The Ultimate Marketing Plan by Kennedy Dan S

Author:Kennedy, Dan S. [Kennedy, Dan S.]
Language: eng
Format: epub
ISBN: 9781440514326
Publisher: Adams Media
Published: 2011-04-14T14:00:00+00:00

Get Publicity and Motivate Customers by Doing Good

Business tie-ins with charities occur all around you, all the time. But you don’t need to be a big company or deal with a major national charity to get in this game, and for the local small business, working with a local charity can be a better opportunity, better appreciated by the community and your customers, and better embraced by local media.

Dr. Gregg Nielsen, a small-town chiropractor discussed earlier in this book, consistently does a good job with promotions for his practice that benefit his community and garner favorable media coverage. Following are two simple sales letters Dr. Nielsen used in the months of October and November, mailed to past “lost” patients, patients, and others who had expressed interest in his services. Each letter includes a brief mention of a donation to the community’s fire department. Also shown is the photograph and caption that appeared in the local newspaper—free advertising! This promotion brought 110 patients in the door from a very small mailing and the media attention.

Another great example comes from Bill Glazer, who linked his stores’ fiftieth anniversary promotions to Habitat for Humanity via a unique celebrity-autographed tie auction. This used both a celebrity and charity tie-in.

Dr. Barry Lycka, a business and marketing consultant to cosmetic surgeons, frequently relies on publicity to promote his own practice. He received coverage in over 100 newspapers nationwide when he initiated a program providing free cosmetic surgery to victims of domestic abuse.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.