Coupon Books
They offer to put you in a giant coupon book to be sold for the needy
charity or Lions Club. Books are sold on the phone for $29 and delivered by
the Boy Scouts. Watch out for errors and missing expirations once the
operation has moved to another town.
Telephone Book Covers
They wrap around the book and the callers see your ad every time they
reach for the book. Might be OK if you own the wrecker service, locksmith or
funeral home, but run the other way if you have a grocery, Mickey Dees, or
bank.
City Maps
Your ad goes somewhere around the edge of the map.You might get pitched
by several companies. Some look better than others, most are very pricey.
Pick up maps like these when you see them and decide if you'd do business
with anyone on the map because of the ad. Distribution is the selling point.
Placement is the bug-a-boo. What if your adis on the back and the reader
only looks at the front? Don't be fooled by the promise of radio ads
proclaiming free maps and mentioning your name.
Bibles for Newlyweds
I wish I had thought of this one 30 years ago. I would be clipping
coupons instead of writing about it.
The fast talker promises to send a Bible to all newlyweds in the county
(the names and addresses of the happy couples are public record at the court
house). Four to six sales at about $500 each and they mail a one dollar
Bible 4th class, a peel and stick label stuck inside with the name of the
"sponsors" in inkjet color.
They can easily sell a town a day at 3 large and make one trip a quarter
to visit the court house for names. Work it for two months on a route and
eat cake the other 10. A great money maker for the Bible people, a dud for
advertising effectiveness. But like kids in school and American Flags, this
emotion sells well in every community.
There are hundreds of advertising "opportunities" out there. Your job as
a business owner is to separate the effective from the cute and clever.
For more about advertising, get my article "Your Billboard is Showing"
MailTo:Billboards@BigIdeasGroup.com
?2005 BIG Mike McDaniel, All Rights Reserved
Mike@BIGIdeasGroup.com BIG Mike
is a Small Business Consultant, Professional Speaker and former Major Market
TVNews Anchor. http://BIGIdeasGroup.com
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