, and more have !een demonstrated time and time again on my mailings and those o0 my clients*< -he li0t letter must come 0rom someone other than the signer o0 the main letter and re0lect a completely di00erent style and tone than the sales letter* 1r* $icholas suggests the most e00ective #i0t letters areB Testi onial 1fro a custo er, celebrit!, or recogni2ed authorit!3 Telegra 4ews release Me o Mini0letter
4ou may enclose the li0t letter in a separate envelope, clip or staple it to the main letter, or 0old and enclose it as an insert* 4ou may also typeset it in a di00erent 0ont and print it on a di00erent color paper*
'-. pra$ a scent on $our letter that will help sell $our product. 5or e)ample, i0 you send a direct mail piece soliciting your cleaning service, you could spray the letter %ith a pine or lemon scent* I0 you sell cosmetics or !eauty products, you could use per0ume* I0 you are renting or selling a mountain ca!in, you d use pine scent*
+1. 3se 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 manu0acturers to put non-competing products in the catalog* 4ou could mail it to your com!ined mailing lists and get other names 0rom a !roker* Share the costs o0 design, printing, mailing and 0ul0illment setup* 4ou end up %ith an ine)pensive %ay to get your product in 0ront o0 more people than you ever %ould !y yoursel0*
+2. (and address $our direct)mail envelopes. I0 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) o0 today s consumer, a hand-addressed envelope looks very inviting*
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 0ree seminar at your !ooth* 4ou may !e a!le to share the costs o0 the ad %ith the trade sho% management since your ad %ill !ring attendees to their sho%* Det a mailing list 0rom the e)position management company, i0 possi!le, and send an invitation card or gi0t certi0icate they can redeem at your !ooth 0or a pri&e or gi0t* Inc* 1aga&ine (1ay, 1JJI+ tells the story o0 5rank Candy, president o0 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 0rom the previous yearOs sho%* It %as !y 0ar the most e00ective tool IOve 0ound in 16 years and at hundreds o0 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 can t e)hi!it, the sho% host is likely to accept door pri&es 0or the attendees* It s another %ay to get your name !roadcasted to the attendees and printed in the con0erence guide*
+&. et aside special nights for certain groups or prospects. Create a <,rivate Shopping $ight,< 0eaturing entertainment, re0reshments and pri&es 0or a local clu!* Dive the shopping nights themes and titles that %ould get the media s attention*
+'. @7hibit $our product or service at local fairs and flea mar*ets.
I0 you can t a00ord to e)hi!it, o00er another company a commission to sell your product %here they %ill !e e)hi!iting* 'r, .oin together %ith a company %ho has complementing products to share a !ooth space* In addition to %eekly 0lea-markets and large 0airs, pay attention to your local ne%spaper 0or smaller 0airs that churches, schools, clu!s and other organi&ations host*
++. !lace $our product in the booths of other vendors. I0 your product can !e used cooperatively %ith another vendor s product, or can help them in their e)hi!it, seed your product to e)hi!itors in e)change 0or the e)posure* 2isioneer, a company that manu0actures desktop scanners, o00ered their ,aper,ortN scanners 0or 0ree to e)hi!itors at ma.or computer trade sho%s* Some vendors %ould use them to scan in and capture cards or other paper-!ased in0ormation* 'ther vendors %ho created links to the ,aper,ort scanner demonstrate ho% the products %orked together* 2isioneer gained a lot o0 e)posure as attendees %ould see ,aper,ort scanners !eing used !y several e)hi!itors*
+,. At the end of a speech% announce a special% bu$)now offer for the audience. In other %ords, ask 0or the order at the end o0 your presentation and have the products and 0acilities 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 con0erence, there %ill al%ays !e people sitting in the chairs looking over their literature %hile they %ait 0or the session to start* -ake a look at the name tags o0 the people you are sitting near* -urn to them to make a comment or ask a Cuestion, eventually introducing yoursel0* -hen, a0ter the session, go up to the speaker %here people usually gather to ask Cuestions* As you %ait to talk to the speaker, strike up a conversation %ith a peer %ho is also %aiting* -hese people could !e potential customers, in0luencers, suppliers, partners, or re0erral agents* Collect their !usiness cards, make notes on the !ack, and 0ollo% up %ith them*
,1. Rent a pushcart at $our local shopping mall.
Instead o0 committing to a store0ront in a mall, you can sometimes negotiate a short-term rental agreement to put up a !ooth in the middle o0 the mall 0loor* Sometimes you can e)hi!it .ust on the %eekends, or during special promotional events that !ring tra00ic into the mall*
,1. #nvite $our best customers to an event or meeting where $ou will be introducing $our product to new prospects. #et your !est customers sho% your ne% customers %hy they should purchase 0rom you* 4ou could create a special sale, grand opening, or event at a trade sho%* Structure it so that !oth prospective clients and satis0ied customer attend* I0 it is a seminar, introduce your !est clients to the audience* #et them tell a story o0 ho% they ve used your product or service* 'r you could intervie% them* I0 it is a dinner, seat them ne)t to prospective customers to get them talking*
82* end a compan$ 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 o0 the sho%*
