Tom Feltenstein - 501 Killer Marketing Tactics

With this program, you e-mail your electronic database or send your
manual database (registration cards) to a direct-mail service provider.
Each month, the provider will update your list for accuracy, then send a
postcard to those customers who are three months away from the anniversary
of their last stay.
The mailer can be customized to feature color photos of your location
and can even be printed to feature customers’ names on a photo
of your awning or marquee. The offer should communicate a welcomeback
message and be accompanied by an added incentive, such as a
gift certificate.
Materials Registration cards or electronic database
Timing
Four weeks prior:
Prepare photos of staff and property that will appear on the card.
Prepare registration cards or electronic database for delivery to
service provider.
Three weeks prior:
E-mail photos to service provider for design of piece.
One week prior:
Discuss program with staff.
Start:
Receive inbound calls and track response rate.
Ongoing:
Continue to send in new registrations each month to keep
the database growing.
133. Bounce-Back Offer
Best For Most retail businesses
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Objective Increase awareness, increase frequency, promote activity during
slow periods
Target Existing customers and potential new customers
Have your staff distribute bounce-back coupons, designed to encourage
repeat business within a short period of time, to all customers. In certain
businesses, that time period could be the same day; in others, it might
be within a week or even a month. Distribute the coupons during a twoweek
period and allow a four-week redemption period. For example, a
bookstore could distribute coupons good for 50 percent off any purchase
of a book, redeemable within 30 days.
Materials Bounce-back coupons
Timing
Two weeks prior:
Print coupons.
One week prior:
Describe activity to staff.
Start date:
Begin distribution and redemption of coupons at specified times.
Two weeks after:
Cease distribution of coupons.
Four weeks after:
Cease redemption of coupons.
134. Gift Certificate/Coupon Tie-In
Best For Most retailers and restaurants
Objective Increase frequency, generate traffic, keep staff busy, increase
sales, promote activity during slow periods, and stimulate trial
Existing Customers ✹ 97

Target Existing customers and potential new customers
Use the sale of gift certificates as a method of distributing four different
bounce-back coupons that are valid during a typically slow four-week
period. Offer all four coupons for free with the purchase of a gift certificate.
Choose products that are high-profit and/or popular, to build on
your existing strength.
Week 1 coupon: Buy one, get one free—any product of equal or
lower value.
Week 2 coupon: Free add-on product with another larger purchase.
Week 3 coupon: Free add-on product (different from that in Week
2) with another larger purchase.
Week 4 coupon: Free add-on product (different from those in
Weeks 2 and 3) with another larger purchase.
Materials In-store posters, gift certificates, bounce-back coupons
Timing
Three weeks prior:
Prepare gift certificates, posters, discount cards.
Two weeks prior:
Print gift certificates, posters, discount cards.
Discuss program with staff.
One week prior:
Set out posters.
Display gift certificates.
One day prior:
Review program with staff.
Start:
Sell gift certificates.
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One week after:
Begin redeeming coupons.
Four weeks after:
Cease redemption of coupons.
Evaluate program.
135. Contests and Sweepstakes—
General Information
In the following pages you’ll find two slightly different techniques
for attracting people by giving them the opportunity to win desirable
prizes. The difference between the two is that one requires skill and the
other luck.
Contests involve some sort of ability—the best poem, a coloring contest,
the best recipe, and so on. Sweepstakes are purely chance—participants
have no influence over whether they win.
The difference is legally significant. The laws of most states say that
lotteries are illegal, except when they are run by the states themselves.
Under the law, the three main elements of a lottery are chance, consideration,
and valuable prizes.
Contests are okay because they substitute skill for chance. Sweepstakes
are okay as long as they eliminate consideration by allowing entry
without proof of purchase. The most common sweepstakes rules say,
“Send in proof of purchase seals from two packages of (name of product),
or simply print your name and address on a 3′′ × 5′′ card, along
with the name of the product, and send it to . . .” This “or” is the elimination
of the consideration in the form of a purchase that makes the
sweepstakes legal.
If you intend to run a contest or sweepstakes, you should consult
an attorney or your local authorities to make sure you comply with all
state and local laws. You may also want to include a formal release
Existing Customers ✹ 99

