Title: Sell 'em in the Waiting Room
Length: 470 words
Author: BIG Mike McDaniel
Category: Marketing/Advertising/Small Business
Web Address: http://BIGIdeasGroup.com
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Sell 'em in the Waiting Room
by BIG Mike McDaniel, America's Small Business
Recently I had to spend some time in a hospital
waiting room. There were three tables with
magazines and most were old and wrinkled. But two
stood out for freshness and currency. The first
thing I noticed was the subscription label for a
local dentist. The label had his name and office
and address. My first impression was "nice of him
to supply magazines". My second impression was
"wow, what a marketer!"
This is one of those take-your-palm-and-slap-your-
forehead and say "duh" moments. Why didn't I think
to offer a fresh supply of magazines to waiting
rooms, like my dentist friend? Waiting rooms have
potential customers who are captive readers!
Here's a plan:
First, set a budget for subscriptions. Next,
select magazines that compliment your business
(but not freebee trade magazines). Have the
magazines sent to you, at your business, so your
name and address is on the label. Read them as
they arrive quickly and carefully so as not to
crinkle any pages or make them look "used".
Take out the "lap cards". A lap card is that pesky
postcard thing that falls in your lap when you
open a magazine.Tear out the ones that come with
the magazine and insert two of your own. Not only
do you get two stars for having your name on a
reasonably current magazine in an office or
waiting room, but your ad inside falls into the
reader's lap. What could be cooler than that?
The reader can take the card as a reminder, or put
it back (most folks don't throw those things away
when reading someone esle's magazine, that's why
you still see them in two year old, worn out mags)
Most waiting rooms and offices will be happy to
have you supply current magazines. Keep the custom
lap card info to yourself when offering.
Knowing the dentist I mentioned earlier, he
probably has several offices that get his
magazines on a regular schedule. And I bet when he
sees this article, he will be the first to whip up
a lap card with a special offer.
Make a few visits or calls to set up your
distribution. Cook up a nifty offer and print some
lap cards with your computer (use thin card stock
just like the originals). When you deliver, pick
up any of your magazines that have seen better
days or ones that still llook good but are way out
of date. Your mission is to be current. always
keeping your image fresh and sharp.
With this magazine marketing technique, you and
your business can be creating a "wow" impression
all over town.
Get Big Mike's free White Paper "The 7 Scary
Secrets about Newspaper Advertising"
©2008 BIG Mike McDaniel is America's Small
Business Advertising Expert. See hundreds of
articles about small business advertising at
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