You Won't Kick The Bucket With This "Grabber"
There was a recent post on coconuts and balls, yes, it’s true, and it reminded me of the biggest “grabber” I ever used.
Many years ago, an internationally acclaimed fast food restaurant was opening up in the city I worked in.
Every media in town was after a slice of the ad budget. I was selling Ad space on (of all things) the backs of bus tickets.
Yea, somewhat lacking in the glamour, glitz and desire - unlike the TV, radio and full colour press ads the restaurant was certain to do.
It was also mission impossible to speak to the Marketing Manageress. There were the most skilled gatekeepers who I imagine on penalty of death tirelessly screened and blocked any and all phone calls from the media mob.
The message was always “She’ll decide where to advertise!”
Anyway, I had a flash of divine inspiration. I went to a hardware store and bought a big plastic bucket. Bunged in a rate card, and a letter which read something like -
“I know your extremely busy but here’s a big bucket. So you can put all the bus tickets in. And measure the incredible response when customers crowd into your new restaurant clutching their tickets which has your opening offer beautifully printed on the back of them”
Anyway did this create the magic phone call giving me a huge chunk of the advertising budget to be spent on Bus Ticket Media?
Actually, no it didn’t.
I never heard a word.
But…I did use the “bucket” grabber for some smaller restaurants – who to be honest would probably have taken my call anyway and listened with great interest to my illuminating, intriguing and fascinating sales presentation.
But I’m thrilled to say many called me and I did get several long running campaigns.
So if you’re in the “coupon” game I give you the full rights – to © Steve’s "Bucket" Grabber.
I would love to know if it works for you.
Steve
Many years ago, an internationally acclaimed fast food restaurant was opening up in the city I worked in.
Every media in town was after a slice of the ad budget. I was selling Ad space on (of all things) the backs of bus tickets.
Yea, somewhat lacking in the glamour, glitz and desire - unlike the TV, radio and full colour press ads the restaurant was certain to do.
It was also mission impossible to speak to the Marketing Manageress. There were the most skilled gatekeepers who I imagine on penalty of death tirelessly screened and blocked any and all phone calls from the media mob.
The message was always “She’ll decide where to advertise!”
Anyway, I had a flash of divine inspiration. I went to a hardware store and bought a big plastic bucket. Bunged in a rate card, and a letter which read something like -
“I know your extremely busy but here’s a big bucket. So you can put all the bus tickets in. And measure the incredible response when customers crowd into your new restaurant clutching their tickets which has your opening offer beautifully printed on the back of them”
Anyway did this create the magic phone call giving me a huge chunk of the advertising budget to be spent on Bus Ticket Media?
Actually, no it didn’t.
I never heard a word.
But…I did use the “bucket” grabber for some smaller restaurants – who to be honest would probably have taken my call anyway and listened with great interest to my illuminating, intriguing and fascinating sales presentation.
But I’m thrilled to say many called me and I did get several long running campaigns.
So if you’re in the “coupon” game I give you the full rights – to © Steve’s "Bucket" Grabber.
I would love to know if it works for you.
Steve
- Jack Trout