Full Version: Casual Marketing
From: Stunt Engraver (DGL) [#1]
5 May 2005
To: ALL
Chuck,
Picking up where we left off, on the "new/old" forum. We were discussing "Casual Marketing" and how I've been able to generate new business through conversations with relative strangers.
At the time, you were saying, no matter how much talking you did, not much business was generated.
Examples of applications for the equipment you use, are all around you. Since you're fairly new to the business, you may not be recognizing them.
When talking to people, if you know the full range of your equipment's capabilities, opportunities will present themselves:
1) If you have a full color printer, printing Custom Certificates on parchment, or using your printer to "fill in the blanks" of stock certificates will appeal to organizations who want an inexpensive, yet attractive way to recognize achievement. Schools fall into this category.
2) Picture framers need title plates, or desciption plates for framed items.
Those are just a couple of ideas, but the key to "Casual Marketing" is to engage a person conversation, which has nothing to do with "selling." Take an interest in what the person does for a living, their hobbies, or how they spend their off hours.
At that point, you'll have established a rapport, and when you make an offer of assistance, with an awards program or something that will add value to a product they produce, you're regarded as a "friend helping a friend."
No hard sell.
From: Cody (BOBTNAILER) [#2]
6 May 2005
To: Stunt Engraver (DGL) [#1] 6 May 2005
I'm glad there's actually a term for this.
We've done similar "marketing" here, and we've seen our business more than DOUBLE over this time last year.
We're in a small town (around 16,000), and word-of-mouth advertising has been our best friend.
For example: I was visiting an industrial customer last month, and noticed a baby picture on an engineer's desk (presumably HIS baby). I struck up a conversation with the engineer, and explained that we engraved photos onto acrylic paperweights and uprights. I also told him that I would do one for him FREE if he'd leave it in his office for his co-workers to see. Since then, we've had between 2 and 5 orders for these engraved pics each week. Of course, the new ones aren't free. :) But the "free" paperweight became "free advertising", and it has paid for itself several times over.
Great topic, David.
From: Stunt Engraver (DGL) [#3]
6 May 2005
To: Cody (BOBTNAILER) [#2] 7 May 2005
Very nice approach!
A well-placed "free sample" is a good investement and let's the person know you're not "completely" mercenary :-)
Whenever possible, I like to include a logo and the name of the person who makes the buying decision, on a sample. Much more likely to clinch the deal, than a generic sample.
From: Dixie2 [#4]
7 May 2005
To: Stunt Engraver (DGL) [#3] 7 May 2005
I had a customer who buys Pee Wee basketball trophies from me for the past 2 years. This past August when she came in to buy something, she had on a nametag which looked AWFUL! I told her I would make her a new nametag with her school's mascot on it (She's the nurse) if she would wear it. Of course she jumped at the idea of getting a "Free" nametag!
I fixed her one up, which was quite cute, and here came the calls. The elementary school faculty each needed one, then the middle school, the high school, and the administration office.
One of the principals had a daughter who was a principal at another school about 300 miles away.. she needed them for her school.
Since the free nametag I have probably sold 400 to the various schools my customer was affiliated with, plus some basketball tournament awards, track awards, and now their athletic banquet.
Nothing like free advertising!!
Dixie
From: Stunt Engraver (DGL) [#5]
7 May 2005
To: Dixie2 [#4] 11 May 2005
Dixie,
Thank you for that success story!
What you're saying about spin-off work, isn't uncommon. When a customer is satisfied with the quality of your work and your customer service, they begin asking for services beyond what you may currently offer.
I've had that happen myself. So far, nobody's asked if I rebuild tranmissons :-)