5ver! trade show has a nu ber 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 ho e so !ou don(t have to carr! it on the plane.
,". .elebrate $our business birthda$. Invite customers and the media 0or 0ood, cele!ration, and a sale*
,&. Cring in suppliers as e7perts to teach special classes to $our customers. 5or e)ample, a grocery store might invite a produce gro%er to give short classes on ho% to determine %hich 0ruits are ripe*
,'. =ideotape participants in local sport games /cit$ 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, o00er 0ans a copy o0 the tape %ith a purchase 0rom your store*
,+. At conferences and trade shows% position $ourself where $ou will be seen and heard. See i0 you can strike up conversations %ith potential clients !y looking at their name tags as you %alk through the cro%ds* In meetings, ask controversial or thought-provoking Cuestions that relate to your !usiness* Curious customers may %ant to talk to you a0ter%ards*
,,. #n a meeting% trade show% conference or part$% Be0ore an event, set a goal 0or the num!er o0 people you %ant to meet* 4ou can start conversations %ith remarks a!out the 0ood, speakers, or con0erence sessions* A0ter a 0e% sentences are e)changed you can introduce yoursel0 and ask %hat the other person does* Don t 0orget to hand this ne% acCuaintance your !usiness card and get theirs in return* /rite comments on the !ack o0 the cards you receive as reminders o0 your conversations and 0or 0ollo% up* 'nce you have pre-determined you are going to net%ork at an event, it s much easier to introduce yoursel0 to strangers* /hen I have practiced this strategy, I am ama&ed at the opportunities I discover* -he people I talk to, even i0 they aren t a prospect 0or my !usiness, re0er me to potential customers* 'r, I ll learn something ne% a!out my industry, clients, competition, or uncover opportunities 0or partnership*
,-. #f $ou are spea*ing at someone elses event% write the opening remar*s for the person who will introduce $ou as the ne7t spea*er. '0ten, it is only appropriate 0or the person introducing you to <!rag< a!out your or your company* By providing the host %ith correct in0ormation, their introduction %ill give you more credi!ility* ,ut the most important in0ormation 0irst, make it concise, and point out your relevant achievements 0or the audience at hand*
-1. #nvite prospects to en<o$ celebrit$ entertainment% comed$% or free training at $our trade show booth. 'ne !illiard company sent cue-!alls and hospitality suite invitations to prospective clients !e0ore a sho%* ,otential customers %ould !e treated to the usual !everages and hour d ouerves, in addition to the entertainment and tips 0rom a trick shot artist that %ould !e using the company s cues*
-1. 8ive awa$ t)shirts at $our booth if the recipient agrees to put it on right then. 1any attendees %ill put the shirt over their e)isting shirt and %ear it around the sho%, advertising your company and product* 'r you could reCuire them to shout out your company or product name so other attendees can hear, and %hoever is the loudest %ins*
-2. At events% wear clothing or an accessor$% such as a lapel pin% that shows the name of $our organi6ation. 'r reproduce your organi&ation s logo onto a sticker and apply it on your attendee !adge* Sometimes, the event name tag is small or doesn t tell others %hat you do* 5or e)ample, I could go to a Cham!er o0 Commerce meeting or a small !usiness con0erence and %ear a !adge that says, <Ask me a!out Clever 1arketing Ideas*<
-3. (ire someone to drive a billboard advertisement around the cit$ 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 people s attention* 'n the sign, advertise your products, your !ooth num!er, and something 0ree attendees %ill receive 0or mentioning the sign*
-". .reate a contest where customers can compete with each other using $our product. '00er local, regional and national contest pri&es* 5or e)ample, 1ac,layP So0t%are pu!lici&ed a DescentN contest %here computer clu!s across the nation %ould host game competition among their mem!ers* -he contest helped spread %ord o0 the ne% game among computer enthusiasts* -he national championship %as then held at the 1ac%orld H)poP trade sho%*
-&. For an event% part$ or grand opening $ou can "subpoena" guests to come. $icholas H* Bade, in his !ook <1arketing /ithout 1oneyA,< o00ers this tipB <1ake your invitation look like a real su!poena* -hen %rite legal !ut humorous copy such as Q4ou are here!y ordered !y the District Court o0 Dood -imes to appear at a party*** 5or even greater impact, dress up like a la% o00icer and personally deliver your su!poenas* -his approach has !een used %idely %ith e)cellent results*<
Chapter 6 Divea%ays
-'. ;onate products or service as auction items or pri6es for charities% raffles% auctions% sport teams% and fund)raisers. Divea%ays like this are o0ten ta) %rite-o00s, and they achieve good%ill 0or your company* 4ou can even achieve pu!licity 0or your donations !y announcing them through radio stations, the cham!er o0 commerce, nonpro0it associations, and clu!s*
-+. Advertise a uni?ue% seasonal giveawa$ for ever$ person who shops with $ou during that period. 5or e)ample, give a%ay miniature Christmas trees during Decem!er* 'r a !ig >ershey s =issN 0or customers %ho spend over L90 the %eek !e0ore 2alentine s Day*
