|
FRIDGE Magnet Marketing... "stickiness strategies."
FRIDGE Magnet Marketing... "stickiness strategies."
"As much as things change they stay the same."
As an OFFline marketer it's interesting to observe a trend
emerging on the web.
What's this trend?
Well, what's now happening is that highly successful
promotional techniques, - which have been part and parcel of
everyday, (offline) small business marketing campaigns - now
have their web-equivalents.
OFFLINE:
* Company A is in the marketplace competing with a lot of
other Company A's.
Businesses have to find ways to keep their products and/ or
services within the orbit of their potential customers ever-
diminishing attention span.
* Advertising is expensive. Advertising Messages have to be
continually repeated to maintain a presence in the
marketplace. The Advertiser with the biggest budget can pay
for the biggest presence (Note: this doesn't always
translate into sales though.)
* Give-aways, freebies, contests, valuable guarantees, trial
use, buy one - get one free, referral systems and loss
leaders are used to attract customer attention.
___________________________________________________________
ONLINE: Notice the web similarities with these existing
bricks and mortar promotional techniques here? Many of these
offline promotional techniques are now becoming common fare
on the web.
ENTER The Fridge Magnet concept... "stickiness systems."
An excellent example of this trend in action is the old
fridge (refrigerator) magnet technique. Offline, it's a
simple, cheap and EXTREMELY effective technique. ONLine it
will achieve the same results.
Why? Two phrases "Repetition & human laziness."
Here's how the fridge magnet system works, OFFline.
1. Company A makes contact with a potential customer through
a variety of different promotional techniques. Smart
companies know that a person is unlikely to buy from them
the first time. Repetition is the key.
2. As one of their strategies Company A gives the potential
customer their FRIDGE magnet, which has all of their contact
details on it. The potential customer puts this magnet up on
the door of their fridge to (usually) hold a variety of
flyers and notes.
Why a fridge magnet and not a bedroom closet magnet?
Well, it's simple. Everybody in the household goes to the
fridge many times a day. The magnet becomes a "familiar."
3. Next. The potential customer has a problem, "I need a
plumber."
They've seen the Plumber's Fridge magnet many times.
Repetition. It's now a familiar.
Enter human laziness... "Oh, there's that plumber's fridge
magnet. I'll try them."
BINGO. New customer.
___________________________________________________________
Now, HERE'S HOW THIS SAME PROCESS WORKS ONline.
1. Person A has a problem. They search for a solution
online, or come across a site through a variety of other
methods (links, ads etc.)
2. The site interests them. It may well solve an existing
or future problem for them, so they bookmark the site in
their favorites. They fully intend to come back to the site
later... "when they are not busy."
However, as they don't see this bookmark regularly it
doesn't become a familiar. It fades from memory... "where
was that site about...?"
SOLUTION..
TURN your site into an electronic FRIDGE magnet by using a
simple, yet sophisticated stickiness system to get your "Ad"
onto their desktop.
You then become a familiar, and when that customer is ready
for your particular web solution they'll contact you first.
SYAS (See You Again Software) has 3 very cool stickiness
systems that focus on claiming that desktop for you. You
can get a FREE trial here.
http://hyperTracker.com/go/WEBpro1/SYAS/
Kenneth Doyle - e*Analyst
http://www.feedyourhungrymind.com
___________________________________________________________
"If you haven't worked this out, you soon will.
There's a lot of NONsense zapping around in cyber-space.
Find out what works, what doesn't... and what's worth your
money." Subscribe to the e*Analyst ezine -
mailto:editor@webpro.par32.com?subject=subscribe
___________________________________________________________
About the Author
Born with the promotional strategist's gene... followed by
twenty successful years in Media, Marketing, PR and
copywriting.
http://www.feedyourhungrymind.com
Kenneth Doyle - e*Analyst
More Articles
Affiliate Marketing Tools - Buniei R Ahn
Affiliate Marketing Tools As the range of goods and online services offered via the Internet has grown at an incredible rate over the last few years, therefore so has the competition. Web site visitors need to have a very good reason for clicking...
The Most Deadly-Effective Trick of Online Marketing that Hypnotizes People to Flash out Their Credit Cards Instantly! - Jaruda Boonsuwan
I just finished reading another sales copy ending with the Deadline Marketing! And it's the sixth I see today saying "If you order by midnight, blah blah blah...." I'm sure you've seen it. And I'm sure you're getting (if not very) a little bored. ...
MLM NetworkMarketing Training- MLM Recruiter or Babysitter? - Doug Firebaugh
MLM Network Marketing Recruiting Training- MLM Recruiter or Babysitter? by Doug Firebaugh There are many Leadership factors involved in building a downline, but none are more frustrating than the roles a Leader can play when recruiting and...
Your Time Is Now - Network marketing soared in the 90's... and the best is yet to come - Jeffrey A Babener
Corporate America has been downsizing and job security has faded into dimly remembered history. Statistics show that most new jobs now come from small business. Home-based business has become a reality for millions of Americans - inspiring...
Internet Based Network Marketing Success - Lana Hampton
Internet based network marketing is a rewarding business for those who can do it right. However, Internet based network marketing can be as daunting to the beginner as to the more experienced in business, especially when considering the size and...
Power of Network Marketing - Hamoon Arbabi
Power of Network Marketing surely, many of you don’t realize my present subject matter!! Many of you don’t understand wonderful power of network marketing !! A few months ago, I thought like you. I thought that network marketing is an advertising...
How to choose a good online MLM or network marketing program? - Evelyn Lim
You've heard many horror stories about MLM /network marketing programs. But what you are really hearing about are stories relating to illegal programs or pyramid schemes. Basically, pyramid schemes have no real, viable and worthy product. Obviously,...
Viral Marketing Technique Creates a "Chain Reaction" with One-Time Action! - George Papazoglou
Suddenly your site's traffic multiplies. You get "Money Waiting" emails from your Payment Processor; more sales than you can handle. Your downline increases radically - potential entrepreneurs join your sales force.
Your leads-list...
10 Deadly Marketing Mistakes that Can Kill Your Online Business - Angela Wu
Small business owners sometimes lament over the fact that they don't have a million-dollar marketing budget. While we've all thought about how much easier things would be if we had unlimited funds, it's still possible to earn a decent profit with...
3.5 Reasons Marketing Your Own Website Will Never Work - Mike Cheney magnet4web c
Reason No. 1 - It Takes Too Long. There are simply not enough hours in the day for you to do your day job, keep abreast of all the changes in the internet marketing industry, track the progress of your website and make constant amendments and...
Time is Money in Online Marketing… - Jim Green
We all do it. Spend time and money sourcing those vital pieces of kit to get the best from our endeavors. On the final day of 2004 I engaged in a little exercise, the results of which filled me with shock horror. I discovered that over the...
Marketing Magic: More Money in Less Time - Christopher Enders
Which is more precious: time or money? If you could have an ample supply of either, but not both, which would you choose? It's a tough question. If you choose money, you may not have the time to enjoy it. If you choose time, how will you get along...
|
