Tom Feltenstein - 501 Killer Marketing Tactics

your building fund, your youth group, your foreign ministry, or some
other program you need money for.
Here’s how it works:We’ll furnish you with coupons that can be given
to your congregation. The coupons state that XX percent of any purchase
made with the coupon at our store/business/restaurant will be donated
to your church for your unrestricted use.
It’s that simple. There’s nothing else for you to do. We will tabulate
and distribute funds to you on a weekly basis for four weeks, beginning
as soon as you like.
After you’ve had time to think about the idea, I’ll call you to answer
any questions and to discuss the program in more detail.
I look forward to working with you and helping you meet your fundraising
goals.
Cordially, (Your Name)
152. Charity/Fund-Raising Tactics
Best For Most business types
Objective Increase goodwill, increase awareness, increase community
involvement
Target Local charities and nonprofits
In the following pages you will find a number of tactics similar to those you
use with churches but directed at generating warm and caring feelings
between your neighbors and your business by creating bonds with nonprofit
institutions—charities. This is more than just raising awareness about you.
You can do this in any number of ways: involvement in helping
younger children or seniors, direct involvement with the community in
promotions designed to aid the community, and fund-raising promotions.
You will be limited only by your creativity. Donald Trump, who owned
the Trump Shuttle airline in New York, once offered Thanksgiving Day
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travelers a bargain price on flights that day if they brought with them a
can of food to donate to the poor.
Target your promotions to those causes that are most popular or of
particular interest to your community. Avoid choosing causes that are
political or controversial, because they will divide your neighbors.
153. Discounts to Organization Members
Best For Most retailers and restaurants
Objective Increase awareness, increase sales
Target Local civic groups, associations, and clubs
Contact your local chamber of commerce to obtain a list of all civic
groups, associations, and clubs in your local trading area.
Send letters to group leaders making the same basic offer that you
made to churches (see previous tactics). Wait one week and make
follow-up phone calls. Offer special incentives to select groups that have
a large enrollment. Always put a time limit on every offer, up to a month.
Here are some suggestions:
1. Offer a 10 percent discount to members who present your ad
from their club newsletter or bulletin. You may also want to
consider creating this ad so that it looks like an ID card that customers
present at your business.
2. Start a birthday club for organization members.
3. Offer discounts for group events that use your services, facilities,
or products.
4. Offer to donate to their charity 10 percent of every transaction
that is larger than a set amount. Choose the amount so that it is
attainable and suits your products and services.
Materials Letters, ads
Promotions for Charities and Churches ✹ 123

Timing
Four weeks prior:
Contact chamber of commerce and obtain
mailing lists.
Send letters to heads of civic and charity groups.
Three weeks prior:
Follow up with phone calls.
Begin visiting interested organizations.
Two weeks prior:
Place ads in organizations’ newsletters and bulletins.
Discuss program with staff.
One week prior:
Follow up and confirm any special elements (such as
catering, music, or entertainment).
Start:
Begin accepting ID discounts.
End:
Discontinue discounts.
Send thank-you letters to participating organizations.
Evaluate results.
154. Big Bucks
Best For Most business types
Objective Increase awareness, increase community goodwill, generate
traffic, increase sales, and stimulate trial
Target Local civic organizations
Print “big bucks” and distribute them to local charities and civic organizations
(e.g., Boy Scouts, Lions Club, and other similar organizations) for
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resale to the public. Each “buck” is worth $1 toward any purchase at
your store.
The organization or charity sells the bucks for their face value of $1
(or higher, as appropriate) and gets to keep a portion of each buck
redeemed at your business. This allows the charity to make a profit and
you to cover your cost while building overall traffic and sales.
At the end of the promotion, be sure the charity returns all unsold
bucks to you. The promotion should run for six weeks, allowing a fourweek
selling period plus two additional weeks for redemption.
Depending on your product or service, you could print $5, $10, or
$20 bucks for this promotion.
Materials Letters to organizations, big bucks coupons
Timing
Six weeks prior:
Set program goals and determine costs.
Begin contacting charities/organizations by letter to
explain program.
Five weeks prior:
Follow up letters with phone calls.
Three weeks prior:
Design and print big bucks.
Two weeks prior:
Confirm organization/charity participation and prepare
promotional materials.
One week prior:
Distribute big bucks to participants.
Explain program to staff.
Start:
Begin redemption of big bucks.
Record redemption count daily for reimbursement.
Promotions for Charities and Churches ✹ 125