by participants that allows you to use their likenesses in your marketing
materials.
136. All Family Sweepstakes
Best For Most retailers and restaurants
Objective Increase awareness, build mailing list, create excitement,
increase frequency, generate traffic, increase sales, and stimulate trial
Target Existing customers and potential new customers
Giving customers a chance to win valuable prizes creates an exciting, traffic-
building event.
Each time customers visit your business, they should be given a
sweepstakes entry blank. This alone will build frequency. Customers
complete the entry blank and deposit it in a drop box near the entrance.
It is illegal to require a purchase in order to enter a sweepstakes, but
you can control ballot-box stuffing by keeping the entry blanks where
customers cannot just pick them up. They should be distributed by your
staff, one to each customer. To counteract stuffing, you should make use
of a computerized database that will allow you to clear out any multiple
entries.
The prize structure should depend on your budget. The rule of
thumb is that no matter how valuable the prize is, the more prizes you
have, the greater the customers’ perception of their chances of winning.
On the other hand, the grand prize should always have real value.
A sweepstakes of this type should be promoted via newspaper ads, instore
posters, and, if you can afford it, radio. Prizes and posters should be
displayed attractively and should be visible at all times during the promotion.
Materials Newspaper ad, posters, entry blanks, drop box, display items,
prizes
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Timing
Four weeks prior:
Decide on type of sweepstakes and select prizes.
Contact radio station (optional).
Design posters, entry blanks, newspaper ad.
Design coupons (if applicable).
Three weeks prior:
Buy media.
Design prize display.
Purchase prizes.
Print posters, entry blanks, coupons (optional).
Two weeks prior:
Discuss program with staff. Explain responsibilities
and operational execution.
Place newspaper ad.
Begin radio campaign (optional).
Display posters in store.
One day prior:
Set out display.
Start:
Begin distribution of entry blanks and continue until
one day before the drawing.
End:
Award prizes and contact winners.
Photograph major prize winners and mail with press release to
local newspapers.
At the end of this promotion, you should be left with a huge database
of e-mail addresses and postal addresses. Think about how you will put
it to use with some of the other promotions in this book.
Existing Customers ✹ 101

137. Autograph Contest
Best For Most retailers and restaurants
Objective Build mailing list, create excitement, generate PR, generate
traffic, increase sales, and stimulate trial
Target Existing customers and potential new customers
Tap into the popularity of your region’s major sports teams by providing
families with preautographed photos of a popular team member. If possible,
arrange special days when team members will be available to give
autographs.
Give the photos only to customers who shop at your business or dine
at your restaurant. Encourage customers to sign up for a chance to win
a team-autographed football, basketball, or baseball at the end of the promotion
by filling out their names and addresses on a card to be deposited
in a drop box.
Winners should be notified by telephone and, if possible, should
come in to be photographed with a popular team member and their
prize. Give a copy of the photo to the winner, and send a copy, with a
press release, to your local newspaper for publication.
Generate interest through newspaper ads announcing team members’
appearances. Also, pass out flyers at participating team games. Begin the
program at the start of a season and run it for at least two weeks.
Materials Flyers, newspaper ad, autographed photos, grand prize autographed
ball
Timing
Three weeks prior:
Discuss program with teams to arrange participation and usage
of player’s likeness—research any licensing issues.
Prepare newspaper ads, entry blanks, and flyers.
Arrange for autographed photos and grand prize ball.
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Arrange team member visits.
Buy media.
Two weeks prior:
Discuss program with staff.
Print flyers.
Distribute flyers at games.
Place newspaper ad.
Prepare entry blank drop box.
One week prior:
Rerun newspaper ad.
One day prior:
Display winning ball prominently at business.
Review program with staff.
Start:
Begin handing out preautographed photos to customers.
Begin handing out entry blanks for grand prize.
Two weeks after:
Draw name of grand prize winner and notify.
Photograph prize winner with team member and prize and send
the photograph, with press release, to local paper.
Be sure to have the winner sign a release form permitting you to use
his or her image in your promotions. You can obtain a standard release
form from a local ad agency or commercial photographer.
Existing Customers ✹ 103

