Overlooked marketing tools

From: http://www.bizjournals.com/sacramento/stories/1997/01/27/smallb3.html

Friday, January 24, 1997

Overlooked marketing tools
Sacramento Business Journal - by Bill "Guerrilla" Gallagher, Ph.D.

We've been going through the list of more than 100 marketing tools presented in this column a couple of weeks ago. Today we look at tools that aren't often recognized as a part of marketing. But they are!

The good news is that most of them will cost you nada, nothing, zip ... from what you already are paying. And they're as powerful as any of the high-powered, high-priced advertising someone's trying to talk you into spending!

• You probably never thought of your business card as a marketing tool, but it is. In fact, it's one of your most important marketing tools. You see, if your name, logo and slogan were completely clear to your potential customers, you wouldn't have such a need for that expensive brochure we talked about a few weeks back. Toss your cards around at public events, like sports events and conferences.

• Is the packaging for your products or services hip? Do your stationery and, yes, your invoices convey your marketing message?

I like to see an invoice set up like a menu in a fancy restaurant. List the seven top products you sell -- your "specials" -- and have a space for "other." This way I get to see your top seven, which can change often. Maybe I'm in the market for one or two of these and I didn't even know you sold them!

• Have you considered holding a contest? How about an essay contest, written by high school seniors, judged by the city council or county supervisors, on "What's Great About America Today?" You'll get written up in all the local press and radio and TV media. The prize might be a trip somewhere with a co-sponsorship from your favorite travel agency.

• What about a roadside stand? Why not? Have you thought about gift baskets? No business that I know of cannot use gift baskets. An accountant friend of mine sends fruit, cheese and a certificate for two hours of financial consulting.

• When is the last time you've checked out your audio-visual aids? Are they working for you? Digital presentations are here. So is the video brochure. What's a video brochure? It's very much like its written counterpart except it has sound and it moves. Since it more closely mirrors reality, it also has the potential to move your prospective customer.

Is there a way your expertise could be captured on an audio tape or videocassette? No matter what you do, from plumber to attorney, from gift basket creator to property manager, I suspect you could have another "profit center" and/or a great marketing piece by taping a cassette with you as an "expert" in the field.

• Do you ever need to put telephone callers on "hold"? Give them some more information about your firm by using "marketing on hold." Firms abound that will make a tape loop for you.

• Does the decor of your office reflect the identity of your firm and your target market's taste? If not, change it.

• What about your business attire and that of your employees? Again, does it reflect your customers' preferences? This and your decor are more important than you may realize. Remember the power of first impressions. Remember how judgmental you are at times. Your customers are not much different.

• Do you have a few different gifts like pens, calendars or key chains with your firm's name and phone number on them? Put these "ad specialties" one at a time into proposals, thank-you notes and the like. They are bulky, which will always get your envelope opened. Your name will be seen again and again. Each one is one more message to the subconscious, where all buying decisions are made.

• You may not believe this, but matchbook advertising still works for the "can you draw this" art school and the "high school diploma by mail" people. It's still working for hundreds of others as well.

Create something new and unusual for a matchbook cover with your message on the inside. People will take them -- not only the 20 million of us who still smoke, but nonsmokers too.

Put them inside your next mailing with a PS saying "Here's something to help keep you warm through these long winter nights!"

Bill Gallagher is head of Guerrilla Sales & Marketing in Diamond Springs and co-author of "Guerrilla Selling." For more information on the topics and ideas in this column, call (800) 800-8086 or send e-mail to bguerrilla@aol.com.