Six weeks after:
Unsold big bucks are returned.
Participants reimburse you for coupons redeemed.
End:
Discontinue discounts.
Send thank-you letters to participating organizations.
155. Community Car Wash
Best For Most business types
Objective Increase community goodwill, generate traffic, increase
awareness
Target Local civic organizations
Offer to host a car wash for groups that are willing to raise funds this way.
You supply the location and the water and take care of advertising the
event through flyers placed under windshields in local parking lots.
Make sure you have enough personnel on hand during the event to
handle the crowd. Ask the group that is sponsoring the car wash to be
responsible for supplies—hoses, buckets, towels, and so on—and make
sure it supplies the people to wash the cars!
Have bounce-back coupons on hand to give to the people who get
their cars washed.
Materials Flyers, bounce-back coupons
Timing
Six weeks prior:
Contact charity groups to arrange event.
Four weeks prior:
Confirm arrangements and meet to discuss details.
Prepare flyers and bounce-back coupons.
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Three weeks prior:
Print flyers and bounce-back coupons.
Two weeks prior:
Discuss program with staff and determine area to be used.
One week prior:
Distribute flyers.
Reconfirm with participating charity.
One day prior:
Prepare car wash area.
Review program with staff.
Start:
Begin car wash.
Distribute bounce-backs to car wash patrons.
Evaluate the results after the coupon expiration date. This could be
an ongoing event—say, the first Sunday of every month.
156. Benefit Mini-thons
Best For Most business types
Objective Increase community goodwill, generate PR, increase sales,
stimulate trial
Target Local nonprofit organizations
For most businesses, it’s become increasingly difficult to deal with the
steady flow of requests for donations to every charity in the community.
You want to help them all, but you can’t.
Instead, consider adopting your favorite charity and putting all your
energy into helping it. You’ll make a bigger impact, and you can say with
honesty to all the others that your charity plate is full.
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Mini-thons are a great way to target a particular cause. The following
pages contain some examples that you can flesh out to suit your particular
business type and community.
157. Score a Hole-in-One
Dirk Todd, the golf pro at Raccoon International in Granville, Ohio,
knew someone who needed a lifesaving kidney transplant. While much
of the cost of the operation was covered by insurance and grants, the antirejection
medication that was needed to make the operation succeed was
not. With the help of the family and their friends, Dirk coordinated a
benefit day. The goal for this benefit was to raise a significant amount of
money for the family.
Many area businesses donated food. One of the biggest moneymakers
came from a local microbrewery that donated kegs of its own beer for
the event.
Eighteen local businesses sponsored individual holes, and a local sign
company donated the signs. One very creative fund-raising element was
the sale of “gimmies” and “pro shots.”
Gimmies were sold by the foot. Prior to the event, players could buy
string for a buck a foot that they could cash in on a given green. If a
player’s ball landed within the length of the string, that counted as the
final shot on that hole. On a particularly rough hole with a water hazard,
players could make a donation to have the pro drive the ball. These
little games raised money and made the event fun.
The event raised more than $5,000 and introduced many new golfers
to the course.
158. Life and Breath
Twelve-year-old Valerie Yearicks suffered from cystic fibrosis and needed
a double lung transplant. The general manager of an area restaurant
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offered to help by setting aside one day when he would donate half his
sales over and above the average or usual sales for that day.
Valerie’s father, Robert, led the effort to promote the event with an
army of volunteers. The restaurant’s general manager arranged for karate
demonstrations and an appearance by a boxing champ. Volunteers raffled
off door prizes and football tickets to help the cause.
The volunteers, including some servers from the restaurant, passed out
flyers and put up posters that were donated by a local printer. They handed
out announcements door to door and placed them under windshield wipers.
They got mentions in the local newspaper and on the radio. The event was
also promoted for a week inside the restaurant and on the marquee.
A total of $2,500 was donated, and the restaurant got all the credit.
The manager was interviewed on two Philadelphia TV newscasts. The
restaurant received an estimated $20,000 of free publicity. Customer
counts were up 30 percent, and many of those were new faces.
This program took some moderate effort on the part of the manager,
but volunteers did most of the promoting. There was no risk to the business,
as the manager had taken in enough money to cover his costs after
the donation.
Many new customers visited the restaurant and paid full price for
their meals. Since the restaurant didn’t use a discount or coupon to motivate
those new customers to visit, it had a much better chance of getting
them to come back and pay the regular price.
159. Pulpit Power
A grocery store owner set up a register tape promotion to help area
churches raise money. The participating church did all of the promoting
to its congregation, and congregants would then shop at this store
and deposit their register tape receipts in a special collection bin at the
church. The store then made a monthly donation to the church based
on a percentage of the tapes’ totals.
Promotions for Charities and Churches ✹ 129