✹ 105 ✹
New Customers
138. New Resident Direct Mail Program
Best For All consumer-oriented businesses
Objective Stimulate trial
Target New residents
As many as several hundred new residents a month move to within a
three- to five-mile radius of your business, and most of them are anxious
to learn about the businesses serving their new community. Sending these
new neighbors a full-color mail piece for your business, along with an
offer for a free product or service or some other special offer redeemable
at your location, is an effective way to stimulate new trials.
The latest digital printing technology makes these programs affordable,
and they can be highly personalized. Be sure to include some visuals
in your mailer, such as photos of your personnel and your location
and any other imagery that will help the recipient visualize why he
should patronize you.
10

You can purchase the addresses on a regular basis from a list broker
or other source.
Materials Self-mailers
Timing
Four weeks prior:
Prepare photos.
Three weeks prior:
E-mail photos to printer/mailer for design of piece.
One week prior:
Discuss program with staff.
Start:
Collect redemptions.
Ongoing:
Once established, this tactic can easily be repeated every month.
Track your redemption rate, collect customer information, and
build your database.
139. New Homeowners Program
Best For All consumer-oriented businesses
Objective Increase awareness, build mailing list, increase frequency,
and stimulate trial
Target New homeowners
This is similar to the new resident program but is targeted to homeowners,
whose interests may be more specific. You can obtain a mailing list
for all new homeowners in your trading area from a list broker, or you
can use a company like Smartleads, Inc., which not only will help with
the list but can also produce a customized, four-color direct mail piece.
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The mailer should contain a specific offer good for a limited time (always
less than a month). Make sure you have a method to track the success of
this mailing, such as a “mention this mailer” discount or a coupon.
After their first visit, offer these new customers a bounce-back coupon,
good for a return visit in a very short period of time. The bounce-back
should be good for a buy-one-get-one-free offer or something else of
real value.
Materials From Smartleads; call 1-888-795-6245 for more information
Timing
Four weeks prior:
Determine what your offer will be.
Three weeks prior:
Send your offer and your business information (logo, background,
and so on) to a vendor such as Smartleads.
One week prior:
Discuss program with employees.
One day prior:
Discuss program with employees and get them geared up.
Start:
Redeem new homeowner mailing.
140. Captain Hook
Best For Most business types
Objective Generate traffic, stimulate trial, increase goodwill
Target Other local businesses
A highly targeted way to promote yourself right in your neighborhood is
to appoint or hire someone to be your Captain Hook, to go out into the
New Customers ✹ 107

community for an hour or so each day and hook prospective customers.
Choose someone with outstanding people skills and a complete knowledge
of your business and its products and services, and have that person
spend an hour or so each day visiting neighborhood businesses, offering
them free samples and/or literature. Remember to include a coupon or
gift certificate good for a specific product to be used by a specific date,
as soon as possible after the visit.
If you own a restaurant, call and offer free sandwiches or desserts to
the employees of the business you’re visiting that day, then deliver a platter
of goodies. If you run a retail shop, deliver a sampling of what you sell
or what you are currently promoting. If you operate a window-washing
service, wash the business’s front windows for free. If you own a spa, offer
a five-minute shoulder massage on the spot. If you own an insurance
agency, offer a free quote on car insurance. The possibilities are limited
only by your creativity and initiative.
The recipients of these visits will be surprised and delighted. They’ll
remember you, and they’ll tell their friends and coworkers.
141. Retail Partnership Promotion
Best For Retailers and food service
Objective Increase awareness, increase community goodwill, generate
traffic, increase sales, and stimulate trial
Target Local retail outlets
This tactic allows you to cross-market with another business in such a
way that you both increase your sales and attract new customers.
Contact the owners or managers of retail outlets within your local
trading area (three to five miles) that cater to an audience or market segment
similar to yours. If you are not in the restaurant business, consider
a restaurant. If you are, find a nonfood business. Offer to provide the
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other business with gift certificates at a discount that it can give its customers
as a thank-you for their patronage, or as a thank-you for purchasing
more than a certain amount.
You may wish to offer the other business five certificates for the price
of four. Let the other business determine the face amount of the certificate,
or it can tell you what it is willing to pay for the certificates, and you
can create an offer that is appropriate to your product.
As an added incentive for participating in the program, the partnering
merchant should be given a 10 percent discount card good for its
staff, too. Be sure to place a two-week expiration date on both the certificates
and the discount cards.
To promote this offer, display posters both at your location naming
the participating merchants and at the participating merchants’ locations
advertising the program.
Materials Gift certificates, in-store posters, merchant posters, discount
cards
Timing
Three weeks prior:
Visit area merchants to recruit them for the program.
Prepare gift certificates, posters, and discount cards.
Two weeks prior:
Print gift certificates, posters, and discount cards.
Distribute merchant posters, gift certificates, and cards to merchants.
One week prior:
Discuss program with staff.
Start:
Display posters.
Begin certificate redemption.
Honor discount cards.
New Customers ✹ 109

