193 Creative Marketing Ideas

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 pless 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


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 pless 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


• • • • • • • • • • • • •

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 dont 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 theres an empty space at press time* alk to the ad manager and oer 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 theyre 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.

Ivars Inc*, a Seattle-!ased seaood 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.


=eep your cards in your %allet, organi&er, !riecase, your car, c ar, your spouses car, in the oice, home oice, 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 companys doorhanger that read, <4our <4our sunken sla! at 8:8 is in need o a lit< 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 vehicles 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, oer 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 caes, sand%ich shops, and pi&&a parlors to oer ree placemats or their ta!les and trays* Design them %ith your company name, inormation 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*


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 placeats placeats 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 youre a local produce reseller, you may ask the local !ookstores to insert a git certiicate or 9 heads o resh !roccoli in all the cook!ooks they sell* 'r, a health clu! may oer a ary =ay !eauty consultant coupons to put in each product she sells* 'r, a sot%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 Classiied 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 classiieds 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.


'n the !ack o one card, %rite that customers 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)t3irst purchase* 4ou could stamp that discount oer 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-proit 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 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 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 oer 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! git certiicates or auction items or a und raising event* 5or e)ample, %hen the Boy Scouts go door-to-door selling rale tickets, they could add value to their sales !y presenting your git certiicate 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


• • • •

• • • • • • • •

Signs on the loor Signs hanging rom slo%-turning ceiling ans anneuins holding signs ighlight a sign %ith a relective oil Direct lights on important signs Display a message on a loor computer Inlata!le signs and !alloons

2. As* $our cable compan$ to feature $our compan$ in their advertisements.

Ca!le operators oten 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


• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •

School oices 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 caeterias 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 proessional oice Foller rinks and !o%ling alleys /aiting room at auto repair and tire shops #iuor and convenience stores Company !ulletin !oards o riends and amily ourist inormation 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 uniue 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


• • • • • • • • • • • • • • • • •

Cut the paper into a dierent 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 eects lue a three dimensional o!.ect on the lyer in samples or coupons around the lyer ake it larger, perhaps 11G1; %ith !ig tear-os Cut the lyer into a uniue shape* Ese relective paper, or relective lettering ack it up %ith 90 colorul 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, !eneits-oriented message o get a ree !rochure on !ulletin !oard advertising call hum!tack Bugle at 61069-809*

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% " =nie Shop***4ou get an edge at the top o the hill*<

2'. 9ffer a free item
It could !e an inormational 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, oer a local !usiness o%ner %ho gets a lot o oot traic 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*


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 oer their mem!ers a special discount* H)hi!it in the university union at the !eginning o 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* 'er student3aculty discounts* Sell your products through the university !ookstore* Check %ith the student union or advertising opportunities* Some colleges prepare packets o inormation 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 (tauerias, sand%ich shops+, coee houses, !ars, night clu!s, liuor 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 its !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

Create a slide presentation on a computer and transer 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 oten 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*


Chapter 2 Customer Service " Satisaction

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.

Inorm 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 satisactory* /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 conidence 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 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 comorta!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 ** in the !ack o their store or %eary shopping partners* Another e)ample is agic ountain, a theme park in Caliornia, %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, <$o Feund or H)change,< or <$o checks accepted,< put up signs that say <4es, %e do take checks* 4es, reunds are given %ithin J0 days o purchase* 4es, your satisaction 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 #ie, 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***/hats that, you already have a gardenerK **Is he a good gardenerK***Are you perectly satisied %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, Im glad youre getting such e)cellent service* hanks any%ay* Bye*< As he let 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.


