Archive for B2B

Delivering Savings Until Closing Time Today

A man walks into the post office…WONDERUSPS2

Sounds like the beginning of a bad joke, doesn’t it?

But there I was waiting to buy postage and I discovered a coupon jointly issued by Hallmark and the U.S. Postal Service.

In truth I shouldn’t have been surprised. For the past few years the Postal Service has been getting increasingly commercial in an effort to overcome an annual $5 billion deficit. And because the USPS is a quasi-governmental agency receiving zero tax dollars, that money obviously has to come from someplace.

So, a few years back they started selling ancillary items like packing supplies and greeting cards.

Then they struck deals to feature animated characters on postage stamps, including Bambi, Big Bird and Daffy Duck.

Today, stamps featuring Wonder Woman can be affixed to Snoopy greeting cards, both purchased at the postal counter.

The tie-in between postage stamps and Hallmark greeting cards is a logical one.

Post offices have a built-in customer traffic flow. Most cards get mailed and need stamps.

What better place to tie the stamps, card, and customers together than there?

Furthermore, free email graphics have been the source of headaches for Hallmark executives for a long time.

If they can sell more cards and pay the USPS a sales commission, everyone wins, right?

Their plan is obvious;

  • Customer chooses a card from the multiple displays in the postal store lobby;
  • Coupon offers $1 off 3 cards if purchased before Feb. 17, 2017 (That’s TODAY, in case you hadn’t noticed!);
  • Customer buys two additional cards and stamps for mailing them

The promotion’s demise date screams “Valentine’s Day,” though any cards sold there qualify for the discount.

Now let’s examine your business. Odds are good there’s a potential partner for you, regardless of what you sell.

Car dealerships can join forces with area gas stations. Bakeries can work with exercise studios, which, in turn, can partner with beverage companies.

The USPS isn’t collecting buyers’ contact information, but there’s no reason you can’t. A list of buyers is incredibly valuable, since:

  • They like what you and your partner sell
  • You have an established relationship
  • They’re likely to buy from you again

Partnerships must be carefully thought out and planned, but can be very successful if done right. Learn from the USPS and develop one today.

Got Original Ideas?

got-milkThis morning I drove past a truck that said “Got Tinting?” promoting a car window service.

Then there was a car saying “Got Cloud?” for computer storage.

In the afternoon I saw a shirt reading “Got Mary?” touting a church.

Tonight I saw “Got Debt?” campaign ads.

My question: Got Original Ideas?

These messages all reference a 1993 TV ad for California’s Milk Processor Board.

In it, a hapless history buff eating a peanut butter sandwich is called in a radio station contest to identify who killed Alexander Hamilton in a duel.

He correctly answers “Aaron Burr,” but the peanut butter sticking to the roof of his mouth muffles his response.

Desperately he grabs a bottle of milk, only to find it empty. Our friend loses the prize as the commercial’s tag line appears: Got Milk?

And from that moment the phrase “Got Milk?” became part of the popular culture.

The ad is generally considered one of the best commercials of all time. It is even parodied in the Broadway musical Hamilton.

Here’s the thing; I recognize that imitation is the sincerest form of flattery. Churches, computer firms, and others are obviously trying to leverage the Milk Board’s success into their own.

Regardless of what you’re selling, though, people expect you to address their concerns.

But if the best message you can deliver is a blatant rip-off of someone else’s ad campaign, that doesn’t say much about your ability to provide original solutions.

In fact, if you’re incapable of generating original ideas and the next guy can, shouldn’t I just hire him instead?

Because even if his ideas aren’t a home run, at least he’s making the effort. Just saying “Got Shoes?” or “Got Chocolate?” tells me you’re just phoning it in.

Please don’t misunderstand. You should be watching other marketing materials looking for ideas. Someone may have a great concept for photography, typography, or copy and you can use it as research.

But research and outright theft are completely different. Research Good. Theft Bad.

Get it?

So the next time you think it’s clever to just say “Got Whatever?”, think again. You’re NOT being clever…you’re being a “Me Too!”. And you’re fooling nobody but yourself.

One might even argue your marketing efforts are being counter-productive.