The Surprise Inside!

Think about all those Cracker Jacks you ate as a kid. What's your lasting memory? I'm guessing it's not the taste, but the surprise inside ? that tiny package that contained a simple puzzle, brain teaser or temporary tattoo. Today, I still glance over my kids' shoulders reliving fond memories every time they open one.

The goal of promotional marketing for your small business is to put a smile on the face of the recipient, and give them something to remember you by when you call. It goes beyond the traditional postcards and newsletters approach. It's 3-D, and it provides perceived value, regardless of the cost.

Few people will unceremoniously toss out a box without checking first to see what's inside. Similarly, if the envelope has a lump in it, people are likely to open it and take a look. That hope of hidden treasure makes folks pay attention.

Success Handler Action: If you're thinking about including promotional items in your marketing campaign, here are some things to consider. (If your small business is selling promotional items, use this as a value-add to help your customers define their goals):

What do I hope to accomplish and what response am I looking to receive? Where possible, quantify the expected results: "We'll send this to 150 targeted prospects, follow-up with every one by phone within three weeks, and set sales appointments with 20."

Who am I going to reach? Determine your perfect target audience. Is it your current prospect and/or customer list, members of the Chamber, a purchased mailing list, or some other group? Be specific.

With your team, brainstorm some creative ideas that might attract potential customers. Choose a theme that best supports your products and services, and your image.

Identify every component of your promotion: action steps, timeline, responsibility assignments and how you'll follow-up with prospects.

Create a budget. Remember to include all costs and when they will be incurred.

Let everyone know when the promotion begins so they can track results. Share progress with your entire team.

Good Examples: An equipment manufacturer developed a two-part promotion to introduce existing clients to a new product line and upgrades. The first piece was a custom-designed box containing candy ("One Sweet Deal"), along with a business reply card that asked questions tied to the new equipment. The second was a similar box containing a glass jar (engraved with the manufacturer's logo, of course). Inside was a brochure and note thanking the recipient for responding. Throughout the year, the company sent candy to refill the jars.

The best promotional idea I've heard recently comes from one of our clients. After learning the post office will deliver just about any shaped item, their highly creative sales associate mailed miniature pumpkins to a targeted list (picture those orange gourds that fit in the palm of your hand). They slapped a mailing label and postage right on the pumpkins and took them to the post office. In follow-up calls, they received an over-the-top recognition response, and, more importantly, made several new customers.

With so many offers arriving in the mail these days, it takes creativity for your small business to stand out from the crowd and grab someone's attention. Come up with the right promotional idea, and you may surprise your prospects and yourself.

Copyright © 2004 by Success Handler, LLC. All rights reserved.

The Coach, David Handler, is the founder of Success Handler, (http://www.successhandler.com), and specializes in helping small business leaders find clarity and take action. He understands the challenges of running a business, because he's been there ? as a small business owner, franchisee, franchisor, corporate leader and trainer. Much like sports coaches, his coaching will show you how to compete on a level playing field in your industry.

---

Beware of Magazine Style Yellow Pages Ad Design.

I have been designing Yellow Page ads for the past... Read More

How to Win a Price War

Any economics student can tell you that price is a... Read More

Create Your Own Rumors

A consultant new in the city asked me how I... Read More

What Does Your Business Card Say About You? - Making A Great First Impression!

Interesting article in USA Today that I read this week... Read More

A Good Marketer: What?s the Measurement?

As a business owner, you know how valuable being good... Read More

Incentives For Customers? Whats New?

Lost & Found for the 21st CenturyHere in the 21st... Read More

Youre Halfway There!...Or Not Part 2

Now that you have had a chance to create a... Read More

Marketing On The Cheap: Join The What?

Your local Chamber of Commerce.Now before you stop reading, I... Read More

Mark Twain?s Great Marketing Idea

To tell you the truth (and about 53% of this... Read More

Five Steps to Partnering with Companies to Build Your Client Base

Wouldn't you love a simple formula for easily growing your... Read More

Radio Ads That Get Results

Radio advertising can be a small business's best friend. It's... Read More

3 Simple Selling Tactics

The following 3 simple selling tactics produce sales by responding... Read More

Moving a Business Relationship from Free to Fee: Power of Freebies - Part 2

In the last issue we looked at 5 reasons why... Read More

Produce More Sales from your Email Promotions Five Ways - Part 1

Do sales come from your ezine regularly? How many well-written... Read More

Creating Your Future with a Marketing Plan

Almost everyone who dreams of starting their own business is... Read More

The Biggest Problem With Your Marketing Is...?

What is the biggest problem most marketers have? Who knows.... Read More

Market Research ? How Good is the Data?

"Make money for taking surveys"," Cash for your opinion", "Make... Read More

25 Ways To Make Your Next Direct Mail Campaign Work

This list contains 25 powerful strategies to improve your direct... Read More

The Advantage to Buying Promotional Products Online

Buying your promotional products and corporate apparel online provides five... Read More

Work Backward And Make More Sales!

It goes against the grain, especially for those of us... Read More

Feature Your Benefits

Sales Copy? eventually every small business owner must consider what... Read More

Mortgage Marketing - How to Write a Mortgage Marketing Sales Letter That Gets Results!

Have you ever sat down to write a sales letter... Read More

Promotional Bags: Your Company Details on Parade

The trick to a good promotion is to attach your... Read More

Good Marketing Pays for Itself

Most companies ask themselves this question: "How much will this... Read More

Take My Commitment (to Your Biz) Quiz!

Starting and managing a successful small business takes time, energy,... Read More

Reverse The Risk And Boost Your Profits

As a business owner or marketer, if you don't reverse... Read More

Increase Your Response with Multi-Step Marketing

"There is only one way to judge the effectiveness of... Read More

The Beginners Mail Order Business Guide

No claim is made that the steps outlined would be... Read More

Is Your 4X4 Trail Rated?

"Traction. Articulation. Ground Clearance. Maneuverability. Water Fording. We've put your... Read More

In Sickness And In Health

I recently drove by a business that had a sign... Read More

How To Choose a Qualitative Research Market

Qualitative research, whether individual interviews, in-homes, focus groups, ethnographies and... Read More

To Web or Not to Web?

Do I need a web site? That is the question... Read More

For Market Breakthroughs, Put Timing on Your Side

In today' s marketplace, the pressure for immediate bottom-line results... Read More