827 o all lost customers can !e attri!uted to poor perormance 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
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 traic 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 satisaction* 'ne %ay to do this is to put a rack near the cash register to hold pamphlets, !rochures and lyers that provide helpul inormation 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


in.uries* 4ou could also include inormation on the proper care and use o your products* his inormation %ill set proper e)pectations, increase customer satisaction and decrease returns* 5or e)ample, an o%ner o a garden and plant store has a satisaction guarantee replacement policy that %ill guarantee any plant she sells* Since a plants health, and the customers satisaction, lies in the customers 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 heres 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 !eneits 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 ater hours, it could say, <hank you or calling the ason ool Supplies* /ell !e open promptly at 800 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 oice 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*. 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,

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 %ont cost more and it %ill get the recipients 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 dierent-looking 92M envelopes instead o 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 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* roits rom one customer covered the cost o the entire mailing* Casady " reene, a sot%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, relective 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 inluencer in the companys purchases* And i your suppliers could !e your customers, send them a !rochure %hen you pay their invoices* 4ou could also give customers promotional inormation %ith their receipt ater purchase* 'ne upscale clothing retailer puts their customers receipts in an envelope* It occurred to


me theres an opportunity to put more inormation 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 oer or a ree health clu! mem!ership* he health clu! sent its customers an e)tended test drive oer or the ercedes dealer* 4ou could also send letters promoting his !usiness to your customers, and theyll 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* Siegried ogele, proessor 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 successul sales letters are those %hich • • • • • • •

otivate the prospect to action* Feinorce the oer* Hmphasi&e or introduce a !onus* Introduce a surprise !eneit* Hmphasi&e price or terms o your oer* Hmphasi&ing ta) deducti!ility o 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 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 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 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 git certiicate 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,

',. Add "ift etters" to $our direct mail campaign.

A #it #etter, as descri!ed !y ed $icholas, Author o e claims,
Testionial 1fro a custoer, celebrit!, or recogni2ed authorit!3 Telegra 4ews release Meo Mini0letter

4ou may enclose the lit 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 dierent ont and print it on a dierent 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 perume* I you are renting or selling a mountain ca!in, youd 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 manuacturers 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 ulillment setup* 4ou end up %ith an ine)pensive %ay to get your product in ront o more people than you ever %ould !y yoursel*


+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 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 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 git certiicate they can redeem at your !ooth or a pri&e or git* 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 eective 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 cant e)hi!it, the sho% host is likely to accept door pri&es or the attendees* Its another %ay to get your name !roadcasted to the attendees and printed in the conerence guide*

+&. et aside special nights for certain groups or prospects.

Create a <rivate Shopping $ight,< eaturing entertainment, rereshments and pri&es or a local clu!* ive 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.


I you cant aord to e)hi!it, oer 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 vendors 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 manuactures desktop scanners, oered their aperortN 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 inormation* 'ther vendors %ho created links to the aperort scanner demonstrate ho% the products %orked together* isioneer gained a lot o 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 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 conerence, 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, ater 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, inluencers, suppliers, partners, or reerral agents* Collect their !usiness cards, make notes on the !ack, and ollo% up %ith them*

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


Instead o committing to a storeront 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 traic 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 satisied customer attend* I it is a seminar, introduce your !est clients to the audience* #et them tell a story o ho% theyve 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 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 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*


,'. =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, oer 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 ater%ards*

,,. #n a meeting% trade show% conference or part

%$Beore 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 conerence sessions* Ater a e% sentences are e)changed you can introduce yoursel and ask %hat the other person does* Dont orget to hand this ne% acuaintance 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, its 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 arent a prospect or m y !usiness, reer me to potential customers* 'r, Ill 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

-. #nvite prospects to en
'ne !illiard company sent cue-!alls and hospitality suite invitations to prospective clients !eore a sho%* otential customers %ould !e treated to the usual !everages a nd hour douerves, in addition to the entertainment and tips rom 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.

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 reuire 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 o Commerce meeting or a small !usiness conerence 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 peoples 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, aclayP Sot%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%*


-&. For an event% part$ or grand opening $ou can "subpoena" guests to come.

$icholas H* Bade, in his !ook <arketing /ithout oney,< oers 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% oicer and personally deliver your su!poenas* his approach has !een used %idely %ith e)cellent results*<


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 oten ta) %rite-os, 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, nonproit 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 or customers %ho spend over L90 the %eek !eore alentine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 git certiicate 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 inorm the local police and high%ay patrol o your oer so they can advertise your message to their ticket recipients*

1.9ffer $our customers free samples that tie into a holida$.


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 !eore alentines Day* he samples matched the customers previous purchases and skin tones* Attached %as a heart-shaped note that read,
11.#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*

12.8ive awa$ a free gift with ever$ purchase during han*sgiving wee*.

