  |
|
|
MINDING OUR OWN BUSINESS June 7, 2003 by Linda Hirvonen Delta County Economic Development Alliance Advertising and Target Marketing Summer advertising season is here, and several “hot products” and “cool deals” have been popping up on signboards around the county. Several area businesses have also done a nice job of making their signage and advertising relate to the walleye season and fishing in general. Tying into topical issues is an obvious but often overlooked “hook” upon which to base advertising or marketing efforts. I have often used the example of marketing by showing appreciation to a specific group of people who might have a good percentage of potential customers, like sending goodies to hospitals, doctors’ offices, and nursing homes during National Nursing Week. Another spin on that would be sending certificates of appreciation to such a group which are in fact discount coupons or a request for them to stop by and pick up your token of appreciation for their efforts. The Escanaba library has a copy of Chases' Calendar of Events that lists various special observance days, weeks or months. Last year this column shared an example taken from Bob Negen of WhizBang! Marketing at the Uppertunities workshop he did for us. He had a landscaping business contact a service professional business and offered a discounted rate on his gift certificates. The professional (doctor, lawyer, CPA, industrial maintenance, whatever) firm then sent out gift certificates worth $X amount to their client list as a token of their appreciation for their client’s business. A large percentage of the professional service’s customers claimed their gift at the landscaper’s retail component, and most bought more while they were there. At the very least, they became new qualified buyers on the landscaper’s mailing list for future specials. WhizBang’s latest weekly e-letter contained another example of a creative but inexpensive marketing technique used by one of their clients. A sewing machine shopowner purchased a flat of freshly picked strawberries, primarily because they smelled so good. He then “embroidered” a strawberry and the words “Free Berries” using one of the machines on his sales floor. The center display of his shop included the machine, the “sign,” and a beautiful bowl of fresh berries for his customers to sample. He sold 10 machines in 10 days. A little imagination can go a long way. Part of what worked in the above example was the compounding of the message through so many senses- sight, touch, smell, taste. But part of it also has to do with the change involved in setting up such a display. Few retailers in Delta County are really good at changing their stores around, at creating eye-catching displays inside the store and in the window, at changing the focal point from the perspective their front entry (let’s not even talk about the back entries). What catches the eye? Do things look new and desirable or are they just there? Warmth, longer light, and sunny days bring out residents and tourists alike. Let’s capitalize on our ability to capture the imaginations of our customers. Let’s start seeking out area events to promote – this not only helps the event but can pique the interest of our regular customers and new customers alike. Let’s keep our eyes and ears open for those “made up” events that might be able to focus our promotion during the off seasons. Let’s get out there and have some fun with promoting our products, our services, and our area. Come Grow with Us in Delta County! Linda A Hirvonen, Executive Director Delta County Economic Development Alliance 230 Ludington Street Escanaba MI 49829 (906) 786-2192 or fax (906) 786-8830 |
|
|
• • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
|
|
           |
 |
||
 |
||
 |
||
 |
||
