From the Editor
Toot Your Own Horn (and Win a Gift Card!)

Every month at Successful Promotions, we come across stories of marketers doing all kinds of ingenious, and even zany, things to get their messages across. We’ve reported on street teams throwing out bling on the streets of Manhattan to promote a new TV show. We’ve written about major league baseball teams distributing fake beards to spectators to champion their favorite player. And this month, we spotlight Madonna, who uses her marketing moxie to hog the spotlight decade after decade.

But you don’t always need a pop star budget to build your brand. There are simple things you could (and should) do right now to promote your organization. Here are three must-dos:

Celebrate National Hat Day. If you check out our regular calendar, you’ll find a variety of zany holidays that are worthy of your attention. Every marketer sends clients cards for the traditional holidays, so it’s likely that yours gets buried in a pile among the rest. But how many people get a card or promotional product in honor of “Someday We’ll Laugh About This Week,” held next year on the week of January 2? Center your next promotion around a lesser-known holiday and you’ll get more bang for your buck.

Stay in Touch With Customers. You may not have a new product to tout this month, but that doesn’t mean you don’t have a reason to connect with customers or prospects. Skim industry magazines for articles that might be relevant to your client, and send them a copy with the note, “Thought you might be interested in this.” Print your logo on a label or sticker and attach it so that your brand stays front and center.

Send a Small Gift. Now is also the perfect time to reach out and say “thank you” to valued clients by sending them a 2009 calendar or diary with your logo engraved on it. Having a tough time getting past a company’s gatekeeper? Send popcorn or another treat with your company’s branding message on it with a nice note. It’s amazing how quickly a small promotional item can open a previously shut door.

Also, if you’ve stumbled upon an innovative way to connect with customers, we’d love to hear about it. Send me a note at mligos@asicentral.com and we may feature you in an upcoming article. If your story is used, we’ll send you a $50 American Express gift card. Enjoy the issue.

Melinda Ligos
mligos@asicentral.com.