-,. #n the beginning of 5inter% on a free6ing morning% visit homes earl$ in the morning and place ice scrapers under the wipers of frosted car windshields. Attach a gi0t certi0icate 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 0or people %ho receive a ticket* I0 a person !rings in their speeding or parking ticket to your store %ithin a %eek 0rom receiving it, you %ill give them 0ree product* 4ou could even in0orm the local police and high%ay patrol o0 your o00er so they can advertise your message to their ticket recipients*
111.9ffer $our customers free samples that tie into a holida$.
A 1ary =ay representative %rapped small packages o0 cosmetics and skin care samples in tissue and hand-delivered them to e)- and non-purchasing customers the day !e0ore 2alentine s Day* -he samples matched the customers previous purchases and skin tones* Attached %as a heart-shaped note that read, <I %ish you and your hus!and a !eauti0ul 2alentine s day*< -he recipients appreciated the gesture and regained an interest in the product, turning them into purchasing customers again*
111.#nstead of giving a gift to $our customer% give one to a charit$ in their name. -he customer 0eels good 0or %hat his patronage has provided to charity, and it !uilds good%ill 0or your company*
112.8ive awa$ a free gift with ever$ purchase during Ahan*sgiving wee*. Don t advertise that you %ill !e giving a%ay the 0ree gi0t* /hen customers ask, </hat s this 0orK,< you reply, <It s -hanksgiving* /hile %e say thank-you every time you shop, it seems right at -hanksgiving to tell you thank you in a special %ay*<
113.;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 o0 roses* #arry s Shoes o00ers its customers 0oot massages %hile the salesperson searches 0or the right shoe si&e* Another instance is our local Stra% >at ,i&&a %ho lets the kids ride their motori&ed pony 0or 0ree* -hink o0 ho% many kids ask their parents to eat there againA 'r, give customers something e)tra .ust to say thank you* A shoe repair man includes a sample si&e tu!e o0 shoe polish %ith every ma.or repair .o!* A plum!er gives every customer a small !ottle o0 liCuid drain cleaner as part o0 house calls* An auto repair shop that cleans the car inside and out, including a complimentary %a) .o!, !e0ore it s delivered to their customer*
11".;onate to charities and organi6ations whose members and participants match $our target mar*et.
Diving a%ay product, service or money to non-pro0it organi&ations and %orth%hile charities can !uild good%ill 0or your company and !e a ta) %rite-o00 to !oot* But it %on t go much 0urther unless you target your donations as you target your advertising* Dive 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, don t !e a0raid to ask 0or some e)posure in return* Fichard Al0aro, o%ner o0 Al0aro s Bakery in /atsonville, CA, %as asked !y a school to give them LI,000, an increase 0rom last year s donation* -his year he asked them to put his logo in the gym or on !ooster materials* Since it costs relatively little 0or them to do this, they granted him the advertising e)posure* >o%ever, they %ouldn t have o00ered i0 he didn t ask*
11&.#nstead of giving promotional items to the target customer% offer them to the customers children% spouses or grandparents. A men s clothing retailer ran an ad .ust !e0ore 5ather s Day* -he ad sho%ed a small !oy holding a !o) tied %ith a !ig !o%* -he headline saidB <#et no 0ather !e %ithout a present this 5ather s Day***< and the copy %ent on to say that any child coming into the store on a certain day, in the company o0 an adult %ould receive, 0ree o0 charge, a 0ine handrolled linen handkerchie0 as a gi0t 0or Dad* 'n the speci0ied day, the line o0 kids %as !locks long* #ater, %hen an e)ecutive in the store %as asked ho% many handkerchie0s they had given a%ay, the ans%er %asB <-hat s not %hat matters* /hat s important is that %e sold more 0urnishings that day than on any other day in our history, including any Christmas period*<
11'.8ive $our product to purchase influencers and develop relationships with them. In0luencers 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 includeB Industry pundits -he press (editors, .ournalists, 0reelance %riters+ '00icers (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 0orecasters Cele!rities, athletes 4our partners, employees, 0amily, 0riends ,eople %ho converse and give advice 0or a living (Attorneys, Counselors, -herapists+ Bankers, 0inancial planners, venture capitalists involved in your industry or !usiness*
1eeting planners Salespeople o0 non-competitors or partnering companies %ho talk to your prospects 'ther direct salespeople, !rokers or agents %ho could 0oreseea!ly converse to their customers a!out your !usiness Suppliers -hose honored 0or a%ards -eam leaders ?ay Conrad #evinson, author o0 the Duerrilla 1arketing series, tells the story o0 -u)edo ?unction, the largest supplier o0 tu)edos in the Bu00alo area* -hey !uilt their rental !usiness around the lucrative high school prom season, and have created a clever a00inity program to ingratiate themselves to the senior class* Hvery year, the captain o0 the 0oot!all team and the date o0 the head o0 the cheerleading sCuad are given a 0ree tu)edo rental 0rom -u)edo ?unction* As you might imagine, this endorsement makes it 0ar easier 0or them to spread the %ord to the rest o0 the student !ody*
11+..ross)sell $our customers b$ providing samples of products the$ didnt bu$. /hen a customer !uys one product, include a sample o0 another item, or a gi0t certi0icate 0or a di00erent service, %ith their purchase* 5or e)ample, a deli may put out samples o0 chips at the register %hile people are paying 0or their sand%ich* 'r a computer shop may give a repair customer a gi0t certi0icate 0or one 0ree computer training course*
Chapter I Internet " 'nline 1arketing

