Posted on April 16, 2008 by Ed Roach

When you want to get your message in front of a target audience, you’ve got to be creative in your approach. During the last week, I was planning on attending an industry organization’s annual general meeting with my wife, Rose – who works in this industry. It was her first time taking part in such an event and she wanted me to accompany her. I pondered as to how I might leverage some business leads while attending and what immediately intrigued me was that during the day’s events was a two-hour window where companies could display their services to attendees taking a break and having a “beverage” while networking. So, naturally I inquired as to the availability of the display space. To my dissatisfaction, it was only open members or suppliers to their immediate industry.

Bummer.

Not one to ignore an opportunity to spread my message somehow, I developed an idea I think you’ll find amusing. I decided to develop “pain point postcards”. Before I elaborate on exactly what these are, let me define “pain points” first. As in any business, there are issues that keep you awake at night. These issues are the things that cause you psychological pain. These are the challenges in business that throw up barriers and irritants, holding you back from your goals, resulting in lost income potential.

To take advantage of pain points as a strategy targeting my audience’s attention, I engaged in a little guerilla marketing. I am producing a series of 5 postcards roughly 6″ X 4″ in size. On the front side, the entire surface is black and the text is in white. This is where I boldly spell out the pain point. For instance: “Are you finding that there is nothing that differentiates you from your competition?”

On the back is the brand logo for “The Branding Experts” and contact info ONLY. No answer to the pain point question. My goal is to drive them to a special web-page dedicated to this effort. You cannot get to this page without having seen and picked up the postcard AND acted on it. A great way to track the effort. I will place these cards all over the event and hotel where many of the attendees are staying. The web page will provide solutions to the questions. Distributing these Pain Point Postcards is where you must also be bold. You are no doubt staying at the same hotel as your target audience. Leave them message side up on the reception coffee table. The counter in the john. The counter at reception. Anywhere that they might catch the eye. Ideally place all 5 messages in close proximity, as this is a bigger effect.

If you are even willing to invest more funds to the effort, you could see if a billboard close to the entrance to the exhibit hall or hotel is available on a 3 or 4 day basis. Here you would exhibit your most compelling statement. That and your weblink is the ONLY message here.

Prior to the show, try and get emails of the attendees and do html email blasts with the black and white messages. Expose them to the pain points in as many locations as possible within a tight period of time. I would even go so far as putting magnetic cards on the interiors of the elevators. Pain Point promotions can be invigorating as you become somewhat of a guerilla in your technique. Outside of the billboard, the expense is minimal, it is merely your effort that should be inspired. Try it yourself soon and come back and let us know how the experience benefited you. We can compare notes.

Similar Posts:

• How To Sell The Pain
• Choose Your Words Carefully
• Make Sure The Pluses Exceed The Pain
• Public Speaking: How to put your best foot forward
• Branding at a Trade Show

About Ed: For 25 years or so I have developed positioning strategies for small businesses that helps to differentiate them. I appreciate working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. Opportunities come to light in every discussion. I consult predominantly with small business and and implement the solutions developed. I've had the pleasure of being interviewed in all media regarding branding small business, most recently in "America's Best" magazine and the "Christian Radio & Music Industry" trade magazine. I am available for speaking engagements and I have authored "The Reluctant Salesperson", an Introvert's Guide to Selling. Contact me if you are looking for practical advice on bringing your corporate brand to the next level. I also have international speaking experience including a recent event in Prague, Czech Republic. I am currently working on a branding conference in Mumbai, India for next year. I can be contacted directly at: 519-324-9536 or ed@thebrandingexperts.ca Blog: TheBrandCorral.com Twitter: BrandCorral Facebook

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