May

12

Case Study - Teasing Your Customers

May 12, 2008 |

Every December for six years the Marketing Manager for a Midwest company held a presentation in Florida at a famous resort. Current and potential customers from across the country flew to the resort for three days of educational seminars, usually staying over a few more days for personal time at the theme park.

The presentations were educational in nature and were not meant to be blatant company promotions. The seminar group gave each presenter the following:

1. A 45 minute block of time to present their pre-approved educational material.

2. Four hours of time in a booth following their presentation to answer questions.

3. One full page of material related to their presentation in a booklet sent to each attendee prior to the seminar.

4. One full page of material in another booklet sent to each attendee following the seminar.

5. A twenty minute question and answer video produced by the seminar group.

Each presenter could request what block of time they would prefer to have. Requests were based on experience, and since the Marketing Manager had been presenting for six years he could request any time he wanted and be virtually guaranteed to receive his first choice.

They could also request the location of their booth within the meeting hall to answer questions and the block of time they could use the booth. Again, all requests were based on experience.

PROBLEM:

Each year the Marketing Manager sent the same material to for the pre- and post-seminar booklet, changing the copy slightly. Each year he received a more optimum block of time for both his presentation and booth, and each year his booth location improved. He was now at the top of the food chain, but the responses and resulting sales were still what they had been when he started.

He needed to increase responses and sales to justify presenting at the seminar, so he decided to break all the rules.

SOLUTION:

The Marketing Manager realized that most attendees were there to learn, but they were ALSO there to play, otherwise the seminar would be held in a city with no tourist attractions. Most would stay a few days after the seminar and bring their families down to stay the weekend and go to the theme parks. By the end of the three day seminar the only thing the attendees wanted to do was LEAVE and have some fun. This was an opportunity for the Marketing Manager.

1. For the pre-show booklet, his entire one page ad consisted of four words in small type in the center of the page. It read, “Word hard, play hard,” with his company name and phone number only. Not even a mention of what his company did.

2. The post-show booklet ad followed the same format. In the center of the page, small type, it read, “See You Next Year.” In even smaller type at the bottom of the page it read, “Want to see us sooner?” with their company name and phone number only. For both booklets he intentionally avoided giving address and email information - he wanted the contacts to be personal.

3. He requested the absolute worst time for his presentation - the last presentation block of the last day of the three day seminar. Prior to the show he ordered hundreds of sunglasses imprinted with his company name. He put the sealed box of glasses under a table at the back of the room. Instead of using state of the art presentation equipment he opted for a simple slide show presentation.

When his presentation started he introduced himself and immediately looked down at his watch, acting as if he were in a rush, clapped his hands together and actually started his presentation early, while people were still arriving. He spoke quickly, flipping through slides faster then normal and not allowing any questions. All the while he continually looked at his watch.

When thirty minutes had elapsed of his forty-five minute presentation, he abruptly stopped in the middle of a slide, looked at his watch and said, “Who here feels like me - you just want to get out into the sunshine?” He shut the projector off and walked to the back of the room, took out the box of glasses, opened the top and said, “Let’s get out of here now. You can all grab a few pairs of sunglasses and go enjoy the weather, ’cause that’s what I’m doing.” He thanked everyone and left.

4. He went directly to his booth were, to his surprise, there was a line of people wanting to talk with him regarding his company. He shook hands and spoke with each person WHILE he was putting out more sunglasses and a sign that said, “Gone Fishin’ - grab a pair of sunglasses and enjoy the sunshine.” He also put out a stack of business cards with no literature, excused himself and left.

When he returned to work the following Monday he knew that his plan would either be an utter failure or an overwhelming success.

RESULTS:

1. Both his work and cell phone mailboxes were full. He had peaked everyone’s curiosity, teasing them just enough to want more information.

2. There was not a single email or fax, each contact was a phone call directly to him.

3. Three trade publications wrote articles regarding his unique approach to his presentation, giving him publicity that lasted for months after the seminar.

4. Responses to the presentation, and resulting sales, both increased dramatically over previous years.

All this resulted in an unusual dilemma and a new problem: How could he possibly top it next year?

Neil Walsh
Daba Designs
P.O. Box 255
North Olmsted, Ohio 44070
Phone: (440)465-0744
Website: http://www.daba-designs.com

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  1. Forex » Case Study - Teasing Your Customers on May 12, 2008 11:10 am

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