11,..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 in0ormation and a special o00er on your product or service*
11-. 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*
111.!articipate in online chats. 4ou can participate or !e 0eatured 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 i0 there is a reason 0or them to* By announcing an upcoming ne%sletter, ne% products, a periodic coupon, or some ne% in0ormation every %eek or month you can entice prospects and customers to come !ack to your %e! site* It may !e enough 0or them to add your %e! site to their !ookmark list*
113.!ut $our compan$ name% phone number% web page 3R2 and e)mail address on ever$thing $ou distribute. I0 they lose your !usiness card or letter, they may save some other piece o0 literature that is easily accessi!le* >aving this in0ormation on every piece o0 literature makes it easier 0or 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 0ound a 0ree list o0 e-mail addresses 0or 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 in0ormation %ould also !e our prospects* I posted a short list o0 the media contacts to a listserv o0 so0t%are marketers* I also o00ered the rest o0 the list to anyone %ho e-mailed me a reCuest* /ithin a couple days I had over 60 high tech marketers sending me a reCuest, to %hich I simply pasted the response %hich included the rest o0 the list, a !rie0 description a!out our company, and an o00er 0or 107 o00 our co-op mailing service*
11&.Remind users who visit $our web site to add it to their boo*mar* list. Sometimes <%e! sur0ers< get online %ithout any purpose* It is during these times they visit the sites listed in their !ookmarks* Dive 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 o0 !eing added to their /e! !ro%sing menu o0 choice*
11'.!articipate in #nternet Dewsgroups and e)mail list discussions on topics of local interest or those that are related to $our business. 4ou can have 0riends evangeli&e your !usiness !y ans%ering people s Cuestions on these online discussion !oards* And instead o0 advertising your !usiness, ask Cuestions on a ne%sgroup that lead to a discussion a!out your !usiness* Include you signature (your name and company on the !ottom+ on every ne%sgroup posting and e-mail* ($oteB it s !ad <netiCuette< to !latantly advertise on ne%sgroups*+
11+.!rovide content for other web sites. /e!masters and !usiness o%ners are al%ays looking 0or valua!le content to provide their vie%ers* /rite an article o0 tips !ased on your e)pertise and o00er it to %e!masters
o0 like-minded sites* In return, ask 0or a link 0rom 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 Cuick and easy to respond !ack %ith e-mail reCuests 0or in0ormation* 4ou could simply customi&e responses %ith the recipient s name at the !eginning and a p*s* at the end o0 the e-mail*
11-.9ffer fun% interactivit$% information andBor utilit$ at $our web site. 5or e)ample, you could provideB ?okes, comics, and humor that changes %eekly Share%are 0iles to do%nload that are related to your industry Ruotes or tips o0 the %eek A gra00iti !oard, %here visitors can make comments Fevie%s o0 %e! pages related to your industry 5ree reports o0 in0ormation Discussion !oard -ime-lapsed pictures o0 the street in 0ront o0 your store (Involves connecting a LJJ Connecti) RuickCam digital camera to your computer and installing 0ree so0t%are, such as /e!Cam, %hich %ill take a picture every 90 seconds and automatically updates them to your %e! page+ ,u&&les, Cui&&es, online games Audio clips #isting o0 cool sites ASCII art related to your customer s industry -he latest ne%s related to your industry or your customer s industry Contests, surveys, polls (and the results+ Animation and interactivity using 1acromediaP Shock%aveN (httpB33%%%*macromedia*com+ Applets and animation created %ith ?ava ScriptP !y Sun 1icrosystems (httpB33%%%*sun*com, 4ou can create little online programs that run on your server !ut can !e used !y visitors+*
121.=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.
=eep a data!ase o0 these %e!masters to send e-mails %hen there is in0ormation or updates on your %e! page that they may %ant to highlight 0or their /e! site vie%ers*
121..reate a business card that tells customers $ou are online% especiall$ if $our business is not computer)related. It %ill intrigue internet-using customers to go home and check your %e! page out* 5or e)ample, I o0ten 0reCuent a local taCueria that serves Cuick and ine)pensive 1e)ican 0ood* I noticed a !usiness card at the register that said, </e re onlineA< It listed the %e! page, along %ith the taCueria s phone num!er 0or call-in orders* I took the card home, accessed the page, and 0ound the complete menu, ingredients, and a coupon that I could print out 0or a 0ree taco 0rom the %e! page*
122. end a compan$ newsletter via e)mail.
123..apture the e)mail addresses of $our customers. Add a 0ield to your customer data!ase, order 0orm, 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*
Chapter ; 1anagement " '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 Con0ections Company o0 $aperville, I#, sells a plastic .ar 0illed %ith Candy tarts called Bug City* -he lid o0 the .ar is per0orated 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&.2oo* to $our emplo$ees for referral sources. Dive them cards that entitle their 0riends and 0amily to a special deal (!elo% any coupon discount+* -he cards can have a signature line 0or the employees to sign 0or authori&ation %ill 0eed 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 0or your employees*
12'.!ut pictures of $our customers on the walls of $our business to show $our appreciation. Ste% #eonard s store in Connecticut said that anyone sending in a picture o0 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 .is o <each, CA, ta*es a .olaroid picture of custo ers who celebrate their birthda! at their restaurant. On the wa! out, custo ers pin up their picture on the wall. The! can also post their business cards there.
12+.Allow customers to get involved in $our service.
By involving customers in the process you !uild their trust and make your service a memora!le e)perience 0or them* 4ou can also save cost and give your customers a !etter value* Sel0-service options are !ecoming more popular in !usiness today* David and =athryn $ugent increased /ednesday night !usiness and media coverage o0 their CaldaA CaldaA Italian restaurant in /alnut Creek, CA !y allo%ing customers to toss their o%n pi&&a* -hey no% host a %eekly Amateur $ight 0or aspiring pi&&a che0s*
12,.Find out who $our purchasing and non)purchasing customers are. -here are several %ays to do this* It is the easiest to collect data a!out your purchasing customers* I0 you collect the name and address o0 your customers %hen they purchase, you can cross re0erence their &ip codes %ith census data 0rom the government or F*#* ,olk Company* 4ou can also capture this in0ormation 0rom your customers checks, searching 0or addresses through a phone !ook CD (like Select,hone 0rom ,roCD+, instore Cuestionnaires, and telephone intervie%s* Another %ay is you could also have an employee %rite do%n license plate num!ers in your parking lot* Some states allo% you to purchase names and addresses o0 car o%ners !y su!mitting their plate num!ers* 4ou can use this in0ormation to research customers patroni&ing your store or your neigh!ors stores* 4ou could also do mailings to them* A third %ay is to have someone periodically .ot do%n the makeup o0 the people inside and outside your store* /hat s the num!er o0 people in your store during a certain hourK Cross re0erence that %ith the num!er %ho purchased 0rom you* >o% many people %alk !y your store %ithout looking at the %indo%K /hat is the se), age, and dress o0 people coming in your store and %alking !yK >o% many people come in %ith their 0riend, hus!and, %i0e, or entire 0amilyK -his in0ormation is use0ul in creating in-store promotions and determining the products and customer service you should !e o00ering e)isting and potential customers* 4ou might discover a di00erent type o0 customer is shopping %ith you that you didn t consider your target market*
