Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

most were probably unaware that they were using a specific technique, their results
were creative and the implementation successful.
Compare and Combine
Barbara Pate Glacel, co-author of Light Bulbs for Leaders and former CEO of VIMA
International, Oak Hill, Virginia, needed a marketing piece that would address several
needs and also be reasonable to produce. She needed a mailing piece to market
her book, something that she could send to potential buyers as well as a thank
you to those who purchased the book. She also needed something that could be
used for corporate correspondence, something that could be used to jot a note off
to a client. And in addition she needed something that could be mailed to clients as
a follow-up to the workshops that VIMA conducted. Addressing all these needs
with one useful product was the challenge.
Barbara combined the book with a need for correspondence. The result was one
reasonably priced, customized, oversized postcard. One side of the card is an exact
replica of the attractive cover of Light Bulbs for Leaders. The other side was printed
in three different ways. First with advertising copy about the book, second with information
about the company, and third left blank for a personal message written by
the sender. In addition, the card has become a calling card at workshops and presentations
and is useful as a bookmark. The company mails the card regularly, and
it serves as a constant marketing tool and reminder of a good book to everyone—
including the postman!
What problems could you combine toward one solution? What could you compare
your company to for marketing purposes?
Risk Taking
Performance Systems Corporation (PSC) of Dallas, Texas, needed a trade show
giveaway. PSC was a company that taught the importance of living their values to
corporations, walking the talk. An employee of the company came across a set of
plastic teeth with feet. When wound up, the teeth would open and close, hopping
on miniature feet across any flat surface. What a way to visually display their favorite
quote, “Walk the Talk!” Chomping teeth with feet seemed just too corny for
a conservative consulting firm. Should they take the risk or not?
Marketing: Can It Be Fun? 237