Small Business Marketing Tip #7: The Element of Surprise as a Marketing Strategy

Use the Element of Surprise as a Marketing Strategy

We as a society are tired of direct mail, of email promotions, of advertising that interrupts our activities. So how can you get to potential customers (or bring back past customers for repeat business) without turning them off?

Surprise Them!

Do something out of the ordinary that will get their attention. It doesn’t have to be expensive. For example, for my marketing firm, Egg Marketing & Public Relations, I sent all my customers (and a few good contacts I felt could turn into customers) a small box that contained one plastic egg and some Easter grass. Inside the egg was candy, and in the box was a letter with my springtime promotion. Imagine people’s surprise when opening the box! I got more than one comment on how it made someone’s day and put a smile on their faces!

If your marketing budget is small, you don’t have to outsource a promotion like this. Consider sending your contacts a sample of your product with a personal note. Or surprise a client by showing up with lunch for their office one day. Even an e-card can be an effective way to say “you’re more than a customer to me; I value you!”

-Susan