Marketing Idea #202: Pretend You’re a Celebrity

marketing ideas be a celebrity

LOL. From YouTube:

“On the night of July 27th, 2012, a huge prank was pulled in New York City and this is the video of what took place. Brett Cohen came up with a crazy idea to fool thousands of pedestrians walking the streets of Times Square into thinking he was a huge celebrity, and it worked! Not only did it work, it caused quite a stir. This social experiment, of sorts, makes a profound statement about how modern culture is so attracted to pop culture, without any real credibility needed.”

No kidding. Enjoy!

Matt

Marketing Idea #9: Match Competitors’ Prices

marketing ideas match competitor prices

Offer to match your competition’s prices. Bargain shoppers thrive on being able to bring in your competition’s ads to have you beat the prices. There are a few things that work to your advantage here:

  • Your regular patrons will be less likely to be swayed away from you because of price.
  • The hunt for the lowest price is a process that engages the public and draws attention.
  • You never have to worry about keeping a tab on the competition’s price strategy (but you do have to worry about being able to maintain the same price strategy).

Caution: Make sure your margins allow for price wars. There is something to be said for positioning yourself as the premium product or service in the marketplace. For instance, Ruler or Sage brand archetypes may not want to battle at the low end of the pricing scale since those brands lend more to a moderate to high pricing strategy. In contrast, the Jester or Regular Guy/Girl brand archetypes would be better suited for this tactic, due to their broader mass appeal.

Marketing Idea #18: Start an Affiliate Program

marketing ideas affiliate programs

Create a referral or affiliate program. Otherwise known as making it worth other people’s time to help you reach new clients. The goal of a referral program is to create revenue or to provide some other incentive for those who help you reach more people.

Example: Dreamscape Multimedia offers a referral program with our web hosting service and makes it free to sign up using a simple one-page form. We call it our Prosperity program, as it pays a hefty 50 percent monthly commission* on web hosting accounts you refer to us.

*Giving back 50 percent of a revenue stream may not be possible for your company. Determine what a responsible return might look like, and proceed conservatively at first.

Marketing Idea #25: Always Carry Business Cards

marketing ideas business cards

Always have enough business cards with you. While this seems like it should be obvious, people are still caught off-guard without their business cards. You’ll never know when or where opportunities will arise. Also, whenever you know you’re on your way to a trade show, mixer, or other networking event, make sure you take a lot of business cards. It’s better to have too many than not enough!

Tip: Keep a number of “card caches” around you at all times. Keeping business cards in your car, at your desk, at your home office, and in your briefcase or purse can keep you from looking ill-prepared if you forget to replenish the cards in your wallet.

What NOT to do: I’ve seen people leave their business cards randomly at restaurants, in rest rooms, and on bar counters by registers. Maybe this works, but I’m doubtful. In my mind, this would be even less effective than placing your business card on a bulletin board! Do you really think the wait staff are going to keep you business cards after you leave? Nah. I think they’re going to clean the table and those expensive die-cut, embossed business cards you had to have are going to end up wearing your table scraps in the trash.

Hint: Save your cards for the people who care.

Marketing Idea #83: Tradeshow Giveaways

Marketing Ideas Tradeshow Giveaways

The best and most obvious reason for visiting some tables at trade shows is for the free giveaways. You will find that many people will make the rounds to collect the free stuff. In some cases, the booths without free giveaways may experience lower traffic as a result. It’s a cheap ploy, but the right giveaway can gain you exposure you wouldn’t have had without it. Of course, you have to question the quality of your traffic if it’s only coming over to steal another one of those great metal pens…

Tip: Have fun with your giveaways! After all, if it’s really good, it will likely end up in the hands of their kids.


 

10 ways to master the tradeshow giveaway game

by Susan Friedmann

Walk around any trade show and you will be able to collect a bag full of trade show giveaway items all designed to promote business. Everyone enjoys receiving a gift. Gift giving creates a favorable impression. It can build goodwill, be an incentive, communicate a message, and create awareness. However, how many promotional giveaways do an effective job?

Before jumping into the trade show giveaway game consider the following 10 ways to master the tradeshow giveaway game:

Define Your Audience: Having a focused objective for your trade show giveaway will also help you decide who should receive it. Consider having different gifts for various visitors. You might have different quality gifts for your key customers, prospects, and general passers by.

Set Your Goal: What do you want to achieve by giving away a premium item? Trade show giveaway items should be designed to increase your recognition, communicate a message, motivate an action, or promote your small business. It’s important not only that the message have an impact, but also the premium itself.

Find the Right Item: There is a multitude of different items you could consider as a premium giveaway. However, which one will best suit your purpose? To select the right item, decide on your objective. Do you want it to enhance a theme, convey a specific message, or educate your target audience? Set a purpose to make your selection process easier. A promotional specialist can also help you make an effective selection. Remember your company image is reflected in whatever you choose to give away.

Add Your Message: Is there an item that naturally complements your marketing message? Have the message imprinted on the item with your company name, logo, and phone number. An important aspect of any gift is to remember who it was from long after the fact.

