We hear the work "stick" fairly often in the marketing game, but what does that mean?
In the modern day world, we are all victims of information overload. There are flashing images and sounds blasting in our ears trying to get our attention. As a result, our attention span is significantly shorten. Therefore, your consumers probably will not remember your company the first time they see an advertisement about you. By general statistics, you need to consistently present your message at least 7-8 times before the consumer can recognize your branding.
AOL is a great real life example: one of AOL's huge success was their mailer. But what kind of mailer do you get? You didn't get just a piece of flimsy postcard where you can easily toss into your recycle bin, right? You get a CD that comes with instruction and is FREE to use and try out. It was easy for consumers. They received the info in their home and it's affordable. When dial-up was the thing, everyone pretty much has an AOL account. And they consistently sent you mailers, right? Because you will start getting familiar with their image. Even if you don't use AOL yourself, you know about them. You know what they are, and it's there if you need it.
"But I am a small business owner with limited budget, what can I do?"
Be creative. That's your answer.
You want to send your targeted list something it will take at least 5 seconds to process before they throw it away. Realtors get a LOT of mails, mostly JUNK. Your homeowners also get a LOT of junk mail. There are days where my entire mailbox's content just goes straight to the receycle bin. So it is very natural for people to read mail right next to their trash cans and just start tossing things in it. Sure you may have a very nicely printed expensive cardstock glossy flyer, no matter, trash. It might have slowed me down "woo, purrty" but no matter. I have already way too much papers in my life. I don't need one more on my desk. So send something that your consumers won't toss out. Remember, they are looking for a reason to toss your mailer out. So eliminate as many reasons as possible.
In my experiences working for fundraising sector of non profit organizations, here are a few things that work:
- Pens: Statistically this is #1 and I find it very true. People LOVE pens. People always take them. People need them. People stick them everywhere. And they read them when they are bored.
- Magnets: Statistically this is #2. It is very natural to put things on our fridges since it's where we go to it everyday (even if you eat take out everyday. You still need fridge. Where else you gonna put your Ben and Jerrys?) and we plaster our fridges with important reminders and personal pictures.
- Flyer with good information: Instead of sending in a flyer, why not your newsletter with articles you have written on your areas of expertise? This is more likely to be kept by your target audience. And if they find it is helpful, they will forward on to others who need that info.
- Coupons & free offers: Coupons is another way to slow down your avid tossers. Also this is a great way to track where your referral business comes. Remember, this is a scientific process. You need to know where your investment in mailers or advertising pay off (ROI).
- Individual gifts: This works well if you have a small target list. It doesn't need to cost a lot, just your creativity. You can go to dollar store and get inexpensive items, such as pen: "Write your offer after staging got you multiple offers!" etc. and attach a personal note to your target.
Remember, marketing is not about YOU, it's about YOUR CUSTOMER: What can you do for them? What can they get out of this?
Here is what did not work (in my experience, you may have a different result):
- Glossy brochures: it really has not been very effective in my experience. Remember, marketing doesn't mean it has to be expensive materials. The point is to introduce your products to your customers. We were bombarded with a lot expensive brochures. True, we flipped through them. But if you have 100 of them to flip through, chances are they go straight to recycle bin. It is also expensive to print.
- DVDs: I still have many DVDs that "I meant to take time to watch but never gotten around to." And they have been on my shelves ever since.
- Flyers that are about you: Remember don't get me wrong, this is great, you are introducing yourself to your target. But so is everyone else. Do something your competition is not doing. It's also not about you. It's about your customers. People constantly try to tell others how good they are, it doesn't really matter if I am your target customer. Because chances are I have heard similar things from your competition already. What can you do for ME?
Now you have got your foot in the door, you customer kept your marketing piece, what to do next?
TRACK YOUR RESULTS. Marketing is a scientific process.You need to find out what works for you what does not. If something is not working after a few tries, cut your losses and move on. You are much better off investing your available resources somewhere else that may come to fruition from it.
Consistency is KEY. Consistently follow up with them. Keller Williams have written about this in his book. You want to make you stick. When they think of staging, they think of you. When they think of #1 top producer in San Francisco they think of you. When they want flooring, they think of you. You want to be that first one to pop up in their heads. Starbucks may not have great coffee, but what do you think when you hear the word "coffee?" Starbucks. That's why I brought up AOL in the beginning. They are consistent and they deliver what you can use to your door.
Good luck!
Cheers,
Cindy @ Staged4more
We stage San Francisco Bay Area!
www.staged4more.com
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