12-.8ive emplo$ees breath mints or breath spra$ /not gum0. Bad !reath is o0ten overlooked !y employees %ho %ork closely %ith customers, !ut it s not overlooked !y the customer* A !reath mint or spray is !est !ecause it is Cuieter than lip-smacking gum*
131.;ress up $our product to catch the customers attention ma*e the usual loo* unusual.
I once sa% a package o0 ground !ee0 that %as decorated %ith edi!le ornaments to make the meat look like a smiley 0ace* -he out o0 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*
131.3se 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 o0 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 o0 !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 o00ice can read them* -hey can also !uild the morale o0 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 $our customers. '00er a promotional item i0 they register their product*
13&..reate an advisor$ committee of $our best customers for $our business. >ost them to a semiannual meeting and dinner to discuss !usiness practices, pricing, customer service, 0uture products or services, etc*
13'.2et $our accountant *now the effectiveness of each mar*eting program. -his %ill help gain their support 0or 0uture marketing e)penditure decisions*
13+.5henever $ou travel% shop a comparable business. /hat are they doing that you can copy or !uild onK >o% can you di00erentiate yoursel0K
13,.9ffer emplo$ees a reward for bringing in new customers. 5or e)ample, a restaurant in Denver gave their employees a dollar 0or every ne% 0riend, 0amily mem!er, college classmate, or so0t!all teammate they !rought in 0or 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 o0 your !usiness* 5or these reasons, you might consider selling them at cost or .ust a!ove* '00er re%ards and contests 0or employees %ho sell the most company-logo merchandise*
1"1.2oo* 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 0or 0reeA
1"2. ometimes a new name can mean new business. -hink a!out changing the name o0 your !usiness or products to something that is uniCue, memora!le, and conveys a 0elt need*
1"3..ombine $our product or service with another to create a pac*age that has more value.
5or e)ample, a dog kennel that !athes your dog and delivers him to your home %hen you return 0rom vacation com!ines service and convenience* 'r com!ine several products to !e sold as a gi0t !asket*
1"". how value to $our customers b$ listing on the invoice all the items or services the$ purchased. 5or e)ample, a computer manu0acturer I !ought my computer 0rom listed the hard drive, FA1, video card, sound card, CD-F'1 drive, modem and processor on the invoice* Hven though these items %ere included as a package 0or the one price I paid, they stacked up the value !y reminding me o0 all the options that %ere included in the package price*
1:6*3se wasted time at home 1such as during T.=. co mar*eting duties% such as... Stamping envelopes >and-addressing envelopes Fevie%ing competitor s literature Signing 0orm letters 5raming customer testimonials >ighlighting important copy in your literature >and%riting a ,*S* in your 0orm letters /riting or revie%ing your to do list
ercials3 to perform tedious
1"'.!ass out mar*eting suggestion cards to $our emplo$ees. It can !e speci0ic 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 o0 your employees %ill have great ideas* '00er a !onus i0 you use their idea*
1"+.#nvest in $our competition to research them. In his !ook, >o% to Drive 4our Competition Cra&y, Duy =a%asaki reminds you, <I0 your competitor is pu!licly traded, one o0 the easiest %ays to get in0ormation a!out it is to !uy a share o0 its stock* -his entitles you to receive shareholder in0ormation a!out the company such as Cuarterly and annual reports*<
1",.3se competitors who have gone out)of)business as a mar*eting channel. /hile their store is empty an the landlord is looking 0or a ne% leaseholder, you may !e a!le to put your products in the %indo% that directs your competitor s customers to your store* Also, %hen competitors go out o0 !usiness, and their phone num!er is disconnected, ask them i0 you can 0or%ard their phone calls to your store* 'r, reCuest that the operator s <no longer in service< message directs callers to your phone num!er* Inc* 1aga&ine (5e!ruary issue, 1JJI+ tells the story o0 ho% a !ike shop %orked %ith the telephone company to direct its competitors customer to his shop* <Sane s Cycles, in $e% >aven, C-, o00ered the pay the local yello% pages a small 0raction o0 the de0unct dealer s remaining advertising costs* Sane arranged to have their out-o0-service phone num!ers ring at his shop* -he total cost to him is a!out L200 a month, %hich he ll continue to pay until a ne% !ook is pu!lished* Because the yello% pages helped him track the trans0erred calls, Sane kno%s he received 2I0 inCuiries 0rom his 0ormer competitors customers in one month*<
1"-.8et a toll)free ,11 number. It might seem silly i0 your customers are local, ho%ever, a toll-0ree num!er gives the impression your company is larger* Also, your customers can call you 0ree 0rom any pay phone and you %ill !e a!le to e)pand nationally in the 0uture* A toll-0ree line doesn t cost a lot either* -erri #onier, author o0 /orking Solo, discovered that A-"- o00ers a <Starter #ine< service 0or 800 num!ers 0or LI3month, plus L*913minute 0or calls* I0 you ll !e using your 800T 0or short calls, such as primarily taking orders, it may !e %orth the investment, since customers %ill !e more %illing to call*
1&1.9ffer free refreshments and snac*s to $our customers. It %ill !uild good%ill 0or your company and can di00erentiate you 0rom your competitors* 5or e)ample, like many !anks, you could put out co00ee and donuts 0or your morning customers* 4ou can even use your re0reshments in your marketing as an incentive to !ring ne% customers in*
1&1.8et creative with financing and pa$ment terms to ma*e a sale. #ook 0or alternatives to a customer %ho o!.ects a!out price or payment termsB
-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 o0 the amount o0 each check a!out the same as credit card merchant 0ees* Accept as many credit cards as you can 2isa, 1asterCard, Discover, American H)press* '00er lo% percentage rate 0inancing* 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 manager s 0aceA $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 manu0acturer may !uy neon lights in !ulk that promote their product* Buying 0rom them, you can put neon in your %indo% 0or less than you could !uy it yoursel0* -hey may also o00er other 0ree promotional signage that is availa!le .ust !y asking*
1&".3se 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 o0 your employees provide a uniCue or valua!le service to your customers in your storeK 5or e)ample, the employee o0 a home o00ice 0urniture store has CAD computer e)perience* >e helps customers design and dra0t their home o00ice setup*
1&&.8ive ever$ emplo$ee his or her own business cards. -hey %ill !e inclined to give them out to 0riends, 0amilies and other prospects* 4ou can even utili&e the !ack o0 the card as a discount coupon*
5ver! sales associate at 4ordstro carries their own business cards to give to custo ers. It helps establish a personal relationship between the e plo!ee and the custo er.
Chapter 8 1arketing Communications

