0816_TOEFL-Test-and-Score-Manual-1997

Marketing Strategies ● 159
Before printing anything, add codes to track response. For example,
put an “N” if they were stuffed in a newspaper, “M” if they were mailed, or
“W” for a downloadable Web coupon.
Don’t forget to check out the new social marketing discount platforms,
including Groupon and LiveSocial. Just be sure to crunch the numbers
so you will make and not lose money on the deal. I’ve spoken with many
small business owners who have had less-than-positive experiences with
the concept, especially when long-standing customers don’t participate in
the deal. You don’t want to alienate your loyal customers for a one-time hit.
No matter what you do, dream up a compelling offer. Anything “free”
works if you have some sort of retail operation. It doesn’t matter what
you offer as long as it has a high perceived value. Think of all the makeup
samples and bags you’ve collected through the years just because it was
free with a purchase.
GREAT
Use Food as a Selling Tool
Since everyone eats, food is a cheap and effective marketing
tool. Most banks offer customers free coffee
IDEA
and tea, as well as bowls filled with lollipops. They also host barbecues for
their customers and employees throughout the summer. The barbecues not
only give people a chance to socialize, but also help the bank’s management
keep up with what’s going on in their offices.
Food is often the most appropriate gift for business purposes. Holiday
gift baskets filled with southern delicacies, including divinity, pecan
rolls, and miniature pecan pies, were a huge hit among our clients and
associates—so much so that I sent the same basket two years in a row, then
switched back to Harry & David fruit baskets the following season.
One of the nicest presents we’ve received from a client was an attractive
wicker basket filled with wine, goblets, coffee, chocolate, and gourmet
snacks. Try sending gifts at Thanksgiving to beat the holiday rush.
Food gifts have another advantage: they are appreciated by everyone,
no matter how affluent they may be.