Tag Archives: free marketing lesson

Everyone Collects Something, Some Like Matchboxes – Smart Marketing Move

This week’s Smart Marketing Move goes to A Little Taste of Cuba.

It’s a smoke shop, mainly featuring fine cigars plus other tobacco products. Normally, I wouldn’t go to one, but a friend needed just a pack of cigarettes, so we went in.

I wasn’t expecting anything fantastic out of a smoke shop, because it’s a smoke shop. But this one lived up to its name because they created an experience when you walk in, through Cuban art, music and furnishings that transported you from New Hope, PA to some nook in Cuba. Although that’s not the reason why they’re getting a smart move.

We were in this store just for a moment while my friend bought what he needed. With his purchase, even though it was under $10, they gave him a pack of matches. But it wasn’t just “Here’s a pack of matches”, it was wooden matches in a box that had A Little Taste of Cuba’s logo on it and on the back were their two locations.

With all of the options of where to get a pack of cigarettes, they’re doing it right. You can’t expect a customer to walk in the first time and want to come back immediately, or even remember where they were. Since New Hope is a weekend destination spot, it’s smart that they are reminding customers with a nice box of matches. I know that I like to keep matchboxes as reminders of place I’ve been, and this is just another way that the shop did a great job of staying relevant.

So far, my friend still has these matches, and what does that mean? Every time he looks at them, he is reminded of when he stopped in and the next time he is in town, he’ll remember that there’s a smoke shop that he can stop at rather than a convenience store.

Lesson Learned: There are subtle ways to be in your customer’s face like a box of matches with a purchase or even something as simple as a business card in their bag. The hardest thing is to find new customers, so if someone makes a purchase or uses a service you offer, make sure they remember you and come back for more!

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Coupons Combined With Considerate Customer Services Adds Customers – Smart Marketing Move

This week’s Smart Marketing Move goes to Wild Garden Accents!

A friend and I were driving past a garden center; it looked more like decorations and we weren’t in a rush, so we stopped. This place was packed with goodies to make a garden unique to you. Wild Garden Accents had many employees that greeted us and asked if we needed help. The customer service was spot on, but that’s not the main reason they are getting this Smart Marketing Move.

 

We made our way around the entire store, the display outside is where we found something we were considering. We came inside and were approached by yet another employee. She asked if we received the 20% off coupon. We hadn’t; so she gave us one to use only for that day. That sealed the deal. We got the item, which wasn’t a high ticket purchase, but we might not have bought it otherwise.

 

Lesson Learned: This was very smart of the employee, I’m sure she saw us taking our time looking around. Maybe we had a specific person in mind for a gift, or something for ourselves. Either way, we might not have made a purchase without that the extra nudge. This sale was already happening, so why not make sure that all of your customers receive a little perk?

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Business Taglines like a Diamond, Need to Stand out Against the Ordinary – Smart Marketing Move

This week’s Smart Marketing Move goes to Kay Jewelers.

Kay Jewelers is a typical jewelry store, offering necklaces with diamonds, gold, and silver. So, in the cluttered marketplace, how do they stand out? With their tagline. Continue reading

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Changing Your Image Can Revive Old Loyalties – Smart Marketing Move

This week’s Smart Marketing Move goes to V8 Juice.

V8 has always been one of my family’s products, and in the past they have created some memorable ads and here they’ve done it again.

Their recent commercial caused me to laugh out loud for a number of reasons:

1.   Jackie Chan, a well-known actor because of his martial arts skills, was used for this commercial and they incorporated it in the commercial in a funny and in your face way.

2.  It had very little dialogue, but used an action oriented approach to make a strong point.

3.  It had a clear and concise message that the juices and smoothies people were drinking did not compare to the health benefits of V8.

The commercial is short and utilizes a relatively familiar environment — someone eating breakfast or walking down the street to make the V8 pop and stand out, because of the brightness of the V8 bottles and with the use of martial arts movements.

This is a great way to grab the audience’s attention in a cluttered communications landscape as well as send two messages; a push for healthier living and a push for a better product.

Lesson Learned: When marketing a product one has to look at what’s being done by others and “think-outside-the-box” in order to not only stand out and be remembered. The promotion possibilities here are unlimited and hopefully they company took advantage of that scenario.

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What Philadelphia Can Teach Us About Building Loyalty and Pride – Smart Marketing Move

This week’s Smart Marketing Move goes to The City of Philadelphia.

There’s a lot of things you hear when you bring up Philadelphia but this one is good. They have a tourism campaign of “Love Letters” with billboards throughout the city, as well as a print and commercial campaigns and I think they’re pretty good!

This is a perfect example of how they use “Love.”

