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Un-Marketing
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| Dec 09, 2006 8:10 pm |
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re: re: re: re: re: re: re: re: Question on Making Direct-Mail Campaigns Worth The Effort |
Kurt Schweitzer
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How about coupling a referral program with your "mini billboards"?
Think about it - you're asking another business to provide advertising space to promote YOUR (or your client's) business. What's in it for them?
You COULD simply pay them for the space - $10? $50?
OR you could promise them a "piece of the action" - a referral fee for every sale made to someone who mentions where they saw the ad.
(You want to be tracking ad placements anyway, just to determine how effective each is.)
I don't know what would be the appropriate rate, but it should be comparable to what they would have made if you had simply paid for the space. Maybe a buck a meal for the first ten sold through their referrals, or something.
This referral approach is a substantial part of the marketing plan for a new scooter dealership I'm launching in March. I'm basically sending out "referral cards" - business cards with an offer of a discount to anyone who presents one when purchasing a scooter from me. The instruction to the referrer (the person or business distributing the cards) is to write their name on the back, and I'll pay THEM cash for each card used in a purchase. It's a tracking nightmare, but I have dozens of people lined up to help me sell my scooters and I don't even have a store (yet)!
Bottom line is that before you can get others helping you sell your products, you have to make it worth their while.
Kurt SchweitzerPrivate Reply to Kurt Schweitzer (new win) |
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