Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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Trigger Concepts
Sometimes an idea is so good it just must be used again. And that’s the rest of the
story from Debra Dinnocenzo, creator of the Times Mirror tool-kit example mentioned
under the “ask what if” technique.
The idea had its beginnings when DDI (Development Dimensions International)
first used the tool kit as an internal incentive to close a big sale, which also
included hosting a team breakfast complete with “Team Flakes” and engraved
spoons. The tools were representative of the “tool” each person would contribute
to closing the sale. The twist in this case, however, was that the handles of the tools
were not included in the kit. And they were not provided until the deal was
signed—suggesting that all the “tools” had to do their part for the entire “kit” to
be useful.
In this case the marketing idea itself was the trigger for another idea. That may
not happen very often, but you can create your own trigger concepts. What triggers
new ideas for you? What catalogs or idea lists do you have available to plant
an idea seed for your next marketing campaign? What trigger system have you installed
to keep marketing ideas flowing for your business?
Youth’s Advantage
Hughes and Associates wanted to create a newsletter that was fun, youthful, easy, and
colorful. They did not want the readers to be bored; they wanted a “ho-hum extinguisher”—one
that clients would actually read. And they did just that with the creation
of News from the Jungle, a newsletter that was exciting, bright, and colorful.
News from the Jungle had a different look and it was designed for a fast, easy
read. The metaphors used were built around an “it’s a jungle out there” theme. It
had a collage and bulletin-board look. Many of the articles were less narrative and
more brainstormed lists. How about results? The clients loved the lighter, less serious,
yet helpful information. The company believes that the newsletter probably
generates business, but more importantly, it met their criteria for being fun, both
for the organization and for their clients. In addition, it was relatively inexpensive
to produce. It was sent quarterly to about five hundred present and potential clients
for the cost of copying and postage. Layout, design, and clip-art graphics were all
done in-house.
Remember when you were young and life wasn’t so serious? How have you used
that childhood life-should-be-fun attitude in your marketing ideas lately?
Marketing Your Consulting Services