S SUMMER WINDS down, I recall weekends filled with fairs and festivals. A few were large Chicagoland events where popular consumer brands tended to dominate the event marketing activities. However, the majority of weekends were spent at neighborhood fairs, which featured a wide range of local merchants, including realtors, insurance agents and health clubs handing out logoed merchandise. Although many different businesses were represented, I missed seeing the conspicuously absent ad specialty distributors, who in turn missed an opportunity to meet potential clients, promote services, and explain the role ad specialty products play in today’s market.
I asked several local distributors why they did not exhibit at the neighborhood fairs. The reasons included failure to realize the potential to meet new clients, time and budget constraints, as well as fear of generating unqualified leads.
One way the issue of generating quality leads can be solved is through the use of music download cards, they are both cost-effective and trendy. Potential customers who stop by a distributor’s event booth receive a music download card that directs them online, where they can select a predetermined number of songs from the digital music library. Once cardholders select their music, they simply enter the prepaid number on the back of the card and the music can be downloaded to their iPods, MP3 players or CDs.
Music download cards deliver a one-two-three punch: branding, Web traffic and lead qualification. The four-color process card conveniently communicates your company’s name, contact information and marketing message. By using your Web site address on the back of the download card, potential customers will need to visit your Web site in order to link to the digital music library. They can also be required to complete an online survey prior to selecting their choice of songs for downloading. Not only does this online survey quickly qualify potential leads, it also is inexpensive and easy to create. You supply up to 10 multiple-choice questions, and CFS handles the rest, including setting up the survey, hosting and reporting.
Other benefits of the music download card include minimized shipping costs due to the cards’ low weight, ease of distribution and minimal storage requirements. They easily slip into wallets, making them convenient for customers to carry home. Alternatives to the music download cards include cellular ringtones and audio book download cards, which tend to appeal to a more mature and established demographic.
A quick costs-and-benefits analysis of exhibiting at neighborhood fairs clearly indicates that ad specialty distributors are missing an opportunity to generate quality leads. Where else can a distributor meet hundreds of potential new customers in such a short period of time?
