Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

Figure 5.1. The MUMU Measure
Memorable
Unique
Mailable
Useful
Memorable How do you ensure that it is memorable? Make sure the item has your
corporate name and logo imprinted on it. If you cannot personalize it, it is almost
not worth sending. I believe food items fall into this category, unless you can imprint
the container. Once the food is eaten, your gift is gone. No matter how delicious
those big Florida oranges were, there will be nothing for your client to
remember two months from now.
Unique You know what makes a unique item—something you would never expect
to receive in the mail. It might be a toy such as a jump rope or jacks. It might
be some new gizmo or gadget like the new flat flashlights or a digital tire gauge.
You could mail golf tees, emery boards, sponges, puzzles, recipes, light bulbs, flat
glass candy, or hundreds of things. Keep your eyes open for ideas. Unique does not
mean sending a pen.
Mailable This simply means that you can mail it easily. The items I prefer are flat
and can slip into a padded envelope. It also means they are not perishable. We had
a creative idea using lucky bamboo, but quickly gave it up when we thought about
the logistics of mailing the bamboo! Even if the item does not fit in an envelope,
boxes are easily ordered from shipping suppliers. And don’t forget the packing material
if it is fragile.
Useful If you want your clients to keep the item on their desks, it should have
some utility or reason to stay on their desks, credenzas, or other place nearby. The
Tools of the Trade: What Works; What Doesn’t? 101