Giveaways Get Attention
Marketing Lessons from the Parade, No. 3.
Are these children so bored with the parade that they’ve turned their attention to the ground? No way.
A float just hurled candies at them, and everyone’s looking for unclaimed treats.
Giveaways were a big part of this event, and that’s probably true at most parades. This is the chance to connect with thousands of people, some of who may become clients. That’s why the floats are branded with company names. But it doesn’t end there.
I collected other items tossed from floats and handed to me by participants walking alongside floats. Here’s a picture showing some of my collection.
For me, collecting postcards was critical. The postcards were vibrantly colored and beautifully laminated. I suspected that some of them would include the name, address, phone number, or Web site address of the company that made the postcards. I was right.
Now I have information for local postcard sources if I decide not to have the work done online.
Who can’t use another T-shirt whether worn outside or around the house? In either case, you’re branded with a company’s information. Parade participants handed shirts to anyone approaching the vehicles rather than hurling them and harming attendees. Smart move.
Chocolate-coated candies were distributed by a credit union. It’s the silver-foiled package seen in the photo.
A real estate company gave away the hand fans. These fans are well-known staples in houses of worship, but this marketer makes good use of the product by adding a marketing message, photos of top salesmen, and contact information printed on both sides. Most people will keep the fan because of its primary use.
More candid pictures from the parade are found on the Laughing Chow photography site.
This concludes our Marketing Lessons from the Parade series. I hope you’re now inspired to parade your message when an event comes to your area.
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Sign Language
Marketing Lessons from the Parade, No. 2.
When I went to Las Vegas, I shared insights on ways to advertise while you drive. Different types of vehicular marketing were highlighted during Sunday’s festivities.
The magnetic sign shown in the first photo continues to be popular. You often see this signage used by home renovation specialists and those in similar industries (plumbers, landscaping, etc.).
I once invested in this type of signage. Type the words “magnetic car sign” or a similar phrase in a search engine to find sign makers.
I’m not sure how the sign in the second picture is adhered, but you can see that the technique is for slow moving cars only. This method guarantees that the sign becomes a projectile when the vehicle speeds down a highway.
Others methods are meant for parades only, such as the third picture where a T-shirt is taped outside the passenger window. Another shirt was probably on the driver’s side, giving the advertiser dual coverage at slow speed.
One car, without signage, included a white handwritten message across the windshield. You could see white lettering, but the message was illegible. I don’t think prospects were reached in that manner.
Signage comes in all varieties. Take advantage of mobile advertising if it’s advantageous to your business.
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A Parade of Marketing Options
Marketing Lessons from the Parade, No. 1.
On Sunday, the Dominican Republic was uninhabited. That’s because the entire island, or so it seemed, attended a parade in my city.
The parade occurs once a year just one half block from my home. This year I decided to watch the festivities. I brought my camera to capture the marketing messages found at the event. Those methods will be shared here throughout the week. For now, let’s start with a parade staple: float placards.
Company names erected on rectangular billboards and full backboards are the most common marketing method at a parade.
Local and national companies sponsoring floats ensure that their name is associated with products or services available in the community.
Some firms share the expense of sponsorship, as seen in the middle photo, while other firms prominently display their name and message on a single float.
I also noticed that the float manufacturer/rental company stapled their placard to the bottom corner of one float, similar to the way automobile dealers add their names on car trunks.
If parades occur in your town or adjacent towns, and you are looking to get noticed by parade attendees who are proven buyers or great candidates to buy what you sell, float sponsorship is an investment to consider.
This opportunity may be within your budget. If not, a collaborative effort between you and a non-competitive service provider could be your ticket to a parade of new sales.
Technorati Tags: marketing message, sponsorship, parades, small business marketing, solo business marketing, solo business owner, small business owner, marketing options
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Blow Your Own Horn
Marketing Ideas from Manhattan Series, No. 5.
The exterior of this United States Post Office branch hides beneath a veil. In human terms, the building is undergoing a facelift. For now, only the stairs are visible to all who enter.
A publicity machine will no doubt start up its engine weeks before the new facade is revealed. There will be a ceremony, and dignitaries from all over the state will appear for the grand re-opening.
Someone will bring those silly gigantic scissors for the mock ribbon cutting, while cameras take photographs and reporters speak with politicians and patrons to gather comments.
The ceremony won’t make the front page, but it will appear in newspaper’s first section. A building of this magnitude gets press no matter what.
Small and solo business owners should go after the same type of coverage after undergoing renovations online or offline. Press contact isn’t just for brick-and-mortar upgrades. It’s time to crank up the publicity machine when unveiling a new or renewed Web site, blog template, or new site section.
What you’re promoting is news, and that’s the bottom line for media attention. There are times when only trade magazines will print your story because the news relates to benefits industry participants will gain by visiting your store or site. But contacting general media outlets also has its benefits.
1. You’re a local company, and your news might be printed in the local or business section.
2. A reporter may be writing an article, receive your news, and contact you for comments.
3. Your news has the potential for reprinting in other publications, providing you with more publicity.
Another benefit arrives when you contact clients and prospects about the renovation. The notice increases foot or Web traffic, hopefully followed by increased profits.
The only way to encourage everyone to visit your place when the veil is lifted is to contact the media, specifically print publications. Make sure that your own publicity machine trumpets news about the new exterior.
This photograph is of the United States Post Office on 8th Avenue at West 31st Street. Across the street is Madison Square Garden, the building seen in the shadow.
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Shirley George Frazier - Solo Business Expert, Author, College Mentor
When you hire me to speak at your conference, college or special event, attendees will thank you for a great program. Media interviews also welcomed. Call or Email me. 973-279-2799 or shirley@shirleyspeaks.com.
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