Marketing professionals everywhere know that there is no such thing as enough, or even too much exposure when it comes to advertising brands and selling products. These same professionals also know that cheap, or better yet free, advertising can not be beat. Sure, there are big corporations out there with the means to spend whatever is necessary to splash the company logo across Times Square and the Daytona 500, but for those of us without that big budget, a little ingenuity is necessary in keeping costs down all the While gaining maximum exposure and thus, business.
Tell me how … PLEASE !!!
I will … but first, let me tell you a story. A few days ago I was in my car driving to work when my eyes were involuntarily drawn away from the road towards the front yard of a house that I pass by everyday. I see this house every single day, but never once have I actually observed any detail about the house. I could not even tell you the color of the house (I've since noticed that it's yellow) or whether it's made of brick or wood paneling (wood paneling). Must be something about the house being located on a busy roadway; Egypt, you could make the argument that it's just any old house with no exciting features. Either way, for some reason, on this one particular day, my eyes were drawn towards this yellow house made of wood paneling like moths to a light. Something was different, something new that grabbed my attention without even asking me for permission. A metal sign had been placed in the yard with a name, a phone number and the words "For Sale."
So what? Real estate "For Sale" signs are all over the place nowdays!
Yes, but in my own defense, there are other houses on the same block that have metal "For Sale" signs in the yard and I never noticed any of those houses before either! Hmm … very peculiar. There are several homes with metal "For Sale" signs in the yards on a busy street that I drive down everyday; And yet, for some reason, on this one particular day, and everyday since for that matter, my eyes are somehow immediately drawn towards this one same yellow house with the wood paneling.
Fill me in already! What is going on?
The truth is, there really is nothing totally off-the-wall unique about the house. The secret, my friends, is in the shape of the metal sign in the yard. The metal sign is in the shape of an octagon, just like a STOP SIGN!
Holy cow, that's awesome! Wait, why is that awesome?
Since we are so accredited to seeing the unique shape of a stop sign while we are driving, our minds automatically associate that shape, the octagon, with the action of stopping. So, when I was driving down the same road I always use to get to work and saw that eight sided metal sign out of the corner of my eye, my attention was drawn to that metal sign without me even having to think about it. Once the sign had my attention, I then noticed not only that the metal sign was actually a "For Sale" sign, but also that the sign was advertising a yellow, wood paneled house.
Ohhh, I think I got it!
So you see, marketing does not have to be expensive to be effective. By incorporating a mind trick into his advertising method, this real estate agent was able to draw attention to the house he is trying to sell without hiring a marketing firm and without going broke. The agent simply asked the status quo real estate marketing, and, with a little creativity, found a way to make his listing stand out more so than others. Oh, and for the record, I still could not tell you about any of the other homes that are for sale on that block.