1&'..reate a pamphlet of useful% free information related to $our e7pertise. ,lace your company logo and phone num!er on the 0ront and !ack o0 the pamphlet* Also, !rie0ly descri!e the !ene0its you o00er potential customers and ho% they can contact you* Distri!ute your pamphlets at stores, con0erences, community areas, and any%here else your target customers %ill !e* ,lace them in %aiting roomsU places like doctors, dentists, Cuick-lu!es, auto repair shops, !eauty salon, clinics, etc* Buy an acrylic display case to hold the pamphlets that says, <5FHH, -ake 'neA<
1&+.3se the bac* side of $our business card. ,rint your services or products, a discount coupon, or an incentive 0or them to hand it to a 0riend*
>ere, <atteries .lus uses the bac* side of their business card to offer the new custo er, or the prospect referred to b! an e6isting custo er, with a nu ber of benefits.
1&,.Achieve a two)color loo* in small printing ?uantities b$ 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 0or several 0lyers, it costs less than printing multiple colors* 4ou could also use this techniCue on letters, signs and gi0t certi0icates*
1&-.5hen a client raves about what a great <ob $ouve done for her% as* her to put it in a letter. 4ou could even o00er to dra0t the letter 0or themA Include e)cerpts 0rom her letter in your media kits, !rochure and other literature*
1'1.#f $our compan$ name doesnt full$ e7plain the benefits $ou offer customers% write a brief description of $our business under $our compan$ name or logo.
1'1.2ist $our products or services on the side or bottom of $our fa7 cover sheet.
1'2.Aarget different mar*et niches b$ slightl$ modif$ing $our mar*eting communications. 1cDonald s has di00erent commercials 0or the >ispanic, A0rican American, and Caucasian audience* 1cDonald s also has commercials 0eaturing seniors, kids, mothers, and teenagers* /hyK Because they can target these niches !ased on the sho%s they advertise on* 4ou can modi0y your !rochures, advertisements, direct mail, radio and other marketing communications to tailor 0it the audience %ho you are targeting* 4our copy, pictures, and overall message should 0it the market %ho receives it* 5or e)ample, let s say you are a clothing manu0acturer %hose target market is teenage girls* /ithin that audience you can target di00erent 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 di00erent models than the posters sent to a store in 'klahoma* I0 necessary, translate your signs and message into the appropriate language* ,ay attention to cultural values and the translation o0 your message 0or 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 pro0essors* I handed them 0lyers to give to their students %hich descri!ed a logo design contest* It descri!ed the concept o0 the !usiness and the speci0ications 0or a logo* -he %inner o0 the contest %ould receive L100 and the opportunity to put all the marketing communications created %ith their logo in their port0olio* In addition, many o0 the pro0essors agreed to give non-%inning students credit 0or their %ork* A0ter receiving 0ive 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 0rom a promotions class I took %hen I %as in college* -he class %as divided up into groups* Hach group %orked 0or 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 0or a local construction company* At the end o0 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 situationB -he !usiness got t%o groups o0
0our college students %orking on a promotional pro.ect 0or them* -he students got to %ork on a pro.ect that %ould !e used in the real %orld* And the pro0essor 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 e6a ple, 5ri*(s )eli and Cafe in California publishes a $uarterl! newsletter that tells custo ers the charities the! are involved with, e6citing events, anage ent 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 o00er* -hey might not reali&e you could take orders !y phone, per0orm 0ree deliveries, accept all 0orms o0 payment, and take competitor s coupons* -hey may !e curious a!out your satis0action guarantee and return policy* And %hen they are thinking a!out a visiting your store, it %ould !e help0ul 0or them to have in0ormation a!out your hours o0 operation, a map and directions to your location, and contact in0ormation (phone, 0a), email, %e! page, pager, etc*+* 4ou could also include in0ormation a!out neigh!oring !usinesses or non-competing, related !usinesses that you trust and perhaps these !usinesses %ould do the same 0or you*
1'+.(ighlight product differences. I0 your products reCuire an involved decision-making process, and there are many o0 the same products to choose 0rom, communicate to your customer %hat the di00erences are* I0 you carry a line o0 similar products, ho% does each one di00er 0rom the otherK >o% do your products di00er 0rom your competitors K 4ou could highlight these di00erences in a comparison chart or a short list o0 <in addition< 0eatures 0or each level o0 product* 5or e)ample, let s say I m shopping 0or a BBR grill* I 0ind t%o grills %here the picture looks the same, and there s a list o0 0eatures on each !o)U ho%ever one is priced L60 more than the other* Instead o0 comparing the t%o long lists o0 0eatures in search o0 the di00erence, it %ould !e help0ul to have in store signage or a !rochure that highlights the di00erences !et%een the t%oU such as the more e)pensive model had I inches o0 additional grill space, more heating po%er (speci0ic+, and a cover*