Set a Price: The price range for trade show giveaway items is enormous. Quality, quantity, and special orders all impact the price. Establish a budget as part of your exhibit marketing plan. Consider ordering the same item for several different shows. The greater the quantity of your order, the lower the individual unit price.

Establish Qualifiers: What must visitors do to qualify for a giveaway item? There are several ways to use your trade show giveaway effectively:

  • as a reward for visitors participating in a demonstration, presentation, or contest
  • as a token of your appreciation when visitors have given you qualifying information about their specific needs
  • as a thank you for stopping at the booth

Use the Pre-qualifying Secret: Trade show giveaways can be used to pre-qualify your prospects. One company uses playing cards. Prior to the show, they send “kings” to their key customers, “queens” to suppliers, and “jacks” to new or hot prospects. They request that the cards are brought to the booth in exchange for a special gift. When the cards are presented, the booth staff already knows certain information about the visitor. They can then act on their previous knowledge and use time with the visitor more productively.

Have a Sales Incentive: Will your trade show giveaway directly help future sales? Hand out a discount coupon or a gift certificate requiring future contact with your company for redemption. Consider premiums that will help generate frequent visits to customers and prospects, such as calling you for free refills.

Inform Your Target Audience: Novel trade show giveaways can actively help to draw prospects to your booth. Make sure your prospects know about it. Send a tickler invitation with details of the giveaway, or create a two-piece premium, sending one part out to key prospects prior to the show and telling them to collect the other half at your booth.

Have a Tracking Mechanism: Establish a tracking mechanism to measure the success of your trade show giveaways.

If it is a redemption item, code it so that you know it resulted from the show. Post-show follow-up could include a question about the premium: Did visitors remember receiving it, and how useful was the item? After the trade show, critique your giveaways with your exhibit team:

  • Did it draw specific prospects to the booth?
  • Was it eye-catching enough to persuade passers by to stop?
  • Did your customers find it useful?
  • Did it project the right corporate image?

There are plenty of exciting trade show giveaways for you to choose from to avoid the usual pens, pencils, and key chains. Make your premium work for you by applying the 10 ways to master your trade show giveaways and experience show success…it will be money well invested.


Susan A. Friedmann, CSP, is The Tradeshow Coach, and author of “Meeting & Event Planning for Dummies,” working with companies to improve their meeting and event success through coaching, consulting and training. For a free copy of “10 Common Mistakes Exhibitors Make”, e-mail article4 (at) thetradeshowcoach.com, or visit her website www.thetradeshowcoach.com.

Marketing Idea #2: What is Your Marketing Budget?

Marketing Ideas Marketing Budget

Set aside money for marketing efforts each year. Don’t use it for anything else. Often, we have a tendency to pull our marketing funds from the same pool of money as our operating funds. This habit can reduce an organization’s ability to market itself when the time is right. Be especially protective of your marketing budget; this is the investment that pays the bills.

Below, I’ve reposted a brief article by the Wall Street Journal which discusses the success of companies who remain steady in their marketing efforts, even in the face of a recession. Folks, if this can’t convince you to invest in your own marketing efforts, I don’t know what will.

In support of your efforts,

Matt

marketing ideas Google Analytics divider

The Basic Argument for Advertising in a Recession

from The Wall Street Journal (publication information unknown)
View the original article

When times turn bad, they’re made worse by hesitation, halfway measures, and panicky decisions. Such as the decision to reduce or eliminate advertising. The fact is, companies that maintain or increase their advertising spending during recessions get ahead. A less crowded field allows messages to be seen more clearly, and that increased visibility results in higher sales both during and after a recession.

Recessionary Advertising Works

Studies by the American Business Press examined the relationship between advertising and sales in 143 companies during the severe 1974/75 downturn. They found that companies that did not cut advertising either year had the highest growth in sales and the net income during the two study years and the following two years. The studies also proved that companies that cut advertising during both years had the lowest sales and net-income increases during the two study years and the following two years.

And not surprisingly, companies that cut advertising during only one of the recession years had sales and net-income increases that fell in between.

Long-Term Benefits

A study by McGraw-Hill of both the 1974/75 and 1981/82 recessions confirmed the long-range advantage of keeping a strong advertising presence. It found that companies that cut advertising in 1981/82 increased sales by only 19% between 1980 and 1985, while companies that continued to advertise in 1981/82 enjoyed a 275% sales increase.

An industry-specific study published by the Harvard Business Review found that airlines that increased their advertising expenditure during 1974/75 increased sales and market share in both years, while airlines that cut advertising in both years lost sales and share both years.

The results of all three studies are consistent, clear and unequivocal: Those companies that advertise during a recession have better sales than those companies that don’t.

The way to minimize a downturn and take maximum advantage of the upturn is to maintain a strong communications link with your buying public.

Marketing Idea #4: Note Those Hot Ideas

Marketing Ideas Hot Ideas

You probably already have ideas and future plans for your company in your head. Put these ideas down in print somewhere. Include a section for collecting marketing ideas and opportunity information. You’ll be amazed at the great ideas you lose track of as you get caught up in your day-to-day efforts. Make it a point to review this file quarterly and delegate the best ideas if you can’t tackle them yourself.