Dont advertise that you %ill !e giving a%ay the ree git* /hen customers ask,
13.;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* #arrys Shoes oers 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 liuid drain cleaner as part o house calls* An auto repair shop that cleans the car inside and out, including a complimentary %a) .o!, !eore its delivered to their customer*

1.;onate to charities and organi6ations whose members and participants match $our target mar*et.


iving a%ay product, service or money to non-proit organi&ations and %orth%hile charities can !uild good%ill or your company and !e a ta) %rite-o to !oot* But it %ont 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, dont !e araid to ask or some e)posure in return* Fichard Alaro, o%ner o Alaros Bakery in /atsonville, CA, %as asked !y a school to give them L,000, an increase rom 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 or them to do this, they granted him the advertising e)posure* >o%ever, they %ouldnt have oered i he didnt ask*

1&.#nstead of giving promotional items to the target customer% offer them to the customer’s children% spouses or grandparents.

A mens clothing retailer ran an ad .ust !eore 5athers 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 5athers 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 git or Dad* 'n the speciied day, the line o kids %as !locks long* #ater, %hen an e)ecutive in the store %as asked ho% many handkerchies they had given a%ay, the ans%er %as <hats not %hat matters* /hats 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. •

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Inluencers 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*


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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 Bualo area* hey !uilt their rental !usiness around the lucrative high school prom season, and have created a clever ainity 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 suad 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 git certiicate or a dierent 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 git certiicate or one ree computer training course*


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 inormation and a special oer 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% inormation 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*


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 inormation 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 inormation %ould also !e our prospects* I posted a short list o the media contacts to a listserv o sot%are marketers* I also oered the rest o the list to anyone %ho e-mailed me a reuest* /ithin a couple days I had over 60 high tech marketers sending me a reuest, to %hich I simply pasted the response %hich included the rest o the list, a !rie description a!out our company, and an oer 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! surers< 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 peoples 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 its !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 oer it to %e!masters


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 reuests or inormation* 4ou could simply customi&e responses %ith the recipients 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 • • • • • • • •

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?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 graiti !oard, %here visitors can make comments Fevie%s o %e! pages related to your industry 5ree reports o inormation 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 sot%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 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 acromediaP Shock%aveN (http33%%%*macromedia*com+ Applets and animation created %ith ?ava ScriptP !y Sun icrosystems (http33%%%*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.


=eep a data!ase o these %e!masters to send e-mails %hen there is inormation 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 oten reuent a local taueria 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*


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 Conections Company o $aperville, I#, sells a plastic .ar illed %ith Ca ndy tarts called Bug City* he lid o the .ar is perorated 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% #eonards 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 iso
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 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 ches*

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 reerence their &ip codes %ith census data rom the government or F*#* olk Company* 4ou can also capture this inormation rom your customers checks, searching or addresses through a phone !ook CD (like Selecthone 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 inormation 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* /hats the num!er o people in your store during a certain hourK Cross reerence 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, %ie, or entire amilyK his inormation is useul in creating in-store promotions and determining the products and customer service you should !e oering e)isting and potential customers* 4ou might discover a dierent type o 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 oten 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 uieter than lip-smacking gum*

13.;ress up $our product to catch the customer’s attention ma*e the usual loo* unusual.


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 oice 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*


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 dierentiate yourselK

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 sot!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

12.ometimes a new name can mean new business.

hink a!out changing the name o your !usiness or products to something that is uniue, memora!le, and conveys a elt 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 rom vacation com!ines service and convenience* 'r com!ine several products to !e sold as a git !asket*

1.how value to $our customers b$ listing on the invoice all the items or services the$ purchased.

5or e)ample, a computer manuacturer 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.=. coercials3 to perform tedious mar*eting duties% such as... • • • • • • • •

Stamping envelopes >and-addressing envelopes Fevie%ing competitors 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 speciic 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,

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 competitors 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, reuest that the operators aven, C, oered the pay the local yello% pages a small raction o the deunct dealers 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 hell continue to pay until a ne% !ook is pu!lished* Because the yello% pages helped him track the transerred calls, ane kno%s he received 20 inuiries 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 doesnt cost a lot either* erri #onier, author o /orking Solo, discovered that A" oers a
1&.9ffer free refreshments and snac*s to $our customers.

