| When a company is looking to enhance itself to | | | | local with a plan to branch out beyond the borders |
| the eyes, ears, and homes of the general public, it | | | | that one is currently operating in. The key |
| can do so in many ways. One way that is sure to | | | | question to ask is: who has influence locally? Once |
| get the attention of many is to implement an | | | | that question is answered, find a means to |
| aura of celebrity into a product, or line of | | | | harness the leverage of that influence in a way |
| products. This can be done with proper placement | | | | that is as cost-effective as possible. |
| through unique marketing. | | | | If the most influential people in one's town are |
| A unique marketing idea offered by British | | | | serving on the school board, find ideas for a fund |
| columnist Mark R. Morris in his piece titled "Unique | | | | raiser. A company packaging food or drinks should |
| Marketing Ideas for Small Businesses" is to give | | | | provide them free at a meeting and then ask to |
| away promotional samples so as to get the word | | | | be part of the solution. A buzz over the product |
| out about a product or service. A masseuse can | | | | will be created locally that will grow when people |
| set up a day of free five minute teaser | | | | buy it at the fund raiser. After the money is |
| massages and a pastry shoppe would be wise to | | | | raised, the next step is to go to other towns |
| dish out some tasty morsels so as to tickle | | | | where fund raising will be welcomed. |
| potential customers' taste buds. | | | | Since celebrity is really in a person's mind, this idea |
| The reason this works so well is because if a | | | | works in many dynamic ways. While the idea of |
| product or service is very good, then the people | | | | celebrity for some people is David Beckham and |
| will want more of it. If, however, they do not | | | | Hugh Grant, those who live in smaller towns can |
| know what it is about (or that even it exists) | | | | be influenced by what they see the local doctor |
| then they'll be reluctant to try it. | | | | or newscaster doing. Does she have a car |
| For those who want to infiltrate key markets a | | | | window sticker supporting carbon offsets? If so, |
| business can tap into the influence and popularity | | | | others may follow. |
| of another. For small start-ups the key is to begin | | | | |