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Nutritionalmarketing.com Weekly Newsletter Update
- Marketing Ideas, Information and Tips Nutritional Retailers Want
and Need!!
Volume 3, Issue #46 - November 12, 2002
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In this issue:
‘Tis the season!
It works
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‘Tis the season!
I’m not bragging
or boasting. I’m just stating the facts. The temperature is still
in the low 80s in Phoenix right now. As a matter of fact, I’m writing
this outside, and I’m wearing shorts and a golf shirt.
So last night when
I went to the store, I was shocked - knock-me-over-with-a-feather stunned
- to see the store already had Christmas decorations and holiday gifts.
I couldn’t fathom the idea that it’s time for the holidays. It’s not
even mid-November yet. How can it be time again?
Well, the reason
this enewsletter is published a few days early is because I’m going
to shorten your annual gifting planning by a month! Sorry, but it’s
true.
I’ve shared the
following idea with people in the past and you have enough time to make
the most of it if you act now! I’m talking about sending out Thanksgiving
gifts! Think about all that has gone on in our world and is still happening
today. Now is a great time to give thanks.
It hasn’t been the
best year on record for many of us, but we still have so much to be
thankful for! Having said that, now is the ideal time to share your
feeling of thanks with clients and prospects.
This is the time
to stand out and send a meaningful message of thanks and appreciation!
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It works
I know some of you
are thinking this is a silly ploy to get people to spend more on gifts
during the holidays! It’s not! This is an idea that works.
What is one of my
cardinal marketing rules? No not repetition! In this case, it’s cutting
through the clutter. (Clutter - the plethora of marketing messages
that your target market receives every day!) Keep the following simple
points in mind and it will be easier to cut through all that stuff.
First, you need
to stand out and one way to do that effectively is by being creative.
When you send a gift at the same time as the rest of the world, is that
creative? Does it help you stand out from the crowd of people who are
trying to get your target market’s attention?
There are a variety
of ways to be creative! You can do it with the design of your marketing
message, meaning the brochure or ads! They can have amazing graphics
and headlines that stop people in their tracks.
Another way to be
creative is to be different. By being different you get noticed. It’s
also an important way to differentiate your products and services from
others.
Second, do some
simple mathematics. Do you want your gift to be one of hundreds that
arrive at a particular time of year or the only one? If not the only
one, then one of very few?
By doing this, you
stand out and your message gets noticed.
Here’s one last
point on doing the math. Your investment is less at Thanksgiving than
it is in December. This has nothing to do with holiday price increases.
It’s about creating top-of-mind awareness. For your gift to stand out
in December, it needs to be bigger than it would be in November. We
tested this and were able to send less-expensive gifts in November and
get a bigger response from our target market.
I’m serious. We
actually get calls from people thanking us for the great gift! When
we send gifts in December, we hear little if anything because our gift
is just one of many our clients and prospects receive.
Finally, there’s
timing! They say timing is everything and in some instances that is
the truth!
For example, if
I receive your gift and marketing message in late December, when am
I likely to act on it? Will I interrupt my very busy holiday season
with family and friends to call or meet with you? The answer is probably
not!
And by the end of
the year, people have over indulged in many things, including spending.
So will they have "free" money to invest with you?
Move all of this
back into November and you have the opportunity to "capture" your clients
and prospects before next year. In November, you still have some time
to get their attention and a share of their mind, but by mid-to-late
December, that chance is long gone!
Try it and see what
it does for your business! It has worked great for us and I know there
aren’t many people doing it yet!
If you like the
concept of Thanksgiving gifts but don’t know how to get started, here
are three great resources we’ve used. They do a wonderful job with
gifts!
www.giftinghq.com
Ask for Becky!
www.brownies.com They are awesome and ask
for Sherree Fischer. She has special gifts designed for you.
Or call 800-324-7982, press 3 for admin then press ext. 348 for Sherree.
They even have up to a 20% discount because you ordered in the next
week! Just mention Marty Baird and she will know what you want.
www.chocolatestarbakery.com if
you are looking for wonderful cookies that will be a hit! Ask for Suzanne
As always, have
fun with marketing.
Marty
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Quote
"Good ideas are
not adopted automatically. They must be driven into practice with courageous
patience."
Admiral Hyman Rickover
This is a great
idea that has some risk involved! Are you willing to take the risk!
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Please note that
all of the marketing ideas that are mentioned in our enewsletter or
on our web site are designed to help you grow your business. As you
know one size does not fit all and some of the ideas may work better
for specific applications.
