A message from Art Publisher Eric Rhoads
Sorting through the mail, my wife, Laurie, discovered a postcard from a chiropractor with a real Band-Aid stuck to it. It stopped her in her tracks -- enough to make her read it and save it. After all, we had recently moved and knew we would be in need of a chiropractor.
Two weeks later, I heard Laurie screaming in agony. She had sprained her back, and we began a search for the card with the Band-Aid. We couldn't find the card, nor could we remember the doctor's name or location. A quick Google search of our town + Chiropractor + Band-Aid didn't give us an answer, nor did the Yellow Pages.
This chiropractor blew it. Though the creative message (the Band-Aid) cut through the clutter, there was no followup. Had this doctor sent more cards, three or four weeks in a row, she would have gotten our business. Instead, we just picked someone else at random.
Marketing requires repetition. People lose things, they don't notice things, and they need reminders. Plus, when we started looking for clues elsewhere, we couldn't find the chiropractor with the Band-Aid.
Message Unity: How The Band-Aid Could Have Worked Better
The idea of the Band-Aid on the card was effective enough to get us to stop for an extra second to read the card while sorting the mail into the trash. It was clever. But if this chiropractor had been extra savvy, she would have done a few more things so the Band Aid was used in all of her marketing efforts to reinforce her campaign:
1. More mailings with Band-Aids (repetition). I'd mail a Band-Aid-shaped sticker with the phone number for future use and put messages in front of the consumer several times.
2. Search terms and keywords, so if someone searched "Band-Aid + Chiropractor + our town," her page would have popped up.
3. A special website landing page showing the mailer and the Band-Aid and linked to vital information.
4. A Yellow Pages listing showing the Band-Aid. (Though I'm no longer big on Yellow Pages because Google has replaced them.)
5. A clever, memorable phone number. 1-888-Band-Aid might have been remembered if we couldn't find the card.
6. A small map on the card showing the location. This might have helped us remember where this doctor was.
7. A giant Band-Aid on the office sign so I could see it when driving by.
8. o (business cards, booths at the home show, TV campaigns, etc.). The Band-Aid becomes her marketing message at every touchpoint.
A great creative message was not enough. Though it generated attention one time, it failed to get our business when we were in the market. Marketing messages are erased with time, which is why you need repetition and why your creative theme needs to be carried into every touchpoint you make with customers.
Like most collectors, I receive postcards from dozens of galleries. They all look alike, and most don't get my attention. And I rarely get a second or third card (or e-mail) selling the same show. What can you do to stand out, get noticed, and increase your frequency? It will pay dividends in everything you do.
Eric RhoadsRead my Art Marketing Blog
PS: Is Your Marketing To Art Galleries Effective?
Are you getting the attention of galleries? Are your mailings or e-mails getting noticed? Gallery directors have told us they trash most unsolicited artist portfolios and e-mails. The also tell us they read Artist Advocate Magazine, which is like a catalog of available artists.
If you want to sell more artwork, perhaps you need to add more art galleries. Artist Advocate can put you in front of over 6,500 galleries four times a year (plus art licensing and art publishing people). Let us help you sell more art.
You Could Be In A New Gallery And Selling More Artwork By Early SpringThere is still time to get into the next issue of Artist Advocate. If you want to sell more artwork, you probably need more galleries. Artist Advocate
puts you in front of galleries four times a year, so you're always
there when they decide to add new artists. To learn more, go to www.artistadvocatemagazine.com
Almost all the paid software offers the same features nevertheless they just go about laying it out in a different way in their interface. For those who haven't heard a Dubstep mix yet, I strongly advise listening on the Gworm demo, Excision Shambalah 2010, along with the Rusko Essential mix. it can become annoying within the hands from the inexperienced.
Posted by: dubstep maker game | November 22, 2013 at 02:57 AM
It might sound strange adding mids and tops over a 'bass drum' however, if you listen carefully to a classic 909 kick you will notice a lot of its punch actually comes in the top frequencies, just run a low pass filter over a 909 and you will probably see that it sounds pathetic with out the top. A tour can be quite lucrative if you do it right, however you need to know when you do it. Hip hop was originally introduced instead to disco.
Posted by: top dubstep maker | November 21, 2013 at 11:05 PM
Almost all the paid software provides the same features nevertheless they just go about laying against each other in a different way inside their interface. The point being that you can always focus on more, and when you think you're ready to take your music career on the next level, touring may be that next level. There are plenty major music making software around like Propellerhead's Reason 5 nevertheless the biggest problem with them is that you need to have mad experience to make anything with them.
Posted by: dubstep makers | November 21, 2013 at 10:01 PM
What's Happening i am new to this, I stumbled upon this I've discovered It positively useful and it has aided me out loads. I am hoping to give a contribution & help different users like its aided me. Good job.
Posted by: Mellissa | November 07, 2013 at 03:23 AM
In another article I will expand on some of the more hot tubs ratings difficult problems arise. High-end spas are made with the highest quality Lucite acrylic that is attached to a fiberglass base, and the option of moving it indoors, you'll have to make sure that you have sufficient outdoor space. There are of course many things that you need to fit it in. A lot of cheap hot tubs. Chemicals, basically chlorine and bromine, are used for soaking in hot, jetting water.
Posted by: http://www.iamsport.org/mod/blog/add.php | October 12, 2013 at 08:13 AM
Secondly, by placing a Hot Tub Jacuzzi in Spain. Hot tubs are good means of relaxation and stress relief. Actually a hot tub. Changing The Water every two monthsRegardless of how well you treat it. As the water hot tubs ebay store flow and movement not unlike the idea of hot tub.
Posted by: hot tub repairs devon | October 05, 2013 at 12:37 PM
People with conditions that weaken body motion, like arthritis, hot tubs new bedford ma so keep in mind the purpose of soaking, relaxation, massage and water - work together to attack pain, relaxing, loosening and soothing affected areas. You are assured of quality products and get them at the most-competitive prices in the market.
Posted by: chamonix transfers | September 25, 2013 at 10:39 PM
It's really very complicated in this busy life to listen news on Television, therefore I just use world wide web for that reason, and obtain the latest information.
Posted by: cheapest car insurance | September 14, 2013 at 10:39 PM
People in the world get the mortgage loans in various banks, because it is comfortable.
Posted by: home loans | December 27, 2011 at 08:07 PM
let's join our hands together to stop this kind of wrong doings. It may risk lives in the future if we just let them continue.
Posted by: moncler norway | October 23, 2011 at 01:17 AM
Specialists claim that loan help people to live the way they want, because they are able to feel free to buy needed things. Moreover, various banks present short term loan for different persons.
Posted by: WestRosemarie31 | July 22, 2011 at 04:22 AM
Roger: Brilliant ideas start with intent. What do you hope to accomplish? What point do you want to make? What can you do, that will make that point and get attention?
Posted by: Eric Rhoads | March 11, 2010 at 11:17 AM
I agree that the Band aid idea is brilliant...how does an artist come up with said brilliance for their marketing?
Posted by: Roger Whiting | March 11, 2010 at 10:42 AM
That is such a great example! Having a successful ad campaign takes thought and planning and consistency. I like your suggestions on how the band-aid chiropractor could have been more successful.
Thank you for reminding us about how important repetition is too. This came at a good time as I'm doing my art newsletter now.
Posted by: Lindy Gruger Hanson | February 12, 2010 at 08:51 PM