Each participating church was motivated to get as many of its congregants
as possible to do the bulk of their shopping at this store. As the
community had three grocery stores that offered the same products at
competitive prices, this promotion helped give the store an edge over the
competition.
160. You Sew, and the Charity Reaps
Bob Kramer of Kramer’s Sew & Vac in Cincinnati ran a promotion with
a well-known residence and training center for the visually impaired that
was located around the corner from one of his stores. Bob offered
a 10 percent cash donation on sales generated, based on the following
four rules:
1. All receipts for purchases and services made during a specific
three-month period would qualify.
2. Receipts would be turned in to the center.
3. Kramer’s would issue a check to the center for 10 percent of the
total net sales before tax.
4. Donations on individual transactions would be limited to a maximum
of $200.
The store gained exposure for the promotion through the center’s
mailings, including its newsletter, and through payroll stuffers offered to
other area businesses. It also got publicity. The organization did the work,
so there was little distraction for the sewing store.
161. Healthy Gums for a
Healthy Community
Instead of receiving a plaque for his community contribution, Dr. Steve
Oppenheimer of Atlanta helped to remove it. Dr. Oppenheimer organized
a teeth-cleaning event that brought awareness and financial help to
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victims of a hurricane in a neighboring state. He opened his office on
Sunday and cleaned teeth, with the fees for each procedure going to the
cause. The event was promoted primarily to his existing patients, who
were encouraged to bring their friends.
In addition to new patients, Dr. Oppenheimer received an abundance
of positive publicity.
162. Fund-raising Big Top
Stubby’s Food Marts, a six-store chain based in Lake Livingston, Texas,
leads a fund-raising program for its local Muscular Dystrophy Association
chapter. It generates impressive returns on a small investment
through the sponsorship of car washes, shamrock sales, and other drives
throughout the year. Its summer fund-raising finale always gets the attention
of the Houston TV stations.
A carnival of activity under a large circus tent, Stubby’s popular fundraiser
features magicians and fortune-tellers, a bake sale, a garage sale,
and games and activities for kids. Customers can dunk local business
leaders. One year, a Houston radio station broadcast from the event, and
one of the city’s most popular newscasters attended as a guest.
The event raises more than $10,000 each year, and the Stubby’s Food
Marts chain generates more free publicity, goodwill, and top-of-mind
awareness than you could imagine.
163. The Trade-in Donation
This is a clever and appreciated way to generate donations of used items
that are needed by the less fortunate, and it creates tremendous goodwill
for participating businesses.
Kuppenheimer, a chain of discount, factory-direct men’s clothing
stores, turns a sale into a charity event by inviting customers to bring in
any suit and get a credit for the purchase of a new one. Store employees
make minor repairs as necessary to the old suits, have them cleaned, and
Promotions for Charities and Churches ✹ 131

then donate them to a local homeless shelter. The effort required to take
care of repairs is moderate, and a dry-cleaning cosponsor provides the
cleaning free of charge.
Advertising must be done at the stores’ expense. What makes this promotion
work is that the store is giving the same discount when customers
bring in a used suit as it would normally extend with a coupon, which
wouldn’t have nearly the same credibility or appeal.
In Columbus, Ohio, a local grocery store chain partnered with a local
dry-cleaning chain to serve as collection points for used winter coats.
Though the stores didn’t offer any savings on purchases when people
made a donation, it was still an effective promotion that benefited the
needy with minimal cost to the businesses.
Trade-in promotions have also been used for collecting shoes at a shoe
store, eyeglasses at an optical center, books at a bookstore, canned goods
at a grocery or convenience store, and toys at a toy store. There are many
more possibilities. If you don’t have a product that lends itself to a tradein
approach, then it makes sense to volunteer your store as a collection
point for those items. It costs you nothing, and you’re likely to benefit
from increased exposure and foot traffic.
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12 Civic Tactics
Best For Most business types
Objective Increase goodwill, raise awareness, generate media attention,
increase traffic
Target Community-wide civic and public agencies
Political and civic promotions are designed around events and concerns
that involve government or quasi-government agencies as well as the
community at large.
They are less personal and specific than, for instance, promotions
designed around religious organizations and holidays. Instead, they
attempt to reach all areas and all members of the community.
164. Operation Cleanup
Objective Increase awareness, strengthen community goodwill, generate
PR, build traffic
Target Local youth groups

