For years I have taught my computer consulting business clients to integrate what I call “recognition-based marketing” into their promotional mix.
In a nutshell, you sort for news of people matching your target market who have been recognized in some way. When you find one, you begin a carefully designed direct mail sequence that ties the recognition to a logical offer. When done right, conversion rates for this kind of promotion are extremely high.
It is one of the most effective yet least utilized strategies I teach. It’s also dirt cheap…
Anyway, I was pleasantly surprised to see this tidbit over at Small Business Blog outlining the same strategy being used by a restaurant. See Community Leads: A Pat on the Back.
I’ve successfully used this strategy with computer consulting businesses, web design businesses, over a dozen different kind of retailers, and a half dozen other B2B business types. It works extremely well.
How will you integrate it into your business?