How often do you come home and see some type of advertising flier on your doorstep? It seems we get those almost every day.
How can your business stand out from such a continual stream of propaganda delivered straight to potential customers’ doors? How do you cut through the clutter and get noticed?
Marketing to the Doorstep
The other day I came home and noticed a little flower pot on the front step. It was positioned in the middle of the sidewalk up to our house so as not to be missed. I thought this was an odd place to put it and asked my wife about it.
She didn’t know it was there. Oh, I thought, it must be from a neighbor. However, that was wrong too.
Marketing That Makes You Look
When we went out to pick it up we noticed that all the neighbors had them on their front steps too.
The flower was a gift from the new Capital One bank branch that was opening near my neighborhood.
Through their clever flower marketing, Capital One got the attention that their junk-mail-sending competitors didn’t.
Capital One’s marketing effort got our attention and your advertising campaigns can too:
- Be where the customer can’t help but notice you – Capital One’s flower advertisement was unavoidably in the middle of my sidewalk
- Avoid traditional advertising delivery methods – If your message always come in the mail, over the television, or via paper fliers on my door, odds are you’re going in the trash or being ignored. Be different and you’ll get people to notice you.
- Give something of value – The flower gift we got was not expensive but it did have value. Who throws away a flower? No, you plant it. How often does your advertising and marketing message come attached to something that the recipient inherently values?
Marketing with Flare
Your customers are continually bombarded with marketing and advertising. You need to not only have a message that stands out from the competition but one that actually attracts the customer’s attention.
Once attention is earned, your message can deliver its payload and persuade the customer to take action.