We are continuing our discussion of some marketing tactics that fall under the strategy called "piggyback marketing."
With this method, you take the opportunity to "piggyback" your marketing message along with other products, sales messages, a service, or a billing.
In essence, your marketing "piggybacks" with something else that is going to be delivered anyway and will be thought of as a "bonus" or gift by the prospect.
Another way the implement piggyback marketing is with "buy me's". A "buy me" is a small coupon-like advertisement for one of your products or services.
You'll often see this type of marketing associated with a phone bill, a credit card statement, or some other consumer monthly billing.
The small ad usually comes in full color and includes a picture of the product being sold along with a small order form and a concise description of the product and the main benefits to be derived from it.
Part of the psychology of the "buy me" is that it is specifically intentioned to be sent along with a billing or some type of statement. Why?
Because the respondent will often get out her checkbook and pen to make out a check for the bill and this is the perfect time to put a tantalizing product offer in front of her as well. She's in the check-writing mode, right?
It's easy to write out a second check (for your great product offer) since the prospect already has the checkbook out and the pen in hand.
Obviously, the "buy me" insert works best if your product is fairly inexpensive, not something that will take a lot of time to research and think about and compare with other similar products.
You're going for the emotional, spur-of-the-moment buying decision with this type of marketing.
I have seen this tactic termed as "statement stuffing." That may be a useful term to remember because this tactic is most effective as a piggyback to some kind of billing or account statement.
You may think that utilities and credit card companies would never partner with you, the "little guy" business owner, but that is not the case.
These large companies have marketing and sales account representatives that will work with you directly to target your promotion and limit it's distribution (to keep the campaign within your allotted budget.)
Not all small businesses will be good candidates for this type of piggybacking depending upon your niche and the kind of products or services you sell.
But you might be surprised at the creative ways you can think of to use this strategy if you think about it for a while.
As with other piggybacking strategies, concentrate on what you can give the prospect that will be deemed of great and unusual value.
Make the offer for a limited time only, and be sure to include the very best benefits the customer will receive by responding to your offer.
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Post#314 |
