Sales & Marketing Management - September/October 2008 - (Page 14)

MARKETING STRATEGY Cyclepet (manufactured from recycled plastic PET soda and water bottles). Placards placed beside collection containers explained how the recycled content removes plastic from the waste stream, reduces oil consumption and ultimately helps to reduce the global warming threatening the polar bear’s habitat. 4. Solicit customer participation. In support of Partners Against Pain, Purdue Pharma implemented a We Care Wall of Support, created by the attendees, displayed at each of its shows. A room drop containing a gift-wrapped stone invited attendees to add their stone to the Wall of Support in the Purdue Pharma exhibit, for which Purdue Pharma made a donation to Partners Against Pain. By the end of the show, the wall stood as a visual expression of the company’s charitable support. 5. Invite your customers to personalize their contribution. Nomadic Display elevated its Helen’s Pajama shelter to reinforce both the donors and the recipients as individuals,” Parsons says. The result was that participants felt an even greater connection to the cause. 6. Let the experience segue naturally into the next step. While cause marketing connects you with your customers on an emotional level and accelerates relationship-building, transitioning into a business conversation has to be subtle and natural. Otherwise you run the risk of appearing disingenuous. The best approach is to let your cause marketing activity do the talking. For instance, as attendees recycled their water bottles in the Lowepro exhibit, they naturally started to interact and discuss their own environmental actions and concerns. 7. Follow up so people see the results of their efforts. After the show or event provide participants Party campaign to a truly heartfelt event by incorporating a personal touch. “We asked donors to include a hand-written gift tag, and we set up a site visit to the with a thank-you, underscored by a summary of how much money was raised, how many books were collected or some other measure of your cumulative success. Besides making attendees feel good, it provides you with another customer touch point. THE ART OF ACHIEVING EXCELLENCE CHAPTER TWELVE SKIP A STEP, DON’T SKIP LUNCH Always come out looking professional with the ProClick ® The Do-ItYourself Presentation Kit ®. All it takes is three simple steps to bind documents without using a machine: just print, assemble and click. Your documents are editable and dressed for success. Skipping steps has never been so simple. Print Assemble Close Open to edit 1-800-541-0094 I gbc.com 12 14 SALES &MARKETING MANAGEMENT SEPTEMBER/OCTOBER 2008 www.salesandmarketing.com www.salesandmarketingmanagement.com http://www.gbc.com http://www.gbc.com http://www.salesandmarketingmanagement.com

Table of Contents Feed for the Digital Edition of Sales & Marketing Management - September/October 2008

Sales &�Marketing Management - September/October 2008 Contents Editor's Letter Brian Tracy University Smart Sales Sales Strategy Smart Marketing Marketing Strategy Smart Management Management Strategy The Low-Cost Sales Leader Why Sales Process Gets the Shaft Training Q&A Technology Making the Case for Travel (Part II) Travel/Meetings On the Road The Way I See It

Sales & Marketing Management - September/October 2008

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