WOLFBITES - Issue 44

Are your promotions and giveaways nothing more than "trinkets and trash"

Paper rip revealing the words free stuff, symbolic of giveaways, the focus of this marketing blog by top Toronto copywriter Wolfgang Franke, who also does small business advertising, including social media marketing and web advertising as well as Facebook advertising.

I am regularly asked by clients to evaluate giveaways, known more formally as sales promotions. More often than not, I give them a thumbs down because they are what I call "trinkets and trash" – virtually worthless items that are immediately thrown away, or at best, tossed into a drawer – and then forgotten.

There are a few exceptions. But you have to get the actual value/perceived value balance right. What does that mean?  Perceived value is the value assigned by the buyer, actual value is what it really costs. The trick is to offer something that has a high perceived value and a low actual cost.

For example, I did a successful direct mail piece aimed at investors with more than $500,000 to invest. You would imagine that these folks would not be impressed or interested in the value added we included: a $10 gift card. But we heard the opposite. Many of the prospects who responded and agreed to meetings (Success!) mentioned the gift cards as one of the factors that influenced their decision to meet.  So we got the perceived value/actual value proposition right.  


Wolfgang Franke is President & Creative Director of Words at Work Advertising & Marketing, a full service communications company established in 1988. Our growing list of valued clients are found throughout our local market, Markham and the Greater Toronto area, across Canada in cities such as London, Ontario, and Edmonton, Alberta, and an expanding list of international locations ranging from The Big Apple in New York to Kanturk, Ireland.




Mini WolfBites 1

The most important word in any small business marketing plan: Customer. How often does it appear in your plan?

If you try being everything to everyone, you end up being nothing to anyone.

Best sales tip
Want your sales team performance to improve instantly? Identify who is a "farmer" and who is a "hunter" – and then put them in those roles.

Proven advertising and marketing results – delivered by project, outsourcing or retainer.
Prices: less than you would expect.   Results: more than you can imagine
.

Words at Work Advertising & Marketing Inc.
19 Lockridge Avenue, Unionville, Ontario, Canada L3R 7S6
Telephone: 905-940-6610     Toll-Free Outside Toronto: 1-877-940-6610

Home | Why Us? | Services | Web Marketing | Help Centre | Show & Sell | Wolf Bites Blog | Marketing Guru | FAQ | Contact | Site Map


Words at Work Small Business Advertising & Marketing
Best Advertising agencies in Markham
Google Search Certified
Toll Free Outside Toronto: 1-877-940-6610