As promised on Friday, you don’t need buckets of money to run a successful marketing campaign. The photo on the right represents my entire budget for a marketing campaign several years ago: $100.
Here’s how I ran a successful campaign and only spent $75 (without social networking tools).
The Goal: 15 Attendees; The Budget: $100
My assignment was to promote a small breakfast seminar, with the goal of 15 paid attendees. With very little money, I had to think creatively.
Since the seminar was about selling financial services to Hispanics, I turned to my house list first, sending text emails to people who had attended prior events concerning either Hispanic marketing or financial services marketing. But, that wouldn’t be enough. I also sent a fax marketing sheet (you could do that then); still not enough.
Reach More People Without Spending Money
So, I found a way to reach out to more people (without spending money I didn’t have). I contacted someone who ran a multi-cultural marketing newsletter which went out to thousands of people. She sold advertising in her newsletter, but at $250 for an ad, or $900 for a solo email it was way over my budget. So, I negotiated a deal. She included the ad, in return for two seats at the table at the seminar.
I sent my emails and my faxes, and she sent her email to her subscribers.
Stop the Promotion: We’re Out of Space!
The original goal was 15 people. We got 45. We had to start a waiting list. I had to cancel the last wave of promotions and stop marketing! There was no more space in the room, it was becoming a fire hazard.
I can’t share exact results, but attendees paid between $25-$45 to attend, so at 45 people, the ROI on my $75 investment was tremendous.
Partnering can give you greater reach, bring in new business, and save money. More ways to do this tomorrow.
Photo: kugelfish
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Great post, Jodi! Very inspiring!
It’s great that you’re reminding us all that grassroots-level promotions can be as effective–or even moreso–than expensive campaigns. This is especially true in the Hispanic segment when credibility and word-of-mouth speak volumes. Thanks for this post!