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 o0 >earts 0rom a deck o0 playing cards complete %ith his name and phone num!er, o0 course* An architect may cut their card to look like a 90-I0-J0 degree triangle dra%ing tool*
1'-..reate a business resume for new clients. I0 you re in !usiness 0or yoursel0, it might !e your personal resume* I0 you have a company %ith employees, you might create a company resume that highlights your clients, testimonials, years o0 e)perience, employees, and so on* I0 your e)perience, per0ormance history, and company 0acts can sell 0or you, putting them in a resume is a much more credi!le piece than a !rochure* -his %ill help !uild the trust o0 your customers !y sho%ing your competence*
1+1.>ou can !rint three colors for the price of two% plus F3&. 'n one side o0 your !rochure or direct mail piece you print in !lack and a ,1S color* /hen they print the !ackside, reCuest they replace that ,1S color 0or another one* It %ill only cost you a!out L96 0or 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 0unny picture, a coupon, or use0ul in0ormation appropriate to your !usiness*
1+2.!resent the benefits for $our products in a creative wa$. A prudent marketer %ill present the !ene0its o0 their product or service to their customer* >ere are some %ays to highlight those !ene0its in your ads and marketing communicationsB Case history -estimonial
Competitor comparison Ruestions3o!.ections and ans%ers Ruali0ications or capa!ilities 5eatures and !ene0its column ,icture that S>'/S the !ene0its 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. 1aga&ine pu!lishers usually charge you 0or printing them, !ut i0 they %ere going to pay you 0or your article, perhaps you could negotiate 0or 0ree reprints*
1+".!rint $our compan$ name and phone number on the products $ou sell. -his suggestion may seem o!vious i0 you are a manu0acturer, !ut i0 you resell products you %ill %ant to remind customers %here they !ought their product* An e)ample o0 the !ene0its o0 this practice 0or a manu0acturer is a shoe company that prints their toll-0ree num!er on the !ottom o0 all its children s shoes* -he manu0acturer %ould get calls 0rom curious kids or parents and %as a!le to compile a data!ase o0 their customers 0rom these calls* As resellers, 1ary =ay consultants take the cosmetic products out o0 the !o)es !e0ore they sell them to place small stickers %ith their name and num!er on the !ottom o0 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 0avorite colors o0 di00erent market groupsB 9lder people pre0er !lue !ecause it is easier 0or them to see* 4en pre0er deep shades o0 color* 5omen pre0er more delicate tints* .hildren love !right yello%s and reds* Athletes like !righter, purer colors* #ntellectuals, %ith a thinking orientation, tend to like so0ter colors more* @7troverts pre0er !righter, %armer colors* #ntroverts pre0er cooler colors*
2ower income people like !right, undiluted, pure colors* 3pscale, 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 $our store. >ere are some e)amples o0 tra00ic-increasing eventsB Invite the >umane Society to !ring in kittens and puppies 0or adoption to your store* >ave a high school clu! run a car %ash in your parking lot* '00er 0ree or ine)pensive tethered !alloon rides in 0ront o0 your store* Donate a gi0t to the local high school drill team in e)change 0or their agreeing to rehearse in 0ront o0 the store during the %eekday rush hour or on Saturdays* -he company increased 0oot tra00ic into their store and got the media s attention* Fent a ro!ot and run it remotely in 0ront o0 your store*
1++.9ffer a discount or free item when a customer brings in an$ 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 0rom you*
1+-.Cecome the "official supplier" of a group% team% club% or event. 5or e)ample, i0 you re a shoe store, you could o00er the local high school !asket!all team 267 o00 their shoes* Ask the coach 0or permission to advertise yoursel0 as the <'00icial
Supplier< o0 the high school team* 4ou could do the same 0or churches, associations, local clu!s, or events to !uild good%ill and %ord-o0-mouth advertising*
1,1.#nclude a free bonus or a premium with $our product. Customers o0ten !uy a product !ecause they receive a !onus %ith their purchase* -ake, 0or e)ample, the Cracker ?ack !o) %ith the toy pri&e, or the Ba&ooka !u!!le gum %ith the comic strip inside the %rapper* 4ou can also tie it into a <!uy no%< message %here the customer %ill only get the 0ree !onus i0 they purchase immediately* /hen 1ary =ay consultants hold skin care classes, they %ill o0ten o00er a 0ree lipstick or eye shado% i0 the attendees !uy the skin care system that night* -his gives the %omen an e)cuse to !uy it right then instead o0 %aiting*
1,1. end gift certificates to local heroes% high school sports achievers% or outstanding communit$ achievers who are profiled in the paper. -hese people %ill talk to others a!out the re%ards they received 0or their achievement* And gi0t certi0icate 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 0or #a!or Day, Ar!or Day, St* ,atrick s Day, or Harth Day* #everage these lo% pro0ile holidays to get attention, pu!licity, and a laugh 0rom your customers* 1,3.(ost s*ill and guessing contests in $our store. Announce a contest in %hich customers can %in a pri&e 0or competing against each other or making the right guess* -he most common o0 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 o0 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 0riends and 0amily into your store* 4ou can also !uild mailing lists 0rom participants entries* -he only costs to you are promotion o0 the contest and the pri&e*
