Current Events Mean Marketing Opportunity — An Example

According to Nancy Gibbs in Time Magazine, Trinity Place [a restaurant and bar in Manhattan’s Financial District] offers $3 drinks at happy hour any day the market goes down, with the slogan “Market Tanked? Get Tanked! — which ensures a lively crowd at the closing bell.” This not only aligns the establishment’s marketing with something […]

The Call-to-Action: Make It Easy For the Prospect

When you deliver an advertising message to a group of prospects, you have a short period of time to convince that prospect to take action — pick up the phone, log onto a web site, or walk into a store. If they take the action and don’t get what you promised them, you’ve lost the […]

When People Walk Into Your Store

I spent part of this afternoon at an auto dealership. One of my radio stations had an appearance there (station van, tent, prizes). I arrived about 15 minutes before the appearance was scheduled to start. Couldn’t figure out where I was supposed to be, so I parked the car and walked, slowly, all the way […]

Selling On Your Voice Mail

This morning I made a phone call to J.R. Langlois, owner of The Safer Floor Store.  I got this voice mail greeting (I’m paraphrasing from memory): Hi, this is J.R. at the Safer Floor Store. I can’t come to the phone because I’m helping my customers prevent injuries and avoid lawsuits. Please leave a message and […]