I’ve long found magic tricks fascinating. I enjoy the challenge of trying to understand how the magician manages to pull off his trick. I realize that most tricks rely on misdirection, for example, getting us to focus out attention one hand while he is doing something with the other.
Such misdirection creates the perception of magic. Yet, this perception is not real. We simply did not observe all of the facts because our attention was focused elsewhere.
We can perform similar “magic” with our paint contracting company. We can create an illusion with effective marketing.
For example, we conduct an annual sign promotion. During the month of November we place signs in the yards of past customers. We select customers in a small area. For the entire month our signs appear to be everywhere.
The power of this “illusion” is incredibly powerful. Within the areas we put up the signs, our presence is hard to miss.
There are other ways to create similar “illusions”. For example, a proximity marketing program—consisting of door hangers and direct mail postcards—can create a similar impression. Within a short period of time, you can expose potential customers to your name many times. The result is the appearance that you are everywhere.
There is nothing magical about effective marketing. All it requires is a solid plan and careful implementation.
© BEP Enterprises Incorporated 2008
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Another proximity marketing program that works great is to send exclusive coupons to folks who pass by your storefront via Bluetooth. It's permission-based--meaning folks must choose to accept content and their preferences can be logged to prevent them being asked again. And Bluetooth proximity marketing has incredible acceptance rates--up to 57%.
Better yet, you could attach a Bluetooth transmitter to your work van and offer exclusive coupons to those nearby the houses or commercial properties you paint.
Just like a direct mail and door hanger campaign, you will appear to have a huge ad budget (and therefore a huge painting company), even though your only cost is a Bluetooth transmitter.
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