1,".Attract parents to $our store b$ offering something for *ids A good e)ample is ,i&&a >ut s success0ul <Book-It< program %here they o00er school kids %ho read 0our !ooks a month a 0ree personal pan pi&&a coupon, redeema!le %ith an adult purchase* Another e)ample is a 0lorist that reserved room in the !ack 0or kids coloring !ooks and toys*
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 o0 ho% smaller companies have capitali&ed 0rom recent national events, trends, movies, stories, and themes !y creating products, promotions and advertisements centered around themB Gurassic !ar*: A pu!lisher creates a series o0 dinosaur coloring !ooks* A#; B A local clothing retailer donates 607 o0 its pro0its that month to the local AIDS relie0 0oundation* 1--' !residential electionB A !onan&a 0or cartoonists, %riters, entertainers, pu!lishers, maga&ines, and other media* (ome office H telecommutingB A local 0urniture store creates a ne% store tailored speci0ically to home o00ice %orkers* Friends (the NBC television show): In 1JJ6 and early 1JJI it seemed every young %oman asked their hair dresser 0or a ne% hair cut* Clothing retailers pro0ited !y carrying similar clothes*
1,+.Run special promotions and sales <ust for $our best customers. #et them kno% that it is a one time sale 0or special customers, %hich has only !een advertised to a select 0e%*
1,,.;evelop a fre?uent bu$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* A0ter a customer makes 10 purchases, they get one 0ree* 4ou could also use receipts* 'ur local video store o00ers a 0ree movie %hen %e !ring in 12 receipts 0rom previous movie rentals*
<oston Mar*et, where I often eat lunch, onl! re$uires e to purchase 8 sandwiches before I get one free. Sports Cit! Cafe offers a e bership to the M=. club where I would earn points ever! ti e I eat there. I a ailed a onthl! state ent of ! accu ulated points, which I can redee for eals at the cafe or for sporting event tic*ets, apparel, vacations and other gifts.
1,-..reate special sales around themes. Hdgar 5alk s !ook, 1,001 Ideas to Create Fetail H)citement (,rentice >all, $4+ is a great resource 0or retailer promotions and sales ideas* >e descri!es 180 themes throughout his !ook* >ere are .ust a 0e%B Back -o School Savings Christmas in August Sales Cold /eather Bargains Hnd '0 Summer Specials Hverything 'ut '0 -he Store I0 4our $ame Is***Sale 1arch 1arkdo%n 'ne Cent Sale Fainy Day Sale -emperature '0 -he Day Sale -he -ruckload Sale /eekly Senior Citi&en Sale 4our Birthday Sale
1-1.5hen its bus$% use $our in)store public address s$stem to announce the best deal in the store.
1-1.2everage the promotion and advertising of neighboring businesses to bring customers into $our store. /hen a !usiness neigh!or puts out !alloons and streamers in 0ront o0 their store, or puts a !ig <SA#H< sign up, or takes out a 0ull-page ad in the ne%spaper a!out their sale, there %ill likely !e an increase in the num!er o0 customers passing !y $our store* -ake this opportunity to capture these customers %ith your o%n !alloons, streamers and signs* Seth Dodin and ?ay Conrad #evinson, in their !ook, Duerilla 1arketing >and!ook, tell a story that e)empli0ies this strategyB <-hree ad.acent 0urniture stores compete 0or tra00ic in a Cleveland strip mall* -he store on the south end put up a huge signB C#HAFA$CH
SA#HB H2HF4->I$D 1ES- D'* -he store on the north end put up an even !igger sign that read, DFHA- SA2I$DS, 607 '55* -he guerilla in the middle hung up a small !anner over his door that said only, 1AI$ H$-FA$CH*<
1-2.Aurn third)part$ tic*et stubs into coupons for $our store. 5or e)ample, partner %ith a movie theater to o00er its patrons a discount on a dinner at your restaurant a0ter the sho%* -heir ticket stu!s can serve as the discount coupon* Also, many local clu!s and associations %ill give out ra00le tickets 0or door pri&es at the end* Announce to those %ho didn t %in a pri&e that their ra00le ticket is good 0or a 207 discount at your store* ,artner %ith schools, clu!s, !ands, !usinesses, and other organi&ations that host special events and give out tickets*
1-3.#ncrease the visibilit$ of $our store during a sale b$ using: 1ini-!limps " !alloons >elium !alloons tethered to a rope Banners Streamers 1ascots #ights Cars %ith signs on them 1anneCuins placed outside or on the roo0

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1". (and customers a second business card to give to a friend.

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3". ponsor a highwa$.

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Chapter 2 Customer Service " Satis0action

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Chapter 9 Direct 1arketing

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Chapter : -rade Sho%, 5airs " Hvents

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,1. Rent a pushcart at $our local shopping mall.

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111.9ffer $our customers free samples that tie into a holida$.

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Chapter I Internet " 'nline 1arketing

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122. end a compan$ newsletter via e)mail.

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Chapter ; 1anagement " 'perations

12+.Allow customers to get involved in $our service.

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ercials3 to perform tedious

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Chapter 8 1arketing Communications

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