Marketing with Incentives

How will you hatch your next marketing idea How do you get people to watch television during the commercial break? Tell them ahead of time that a code word to receive something free of charge will appear at that time.

Kentucky Fried Chicken used this strategy to distribute coupons for a free “Buffalo Snacker” chicken sandwich at the chain’s restaurants.

The March 20th edition of the Wall Street Journal reports that approximately 103,000 people claimed coupons. KFC states that their strategy was successful. Their marketing campaign prompted 2.75 million page views to their site, which is 40 percent more traffic than usual.

How can small and solo business owners use this information to market their products and services?

IN PERSON
Keep participants on the edge of their seats. During public or private speaking events, let listeners know at the start that you have a very important announcement to broadcast at the end. Give a hint of the announcement’s benefit to keep listeners in their seats throughout the presentation.

You can also distribute coupons at the end. Participants will take the coupons to a table to exchange it for something of benefit.

ONLINE
Distribute a special report after each sale. When a client completes a transaction in your online cart, he receives a report, chart, or directory in addition to the sales receipt.

BY MAIL
Encourage clients and prospects to attend. Create a postcard that includes an offer for a complimentary item in exchange for presenting the postcard at a booth, presentation, or other function.

These incentives have the potential for additional on-site and online sales.

Why settle for a wing and a prayer when it comes to marketing? KFC made good use of its incentive program. So can you.

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March 23, 2006 | Filed Under Marketing News, Problems & Solutions, Recent Entries | 2 Comments

Lunch as a Marketing Tool

Satisfy your hunger for food and good conversation Robin Jay, author of The Art of the Business Lunch: Building Relationships Between 12 and 2, was interviewed by The Record, which appears in Tuesday’s paper. Here are some of Jay’s quotes on using lunch as a marketing tool.

Meeting clients for lunch allows the “chance to form lasting relationships. It’s about making each person feel as though they’re the most important person in the world.”

“The way to make people feel special is by asking about what’s going on in their lives.”

“Take notes after lunch, so that you know what to ask on your next call.”

Jay also shares etiquette rules.

Pick up the person using your vehicle because “when you’re in the car together, there is no one else listening and people will open up more.”

“Never order food that is challenging to eat.”

“Always pay for lunch with a credit card, not cash.”

When was the last time you invite someone to lunch? It may be difficult for small and solo business owners to get out of the office to share a meal with clients or colleagues, but your business actually depends on the ability to interact with others.

I agree with Jay’s comments and add two more to make your lunch meeting a smart investment:

1. Write down the questions or ideas you wish to address beforehand to make sure those topics are discussed.

2. Find out what the person does on a social level (golf, movies, bridge, etc.). Comparing personal activities often helps you discover new opportunities for fun and business.

3. As lunch ends, ask your lunch companion how you can help unearth new business leads. You’ll no doubt be asked the same, so be ready with specific answers.

What type of ideas did you uncover at your last lunch?

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March 22, 2006 | Filed Under Networking, Offline Ideas, Recent Entries | 4 Comments

Contests Let Clients Take a Shot

Sponsor a contest, win media promotion Parade Magazine and many local newspapers throughout the U.S. are sponsoring photo contests. Prizes include cameras, film, gift cards, and trips to exotic destinations.

Sponsoring a contest based on your product or service has the potential to increase your media exposure and sales without expanding your budget. “Best idea” or “best product use” are two contest titles that are easily converted to a more-catchy name.

Offer products as prizes rather than a service.

Marketing your contest is best done by postcard directly to customers, on your Web site, by alerting local media, and through online press release sites.

Most people love sharing photographs, and that includes your clients. Bring attention to your company by sponsoring a photo contest, and everyone will be a winner.

Consider these past blog posts for more ideas on contests:

Slogans Tell and Sell
Marketing Your Business Anniversary
Online Clubs Baking Up Big Sales
Retail Selling, Solo Style

Technorati Tags: photo contest, contests, small business owner, solo business owner, small business marketing

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March 21, 2006 | Filed Under Customer Connections, Offline Ideas | Leave a Comment

Birthday Greetings Build Loyalty

Birthday greetings build your business Today, thousands of individuals celebrate their birthdays, and thousands more will attend birthday parties.

What have you done for clients whose birthdays occur today? Small and solo business owners know that expressing good wishes is a smart move that keeps you in touch on a personal level, which impacts positively on business.

Birthday gift sales top $10 billion each year according to Hallmark and reported in the March/April issue of Greetings Etc.

Each time you make a sale, ask the client to tell you their birth month. There’s no need to know the specific day. Choose a greeting to send at the beginning of the month so the client keeps the item in view for 30 days as a reminder of who cares about them beyond making a sale.

Here’s a list of items that are easy to find, send, deliver, or mail to customers:

*Cards
*Balloons
*Personalized microwavable cakes
*Candles
*Miniature gift books

Which of your competitors send birthday cards? Sending a birthday card or other greeting puts you head and shoulders above other businesses.

Start asking customers for their birth months, and begin sending birthday greetings to keep your relationships strong all year long.

Technorati Tags: solo business owner, Hallmark, Greetings Etc., birthday cards, small business owner, small business marketing

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March 20, 2006 | Filed Under Customer Connections, Recent Entries | Leave a Comment

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