What if I told you that you could change the direction of your business, generate more sales, increase your profitability and set yourself above your competition? Would you be interested?
When I ask this question during my marketing seminars, I receive a resounding, “Yes! ” with hands raised as if at a revival. Sadly, many who say they want it rarely follow through because it takes a shift in your mindset and what you traditionally do to make that happen.
The tools we have available to us in this industry are numerous, yet, for whatever myriad reasons, we seem to overlook some of the many opportunities as they stare us in the face.
We have grown up in an industry where the focus is on finding clients who want to "buy stuff with their logo on it," sell it to them and hope they reorder – a monotonous, vicious circle. We fight for business, selling product and frequently being pressured into lowering the price to get the business.
We go to shows and get a supplier "self-promotion special." We buy 150 pieces, place our logo on it and hand these out hoping that a client will like it and order a truckload. But this rarely happens – and if it does, the slippery slope of price reduction begins. "I found it on the internet, can you match the price?” is commonly asked. Eroding profit margins is no way to run your business.
I am not saying to stop using self-promotion pieces. But what if you could take that same piece, package it, wrap it with a creative theme and call to action, and use it to open doors to gain new clients or expand and go deeper within your existing clients?
I was the traditional product pusher for years, average sales, low margins, always bidding. I realized there was more out there.
My philosophy in marketing is about creating opportunities. It is the fuel for your business and, if you are like most of my consulting clients, you are always seeking ways to expand your client base, getting new clients – better clients. There is an answer.
Here, I'd like to share a couple of creative self-promotions I designed for my clients. You may remember reading some of my previous articles regarding vertical marketing and the importance of targeting specific groups with relevant, thought-provoking messages.
This piece, "The Jury Is Out, Now You Be The Judge" has had some amazing success. Targeted specifically to penetrate law firms with a marketing arm, this small replica of a briefcase, small folder with three case histories inside marked as exhibits A, B & C, wooden gavel and tipped-in business card made for a remarkable door opener. The copy had a strong hook, on the front, "The Jury is Out…;" when opening the case, the copy continues, "Now you be the Judge. Give us 15 minutes to present our case and judge for yourself."
This custom marketing piece has afforded entry into some large firms, not to sell gavels or business cards, but to have a conversation. One of my clients, Paul Zafarana, has reported a remarkable 60 percent appointment rate and has generated some significant business.
For marketing directors, innovation is the key. What tools make a difference and have measurable impact to your target audience? Would a pen and a catalog have that needed push to elevate your marketing to a conversation? Not likely.
This dimensional piece named, "A New View on Creative Marketing” takes a retro view and has an old-school appeal. Branded by a business card, old-school viewfinder and reel, along with a four-color book describing each of the six case histories that coincide with the reel images, highlights the talents and creativity that the marketer brings to the table. Interestingly, the last window on the reel states, “Now that you’ve seen our vision, let us help you with yours."
Delighted with the results, one of my clients reported having penetrated an account using this piece where he had repeatedly tried for nearly a year. Additionally, another client, Chuck Feldman, reported that he had a 100 percent appointment rate with this piece, having sent out 10 pieces. One, in fact, resulted in a $25,000 order at a 40 percent gross profit – impressive!
These may seem like difficult campaigns to pull off, but quite the contrary. If you partner with the right suppliers and think with more imagination, you can create some amazing offerings that will propel you above your competition. I know this because I did it and have enjoyed helping many others do the same.
It is my sincere hope that you will take this information and begin to look at all of the possibilities available to you. Once you do you will find that clients will want the same types of things designed for them. Then you will be considered a trusted marketing advisor, getting paid for your time and creativity and not just another product pusher who is relegated to play the price game.
As always, continued good selling!
Cliff Quicksell, MAS+, has been involved in the promotional marketing industry for over 30 years. He is the recipient of over 25 international sales and marketing awards for innovation, creativity and his contributions to the industry. He can be reached at cliff@quicksellpeaks.com or 301-717-0615.