Another flyer came in my mailbox yesterday about a horse show. After quickly glancing at it, I threw it in the pile of magazines and “stuff” to be read at a later date.
I”m sure the content was carefully thought out to provide the information about the show classes and the printer spent time balancing the copy so that it was pleasing to the eye. It was printed on quality stock and had a mailing label neatly attached. It was mailed well in advance of the show date.
I spent little time looking at it because it was in living black and white and was just, yawn, boring. Don”t misunderstand, printed black and white promotional material conveys the message adequately, if you can get my attention to read it.
Get my attention. That is a challenge for all people in business today. How do we get our customers” and prospects” attention?
Don”t try to sell using “The Adventures of Ozzie & Harriet” programming when the customer expects “Desperate Housewives”.
Try putting some wow in your marketing for your: lesson program, training clinics, horses for sale, summer riding camp, horse show, Pony Club event by using an electronic approach. Gather e-mail addresses and start a newsletter like this one to stay in contact with your group. Add photos of last year”s event to your horse show flyer. We love to see our pictures. Add links to your newsletter to your website for more information.
Remember that black and white flyer on my pile? If that flyer had come to me electronically, I would have been able to click on links to:
a website to see photos of the past event
read more information about the show including testimonials of past show participants
see a photo of the stabling available
mapquest to see how far away the show is
see availability for overnight lodging
read about the food available at the show and about the best place for dinner that serves tired, slightly horsey smelling diners
download an entry form in pdf format
have someone call me or answer a question via e-mail
read a list of vendors at the show
know who the farrier and vet on call are
You get the idea. Going electronic with your business marketing will give your business or event the excitement it needs to stand out from the hypnotic effect of black and white printed marketing. If you are trying to attract customers with Ozzie Nelson”s three page manual on marketing maybe it”s time to create a new buzz with colored fonts, e-mailed announcements, color photographs, a website with more information.
How can I help? Shout, call or e-mail me. Just DON”T write me a letter. Neither of us has time for that any more.
Related Posts