These ads span from museum exhibits to baseball/hockey fans to restaurants. The TV commercials show how they’re personifying Philadelphia and making it a real love letter from Philly. The great thing about this campaign is that they’re using what people are already familiar with: the Philadelphia motto “the City of Brotherly Love” and our famous LOVE sculpture that brings tourists to snap a photo.

They are very smart about incorporating sports because it gets people talking. Like the one to the “World Champions” after Philadelphia won the World Series in baseball, it is actually simultaneously saying congrats to the Phillies while building a stronger loyalty to those fans. Smart! They’re also using on stairs at the train station as well as flags hanging from the street lights.

Lesson Learned: Use what you have but look at it slightly different and use it in a way that will surprise your customers. Example: you have a small business in a small town, play that characteristic up! Tell your customers to shop with you, or use your service because they’ll get special attention that the “big boys” can’t give. You’re their “neighbor”, building trust on something you already have is a great way to improve business and Taglines as well as a campaign like Philadelphia did can help! Don’t forget to use it in all of your branding.

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Not Being User Friendly will be YOUR Business’s Pure Death – Dumb Marketing Move

This Dumb Marketing Move award goes to Pure Death Productions. 

So, you’re a hard rock band. That means you need everything “hard-core”. You need black clothing, skulls, and a scary name; but that doesn’t mean it needs a font that I can’t read. Just so you know, I’m not picking on them because its death metal…this is just bad.

Pictured below is a flier that I picked up while at a bar, because I thought it was so horrible.

They did quite a few things that you shouldn’t do in a promotion piece 1) they used a black and white theme, which is fine, but the design could have been much better; 2) the day and time are typed in black text with a white outline in a black box. If they made the box white, that would have been much better and it would have really stood out and 3) they also used text for the bands names that I can’t even read. This is the production company; they should realize if you’re promoting something, you want people to be able to read it!

Lesson Learned: Always remember it is important to be “User Friendly” in every way possible with your customer or prospect and it’s the most important in your visual communication. Just because you think something is cool and goes with the style you’re trying to portray – you need to look at promotion pieces with a new set of eyes. Even if your budget isn’t big, be critical, because if you’re not, it’s going to look unprofessional and it won’t be as effective as you had hoped. Use white space in your designs – it is your friend. And don’t be afraid to do something different that your competition is doing. If they’re using traditional colours, go opposite of them and be bold.

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“Outthink the Competition Rather Than Outspend Them”

Author: Leslie Wolff, CEO of Smart Marketing Group, speaks from experience as an entrepreneur, sales and marketing executive plus advisor and coach. Les has “walked the walk and talked the talk.” The knowledge that he imparts with passion has been learned in the toughest of schools, “Real Life!”, in the trenches, on top of the mountain and everywhere in between.

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Survey Your Customers – Dumb Marketing Move

This week’s Dumb Marketing Move goes to Deep Spring, a product of Coca-Cola.
Sometime what one considers a “dumb” marketing move is really a result of a management that doesn’t pay attention to its business or worse has a lack of a communication channels that consumers, trade customers or their own employees can’t make them aware of an ongoing problem with their product or service.
These thoughts went through my mind when recently on a business trip to Australia the following scenario took place.
I was staying at Jupiter’s Casino Hotel in the Gold Coast, an upscale establishment and I was fortunate to be staying on their “Executive” floor which had certain benefits such as continental breakfast, the availability of snacks during most of the day and non-alcoholic beverages all day long. It was the latter where the tale began. I went to the refrigerator in the late afternoon and took out what looked like a refreshing fruit based drink named Deep Spring – Orange and Passion Fruit. I took it back to a table with some snacks and sat down to relax and enjoy the great view. I tried to twist the cap off but after 5 minutes of trying gave up. Now I am 5’11”, 200+ lbs, exercise on a regular basis, consider myself relatively strong, so it was a little embarrassing to ask the petite hostess for help. She then told me, as she got out a tool to open it that everyone has the same problem. She said it is literally impossible to open without a handy tool.
What surprised me is this is a product of Coca-Cola, one of the more astute marketers of beverages. But for whatever reason they don’t seem to know about this situation or if they do they are ignoring it. Thus they get ore “Dumb Marketing (or Management) Award”.
Lesson Learned: You want your company to be user friendly! Don’t forget to survey your customers on customer satisfaction. You might be surprised what you find out about your product or service. You might want to keep it anonymous to get the true feelings of your customers.
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“Outthink the Competition Rather Than Outspend Them”

Author: Leslie Wolff, CEO of Smart Marketing Group, speaks from experience as an entrepreneur, sales and marketing executive plus advisor and coach. Les has “walked the walk and talked the talk.” The knowledge that he imparts with passion has been learned in the toughest of schools, “Real Life!”, in the trenches, on top of the mountain and everywhere in between.

Leave a comment

Filed under Free Marketing Tips, Marketing Curmudgeon