A little over a month ago I was discussing advertising options with business consultant and friend, Calvin Bacon of Wisepreneur. My primary business is in the service industry as a trainer showing people how to use the Emotional Freedom Technique to heal their bodies. In addition to making people aware that my business even exists, I also have to educate them on WHAT the Emotional Freedom Technique is and what it can do for them. Since this is in the alternative health field, it can often be a tough sell because people have not heard of the technique before. Ideally, I want to drive people to my website so they can learn more and decide if my services are right for them.
Statistics say that people must see you or your advertisements at least 7-10 times before they decide to inquire about or purchase your product. This tells us that getting our business message in front of people is very important AND it is important that the message is repetitive. So what are some of the best ways a small business owner can do this?
Calvin and I were discussing this very question and coming up with a variety of answers. Calvin mentioned car magnets and thought that all service businesses should have them. Honestly, I balked. Thoughts of “how tacky” ran through my mind. I certainly don’t drive a fancy car, but I really didn’t want it being a driving billboard. But then he pointed out the benefits: you only pay once for the magnets; the magnets are long lasting; you can design your own message; the magnets are inexpensive; you can change your message for a low cost; and you can remove the magnets any time you want to stop showing them.
It didn’t take me long to realize that car magnets were worth at least a try. After all, I was spending $100 a month to have a black and white advertisement in a local health magazine that only a certain segment of the population would see. Yet I drive all around town, so with car magnets more people would become aware of my business. The magnets are a one time cost and they should last at least a year before they look worn or I get tired of them. So I decided to check them out.
I headed over to my all time favorite small business marketing and promotions company: VistaPrint. I have used VistaPrint since at least 2004 and have been very happy with all of their products and their prices. They send out newsletters about once a week to entice clients to try new products at deeply discounted prices.
I zipped over to the car magnet category for a look-see. First, I had to decide on the size of car magnet I wanted - they have two sizes. Then I had to think about where these magnets would fit on my car. Not all cars have a lot of panel space for rectangular magnets. The small magnet is about the same size as a standard 8.5 x 11 sheet of paper so I grabbed a sheet and headed outside to my car. I have a Honda Element so the side panels were a no-brainer, the large magnets would fit easily on the sides. But what about the back? The back of a Honda Element doesn’t have much steel in the back panels, but playing with the paper I found that a small car magnet would fit nicely AND since my car sits up high, the magnet would be right at eye level for the cars behind me. People behind my car would HAVE to read the magnet when stopped for traffic.
I was starting to get excited about this idea, so I sat back at my computer and began playing with car magnet designs. VistaPrint makes this very easy by providing dozens of pre-made designs where you just slap in your company name, message/tagline, phone number, website and you are done. The hard part is picking the design. I chose 6 different designs and using screen capture, an art program and Word, created a Word document with all 6 designs. I then emailed the document to several people asking them for feedback on which design they liked best.
The feedback from everyone was very important. While several people picked the same design I favored, Calvin suggested different wording for my tagline which made it more gender neutral (apparently men don’t like discussing emotions). So I made the changes and ordered two large magnets, one for each side, plus one small magnet for the rear of the car. I bought them on sale along with 2 sets of business cards. All tolled, delivered to my door, for 2 large magnets, 1 small magnet and 2 sets of business cards (250 cards each) I paid $58. Did I mention that included delivery to my door?
I received my package about a week later on a Saturday and was very pleased when I saw the finished product. The printing was stunning and clear. I washed my car right away and once it dried, I carefully positioned my new magnets. They looked pretty darn good. They even matched the coloring of my car (something I definitely did NOT consider when purchasing them). So were they going to work?
Keep in mind, my goal was to make people aware my company exists and drive them to my website. Guess what happened? Within the first 24 hours after I applied the magnets to my car, my website hits jumped 127%. I thought maybe it was a fluke, but as the weeks progressed, I noticed that I was getting hits from Android and Blackberry operating systems – cell phones. I had NEVER had those on my website before, so the car magnets were working. I ended the month with a 61% increase in website traffic over the previous month. The only promotional change I made was using the car magnets.
The other benefit to the car magnets is that people are now stopping me in parking lots and asking me about my business. The car magnets open the door to conversations I would never normally have with strangers. Have the magnets directly translated into hard sales? Not yet, but then I’ve only had the car magnets for about 30 days. I expect as people see the car magnets more and more around town, they will feel more comfortable calling. Only time will tell!
Dr. Diana Sturm, Change Agent, is the founder of The Delta Institute, a healing ministry, and Networking 101. She is a member of the Mobile Chamber of Commerce and has achieved Diplomat of the Month in both 2009 and 2010 competing against about 60 other networkers extraordinaire. She is an ACN Independent Representative in Mobile, Alabama. ACN is a practical network marketing company providing everyday home and business services. For a look at ACN’s business opportunity and their products, visit Diana’s ACN website. For more information on Diana’s healing ministry, visit The Delta Institute. To reach her, call (251) 219-4574.
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