Small Business Marketing - Timeliness Pays Off

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Looking for fresh marketing ideas that will draw customers' attention like the aroma of homemade cinnamon rolls? Check the news. Current event pairings can make for unique and creative marketing campaigns.

Oregon Urology Institute leveraged timeliness to an impressive turn when it made an appeal to men who settle in front of the TV for two days straight for each round of the NCAA's March Madness basketball tournament: use the time you spend planted in front of your big screen to recover from a vasectomy.

According to a report on FOXNews.com, the institute reserved 12 slots each for March 19 and 26, the days before two rounds of the tournament. It had filled fifteen slots by March 10, and an institute administrator said he anticipated filling all 24 slots. A sports radio ad promoted a "patient recovery kit" comprising a bundle of sports magazines, a free pizza delivery coupon and a therapeutic bag of frozen peas. Genius.

Consider the time you spend reading the Sunday paper, watching the 11 o'clock news or surfing Internet news sites to be market research, and twist interesting stories into marketing angles. You don't have to wait for major national events or professional sports tournaments for the chance to promote your business.

 

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Snowstorm on the way? Offer two-for-one DVD rentals, 20% off snuggly blankets, or activity packs for those sure-to-be-bored kids. New obesity report just out? Advertise a "Wiggly Workout" class at your fitness center, just for out-of-shape guys. Big box home improvement store setting up shop down the street? Time to remind the locals about your painting or carpentry services (you don't think they really want to DIY, do you?).

As anyone with a TV or computer around Super Bowl season can tell you, current events and news stories can spark ideas for fun, unusual and attention-grabbing marketing campaigns. You never know when something that pops up in the news may inspire a marketing idea to pop up in your head. When it does, run with it.

Lisa Hoffmann is chief copywriter for PRstore, a full-service retail marketing franchise with 41 stores in 18 states. PRstore makes professional marketing accessible to small- to medium-sized businesses by offering products a la carte and eliminating the pricey retainers often required by traditional marketing agencies. For more marketing and business tips, visit the PRstore blog To take your marketing to the next level without busting your budget, look for a PRstore near you.