Free Promotion Tip #1

Does your business generate receipts for your customers? If so, this can be a powerful vehicle to promote or up-sell additional products and services. Print coupons or a referral message on the bottom of the receipt. Use messages like, “Half off your next order” or “FREE gift card for your referrals.” Remember, that the word ‘FREE’ is always a winner if you can afford to offer something at little or no cost. I love the idea of a free gift card for referrals because it’s a double whammy for you. First, you get return business from the old customer because people always spend more than a gift card is worth. Secondly, you get a new customer. Make them the same offer, and your business will grow exponentially.

When sending invoices, include a full page flyer thanking them for their business. Utilize this page to include a promotion for additional services or a referral bonus as mentioned previously. I suggest doing this two ways for optimal effectiveness. Make the offer look like a letter. Put it on letterhead and sign it. This makes the offer look as if it were an important notice that most people are likely to read. Another way that is no less effective is to make a full-color flyer that stands out from the invoice. Have it professionally designed and printed with an effective call to action. (I’ll cover how to create an effective ‘call to action’ in a new article very soon)

We typically shop at Albertson's grocery store. Every time we leave the store I'm handed a receipt that seems to be a mile long with great offers that you can take advantage of. Now, I'm not the kind that uses coupons but my fiancé is. She clips those things like they're going out of style and sometimes buys things we don't need simply because of the offer. This goes to show that with a powerful offer and a highly visible vehicle for delivery, even the most finicky consumer won’t be able to resist.

Feature Interview

Today Shawn is featured in "Design Inspiration", an online zine spotlighting designers from around the world. See the interview at: http://designinspiration.blogspot.com/2005/09/shawn-porter.html

It's pure cooincidence that they used the same blog template as I did. Oh well... designers think alike.

The Circus is Coming!

If the circus is coming to town and you paint a sign saying, "Circus is coming to Fairgrounds Sunday," that's Advertising. If you put the sign on the back of an elephant and walk him through town, that's a Promotion. If the elephant walks through the Mayor's flower bed, that's Publicity. If you can get the Mayor to laugh about it, that's Public Relations. And, if you planned the whole thing, that's Marketing! --Author Unknown

I just came across this quote that I remember hearing from my favorite of marketing instructors back in school.

Take the Hay to Where the Horses Are

So, this morning I’m driving through downtown Orlando and I noticed something interesting. There is a tattoo shop I drive by every day that has been there for probably a year or so now. This morning I noticed a new business has setup shop just next door. Actually, they even share the same building. It’s a medical center offering services such as laser hair removal and microdermabrasion (I had to Google that for spelling). However, the interesting part is that amongst a list of services on their sign in big letters is ‘tattoo removal’.

After having a laugh about that I got to thinking about how smart that really is. It may seem obvious, but this is a great case of putting your business where the business is. This concept plays an integral role as a metaphor for where you need to market your business.

This reminded me of a campaign I once led for a local timeshare resale organization. This type of company helps (disgruntled) timeshare owners sell their units off. We came up with the idea of posting billboards and bus-stop posters around where the larger timeshare resorts were located. There are many that exist right at the entrance to the resort. This turned out to be a powerful campaign that still exists years later if you take a drive around the Orlando (I-drive) tourist district. Now that I’m actually working with one of those large resorts, I would love to get those taken down!

As an owner of an advertising/creative agency, myself, I get regular sales calls from a particular national magazine for creative professionals and advertising agencies. They call me about once a month in an attempt to get me to advertise in their rag. Now, why would I want to advertise to my competition? Although in some cases it may be a good political move to gain recognition within your own industry, it will do little to garner new business. I speak with many clients who initially suggest advertising in their own trade magazines. They like it because that’s what they know. Unfortunately, doing that may not get the required response.

Everyone Loves a Free Lunch

Just about every restaurant I visit now has a fish bowl into which customers drop their business cards for a chance to win free lunch. Why not drop one in right? Everyone loves a free lunch! This is a great way to gain consumer attention, retention and affection.

This concept can work for any business. Think about how you can offer something to prospective customers. A discount is good, but FREE is always best if you can afford it. Even offering something up for your current clients is a great way to keep them loyal to your business.

Contests are another great way to gain attention to your business. The great thing about contests is that if the prize is good enough people will pass it along to friends and colleagues, thereby, spreading your promotion like a virus. Try to offer more than one prize. The better the odds are, the more likely people will be to sign up. Remember that all of the names you collect can be used for future promotions. If you have chosen a prize that is similar to the product or service you provide, these names will very hot leads for future business!

When determining your gift, think about how it will read. Keep in mind that the word 'free' always works best. However, it should not seem like a 'too good to be true' type of scenario. Due to the modern trend of immediate satisfaction, recent research shows that 'instant rebate' works better than the word 'discount' or 'coupon'.

Think about what your potential clients might want and be creative in how your promote it. Make it fun!