Why Buy When You Have What You Need?

Put what you own to good marketing use My sister, Cassandra, is a master dollmaker and craftsperson. She’s preparing for a big fair next weekend. She’s mailed postcards to longtime customers who look forward to seeing her and buying gifts for friends and relatives.

She told me last week by phone that for every $100 in purchases, customers will receive a free gift. The gift is a brand-new product my sister planned to make from scratch.

I pursuaded Cas not to make something new, because each time I visit her home, I see loads of products all around her workspace. They’re hoisted on shelves and packed in product-filled containers. All are great items from years past to wrap and present as a free gift with purchase.

I’m happy to say that she’s taking my advice. Instead of making something new, she’ll reduce her current inventory and put smiles on lots of customers’ faces.

When you get a great idea, do you immediately think, “I’ll buy this and that to promote the marketing project,” rather than look in your current inventory for leftovers that are still good but weren’t depleted during the last campaign? I’ve done it, too, and shared one example about this last year.

Along this line I’ve just uncovered items to put to use in two upcoming projects.

1. Holiday cards. I found an unused box, which lessens my need to buy extra cards this year. Had I not looked for the box, it would have stayed unused for another year. That depletes space and money.

2. Trade show giveaways. I’ll place a coupon on my Web site and share new, leftover goods with buyers who attend my upcoming seminars. That will encourage individuals who visit my site to attend the event, and it will also increase space on my office shelves.

Before you buy another marketing incentive, look around your office for buried treasures. It’s a money-saving and space-increasing tactic that fits into every solo marketer’s budget.

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