DECK: Here are 13 concepts that will help you become distinct in your
own right.
Nancy Michaels’ Lucky 13 List Off-The-Wall Marketing
Ideas
By
Nancy Michaels
Word Count: 1581
Thirteen has always been my lucky number. Friday the 13th is an especially
good day, and I anticipate and relish each of them – although it comes too
infrequently if you ask me.
For this reason, I am resurrecting the number 13 in a new and positive form
by providing you with 13 concepts, beliefs or ideas that will help you become
distinct in your own right. The ideas below come from my newly released
book that I co-authored with Debbi J. Karpowicz, Off-The-Wall Marketing
Ideas, Jumpstart Your Sales Without Busting Your Budget published by
Adams Media.
Here they are:
1. Take A Cab To Nowhere (page 112)
Having no money for advertising and publicity when starting his Gold Coast
Dogs, owner Barry Potekin began taking daily cab rides around the block on
which his restaurant was located. During the ride, he would talk the drivers’
ears off about his Gold Coast Dogs. Upon arriving back at the restaurant,
Potekin would give each driver a $5 tip to spend on a meal at Gold Coast
Dogs. Today business is booming and the cabbies have the answer for
every out-of-towner who asks, “Where’s a good place to go for lunch around
here?”
2. Burn Your Stationary (page 11)
An inspired example of consistent corporate image that creates an
immediate visual identity comes from Marci Blaze of the Blaze Company in
Venice, California. She had her graphic designer husband create a uniquely
memorable letterhead --- stationary whose edges are burned with a torch to
create the burned, “blaze” effect. Blaze says though it is expensive and
time-consuming, it is well worth the effort and expense because of the
attention that it draws.
3. Create Conversation Business Cards (page 14)
In announcing herself as the “Bean Queen”, Jill Smith used her business
card to make herself memorable. Opting for an unusual color, typeface,
message or design will help make your business card a conversation piece --
-something that will achieve the goal of attracting attention. Along with your
company name and logo, include a brief business description of no more
than five words so that people can remember what you do.
4. Create Your Own Cable TV Show --- With Leis! (page 90)
When Steve Latour of Washington, DC was looking for an inexpensive way to
advertise his leis, he lucked out with his own public-access TV show, Lei
Man’s World on which he and friends review wine, food, and films while
wearing Steve’s leis. Those who call to give comments are asked if they
want to order leis as well.
5. Stage A Parade (Page 79)
Victoria Mackenzie-Childs understands that getting noticed is the name of
the game and so she staged a parade down Madison and Fifth Avenues. To
attract attention for her offbeat store of whimsical housewares, Mackenzie-
Childs outfitted her staff in outrageously fanciful costumes; they were
transformed into giant plates, vases, tassels, acrobats, nymphs, and
cheerleaders. “The promenade” piqued tremendous interest in her store.
6. Send An Inflatable Globe (page 122)
When Cerie Segal, a Plano, Texas-based broadcaster wanted to move her
show to a bigger station, she hand delivered to several radio stations
packages containing an inflated globe printed beach ball, her demo tape,
and a message that said, “Let me bring the world to your listeners”. The
ploy made an impression and helped her land her current on air job.
7. Design Humorous Menus (page 114)
The owners of Layla Restaurant in New York City devised a humorous
method to market its Middle Eastern food and its unconventional wines to
customers. They let the restaurant’s unique atmosphere of music and belly
dancing inspire them to create a witty wine list with categories including,
“What to drink when lost in the desert?” The humor served to put their
customers at ease and made their patrons less intimidated and more
comfortable with their wine list. When people were less tentative about
ordering a bottle of wine, wine sales increased.
8. Use Rubber Duckies (page 123)
Hotel Triton in San Francisco has successfully incorporated unique amenities
into its marketing campaign. Guests at the Triton are given “Leave Me
Alone” placards instead of the typical, “Do Not Disturb” signs. Another
example of unique amenities include little yellow rubber duck toys, which are
standard in all of the hotel’s bathrooms and are also given away as
marketing tools to clients and journalists.
9. Wear A Noteworthy Nametag (page 132)
Graphic designer Linda Patterson of Needham, Massachusetts is
remembered as the lady with the unique nametag. She took two of the
brochure covers she designed, shrunk them, and put them on her nametag.
It not only draws attention, it highlights the fact that the wearer of the
nametag has creative ideas.