Contact your local youth service groups (such as 4H Club, Scouts, and
so on), and sponsor a cleanup of the neighborhood. Provide participants
with trash bags and T-shirts with your business’s logo. Contact the local
press for media coverage, and be sure to contact city officials to get them
to participate in the program.
This program can also be used as a fund-raiser if you donate a fixed
amount of money for each filled bag of trash or for each pound of trash
collected.
Plan the program for a Saturday or Sunday. Be sure to give all participants
free refreshments at the end of the day. If the program is handled
as a fund-raiser, invite the local press when you count the bags or
weigh the trash to present your donation.
Make sure to ask city officials to arrange a special pickup at your business
to remove the collected trash bags.
Materials Trash bags, T-shirts, press release
Timing
Six weeks prior:
Contact youth service groups to arrange event.
Five weeks prior:
Confirm arrangements and meet to discuss details.
Purchase and imprint T-shirts, bags, and any other
collateral materials.
Two weeks prior:
Send press release to media.
Contact city officials.
One week prior:
Discuss program with staff and determine area to be used
to store filled trash bags.
Start:
Distribute trash bags and T-shirts.
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End:
Present donation to charity.
Serve refreshments to participants.
165. Library Amnesty Day
Best For Most consumer-oriented businesses
Objective Increase community goodwill, generate PR, improve your image
Target Public libraries
Contact local public libraries to arrange an amnesty day on which anyone
holding an overdue library book can return it to your business without
paying a fine. Libraries like this program because they get back books
that normally would never be returned. Your business will benefit from
the increased traffic.
Construct or purchase an attractive box to hold the returned books
until the library picks them up. Promote the program via in-store posters
and posters at the libraries for at least one week before the promotion. In
addition, send press releases to the local papers, preferably written by the
libraries on their stationery.
This promotion can bring heavy traffic into your business. If you can
afford it, place an ad in the local newspaper for maximum exposure. See
if the library will share the expense with you.
Materials Deposit box, posters, press release, and ad
Timing
Four weeks prior:
Contact area libraries to arrange promotion.
Three weeks prior:
Prepare ad.
Buy media.
Prepare posters.
Civic Tactics ✹ 135

Two weeks prior:
Print posters.
Purchase or construct deposit box.
One week prior:
Distribute posters to libraries.
Place ad.
Put up posters in your business.
Explain program to staff.
Start:
Begin accepting returned library books.
166. Events Services
Best For Food-service companies and some retailers
Objective Increase awareness, increase sales
Target Agents for community events
Here you will use the kiosk or cart you learned about in tactic #41. Contact
those responsible for staging community events at least eight weeks
in advance of a particular event. Arrange to place your cart or a stand
containing your products, foods, or advertising specialties and coupons.
If the event draws enough traffic, and if you can afford to do so, consider
cosponsoring the event in order to get your name on any print or radio
media on a cooperative basis.
Materials Cart or movable kiosk, advertising specialties, coupons
Timing
Eight to ten weeks prior:
Contact agents responsible for staging community events.
Six weeks prior:
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Discuss program with staff and decide on items to be offered,
type of cart necessary, and so on.
Five weeks prior:
Begin looking for appropriate advertising specialties.
Purchase, construct, rent, or prepare cart.
Three weeks prior:
Purchase advertising specialties.
Prepare coupons.
Two weeks prior:
Reconfirm participation and meet to discuss details.
Print coupons.
One day prior:
Review program with staff.
Start:
Set up cart.
Begin selling products and food and distributing coupons.
167. Foil a Thief
Best For Most business types
Objective Increase awareness, strengthen community goodwill, generate
PR, increase traffic, and stimulate trial
Target Local police departments
To allow people to easily identify stolen items, the police department recommends
that they put their names, or at least their initials, on the back
of valuable items such as portable stereos, cell phones, or tools.
Offer free engraving services on a particular day and send press
releases to all local media. Buy or rent a couple of electric engraving
Civic Tactics ✹ 137

