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Un-Marketing
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| Nov 28, 2007 10:21 pm |
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re: re: re: re: re: re: re: re: re: re: What is your best marketing tip? |
Kurt Schweitzer
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Lamar,
How would I measure effectiveness? The old fashioned way - ask!
It turns out that there are only 12 spots sold on the placemat, around the edges. In the center is the restaurant's list of daily drink specials. There isn't any plate covering the placemat until the food is served, so for the ten minutes or so you're sitting there waiting for your food you have a wonderful opportunity to read the mat.
Also, remember these same placemats will be used for six to nine months. Repeat diners will have repeated opportunities to notice the ad.
One of the other advertisers (another corner) incorporated a coupon in their ad. I suppose a few diners will tear the placemat in order to use the coupon.
I'm just going for exposure. I'm building up to Spring, when my sales season starts. I'm finding lots of inexpensive ways to get my name out there, and using as many of them as I can afford. For example, yesterday I found out about a company selling ads placed on the sides of gas pumps. I can picture the ad copy now: "If you were filling a scooter, you'd be done by now." A gas pump is the perfect place for a message like that!
Cost for a gas pump ad is around $60 a month. Figure 200 customers a day (one every 3 minutes for a 10 hour day), that translates to around $0.01 per customer - about the same as the placemats. (The company selling the ads says I should figure 800 customers a day, which would make it even cheaper.)
I like these "outside the box" ideas, don't you?
Kurt Schweitzer
Urban Village Scooters
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