We received a very nice DVD from our son’s sleepaway camp in the Poconos (Lake Owego Camp, if you’re interested) which had a lot of great photos, footage and interviews of kids, counselors, administrators from this past summer.
From the perspective of a CEO interested in marketing, the most notable element of the DVD was the timing of its arrival: Right after we received the bill for next summer’s experience.
One of the best ways to get a free bump in your marketing output is by coordinating the timing of various activities. You would assume, in the above example, that the camp’s renewal and sign-up rates are higher among people who view the DVD and get the emotional lift during the time they receive the bills.
Here is a simple way that I have applied this principal to my business. When I do an e-newsletter, I can either send it when it’s ready and when I have the bandwidth to edit/proof it to within an inch of its life (!), or send it one or two days before a big networking event where I know I will be seeing many of the people on my house list.
The cost of executing the e-newsletter is the same either way. But by coordinating the timing with the event I get the combined impact of (a) seeing someone in person, (b) having them mention “hey, I just saw your email,” and (c) having something else to talk about that demonstrates I practice what I preach regarding nurture marketing.
And let’s face it: The more relevant things you have to say at networking events, the more at-ease and successful you will be.Bob London is president of London, Ink LLC (www.londonink.com), a full-service marketing and communications firm, and serves as a Virtual VP of Marketing for growth-stage companies that need hands-on project-based leadership in marketing strategy and planning.