A few months ago I exited my local Wal-Mart and found a "gift" wedged between my driver side mirror and the door of my Dodge Dakota pick-up truck. It was a small gray box with a business card sticking out. The card was from Marc Caviglia of Don Weir's Reno Dodge. What was the gift? A mini tool-box for my truck:
Not only is this good marketing, but it is also good online marketing. I may not be in the market for a new truck but I love the tool box and I'm linking back to the website because of it.
In all likelihood Mark is simply trying to drum up business. He's hoping these toolboxes get people thinking about buying a new truck and therefore coming down to see him. That might work.
What's missing here is a larger effort by Reno Dodge. Sure, they would rather have faces walk in the door, but while they are at it this type of offline marketing can easily be leveraged to build their online presence.
Here are a few ideas:
The toolbox is a great way to get people's attention. I like it and I kept it. Use that attention to get people to take action. A business card isn't a call to action.
You don't want to load the box up with advertising, a single business card can do the trick. All it takes is a little creativity and out of the box thinking to turn your offline marketing into great online marketing.
Stoney deGeyter is the President of Pole Position Marketing, a leading search engine optimization and marketing firm helping businesses grow since 1998. Stoney is a frequent speaker at website marketing conferences and has published hundreds of helpful SEO, SEM and small business articles.
If you'd like Stoney deGeyter to speak at your conference, seminar, workshop or provide in-house training to your team, contact him via his site or by phone at 866-685-3374.
Stoney pioneered the concept of Destination Search Engine Marketing which is the driving philosophy of how Pole Position Marketing helps clients expand their online presence and grow their businesses. Stoney is Associate Editor at Search Engine Guide and has written several SEO and SEM e-books including E-Marketing Performance; The Best Damn Web Marketing Checklist, Period!; Keyword Research and Selection, Destination Search Engine Marketing, and more.
Stoney has five wonderful children and spends his free time reviewing restaurants and other things to do in Canton, Ohio.
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