Gimmicks Work if They Don’t Backfire

Can marketing gimmicks be so outlandish that they backfire when competing for an account? I bet you know the answer.

An article about job hunting in The Wall Street Journal’s July 3rd issue reminded me of the lengths some people will go to impress a headhunter, or in our case, a potential client.

The article gives details on how job candidates wear gorilla suits to deliver resumes, attach resumes to homing pigeons, and “offer recruiters free tickets to concerts and other events.” Some gimmicks embarrass the receiver while others border on bribery.

How far would you go to get an account? Innovative methods do work, but only when you know the potential client’s preferences. Such information is revealed in their blog posts or through interviews featured in reputable publications on or off the Web.

Here are three methods I’ve tried in the past, all with great results. Keep in mind that I researched the person’s background before sending all of them.

1. A cable show producer received a personalized notecard expressing my appreciation.
2. A person born in the United Kingdom received a tea cup and saucer filled with teas and cookies.
3. A bank manager received a chocolate box (chocolate molded to resemble a box) filled with chocolate-covered expresso beans.

There are also marketing methods I’ve tried that did not work, but each of us continues doing our best to get our foot in the door without going so over the top that we have no chance of getting the account.

Before you add a gimmick to your marketing campaign, consider the receiver and your reputation. Is what you’re about to send an item that best represents you?

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