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TJ Tedesco

View from Mount Olympus

By TJ Tedesco

About TJ

T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...

Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
 

'Red Hot' Idea for Building Your Own Customer Nurture Program

 
Last week, the Fire Enterprises, Inc. (FEI) tribe went over a great idea for building a Customer Nurture Program. This week? Another great CNP idea. Remember, fire = print.

Marka came back from drinking at the large marble water fountain to find Numo, Org and Cecil gathered around Zoot.

Red-Hot CNP IDEA V: Advertising Specialties


“What’s going on here?” Marka asked.

“I was just showing everyone something cool I got the other day,” Zoot answered. “It’s a pen with my name on it!”

“Ooh,” Cecil and Org murmured in unison.

“So?” Marka asked, her hands on her hips.

“How about sending these out with FEI’s name on them? Then, every time someone writes with one, they’ll think of us!” Zoot suggested.

“Aren’t these kind of hard to distribute?” Marka asked.

“Nah. My sales reps would love to hand ’em out,” Zoot said, leaning back in his chair.

“I’m sure they would,” Marka agreed, glancing at Numo’s skeptical face.

“We could do mugs, calendars and lighters,” Zoot continued, counting off on his fingers. “People gather around the hot grog pot every morning, calendars hang on the wall for a whole year and how appropriate is a lighter for a fire services company!”

“I can see the benefit, but I think these items should have something to do with the services we provide,” Marka replied.

“So the lighters are in,” Zoot said. “The mugs, maybe not so much?”

Numo finally spoke. “It’s most certainly a neat idea. However, we have to measure the returns, just like any other promotional program.”

“You guys can figure that part out,” replied Zoot, giving a thumbs-up sign.

Today’s FIRE! Point
To add a few extra weapons to your marketing arsenal, consider distributing advertising specialty items through your salesforce or the mail. However, it’s usually best if these items relate to your business in some way.

FIRE! in Action
Symix Gets Creative with Direct Mail Specialties

The software manufacturer promoted its new product, tagged “The software you can run with.” by sending out a “shotgun” mailer stuffed with a pair of shoelaces. The quirky offer generated six times as many qualified leads as previous campaigns (plus an Addy Award).

Next week: Another great idea for creating your own Customer Nurture Program.

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