Maximize your Marketing with Persistent Advertising
There are two ways to keep your name in front of customers:
1) A steady flow of calls, messages, ad pieces, emails, etc.;
2) Useful items that customers will keep and reuse often.
Both strategies have their uses, and can be an important part of marketing. I view marketing as having two essential functions: first, to assist sales by generating interest in the product or service; and second, to make your product or service well known and well thought of. Ideally, the second helps establish the first. Brand recognition, humor, information and product comparison all contribute to these two functions.
The downfall of continuing to barrage customers and prospects with a litany of calls, emails, flyers and other messages is that it is expensive in terms of both time and money. Additionally, people can become annoyed if you overdo it. Every person has a different tolerance level. Moreover, if you are in a field where there is a lot of competition, your customers and prospects are probably being inundated with messages and requests for meetings by your competitors as well.
The alternative is by using number 2) above. Certain items can provide a lasting impression, by virtue of the fact that they are useful. For example, custom printed pens work well because everyone uses them. They also travel alot (people steal, “borrow” and otherwise misplace them). This can be great if your product can be used by everyone. Not so good if your company has a niche customer base; the pens may leave the customer’s office without ever being seen by the decision maker.
A great item that provides lasting advertising is a calendar. Calendars are used year-round by virtually everyone. People make notes on them, mark birthdays, plan holidays and vacations, etc., all using a calendar. Instead of looking at a flyer or email and throwing it away (if they even look at them), people tend to keep calendars. Every time your customer or prospect uses their calendar, they see your name and/or message.
You can tailor the calendar style and artwork to your design. For example, we know some of our customers are car enthusiasts, others like to travel, and still others enjoy inspirational scenery. So, we ordered several styles to accommodate them.
Another great tool are sports schedules. If you’ve got quite a few customers or prospects who are fans of the local team(s), get a large poster made of the team’s schedule. We use both an 11×17 poster with the Cowboys schedule and a column for writing in the scores and W/L next to each game. We also print up a basketball and a baseball wallet card, which has our logo with the local teams’ schedules on the front and back, with our contact info on the bottom. Every time they look to see who their team is playing, they’ll see our contact information and remember to call me.
Lastly, promotional products are a great tool to keep your name in front of customers. I find that if you are in a specific industry, it’s better to tailor your promotional product to that industry. For example, for the Health Care industry, stress relievers (squeezable foam balls that people squeeze to relieve stress) in the shape of a part of the body work well. For example, if you’re selling to dentists:
Look around the offices of customers and prospects. Find out what items are being used regularly. We did a clipboard for a medical insurance company with their name and a shortcut list for a commonly used software program. The customer loved it, and the insurance company got a lot of leverage out of it.
The possibilities are endless in this area, so I won’t go into all of the variations here.
The key to these items is that they are used, and as such, they stick around. When you do make another cold call, or email or request a meeting, you can reference the item and build rapport. Gate Keepers will recognize your company, thereby increasing the likelihood of getting you to the decision maker. And, you might just impress the decision maker in the process.
For specific suggestions, or for quotes on the above, visit our website at www.accuratesupplies.com, or call me at (817) 498-4840.
Posted on September 24, 2012, in Business, Communication, Marketing, Promotion, Sales, Uncategorized and tagged advice, business, communication, increase sales, marketing, marketing ideas, Print marketing, promotion, Promotional Products, sales, Success, tips, www.accuratesupplies.com. Bookmark the permalink. Leave a comment.