Two weeks after:
Discontinue redemption and evaluate results.
142. Commuter/Traveler Flyers
Best For Most consumer businesses
Objective Increase awareness, generate traffic, increase sales, and stimulate
trial
Target Local railway stations, hotels, and motels
Several evenings a week, pass out flyers at the railroad and/or bus station
to commuters and passengers. The flyers should have directional maps
that pinpoint your business as well as other key buildings.
If your business is appropriate for travelers, flyers could also be given
to local hotels and motels for distribution to their customers. Be sure to
include a discount coupon at the bottom of the flyer. Although this program
can be ongoing, make sure to print each batch of flyers with a fourweek
expiration date to deter unintentional coupon collection and usage
by hotel/motel employees.
Materials Flyers
Timing
Three weeks prior:
Obtain a map of the area from the chamber of commerce.
Design coupon and flyers.
Two weeks prior:
Print flyers.
One week prior:
Begin flyer distribution.
Discuss program with your staff.
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Start:
Begin redeeming coupons.
Four weeks after:
Evaluate results.
143. Home Team Support
Best For All retailers and restaurants
Objective Generate traffic, increase sales, stimulate trial
Target Local sports teams, new and current customers
If your local sports team hits a scoring level that you set, all fans who pre -
sent a ticket stub get a free gift or product.
During each sports season, set attainable goals for the home team to
achieve. You might want to get some basic stats for your teams so that you
can make sure that the goal will be achieved at least once. For example,
the offer is good when the basketball team scores 100 or more points or
when the baseball team wins a game by three runs or more. Do the same
for hockey, football, and any other locally popular sports. This can also be
done successfully with college and high school teams when there is strong
community support.
When a team achieves the goal, all fans, your potential customers,
can redeem their game ticket stubs for a gift or, in a restaurant, a free
dessert, for example. If your business doesn’t have a product that lends
itself to being given away, like a carpet store, purchase a reasonable gift
with good perceived value to give away. Try to come up with something
that ties in with your type of business, such as a bottle of “nonstaining”
white wine for a carpet store. Or partner with another business, such as
a restaurant, to give away a gift certificate and make it a cross-marketing
opportunity. A good partner, depending on who your audience is, might
be a sports bar.
New Customers ✹ 111

Advertise in local newspapers, distribute flyers at games or other
places where fans congregate, and put posters in your business. Include
in any literature the set goals for each team to establish the integrity of
this offer.
Materials Flyers, posters, newspaper ad, reader board
Timing
Three weeks prior:
Discuss program with staff and set goals for game scores.
Prepare ad, posters, and flyers.
Buy media.
Two weeks prior:
Print posters and flyers.
One week prior:
Put up posters.
Place ad.
Start:
Review program with staff.
Distribute flyers at games.
144. Social Consciousness
Best For All business types
Objective Increase goodwill, build customer loyalty
Target Local charities
Consider offering and promoting one of the following programs. These
should be carried out during specific times, typically when you are busy,
to increase the impact on your customers:
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1. Donate 5 percent of every sale to the homeless.
2. Offer customers the option of donating a percentage of their
bill to their favorite charity.
3. For restaurants, arrange to take unserved leftover foods to
city shelters.
4. For bars, offer free rides to patrons who have consumed too
much alcohol. (This service should be more available anyway.)
There are a hundred variations on this theme. Use your creativity to
figure out how it might work best for you.
145. Shopping Spree Sweepstakes
Best For Retailers and restaurants
Objective Increase awareness, build mailing list, increase community
goodwill, create excitement, generate PR, generate traffic, build your
image, increase sales, stimulate trial
Target Existing customers, potential new customers, and high-quality
retailers
Join with several high-volume, high-quality retailers in your trading area
and hold a drawing at your business for free merchandise at the shops of
the other retailers.
In one example, the first-place winner gets a $200 shopping spree,
two second-place winners each receive a $100 spree, and five third-place
winners each get a $50 spree.
Each prize should be awarded by a different retailer, so it would be
necessary in this example to get eight different area merchants to join in.
If you get fewer merchants, award fewer prizes; if you get more merchants,
award more prizes. The dollar value of the prizes will depend on
the merchants’ individual choices.
New Customers ✹ 113

