Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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reason is so that they will see what you gave them daily and think of you. A paperclip
holder filled with gold paper clips, a very special mug, a staple remover, a PDA
cover, a computer gadget, a bottle opener, a unique paperweight, a Post-it dispenser,
a Rolodex® punch, or you name it.
Apply the MUMU Measure
Once you have selected your item, run it through the MUMU check. If you can
answer yes to all four, you’ve chosen a winner.
Now it’s time for you to practice. Exhibit 5.7 offers you some situations when you
might need to provide a “keeper.” Select one or two of the situations and find at least
one item you could send for the occasion. Determine the message that would go with
it. Apply the MUMU Measure. And remember to have fun.
Marketing Your Consulting Services
Exhibit 5.7. Select a Situation
Imagine that you are in one of the following situations and you need to select
a “keeper” for the occasion. Identify at least one item you could purchase and
determine the message that would go with it. Apply the MUMU Measure.
Have fun!
1. Hosting an open house for 200 and want to provide a memento for the
event that will remain on guests’ desks. Your budget is $10 per person.
2. Identifying something your sales staff will leave at a client’s office after
introducing them to your newest customer service program. Your
budget is $5 per item.
3. Providing the “take away” for a professional association’s leadership
conference for 350 chapter leaders. Your budget is $3 per person.
4. Creating a Thanksgiving “thank you” for 2,000 of your top clients that
will be mailed to them. Your budget is $.50 per person plus printing,
paper, and postage.
5. Sending a lumpy envelope that entices recipients to request information
about your new sales training package to 10,000 sales managers. You can
spend $3,000 plus printing and mailing costs.
6. Creating a give-away from your newly formed executive coaching company
for a trade show that will be attended by 5,000 people. Your budget
is $7,000.