It %ill !uild good%ill or your company and can dierentiate you rom your competitors* 5or e)ample, like many !anks, you could put out coee and donuts or your morning customers* 4ou can even use your rereshments 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


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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 managers 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 manuacturer 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 oer 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 uniue or valua!le service to your customers in your storeK 5or e)ample, the employee o a home oice urniture store has CAD computer e)perience* >e helps customers design and drat their home oice 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 custoers. It helps establish a personal relationship between the eplo!ee and the custoer.



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, !riely descri!e the !eneits you oer potential customers and ho% they can contact you* Distri!ute your pamphlets at stores, conerences, 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 techniue on letters, signs and git certiicates*

1&-.5hen a client raves about what a great
4ou could even oer to drat 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.


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.

cDonalds has dierent commercials or the >ispanic, Arican American, and Caucasian audience* cDonalds 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 modiy 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, lets say you are a clothing manuacturer %hose target market is teenage girls* /ithin that audience you can target dierent 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 dierent 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 proessors* 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 speciications 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 portolio* In addition, many o the proessors agreed to give non-%inning students credit or their %ork* Ater 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


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 proessor 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 oer* hey might not reali&e you could take orders !y phone, perorm ree deliveries, accept all orms o payment, and take competitors coupons* hey may !e curious a!out your satisaction guarantee and return policy* And %hen they are thinking a!out a visiting your store, it %ould !e helpul or them to have inormation a!out your hours o operation, a map and directions to your location, and contact inormation (phone, a), email, %e! page, pager, etc*+* 4ou could also include inormation 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 reuire an involved decision-making process, and there are many o the same products to choose rom, communicate to your customer %hat the dierences are* I you carry a line o similar products, ho% does each one dier rom the otherK >o% do your products dier rom your competitorsK 4ou could highlight these dierences in a comparison chart or a short list o

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 youre 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, perormance 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, reuest 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 useul inormation appropriate to your !usiness*

1+2.!resent the benefits for $our products in a creative wa$.

A prudent marketer %ill present the !eneits o their product or service to their customer* >ere are some %ays to highlight those !eneits in your ads and marketing communications • •

Case history estimonial


• • • • •

Competitor comparison Ruestions3o!.ections and ans%ers Rualiications or capa!ilities 5eatures and !eneits column icture that S>'/S the !eneits 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 manuacturer, !ut i you resell products you %ill %ant to remind customers %here they !ought their product* An e)ample o the !eneits o this practice or a manuacturer is a shoe company that prints their toll-ree num!er on the !ottom o all its childrens shoes* he manuacturer %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 !eore 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 dierent market groups • • • • • • • •

9lder people preer !lue !ecause it is easier or them to see* 4en preer deep shades o color* 5omen preer more delicate tints* hildren love !right yello%s and reds* Athletes like !righter, purer colors* #ntellectuals , %ith a thinking orientation, tend to like soter colors more* @7troverts preer !righter, %armer colors* #ntroverts preer cooler colors*


• •

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 traic-increasing events •

• • •

• •

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 git 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 traic into their store and got the medias 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 youre a shoe store, you could oer the local high school !asket!all team 267 o their shoes* Ask the coach or permission to advertise yoursel as the <'icial


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 oten !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 git certiicate 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* atricks Day, or Harth Day* #everage these lo% proile 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*


1,.Attract parents to $our store b$ offering something for *ids

A good e)ample is i&&a >uts successul
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 • •

•

•

•

Gurassic !ar*: A pu!lisher creates a series o dinosaur coloring !ooks* A#; A local clothing retailer donates 607 o its proits 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 speciically to home oice %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 proited !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* Ater a customer makes 10 purchases, they get one ree* 4ou could also use receipts* 'ur local video store oers a ree movie %hen %e !ring in 12 receipts rom previous movie rentals*


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 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)empliies this strategy <hree ad.acent urniture stores compete or traic in a Cleveland strip mall* he store on the south end put up a huge sign C#HAFA$CH


193 Creative Marketing Ideas

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