Bidding can be a tough game. We can’t tell you how many times we’ve agonized in front of our computer screens, wondering what to bid on something on eBay. Is this too low? Will I be outbid? What if I bid too much and get ripped off? It’s a lot to think about. Fred Snyder, MAS, regional vice president of Lewiston, Maine-based Geiger, explained how he stayed cool in the bidding war against competitors for a client and delivered a thoughtful, creative and profitable solution to their needs.
Promo Marketing: Could you describe a promotion that you felt was one of your best?
Fred Snyder: A sales partner was trying to open the door on a rather large account and was afforded the opportunity to quote on 1,500 T-Shirts—one position, one color imprint. He came running into my office, thrilled with the opportunity, as he had been chasing these folks forever, and begging me to go in low, low, low as to margin. I told him it made little difference in how low we went in and that someone could always be lower. Especially someone who did their own screen printing and put little value on their time.
I asked him if we could have the opportunity of speaking to the buyer before we bid, and although the buyer felt hassled by that, he gave us 10 minutes. During that conversation, we learned the quote was not really needed for 10 days, and that the T-shirts were a thank-you gift to farmers who would take a telephone survey about a new product—first for cows and then other animals—and be informed about new packaging for the product.
Knowing that we did not want to be just another losing competitor, quickly forgotten, we came up with the following plan and implementation: We made a spec sample of an inexpensive, white cotton tee with a one-color, one-position logo. We rolled it up in a ball and literally sat on it for a week to make certain it was good and wrinkled. We then did an additional sample with a full-color front imprint of a cow head as a shadow imprint with the brand over printed on the left chest. The back of the shirt had a full-color rendering of the new packaging of the product. We neatly rolled the sample into a sound mailing tube that “moo’d” when opened and a very neat higher quality T-shirt came out.
PM: What made this promotion so successful?
FS: We then explained that promotional items served many purposes. The plain white shirt was a “thank you” and little more. While our creation was both a thank you and an advertisement. We mentioned we did not sell shirts, but branding, and as such we were communicating so much more to their customer. Although they did not buy 1,500, they did buy 500 and 500 more three more times with a different animal on the front over the course of the year. Just because a client requests a bid on an item, does not mean you only bid that item. My feeling is you bid what they want and then what you think they should want. This creates desire verses need, a much stronger feeling, and hence worth a few more dollars.
PM: Any advice for those attempting similar promotions?
FS: Slow the pace. Stop and think of what would motivate you to buy from one over another. We can only sell effectively within our own wheelhouse. You are what makes a difference, so be different.
