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#3:10: The “Advertise Everywhere” Issue

1> Cream, Sugar, and Advertising
2> Stick It To ‘Em
3> Captivate a Captive Audience
4> Damn, This Newsletter Really Works

1> Cream, Sugar, and Advertising

Want to put an ad where you can guarantee that it will be seen, read, and held for 15 straight minutes? Put your brand on food or food packaging. Our favorite is buying space on paper coffee cups. Companies like Offline Promotions will put your logo on thousands of cups and distribute them to delis, coffee shops, and street vendors. Within days, thousands of people are walking around with your ad, taking it through the office and JetBlue has their logo and URL on those little sleeves you use around a hot paper cup. We picked one up at an organic street fair in Marin County, CA — very close to their new Oakland destination. Just as effective is a card advertising the iVillage web site found inside Pepperidge Farm cookie bags.

THE LESSON: For a fraction of the cost of a 30-second TV ad, you can make a far more lasting impression to far more consumers. Think about how you can get your ad into the hands of your prospects — literally.

MORE INFO:
http://www.offlinepromotions.com

2> Stick It To ‘Em

How do you advertise a product that is an infrequent purchase? Use advertising that is guaranteed to stick around. Graphic Products. sells supplies for laminating machines, something we buy every 6 months or so. In our last order, they included stickers to put on the laminator to remind us to order from them again. When we need supplies, they are never top-of-mind, but they are always at our fingertips. They also give you a bag of M&Ms with every order. Why? So we don’t forget who they are in a sea of similar companies. Another great example is Shoedini.com. This online shoe store gives you a $10 calling card and a refrigerator magnet in every order. It’s an easy way to get their name prominently displayed in your kitchen and placed in your wallet.

THE LESSON: Online marketers need to forge an offline connection with their customers. Give them something tangible to hang on to so they don’t forget about your web site after the order is placed.

MORE INFO:
http://www.graphicproducts.com
http://www.Shoedini.com

3> Captivate a Captive Audience

What if you could get 150 high-income executives to sit still for 5 straight hours and read your sales copy? You can — on an airplane. Why do you think that businesses pay for those interviews you hear on the in-flight audio and keep advertising in in-flight magazines and catalogs? Because it works. You can get the a big bang coast-to-coast with a little creativity. Crunch Gyms reaches out to cramped airline passengers with a laminated card at each seat suggesting yoga techniques you can do in your seat. Food manufacturers give away or discount new foods to the airlines. What better way to promote a new cereal than to have the airlines give it to thousands of passengers as their only choice for breakfast?

THE LESSON: Fight advertising clutter by getting creative. Be and clever and you can come up with a win-win campaign that puts your brand in the hands of a bored audience that has no choice but to pay attention.

4> Damn, This Newsletter Really Works

Two issues ago, we suggested that you give away a spreadsheet or other easy-to-download tool to attract qualified prospects to your web site. Last week we offered a very useful free spreadsheet that helps you plan your search engine marketing. About 3% of the readers of this newsletter clicked on the link to the spreadsheet and 1% downloaded it. And now we’re talking to three new potential clients. Not a bad payoff for a spreadsheet that we had already created and had been using internally for months.

THE LESSON: Give a little to get a lot of attention.

MORE INFO:
Download the free search engine spreadsheet at: http://www.gaspedal.com/s_search

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