Page 238 - Duct Tape Marketing

222 Part IV: Getting the Word Out without Advertising

Building and protecting your opt-in newsletter e-mail list
Don’t send unsolicited newsletters, ever. Instead, take the time to inform
people about your newsletter and invite them to become free subscribers.
See the “Opt-in e-mail” section in Chapter 13 and follow these guidelines as
you build your electronic mailing list:

ߜ Make it easy to sign up.

ߜ Follow each subscription with a reply message that welcomes the sub-
scriber, describes the purpose and frequency of the newsletter, and pro-
vides an easy way for the recipient to confirm interest or unsubscribe.

ߜ Don’t reveal the names on your distribution list. Your software should
allow you to send bulk e-mails so that each recipient can’t see who else
is on the same list.

Converting Business Material
to Marketing Opportunity

For all the money that small businesses spend on marketing, they often look
right past the free opportunities that exist to coattail marketing messages
onto their own business materials.

Following are several tactics that deliver excellent return on their almost
nonexistent investments.

Using your packages as advertising vehicles

Every time you package a product for a customer, you’re creating a vehicle
that can give your marketing message a free ride. You’ll incur practically no
cost when you add an on-pack or in-pack advertising message that’s certain to
reach a valid prospect, because the recipient has already made a purchase.

Manufacturers can affix or print ads right onto product cartons, or they can
enclose materials in the box to invite the purchase of accessories, warranties,
service programs, or other offers.

Retailers might drop into each shopping bag a tasteful invitation to join a fre-
quent customer club, to request automatic delivery of future orders, or to
receive a special offer on a future purchase (called a bounce-back offer because
it aims to bounce a customer back into your business). For example, a pool or
hot tub chemical supply company could enclose a flier offering a monthly ser-
vice program, automatic twice-a-year chemical delivery, or an annual mainte-
nance visit. A shop that sells infant and toddler clothes could enclose a form
inviting participation in a baby shower registry program.