Your business contributes the advertising for the promotion, such
as posters to display in your place and at the other retailers’ locations.
Customers are invited to visit any participating business to pick up an
entry blank. Put a locked drop box in each participating merchant’s store.
Supply sweepstakes rules and odds on posters distributed to each participating
retailer. Make sure the retailers actually put them up and support
the promotion.
Materials Posters, entry blanks, drop boxes
Timing
Four weeks prior:
Visit area merchants to discuss the program.
Prepare posters, entry blanks, drop boxes.
Show merchants a proof of the poster prior to
printing.
Three weeks prior:
Print posters and entry blanks.
Distribute posters, entry blanks, and drop boxes
to merchants.
Two weeks prior:
Discuss program with staff.
Display posters in your restaurant or place of business.
Review program with participating merchants.
Start:
Pick up completed entry blanks from merchants regularly
so that they have room in their drop boxes.
Two weeks after:
Announce prize winners.
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146. Art Drawing Contest
Best For Retailers and restaurants
Objective Increase awareness, increase community goodwill, generate
PR, generate traffic, and enhance your image
Target Schools, children, and parents in your trade area
Have a window-decoration contest for local schoolchildren, and make it
a big deal.
An appliance store in Fort Wayne, Indiana, has a contest every year
for a number of second-grade classes from area schools. The owner promotes
the contest by handing out flyers to all the schools in the area.
Each class that joins gets a large windowpane in the front of the store,
where it creates a Christmas design and paints the window.
After about two weeks, the designs are judged by people such as the
mayor, a city council member, and a local television anchor or DJ, and
prizes are awarded. Generally, every entrant wins something. The contest
involves a lot of people and generates a lot of traffic, especially by
parents who come out to see their children’s handiwork. The appliance
store gets holiday decorations at very little cost and creates goodwill in
the community at the same time.
This same appliance store also created a special event called “The
Refrigerator Art Gallery.” School kids submitted their artwork, and it was
mounted with magnets on all the refrigerators in the store. That really
brought in the parents.
A drawing or painting contest can be used in many different businesses,
such as menu cover designs for a restaurant and windshield painting
for a car dealership. America West Airlines once featured a
reproduction of a child’s drawing on the side of one of its planes.
There’s tremendous opportunity for media coverage as well.
Look at your business and figure out where you might take advantage
of a drawing contest—on bags, invoices, windows, delivery trucks, uniforms,
or T-shirts for your employees.
New Customers ✹ 115

Materials Flyers to hand out to local schools
Timing
Four weeks prior:
Develop flyers to hand out to area schools.
Three weeks prior:
Print flyers.
Secure prizes and rewards.
Distribute flyers to area schools.
Two weeks prior:
Discuss program with staff.
Invite and secure judges for the contest.
Review program with area schools.
Start:
Have classes decorate your business or produce the item
with the drawings on it.
Two weeks after:
Have judges on hand to announce winner(s) of the contest.
Award prizes.
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✹ 117 ✹
Promotions for
Charities and Churches
147. Houses of Worship Promotions
Best For All business types
Objective Increase goodwill, increase awareness, build loyalty
Target Churches, synagogues, mosques, and so on
The next few pages describe ways in which you can show that you value
the spiritual life of your community and support it, regardless of creed.
Promotions designed around houses of worship have never been profitable
on their own. It is the involvement and goodwill that they evidence
to congregations that make them worth doing.
Almost everyone in your community will have at least one member
of their family who actively attends or is involved with a house of worship.
That person’s involvement in your promotion will bring other family
members into your business.
Tactics in this category can be targeted toward almost all of the objectives
outlined in this book: increasing goodwill, increasing awareness, stim-
11