10. Send A Provocative Telegram (page 189)
Tiffany James of UndercoverWear in Tewksbury, Massachusetts won a long
alluded feature spot on Donahue by sending an unsigned telegram to Phil
Donahue’s home address. The telegram was sent on the day that the
Evening Magazine show was to feature UndercoverWear and simply said,
“Watch Evening Magazine Tonight.”
11. Stage Lipstick-imprinted Coffee Cups (page 26)
Manicurist Gerri Civitano of New Rochelle, New York adopted a smart tactic
to project a successful image for her newly opened business. On her first
day open to customers, Civitano gave her home the appearance of a busy
place of business by planting several coffee cups with different colored
lipstick imprints on each one. She gave the impression of success before
she actually achieved it.
12. Create An Army Of Walking Signs (page 11)
When beginning her interior-design company, Alexandra Stoddard invested
$3,000 in geranium red stationary and business cards from Tiffany &
Company. She knew that her clients would expect to pay for quality and
innovative ideas. Stoddard also had bright red shopping bags enblazoned
with her logo and gave them to all of her friends to carry around New York
City.
13. Get ‘em Where They Eat (page 30)
Boston pawnbroker Michael Goldstein provides homemade Breakfast goodies
at his store every day from Thanksgiving to Christmas. Having offered this
service for several years, Goldstein gets “Where’s the Danish?” inquiries
from hungry customers as early as October.
14. Drive A Purple Winnebago Across The Country (page 113)
Nantucket Nectars owners Tom Scott and Tom First didn’t stop at hanging
“Tom & Tom For Senate” banners from highway overpasses. They also sent
promoters across the country in purple Winnebagos handing out free
samples. Today Nantucket Nectars has established markets in more than 30
states plus Canada, Europe, Korea, and South and Central America.
15. Send Frozen Camel Manure And Some Yogurt (page 113)
Stonyfield Farm entrepreneur Gary Hirshberg once showed up at a Boston
radio station, frozen camel manure and some yogurt in hand. The radio
show host at the station had once claimed that he would rather eat camel
manure than natural foods. With his outrageous stunt, Hirshberg gained
immediate attention as well as an endorsement for Stonyfield.
16. Play The Violin In Your Birthday Suit (page 126)
Violinist Lara St. John found a provocative way to promote herself and her
debut album. She appeared on the cover wearing only her fiddle. At this
writing, St. John has sold more than 20,000 copies.
17. Advertise Your Autopsies (page 128)
Vidal Herrera, owner of a Los Angeles-based autopsy business, makes his
car a moving billboard with his vanity license plate YSPOTUA. When seen
through a rear view mirror, it spells “AUTOPSY”. The 1-800-AUTOPSY phone
number on his van has earned his business even more publicity and has
been mentioned in Newsweek. Herrera says he drives in traffic on purpose.
18. Misspell Your Product Name (page 130)
Anthony and Lauren Raissen made their BreathAsure breath freshener
memorable by misspelling the “assure” in the product name. “It makes
people think.” Says Anthony “People remember it – and you.” They also
picked an extremely opportune event to launch their breath freshener---the
Los Angeles Garlic Festival. If BreathAsure can work there, it can work
anywhere!
19. Celebrate Good Hair Week (page 133)
Award winning Belmont, Massachusetts salon, Leon & Company reaped great
success with its proclamation of the third week in March as “Good Hair Week
in Massachusetts.” The week-long event, complete with promotional and
charitable tie-ins, not only attracted new customers and boosted retail sales,
it also generated positive press coverage.
20. Give Your Customers Thanks For Nothing (page 136)
The Cape Cod Potato Chip Company in Hyannis, Massachusetts launched a
“Thanks for Nothing” promotion designed to tie in with the final episode of
Seinfeld - the show about nothing. They asked customers to send in
nothing---nothing except their name and address---to receive a free bag of
chips.
21. Send Out Tape Recorders (page 127)
Rick McKenna of Concord, Massachusetts zeroed in on his audience’s
response when he was searching for his first public relations’ job. He sent
out inexpensive tape recorders paired with a six-minute cassette on which
he introduced himself. For less than $20, McKenna guaranteed himself an
interview. He also found that his interviewers often appreciated his
aggressiveness as well as welcomed a change from the usual resumes and
e-mail.
Nancy Michaels, of Impression Impact, works with companies that want to
reach the small business community and with small business owners who
want to sell more products and services. Copyright© 2005, Nancy Michaels.
All rights reserved. For information, contact Frog Pond at
800.704.FROG(3764) or email Susiefrogpond.com;
http://www.frogpond.com