Can marketing schemes be so outlandish that they fail to deliver a positive result? I bet you know the answer.
An article published in The Wall Street Journal about job hunting techniques alerted me to how far some people will go to impress a headhunter, or in our case, a potential client.
The article detailed how job candidates wore gorilla suits to deliver resumes, attached resumes to homing pigeons, and “offered recruiters free tickets to concerts and other events.” Some gimmicks embarrass the receiver while others border on bribery.
How far would you go to get an account? Innovative methods can work but only when you know the potential client’s preferences. Such information is revealed in their blog posts or through interviews featured in reputable publications on or off the Web.
You’ll see some marketing items that worked for me in Small Promotions, Big Impact, which is the third video on this page.
Here are three more methods I’ve tried in the past, all with great results. Keep in mind that I researched the person’s background before deciding how to proceed.
1. A cable show producer received a personalized note card expressing my appreciation.
2. A person born in the United Kingdom received a tea cup and saucer filled with teas and cookies.
3. A bank manager received a chocolate box (chocolate molded into a square shape) filled with chocolate-covered espresso beans.
There are also marketing methods I’ve tried that did not work, but each of us continues doing our best to get a foot in the door without going so over the top that we have no chance of getting the account.
Before you add a gimmick to your marketing campaign, consider the receiver and your reputation. Is what you’re sending to make a lasting impression an item that best represents your firm?
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It’s an interesting topic, and a tough one at that.
In my main business, it’s quite stodgy. You’d think that being a minority would be enough to help me stand out from the crowd, but it just might be holding me back. I keep wondering if I did something out of the ordinary for the profession if it would hurt me more of possibly get me some attention. Sometimes I think I have nothing to lose, other times I think I would only make things worse.
Tough position to be in; that’s why I hate marketing the most.