Hey Everyone,

I'm planning on hand delivering a "prospecting CD" to local businesses for a service I'm marketing. My question is, how should I "package" the CD so it's most likely to get looked at? I was thinking of putting it into a manila envelope, with a printed label. The idea would be to get them thinking it's not just a sales pitch, but something they may have ordered or are expecting...but I'm not sure.

Any ideas as far as general copy goes for envelopes? Also, do you think it would be best to pretend I'm a courier and just drop it off or to give some kind of face-to-face "teaser" to get them interested in checking it out?

I really don't have a clue as to how to go about this So any advice would be greatly appreciated!

Thanks!

Ryan

Ryan,
You are right that it is all about presentation and delivery.

If I were going to do this with local buinesses, I'd make sure that the cd has a professional-looking cover on it -- not a office Depot, generic disc with a hand-written label done in "sharpie".

I highly disagree in trying to fool them by posing as a courier.

sorry for being so blunt, but "are you nuts"?

Listen, you're in business, just like they are, right?

You already have a common bond.

This is a "great" opportunity to meet your prospect face-to-face and eye-to-eye!

No - it doesn't have to be an "in your face" confrontation, but it takes a little pre-planning and organizing to do it right.

Don't be afraid to pitch them with (your own) words.

If you have to, sit down and write out a well thought-out script and memorize it until it flows naturally.

You might want to PM JP Maroney on this one as he has an excellent cd he gives out to prospects -- very professionally done.

Hi Ryan,

I agree with everything Stephen told you..and just a couple of extra thoughts as I have done a similar type of marketing in the past.

The "courier" idea..no way! Since you're a businessman, just as they are,
if you have a way of knowing, or can find out, who either the manager or decison-maker is, try your best to get it to THAT person when you go a face-to-face. If you simply hand it to an employee who is really not involved, chances are it will never make it to the right person. Do your best to get a name of that decision-maker.

And. yes, get professional-looking CD labels. By all means.

And, if you use an envelope to put it in, make it attractive as well. I used to use colored envelopes that weren't the standard yellow color.

Good luck!

Hey guys, thanks for the ideas. And by all means, be as blunt as you want. That's how I like it

As far as the label goes, I'm planning on putting a picture of the business with a strong limited time offer headline. This has me thinking, the label itself will probably be more impressive than anything on the enevlope. And if I'm going to hand it to the decision maker, maybe I should just skip the enevelope and just hand them the CD?

This should be a good enough attention grabber to get them to listen to me for a few minutes, and tease them into looking at the CD.

Ryan

Yup,
That's what I would do as well...

-- now that you're not the undercover "delivery boy" - skip the envelope.

Have you thought out some good headlines for it yet?

Hey Ryan,

Excellent ideas from the other guys here and as far as packaging goes, I think the more unique and creative you can be to stand out from the crowd the better - whether you're hand delivering or mailing something to businesses.

I haven't read this book myself, but you may want to check out Marketing Outrageously for some good ideas.

I don't know if any of you have read Seth Godin's "Purple Cow" which is all about being remarkable in your business, but I loved that it was delivered boxed inside a purple and while milk carton. I saw a few copies on the shelves in the bookstores that definately got noticed and stood out from their competition.

Why is no one asking what this CD is?

Why is no one asking the benefit of watching/listening to the CD?

Why is no one asking who the target market is?

Why is no one asking what the purpose of the CD is?

How can anyone answer questions about packaging and delivery, when we don't know the fundamentals of what you're promoting, why you're promoting it this way, or the other details of the campaign.

That's what's NUTS!!

Jane

Perhaps we're just a bunch of "booger-eatin' morons"!

Ryan said he was delivering a "prospecting cd", and the subject was around how he was going to package and deliver it.

I don't know if what's on the cd is relevant -- or it it?

hmm,
well if your going to be providing a service for the business owners .. and they are going to see you . A arrive wearing a suit and tie . have a satchel or briefcase you have the cd and other contact information in .

Introduce your self .. learn a little bit about their business from them . (even if you found it out through research ) . tell them you not there to sell them anything .. but you could really use their help with something.

If they say sure how can i help you .. present them with the cd and say something like " i have this promotional cd .. and before imail it I desided to seek opinion on it from a few selected business owners .. I was wondering if when you have time .. you can listen to it a couple times and get back to me where you think i can make it better .


well .. this is just an idea

Ken