Effective Low-Cost Marketing Tactic

Howard Levy — Wed, 01 Jul 2009 20:31:08 +0000

In Madison Square Park today, people were handing out postcards with a pack of gum taped on. Free gum was an enticing offer and got me to take the postcard. The card itself had a compelling headline that invites you to find out more. Turns out, this is a promotion for a church. It’s not the first time that innovative marketing has helped promote religion – it seems to be part of a larger trend of reaching people “where they are” rather than where the church is. It makes use of low-cost marketing tactics that you can apply to your campaign. Here’s why I think this piece is effective:

It provides something of value to get your attention (the free pack of gum is nice and costs them little).
It focuses on the customer’s needs rather than the church’s (the compelling headline is very different for a church).
It respects the reader’s intelligence (it doesn’t patronize, insult or use fear or insecurity as a motivating factor).
It provides clues as to what to expect (the photos show a diversity of young smiling people in the church).
It provide specific instructions as to what to do (lists services to attend, how to enter and gives other benefits, such as “Childcare available.”
It provide a link to the website for more information.
It was inexpensive to produce (the gum was taped on with a loop of masking tape).
It was distributed to people in their demographic (by someone who could answer questions and be an advocate for the church).

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Effective Low-Cost Marketing Tactic