Maximizing Your Marketing Dollars Roundtable

Following presentations on ways to save marketing dollars, ACC members had a chance to tell their own money-saving tips.

Trade Show Exhibits
Allen Keebaugh of Douglas Battery said his company has spent less money on “trinkets and trash,” instead investing more money in quality gifts for top customers.

In addition, Keebaugh’s company has purchased interlocking carpet strips or floor mats for their booth. While the initial investment is higher, he said, over the long term they have saved money versus renting carpet.

Linda Castle of LaarHoven Design suggested ordering the floor mats with an electrical cord cut. It will probably cost $1 per piece higher, but will make it easier for contractors to install your electric. Castle mentioned that Mats.com is a good source for these. She also suggested purchasing good shipping cases for the mats to protect your investment.

One company found that NASCAR “hero” cards were a popular giveaway item at past exhibits.

Tom Marx of Marx Advertising said generating leads before the show will insure your company’s success. Start days ahead of the show and mail a marketing piece that is three-dimensional to attract attention. Use a polished telemarketing staff to follow up on the literature and schedule show meetings.

Car models were distributed ahead of time by one company without the wheels. To get the wheels, a person had to come by the booth.

Another company gave out coolers without the lids. The lids were available only to those who came by the booth.

A good way to follow-up trade show leads is through e-mails to potential buyers.

Printing
Companies that have the capabilities and expertise can save money by assuming more pre-press responsibilities.

Photography
Digital photography holds great promise for saving money, but is not quite ready for widespread use. Good digital photography is rare, but only available if you seek it out.

Packaging
You may be able to save money by putting labels on boxes for private label customers instead of printing directly on the box.

ASE suggests companies print “We Support ASE” on their packaging. It helps support ASE but also positions your company as one who identifies with technicians.

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