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FRIDGE Magnet Marketing... "stickiness strategies."

"As much as things change they stay the same."

As an OFFline marketer its interesting to observe a trend emerging on the web.

Whats this trend?

Well, whats now happening is that highly successful promotional techniques, - which have been part and parcel of everyday, (offline) small business marketing campaigns - now have their web-equivalents.

OFFLINE:

* Company A is in the marketplace competing with a lot of other Company As.

Businesses have to find ways to keep their products and/ or services within the orbit of their potential customers ever- diminishing attention span.

* Advertising is expensive. Advertising Messages have to be continually repeated to maintain a presence in the marketplace. The Advertiser with the biggest budget can pay for the biggest presence (Note: this doesnt always translate into sales though.)

* Give-aways, freebies, contests, valuable guarantees, trial use, buy one - get one free, referral systems and loss leaders are used to attract customer attention.

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ONLINE: Notice the web similarities with these existing bricks and mortar promotional techniques here? Many of these offline promotional techniques are now becoming common fare on the web.

ENTER The Fridge Magnet concept... "stickiness systems."

An excellent example of this trend in action is the old fridge (refrigerator) magnet technique. Offline, its a simple, cheap and EXTREMELY effective technique. ONLine it will achieve the same results.

Why? Two phrases "Repetition & human laziness."

Heres how the fridge magnet system works, OFFline.

1. Company A makes contact with a potential customer through a variety of different promotional techniques. Smart companies know that a person is unlikely to buy from them the first time. Repetition is the key.

2. As one of their strategies Company A gives the potential customer their FRIDGE magnet, which has all of their contact details on it. The potential customer puts this magnet up on the door of their fridge to (usually) hold a variety of flyers and notes.

Why a fridge magnet and not a bedroom closet magnet?

Well, its simple. Everybody in the household goes to the fridge many times a day. The magnet becomes a "familiar."

3. Next. The potential customer has a problem, "I need a plumber."

Theyve seen the Plumbers Fridge magnet many times. Repetition. Its now a familiar.

Enter human laziness... "Oh, theres that plumbers fridge magnet. Ill try them."

BINGO. New customer.

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Now, HERES HOW THIS SAME PROCESS WORKS ONline.

1. Person A has a problem. They search for a solution online, or come across a site through a variety of other methods (links, ads etc.)

2. The site interests them. It may well solve an existing or future problem for them, so they bookmark the site in their favorites. They fully intend to come back to the site later... "when they are not busy."

However, as they dont see this bookmark regularly it doesnt become a familiar. It fades from memory... "where was that site about...?"

SOLUTION..

TURN your site into an electronic FRIDGE magnet by using a simple, yet sophisticated stickiness system to get your "Ad" onto their desktop.

You then become a familiar, and when that customer is ready for your particular web solution they'll contact you first.


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"If you havent worked this out, you soon will. Theres a lot of NONsense zapping around in cyber-space.

Find out what works, what doesnt... and whats worth your money." Subscribe to the e*Analyst ezine - mailto:editor@webpro.par32.com?subject=subscribe

Written by Kenneth Doyle - e*Analyst
Born with the promotional strategists gene... followed by twenty successful years in Media, Marketing, PR and copywriting.
Kenneth Doyle - e*Analyst http://www.feedyourhungrymind.com

More About Promotional Magnets

Promotional Magnets: Promotion that Sticks
Promotional magnets have an uncanny way of attaching themselves to high profile, metal office furniture. Unlike paper promotional items, magnets will simply not be put away. They insist on coating the surface of things, so they are a highly visible method of promotion.

Reminisce and have fun with Refrigerator Magnets
Aside from holding up something, refrigerator magnets also are there because of what they may symbolize. Refrigerator magnets may come in different shapes, sizes, colors and messages. Refrigerator magnets can bar messages that can be quite humorous, inspirational or anything.

God Bless The Refrigerator Magnet!
My very favorite promotional product of all, the refrigerator magnet. They are my favorite, because they are so extremely inexpensive, and extremely effective in getting your company name seen in countless locations.

Other Refrigerator Magnets Sites:

Refrigerator Magnets. Promotional Merchandise. Business Corporate Gifts.
Design your own business card magnets choosing from over 13,000 templates.

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