pens, and have one or two members of your staff do the engraving for
customers.
Notify your local police department of the program and ask to have
an officer (who may even help with the engraving) available to answer
any questions patrons may have about keeping their valuables and their
homes safe from thieves.
Flyers placed under windshields in busy parking lots and/or doorknobbers
will give you maximum exposure for this program.
Materials Flyers, doorknobbers, electric engraving pens
Timing
Three weeks prior:
Prepare press releases.
Contact local police department to have an officer present.
Prepare flyers/doorknobbers.
Two weeks prior:
Print flyers/doorknobbers.
Purchase or rent electric engraving pens.
Discuss program with staff and designate at least two staff
members to do the engraving during the promotion.
Fax/e-mail press releases.
Distribute flyers/doorknobbers.
Confirm police participation.
Start:
Review program with staff.
Begin engraving valuables.
168. Community Events Coupons
Best For Most retailers and restaurants
Objective Generate traffic, increase sales, stimulate trial
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Target Local events management organizations
If your business is unable to participate in large community events
through sponsorship, cosponsoring, or booths, position a few of your staff
members at key locations to hand out coupons good for merchandise,
free food, or a sample of your services. Be sure the coupons give directions
to your business. To encourage repeat visits, hand out bounce-back
coupons to customers who redeem the coupons.
Materials Free food/product coupons, bounce-back coupons
Timing
Four weeks prior:
Contact event management for permission to distribute coupons.
Three weeks prior:
Prepare coupons.
Two weeks prior:
Print coupons.
One week prior:
Meet with staff to discuss the program and schedule the staff
members who will be handing out coupons at the event.
Start:
Distribute coupons.
Hand out bounce-backs to customers who redeem coupons.
169. Blood Donation Tie-In
Best For Retailers and restaurants
Objective Build mailing list, increase community goodwill, generate
traffic, and stimulate trial
Target Local blood banks
Civic Tactics ✹ 139

During a local blood drive, offer a free item to anyone who brings a valid
donor card to your business on the same day she gives blood. When the
card is presented, have the donor fill out her name, address, and the date
of her visit, both to prevent reuse of the card and to add names to your
mailing list.
Promote the event with posters in hospitals, doctors’ offices, supermarkets,
and any cooperative high-traffic neighborhood stores. Be sure
to send press releases to local media. If you are in the food business, contact
the Red Cross for information on high-iron foods to offer to donors.
Present customers with bounce-back thank-you coupons to generate
repeat visits.
Materials Posters, press releases, bounce-back coupons
Timing
Six weeks prior:
Begin contacting hospitals, doctors’ offices, supermarkets, and
stores to get them to cooperate by displaying your posters.
Four weeks prior:
Prepare posters, bounce-back coupons.
Contact the Red Cross for high-iron food information.
Three weeks prior:
Print posters and bounce-back coupons.
Two weeks prior:
Discuss special items with staff.
One week prior:
Distribute posters.
Discuss program with staff.
Start:
Begin serving donors.
Distribute bounce-back coupons.
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170. Armed Forces Reserve
Unit Discounts
Best For Restaurants and some retailers
Objective Increase community goodwill, generate traffic, increase sales,
and stimulate trial
Target Armed Forces Reserves
If your business is near a reserve unit facility, take advantage of the daily,
weekly, or monthly reserve member traffic. Contact the local unit to set
up a program to supply the unit with one or more meals or special product
offerings during the monthly active meetings.
If the unit has its own restaurant facility available, a catering program
won’t be a good fit. However, you can still offer a special discount to any
reserve member going to or coming from meetings.
Materials Discount cards
Timing
This is an ongoing program. If you cannot arrange catering or you aren’t
in the food-service business, print discount cards and distribute them to
members through their reserve units.
171. We Support Our People in Uniform
Best For Restaurants and some retailers
Objective Increase community goodwill, generate traffic, improve your
image, and stimulate trial
Target Anyone who wears a uniform in his work or organization
Offer a free item with a purchase to anyone who shows up in uniform—
police officers, firefighters, Boy Scouts, Girl Scouts, auto mechanics, factory
workers, security guards, members of the armed forces, members of
Civic Tactics ✹ 141