ulating trial, increasing frequency, building your image, increasing sales,
promoting activity during slow periods, and improving the bottom line.
148. Church Social
Best For Restaurants and some retailers
Objective Increase awareness, increase community goodwill, generate
traffic, increase sales, and stimulate trial
Target Local houses of worship
This program is designed to acquaint the community with your business
and create a good image for you.
Contact clergy by mail, then follow up with a phone call. The letter
explains how a church social sponsored or catered by your business could
be a fund-raiser. It would, at the same time, be a bonding social event for
members of the congregation.
Provide the church or synagogue with two-part tickets. Tickets can be
sold by the church’s women’s club, men’s club, youth group, and so on,
for $5 each. For each ticket redeemed, the church receives $2; the other
$3 helps defray your costs. You should determine the correct amount for
your business. A ticket entitles the bearer to a full choice of meal and
dessert. Attendees retain their ticket stubs to use them in a drawing for a
free meal for two or some other gift at the end of the event.
Hand out bounce-back coupons for $1 off (or some other appropriate
amount) on any return visit to everyone who attends, within a limited
time. Since most people will bring a guest, the bounce-backs provide
the potential for two return visits.
Materials Letter, two-part tickets, bounce-back coupons
Timing
Eight weeks prior:
Write to local house of worship to solicit participation.
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Seven weeks prior:
Make follow-up phone calls.
Six weeks prior:
Prepare coupons and two-part tickets.
Five weeks prior:
Print coupons and tickets.
Deliver tickets to participating religious institution.
Four weeks prior:
House of worship announces program in its bulletin and begins sales.
One week prior:
Check on sales and review details of social.
Discuss program with staff.
One day prior:
Get final number of tickets sold from church.
Review program with staff.
Start:
Begin redeeming tickets.
Conduct drawing for gift or free dinner for two.
Pass out bounce-back coupons to attendees.
One week after:
Evaluate results.
149. Bingo and Carnival Prizes
Best For Retailers and restaurants
Objective Increase awareness, increase community goodwill, generate
traffic, increase sales, and stimulate trial
Target Local churches
Promotions for Charities and Churches ✹ 119

Most churches sponsor bake sales, carnivals, bingo games, and card parties.
In most cases, tickets to these events are sold and the proceeds are
used for the needs of the church or as a donation to a charity.
Provide local churches with coupons good for a gift at your business
or free food at your restaurant (such as free dessert with dinner) when
people make donations to the church by purchasing tickets. You can also
provide coupons, good for a more valuable gift, which can be used as
prizes for parishioners at carnivals and bingo games.
Materials Coupons, flyers announcing the program
Timing This can be an ongoing program if it works well; distribute flyers
and coupons to different churches in your community and repeat as
often as you wish.
150. The 10 Percent Solution
Best For Most business types
Objective Generate traffic, increase sales, stimulate trial
Target Local churches
Parishioners are always looking for ways to help their church. Make it
easy for them by offering to return 10 percent of the proceeds of the sale
when they patronize your business. Ask church leaders to distribute
coupons that, when redeemed, give 10 percent of the sale proceeds to
the church. You can tailor these coupons to fit your prices and your products
or services.
To increase traffic during your typically slower periods, you may wish
to make the coupons valid for slower days or hours.
Provide a space on the coupon to identify the church, and ask customers
to present the coupon with their payment. Consider using a
preprinted form designed to fit credit card imprinter machines. The
cashier will write in the church’s name and imprint 10 percent of the
120 ✹ 501 Killer Marketing Tactics

total sale. This will act as the customer’s receipt and will be returned to
her with her change. However you choose to do it, it is very important
that you make sure that each customer has proof of the transaction.
Instruct the customers to turn the receipts in to the church. At the
end of the promotion, the church leader returns all the receipts to you
for a cash redemption.
Materials Coupons, preprinted receipts
Timing
Six weeks prior:
Contact church and club leaders by mail, by phone, or in person.
Three weeks prior:
Confirm participation.
Prepare coupons and receipts.
Two weeks prior:
Print coupons and receipts.
One week prior:
Present coupons to churches.
Explain program to staff.
Four weeks after:
Present check to church.
Evaluate results.
151. Sample Letter to Clergy
(On your letterhead)
Dear Reverend/Father/Rabbi (Name):
As a member of our community who appreciates the important role you
play, I would like to offer you a simple, cost-free way to raise money for
Promotions for Charities and Churches ✹ 121