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.

---

Wooing Women With Packaging

In just one month three California vineyards have introduced new... Read More

How Can I Break Into Cliques?

Have you ever gone to a networking function and seen... Read More

A Perfect Partnership for Business

Too often we small business owners get caught up in... Read More

Beware of Magazine Style Yellow Pages Ad Design.

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

Ditch Coupons Before Customers Ditch You

Everyone wants to feel like they're getting a good deal.... Read More

The Advantages of Full Color Brochure Printing

A brochure can be a great promotional tool, whether it... Read More

Whats Your NICHE Market ? III ?

What effect are the baby boomers having on the economy... Read More

For Market Breakthroughs, Put Timing on Your Side

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

The Secret to Good Writing

Skilful business writing involves getting your message across simply and... Read More

Direct Mail Response Rates Mislead if You are Careless

I could tell you that the average temperature in the... Read More

Clever Headlines Usually Flop! Are You Being Too Clever For Your Own Good?

Copywriters that try to be clever, humorous, abstract, or use... Read More

The Six-Step Process That Grows Your Business

1. Examine your clientele and define your ideal client. Of... Read More

Radio Advertising Works With These Tips!

Advertising on the radio can be an effective lead generation... Read More

The Silver Bullet For Success: Revealed

Looking for the magic formula or the whiz-bang approach that... Read More

Marketing Strategy - Spell Out Your Unique Value

I attended a "Sales Focus" seminar a few years back... Read More

Promotions for Mobile Detailers

Mobile businesses are quite unique in the way they must... Read More

Future of Marketing Part 2

In Part 1, I discussed how traditional marketing is no... Read More

Top 7 Ways to Get Your Products in the Hands of Celebrities

Celebrities are the tastemakers that drive brand awareness and usage.... Read More

10 Tips For Packaging That Sells Products To Boomers

Boomers are a prime and growing target audience. Does your... Read More

Top 10 Marketing Pitfalls

Ten Marketing Pitfalls By Stuart ReidIf you want to make... Read More

Neuromarketing: Smart Marketing Or Jedi Mind Control Trick?

In the international bestseller "Blink," Malcolm Gladwell explains why our... Read More

Notable News - Its Not About You!

You enjoy what you do. In fact, you love your... Read More

Effective Lead Generation

How to Gain your Prospective Clients' Attention and Generate the... Read More

How to Promote your business website using free online resources.

There are many ways to promote your website for free... Read More

Your 30 Second Commercial

This tip is so simple, that many people we've talked... Read More

When You Need More Than Magic To Keep Your Marketing Going

It is easy to focus on what remains outstanding and... Read More

The Role of Marketing for Boards of Directors

Small and emerging companies often do not put together a... Read More

Private Practice Marketing: A Soaking Wet Marketing Marvel

Last week I took our two boys on an all... Read More

The Importance of Business Marketing

Business marketing is one of the most important parts that... Read More

Putting Your Website to Work

Websites have replaced the brochure as the "must have" marketing... Read More

Adapting Blog Technologies To Corporate E-Newsletters

Every January, trade publications put out a list... Read More

Using Direct Mail

The advantages of using direct mail to promote your home-based... Read More

Can Message Board Marketing Work For You?

One of the things that makes the Internet fun is... Read More