Magnet distribution can be a great marketing strategy for your business but you must be methodical about the entire process if you’re going to get the most out of your investment.
I know of service industry companies who have distributed magnets to customers for over a decade and find all this time later they still get calls directly from their first ever magnets! This alone shows the power of magnets within marketing and this success has certainly not happened by accident or luck.
When compared to other marketing tools such as direct mail, Google AdWords or print advertising, the magnet can have a much longer life or “search tail.” This though is dependent on the design of the magnet and what content you actually put on it.
Of course, you can put on a limited time offer on a magnet with a specific timeframe however I prefer not to do this as it can make the magnet defunct. Instead you’re better off including an offer that stands the test of time, so to speak.
It can be as simple as offering a discount upon mentioning something on the magnet but it must be enticing enough to get the customer to think “hey, that looks good” and for them to then place the magnet on their fridge. All of this is with the aim of keeping your business fresh in the customer’s mind, because chances are the customer is never going to know exactly when they’ll be in need of a plumber, electrician or whatever your business is in.
A well-designed magnet can help a customer think “oh yeah I do have a plumber actually, it’s the one who sent me that magnet” and if you can get people associating-for example- local plumbing specifically with your business, then you’ve achieved a successful lead generator. Monitor your magnet distribution and ensure you know exactly who you want to target with them, because there are costs involved in producing them and it’s something you may need to take your time with so you get it right.
If your marketing strategy doesn’t include magnets, perhaps take some time to consider how a well-designed and distributed magnet campaign could help your business.