Cracker Jack Toys
Give them something useful - A Council of Small Business Marketing
Naturally, my wife wanted a new Burberry bag when my father asked what I wanted to pick up in Europe. She is all about portfolios. He bought a nice bag of Rome and sent her on his return to the United States.
Along with the bag cardboard was an envelope containing the receipt and something very interesting - a map of Rome. It was one of the tourist maps and had all the little shops in Rome delimited Burberry so he could find.
Absolutely brilliant. First, the map is useful, a great marketing tool is something that people have left is one. This is why Advertising in the magazine is so effective. It is also something that could happen to people who know they are going to travel to Rome - and now they know where to get a nice bag like yours. Also, while you are in Rome only could decide to pick up a second bag for Aunt Clara and now may find its way back to the store.
Business all sizes have used in the marketing of gifts forever. Gillette had the bright idea of giving away razors and then charging for disposable blades had to throw often. Cracker Jacks are known for the surprise inside the toy. Food vendors giving away free samples to you to buy more.
The psychological urge to reciprocate when someone gives us something is so strong that Cialdini wrote about it in his seminal book on Influence. That momentum is stronger for valuable draw. Reciprocity is not the only factor that can make useful gifts tools small business marketing.
Some characteristics great gifts: "They are tools and information that customers use over and over" They have a positive emotional component can be passed along, others build the effect of marketing-The benefit of the draw is open-The gift builds a strong mental link to your business-The raffle helps customers buy from you.
I personally believe that well adapted information products are probably the best gift ever. Kraft food sends a free monthly newsletter full of recipes (all with Kraft Foods). That Gift has all the above characteristics. The same applies to the tourist map of Rome.
If you are in the business in 2005, you need to take marketing Internet small business very seriously. The Internet is an ideal way to give away information products. If you have a lawn care business, you may have a calendar planting to print on your website. If you own a restaurant near a theater district, you may publish a schedule of upcoming shows with your number Phone for reservations before the theater.
I love going to conventions and walk the floor with a bag to collect a lot of free stuff. Honestly, most part goes directly to the trash. I keep pens and other useful things, but who has time to look through 500 company brochures? While they are cute, crazy pillows and toys stress relief just cluttering up my office. This material is very expensive, and I think that the commercial value is very small.
This years I went the Boston Wine Expo - two days of drinking wine! Some pear producer association was there handing out samples of pears. His gift was a cardboard wheel that can be used to match varieties of pears with a type of wine and cheeses. This is particularly useful if you are a chef looking for ways to put a different menu.
My friend who owns a car repair shop is pricing out travel mugs. This is a pretty good gift. Ideally, when people have problems with the car that will coffee with your phone number when compared to them.
What can a gift that is useful? That may be information in a way that does not cost you nothing, or it may be a budget for something you. Remember that the list of features when you look at your gifts.
About the Author
J D Moore - Marketing Comet
Get More Profits From Your Small Business Marketing
Cracker Jack Toy Prize
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