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

Marketing Strategies ● 189
One thing that really bugs him is when he sees stacks of undelivered
Yellow Pages directories collecting dust in the local post office. That’s when
he calls his Yellow Pages’ ad rep to complain.
GREAT
Send Pizza to Potential Clients
Pizza is hot, gooey, and delicious—it’s also a great way
IDEA
to generate new business, especially if you are in the
advertising or marketing business.
Here’s a great, slightly crazy idea I heard from a Florida advertising guy:
Order a pizza and personally deliver it right before lunchtime to a client
you are wooing. Remove one slice from the box and replace it with a
message such as: “For a larger slice of your market, call us,” or “We want
a piece of your business.”
A couple of other food-related marketing ideas: Send a pair of chocolate
shoes or cowboy boots to a prospect with a note: “I’d love to get a foot in
the door.”
A few years ago, marketing expert and author, Nancy Michaels, sent
one flip-flop sandal to an executive she was trying to connect with. Her
quirky gift—with a note saying she wanted to get a foot in the door—
worked, and he invited her to meet him.
She also bid on a game-changing lunch with the CEO of Office Depot at
a women’s conference sponsored by the company. He was so impressed by
what she had to say, he hired her to be their small business marketing expert.
So think of a tasty promotion and give it a try.
GREAT
Think BIG—Why Not?
All the entrepreneurs I’ve profiled for my columns and
IDEA
books have taught me one thing: it doesn’t cost any
more to think big than it does to think small.