True story: a recent new homeowner was in line at a Home Depot and chatted up the guy in front of him. The fellow, who owned and operated an appliance repair company, gave the new homeowner his card – a business card-size magnet. The homeowner used it on his fridge – and when his clothes dryer had a problem about two years later, he ran to his fridge and called for service repair.
Now, make a point to scrutinize your family members' and friends' fridges – what do you see? The refrigerator is typically communications central and also the brag appliance. Magnets of all types hold reminders to pick up milk or drop off the dog for grooming, doctors' appointments, show-offy photos, award certificates, sports schedules and junior's art project.
Some statistics say that on an average refrigerator, a magnet is viewed approximately 55 times a day – that's more than 20,000 impressions a year!
Josette Bosse of Bay State Specialty Company mentions that effective magnets for promotional marketing campaigns don't have to be flat; they can be value added, such as magnetic bag clips, most suitable for those paper types that tend to be somewhat slippery. "Bag clips, in my opinion, are the most important magnets to have," she says. They are very useful and promote a message. People will never throw out a clip, because let's face it, no one can never have too many."
Bosse offers several ideas for magnet clips. Banks and mortgage brokers can use them with a current rate chart clipped on. Home party-based entrepreneurs (such as Pampered Chef, Lia Sophia, PartyLite candles, etc.) can feature recipes or coupons clipped on, and home service providers (chimney sweeps, lawn maintenance, maid service) can feature a coupon and next appointment card in the clip.
With today's superior printing and cutting technology, magnets no longer need to be rectangular, many suppliers will provide custom cuts or stock cuts in shapes that are often associated with businesses (houses for real estate, circles for pizzerias, autos and/or trucks for vehicle services and insurance brokers specializing in vehicle insurance, the list goes on.) And then, there is the fact that flat magnets fit snugly into envelopes as well as fit onto postcards and therefore, create a compelling experience at the mailbox for the recipient. A survey from the Direct Marketing Association has shown that a postcard with a magnet is read 52 percent more than magnet-less postcards, and the added useful item can increase response rates considerably, in some cases up to 70 percent or more.
According to magnetattractions.com, "Even in this web 2.0 world of social media and online marketing, direct mail continues to be as popular as ever (with spending up 6 percent from the last year). Statistics show that your mailing has three seconds to capture the recipient's eye and avoid the trashcan. Add a magnet to a postcard and instantly stand out in the eyes of the recipient because it makes your mailing feel and look different and special. While the recipient is noticing these differences, they are interacting with your mailing. Soon they are breaking the three-second rule and reading your content. In fact, the DMA reported a postcard with a magnet is read over 50 percent more often than mailers without a magnet."
Clients that want to promote an eco-friendly message, or that specializes in sustainable services (such as solar energy, recycling, etc.), can also use magnets for promotional purposes by virtue of their extended use, therefore contributing to conserving resources. Some suppliers offer magnets made of pre-consumer recycled content, so this is an option to ask the suppliers about.
Another huge and constant market wherein magnets are a great fit is fundraising – for both schools and local charities/national foundation chapters. When it comes to scholastic fundraising, remember that most lockers are made of metal, and students will appreciate the ability to post assignment reminders and photos of their favorite celebs and teams. Magnet ideas include school mascots, calendars, teams and clubs. Charities and foundations can give away magnets featuring their websites, and to commemorate annual events such as galas and runs/walks.
In the case of fundraising, there is also the option of working with sponsors, notably on larger magnets and calendar type magnets. Local businesses that support the school or charity may certainly be persuaded to pay to advertise their names and logos and contact info. Not only will this help offset the cost for this client, it may result in the necessary profit.
There are several promotional magnet specialists that offer a tremendous abundance of options.
For example, The Magnet Group provides target-specific flyers of magnet styles and ideas for promotional products distributors to download to show clients – there are flyers for magnet types (e.g, wipe-off, info, peel-and-stick, etc.) as well as themes such as patriotic ("Made in the USA"), football, cancer awareness, green/eco-friendly). Print them all out and make lists of clients that would be interested in each. Some clients may certainly be relevant for more than one.
Another idea is simple show and tell: find a buddy with a fridge festooned with promo magnets (or use yours if it suits), and snap a photo to show the prospective client the proof of the exceptional value. And you can state with assurance, "Now this is the kind of sticky situation you would want to be in."