Creative Pre-Call Experiment #2 – Be a Pill

4 12 2009

For those of you who saw my very first Creative Pre-Call Experiment from a few weeks back, you know that I am a firm believer in a small element of “cheese” when trying to charm your way in front of a new client.   Everyone is busy and everyone is bombarded by sales people on a daily basis.  That is why YOU need to set yourself apart from the first moment the potential client (aka Target) comes across your name.

You can use these pill bottles to creatively position yourself as the “prescription” to relive the PAIN that your buyers feel.

This Experiment takes a bit more prep then the first one, but is definitely impressive at the end.

Be a Pill

Materials:

  • Actual Pharmacy prescription Pill Bottles
  • Large Bag M&Ms
  • Avery Label Paper (I used Template 5163 2″x4″)
  • Envelopes – your company colors preferred
  • Clear plastic bags (about lunch-bag sized)

Tools:

  • Stapler
  • Gloves

Assembly Instructions:

  1. Obtain prescription Pill Bottles.  After scouring local stores and realizing they aren’t sold anywhere, I begged the Wal-Mart Pharmacist to sell me a few bottles.  I was able to purchase each one for exactly. $0.15 each.
  2. Next, put on a pair of gloves and scoop the M&Ms out of the bag into the bottles.  Be careful to not get your gross germs on your future client’s treat.
  3. Open Microsoft Word.  File>New>Search Template: Avery 5163.  This is the trickiest and most time-consuming part of the process.  You will not find an exact blank label pattern, so you will need to modify one with a plant decal or random ugly font.  I am not the most computer savvy so I am sure there is a faster way, but I had to manually delete and then re-insert the font and spacing that I wanted into each individual label.  Be sure to paste your company’s logo at the top as if the prescription is coming from the “Fittje Brothers Printing Company” Pharmacy. 
  4. Figure out a creative label that revolves around how you will relieve the Target’s pain.  You can see what I wrote below in the photo or here.  Then print 2 sheets so you have 2 copies of each label (you’ll see why in a sec).  Take one sheet and apply all the labels to the already candy-filled bottles.
  5. Next, write a creative introductory letter to the Target to the tune of “I know you are busy so I’m not going to waste your time.  I will call you on X day at X time.” Insert letter into a company-colored envelope with one of your business cards.
  6. Put labeled bottle and envelope into a clear plastic bag – be sure there is enough room left over for you to fold and seal it closed.
  7. Grab your extra label sheet.  The labels are difficult to read when wrapped around the pill bottle so this is how you will ensure that the target appreciates the full extent of your cleverness;
  8. Fold the top of the clear bottle over and hold closed with the extra label you have on your spare sheet.  Ta-Daaa!  You’re done!
  9. Now you just have to run around and drop these babies off.  Be sure that you actually call on the day and time that you indicated in your letter!

Experimental Conclusions:

Mixed.  Of the 12 bottles I put out, 4 were to current clients, 4 were to people I had been trying to call but hadn’t gotten through to, and 4 were to brand new names.  Clients LOVED these little treats and thought I was incredibly clever.  Almost immediately I won a bid with a client that I had lost almost all other bids with.

People I had tried to contact previously didn’t really respond.  I have put in regular calls prior to and after giving them pill bottles, and either way they are less than interested in what I have to offer.

For the new clients, my call was taken 3 of the 4 times.  Of those 3, all said that they were very satisfied with their current printer but left the door open for me to contact them in the intermediary.

Sooo all in all… I think this COULD be a very successful if targeting the right market such as a health care facility or hospital.  I think it was successful in that my creativity made me stand out and EVERY person I spoke to remembered me once I mentioned the pill bottles.  It was a failure in that I didn’t make any new clients, though I did further a relationship with an existing client.  It may be too early to tell… It has only been one month since I dropped these off and I’d like to believe that I planted the seeds for future business.





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All About Color

1 12 2009

All kids knows that some colors are better than others.  No one wants the ucky-brown-green crayon that looks like a swamp creature’s backside when they are trying to color a rainbow.

As marketers, what does color mean to us and to the brands we strive to build and maintain?