One of the greatest lessons I’ve learned about marketing is that inspiration comes from the oddest sources. In fact, the most innovative marketing ideas usually come from outside your own industry.
For example, when the banking industry came up with drive-thru banking the fast food industry took notice and “aha!” You can now grab you favorite greasy delight without leaving your car.
So, I’m always on the lookout for innovative and sharp marketing, no matter the industry.
What we can learn from Washing Detergent
This one’s pretty damn cool because it’s an excellent example of guerrilla marketing using direct mail. They nail a number of psychological triggers and build credibility in a very compelling manner.
1) Declared purpose – They start out declaring the purpose for marketing – build confidence in the fact that Breeze Excel removes stains in one wash.
This is something you should also be doing. Before you roll out ANY marketing piece (yes, even “free” ones like an email) be very clear on what the result is that you’re looking for.
2) Build confidence/credibility – They knew that anyone can make claims all day long. When product claims start sounding the same, consumer belief and trust drops. They knew they had to back up their claim with indisputable proof.
Think about your marketing and the claims you make, or the claims of your competitors. There’s more than a handful of agents that claim they “sell the quickest or give the best service.”
Whatever your claim is, what are you doing so that your market actually believes you?
3) Targeted market – They didn’t just send this marketing piece out to anyone and everyone. Nope. They targeted those that would be most receptive to their message and product – select women’s social groups.
I’ll preach target marketing till everyone actually does it and even then I’ll spout off now and then because chances are someone will want to challenge the fact of how effective and efficient it is.
See, this company didn’t just target women. They went after women who were members of inter-related groups. These women got together and talked with each other which means that the company benefited from word-of-mouth and the ability for these women to share common experiences.
4) Unique presentation – They knew that boring marketing doesn’t get noticed so they sent out a box wrapped in a t-shirt. Who wouldn’t notice and open that? In fact, it’d probably be the first piece of mail you open.
While other Realtors in your area continue to use the same methods and techniques (often to make the same claims as others) it’s important to set yourself apart. Make yourself a purple cow among plain ol’ boring brown cows.
5) Call to action – Inside the box that was sent was a sample of the washing detergent with a call to action to wash the postal service ruined shirt with the detergent.
If your going to market yourself – and especially if you spend money doing so – you must give your prospect something to do once they receive your message.
In this case the call to action wasn’t “buy our detergent.” Instead, it was “try us out.”
Are you making it easy for your prospects to get a taste of your service without having to make a commitment? If you are, then you’re on the right track to winning more business.
Obviously, washing detergent can teach us something 🙂
Has this case study given you any new ideas for marketing yourself or your listings?
Which points do you feel were most critical to the success of this campaign? Which would benefit your marketing the most?