sport teams, members of marching bands, nurses, doctors, waitresses, and
so on.
Promote this program with posters in your business, as well as anyplace
you will find people in uniform. For exposure to the general public,
distribute flyers in shopping centers and parking lots. Occasional ads
could also be placed in local newspapers for maximum exposure.
Materials Posters, flyers, ads
Timing
Six weeks prior:
Begin contacting the working places of people in uniform to
get management cooperation and permission to display
your posters.
Four weeks prior:
Prepare posters, flyers, and ad.
Three weeks prior:
Print posters and flyers.
Buy media.
Two weeks prior:
Distribute posters.
One week prior:
Distribute flyers.
Discuss program with staff.
Start:
Begin serving people in uniform.
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Direct Mail and Ads
172. Cheap, Targeted Mailing Lists
Best For All business types
Objective Generate traffic, increase sales, stimulate trial
Target New customers
You can use an inexpensive technique that many big marketing companies
employ to find the most likely audience for your product or service:
public lists of things like real estate transfers and new business filings,
trade association lists, and lists you swap or barter for with other businesses
in your neighborhood.
A young man I know of had worked for several years for a unit of a
national chain of sign shops. He finally had learned enough to feel competent
at his trade, and he had grown tired enough of working for someone
else to go into business for himself.
He knew from studying the store he worked in that the customers
who needed signs most frequently were new businesses and, in this fast-
13

growing suburb, the construction industry. He also knew that there were
five other sign shops in the area that he would have to compete with,
not including his previous employer.
He contacted the state corporations department and got a list of all
the new incorporations that had been filed in the past year. He sorted the
list to pull out those that were in his trading area and sent them all a mailing
offering his services. New companies need new signs.
He also contacted the local building trades association, got its
mailing list for a reasonable fee, and sent a different mailing, offering
quick turnaround for the signage these firms use to mark and announce
new projects. In a couple of months he had more business than he
could handle.
If you are marketing to high-end customers, you can obtain lists
of owners of large parcels of real estate from your county deeds office. The
IRS maintains lists of nonprofit organizations. Every licensed physician is
on a list. There are many services online that maintain corporate records
that you can sort by state and zip code. Bar associations maintain lists of
lawyers. Many states have professional regulatory agencies that keep lists
of all practitioners in each field, from psychology to pest control.
If you want to target people who are politically motivated, you’ll find
complete lists of donors to specific political campaigns, often online. Join
your chamber of commerce and you’ll automatically get access to its mailing
list. Membership can cost as little as $150.
Check out trade associations. Look in your Yellow Pages under “list
brokers” and “mailing services” to see what they have to offer that’s within
your budget. Your community newspapers and magazines also make their
lists available for a fee.
Make sure you know your target market, which you researched by
doing the customer survey. And think creatively. If you are a dentist, why
not do a mailing to all your local doctors offering them special hours on
Sunday when they aren’t so busy at the hospital?
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173. Custom Newspaper
Best For All business types
Objective Increase awareness, increase frequency
Target The entire community
People put a high value on news and information about their own communities.
Even when you can’t get the local papers to write about you,
you can write about yourself, both for your existing customers and for
prospective customers.
This program consistently exceeds expectations. It’s an “advertorial”
presented in a newspaper format, four pages printed in color. With this
tool, you can promote just about anything, including features about
regular customers or key employees and useful information about
your area of expertise. You can also include testimonials, publicity
reprints, coupons, punch cards, and even sales copy about employment
opportunities.
You may be able to cut the cost by getting a vendor or vendors to
underwrite some of the expense in exchange for prominent sponsorship
ads. Your custom newspaper can be sent out as a self-mailer, inserted in
a local or suburban paper, or even hand-distributed by employees.
Businesses that have used this promotion tactic report sales increases
of at least 10 to 12 percent, and some as high as 35 percent. It can be
done two or three times a year. You may be surprised to learn that once
you’ve done it a few times, your customers will complain if you stop.
Materials Custom newspaper
Timing
Eight weeks prior:
Determine what you want to say, the offers you want to include,
and the distribution method—in the newspaper or in the mail.
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Six weeks prior:
Prepare write-up and offers.
Four weeks prior:
Review first draft of custom newspaper.
Three weeks prior:
Approve custom newspaper.
Two weeks prior:
Print custom newspaper and deliver to newspapers or
local direct mail service to be mailed.
One week prior:
Discuss program with staff.
One day prior:
Discuss program with staff again.
Start:
Redeem offers from custom newspaper.
Six weeks after:
Evaluate program.
174. The Power of the Stars:
Horoscopes
Best For Most business types
Objective Increase awareness, generate traffic
Target Everyone in the community
The third-most-read feature in the newspaper (after the comics and the
obituaries) is the daily horoscope. You can have some fun and generate
interest by creating a direct-mail piece or a newspaper or magazine ad
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