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The Two Main Criteria For Marketing Your Products, Your Services And Your Business
kimhillman | 26 November, 2008 07:20
A store at my local mall had a great promotional idea. They had fortune cookies custom made, and the fortune inside the cookie gave the recipient a discount on their products. They failed to properly implement this promotion, however. It seems nobody is flocking to their store to get the fortune cookie.
This could have been a really fun promotion, but once they had the cookies they simply placed a sign in front of their store which reads, "Get A Cookie. Get Fortune. Get a discount." That was all. There's no real incentive here. It's boring. Nobody cares. So the people pass by without stopping in.
What to do? First, the phrase "get a discount" is vague. How much of a discount? 10%? 25%? 75%? Is there a range of discounts possible? Being more specific and telling how much of a discount is more enticing than simply promising a discount. Most people will think the discount is a small one and therefore not worth their time. So, the pass by. But, when you tell them how much they can save, it will do a better job of piquing their interest.
Next, since this store is on the mall, I would have two employees standing on either side of the entrance with a large bowl of fortune cookies in hand. They would offer the fortune cookies to people who approach the entrance. This would get the fortune cookies into people's hands, and it would attract more people. Everyone wants what someone else has, and when people see other people receiving something, they will want one too. And since it is the holiday season, why not dress the employees up as elves to attract further attention? Elves handing out fortune cookies? Why not? It's something you don't see every day, which is what makes it an attention getter.
The real point here is this. Whatever marketing you're doing, it needs to get to the people you're marketing to. Your message needs to be read or heard. And it needs to be interesting so it attracts attention. Whether you're marketing through the use of a booklet, yellow pages ad, radio commercial or sales letter doesn't matter. The criteria is the same.
Up and at 'em!
Kim Hillman
Up & At 'Em Publications
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