52 Weeks of Sales Success by Ralph R. Roberts

Author:Ralph R. Roberts
Language: eng
Format: epub
Publisher: Wiley
Published: 2010-05-11T04:00:00+00:00

BARGAIN FOR AN ADVANTAGE

Stella and Pam were walking through a shopping mall when they saw a long blank wall. They quickly decided it would make an ideal display for their stencils. So they struck a bargain with the mall manager. In exchange for decorating the wall with stencils of flowers and trees and birdhouses and picket fences, the mall gave them a small kiosk from which to promote their stencil kits and catalogs. Their decorating efforts at the mall attracted a lot of attention and even made the local newspaper.

In a similar example, the women bargained with a national paint company. They agreed to include the company’s brand of paint in the stencil kits in exchange for free promotion by the paint company.

I call these methods zero-based marketing. We use it all the time at my real estate firm. It’s a way of getting other people who benefit from your efforts to help pay your marketing costs. For example, mortgage lenders tend to get a lot of referrals from me, so I’ve asked them to help pay the cost of producing my home advertising flyers. This brings down the cost of producing and mailing these flyers.

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