![]() Every spring they appear like leaves in the fall. Unwanted, they sit at the end of the driveway in the muddy-muck left from winter. Landscapers, contractors, handymen, and asphalt companies have all latched on to a marketing technique that bears some discussion. Here’s how it works: Print up a cheap flyer on yellow or green paper, grab some gravel or a single rock, stuff both into a plastic bag, and tie it closed. Then head for my neighborhood and litter every driveway in sight. This unsolicited marketing usually ends up in the trash without even being opened. My informal survey on morning walks with my dog shows that this driveway spam is nearly universally ignored. But these rebellious marketers continue to do it. Now, as we approach the driveway spam season, here are a few lessons we can learn from these Ziploc strategists:
Maybe some of these flyers are successful. Perhaps a few people desperate to get their lawn mowed or driveway paved open them up and give a call. But I doubt it. I think these marketing muddlers would be better off giving incentives to their existing customers to spread the word or learn more effective social media techniques. For example, a mechanic I know sends a $10 bill (not in a baggie by the way) every time you refer a new customer. But he knows what he’s doing — both under the hood and as a marketer. I’ve found many of my service providers (including my mechanic) through a referral. It’s the best way. So, instead of throwing bags out of their car windows, I suggest these driveway spammers ask their existing customers to refer new ones. The world will have less litter and we’ll all be happier. Now, if only spring would arrive.
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Boost Your BusinessMaria NovakI have over 35 years' experience in Marketing Small Businesses. Categories
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