There was a promotion that was really unique marketing idea that anyone can use. The concept is a “teaser” to ensure the media will seriously consider your coverage. The client was a cruise line that wanted national publicity and had maxed out their advertising budget. They started a new route sailing out of Port Canaveral. So, we targeted several TV media outlets in northern feeder markets. Then a unique promotion was developed to obtain 30 minutes of free TV programming time. Here’s the way the soft news TV station was introduced to an innovative invitation to bring its on-air talent and video a program aboard the three- day/four-night cruise. It cost the cruise line almost nothing because they added four empty rooms to accommodate the talent and crew. The TV station paid airfare to the Port. To introduce this promotional opportunity, a small perfume sized bottle of blue water was sent (with no return address) to the producer of the series. Tied on the bottle was a simple little tag with a small fish and the words: “Where will you find water this blue?” The package was then shipped to the show’s producer. One week later, it was followed up by a marketing proposal whose front cover featured a picture of the bottle’s tag with a payoff headline: “On (ABC) Cruise Lines.” The proposal served as a personal invitation to the producer and staff, and all they need to do was make arrangements to call and schedule the trip. The show’s expense was only paying for the airfare to the cruise departure destination and the rest would be covered. Many stations filmed several weeks of programming and aired it throughout the winter. This is another example of a successful promotion with creative marketing ideas that was an all-around win-win for each party involved. This is a key to a successful promotion. Think about your product or service. For example, you own a spa. Invite all the on-air media (radio/TV) you can for a free day for two at the spa. They will jump at the chance because they love anything free. They will really be excited since they would be able to impress their significant other who would accompany them.
This recommendation is but a sampling of 1 of 100 Marketing Trade Secrets contained in Gary’s 43-page book available in PDF file for download. Get your copy today.