15 Marketing Opportunities You're Missing
This isn't about writing blah-blah-blah copy that just fills space or makes a search engine happy. It's about seizing under-utilized, often ignored and unexpected opportunities to present marketing messages that 1) get noticed, 2) delight readers and/or 3) separate you from the competition.
To get started, think about adding marketing messages to your ...
1. Email Signature. This one's easy and free. So, why do so many companies ignore using their email signatures as a marketing opportunity? Take a tip from the organization Hire Our Heroes. The nonprofit includes this branding message in its email signatures:
Defending Our Nation. Defending Our Economy. Founded by Veterans for Veterans—Hire Our Heroes is a registered 501(c)(3) Tax ID# 46-3027051.
What does your email signature say about you?
2. Transpromotional Envelopes. Direct mail marketers have long known the value of teaser copy on direct mail outer envelopes. But how about transactional envelopes? According to Tension Envelope's whitepaper, "Tapping the Transpromotional Power of your Envelopes," marketers can include a secondary message on mailings such as a monthly statement without adding cost.
3. Inside Envelopes. What about printing on the INSIDE of your direct mail or transaction envelope? I've seen it done and it's intriguing. You're already paying for the paper, so why not? I did a Google search and found mapenvelope.com that generates a printable envelope with a Google Maps image of your choice of location and custom message printed inside. But that's just one idea ... what are yours?
4. Vehicles. I recently followed a U-Haul truck with this product-differentiating benefit copy in big letters on the back door: Our low decks make your move easier. Hmm. Good to know.
5. Bathroom Stalls. Seriously. Bathroom stalls provide a captive audience, right? A health insurance company that sells corporate employee plans says its back-of-the-bathroom-stall-door marketing program generates enough phone, email and web leads to more than pay for itself.
6. Banners. No, not banner ads. Signs. This past week I saw this lead generating teaser copy on a street side banner for St. Ann's Catholic Church: Are you interested in becoming a Catholic?
7. Coasters, Napkins, Placemats, etc. Every bar and restaurant using coasters should take a tip from Olive Garden and transform them into marketing tools. One side of Olive Garden's coaster asks, Love our breadsticks? The flip side reads: Stick around. We bake a fresh batch every 15 minutes.