by Caryn Smith © 2007
Every marketer understands the importance of positive word-of-mouth advertising. However, it’s often difficult and expensive to come by. Many have tried viral campaigns based on trial offers, free giveaways, or limited-time specials. While those offers can have a great impact on sales – the result is most often temporary.
What works best are the methods that have "staying power." Something that is valued, and something that does not expire after only a few days. There’s one particular item that has proven its worth in increasing word-of-mouth advertising and viral marketing over and over again. It’s inexpensive, has a high perceived value, and its lifespan is virtually limitless.
Have you ever seen someone wearing a lapel pin and wondered why? Did you ask them about it? If so, you probably got the response of someone smiling and proudly telling you the story behind how they got their pin. In fact, what you experienced was word-of-mouth advertising.
The person wearing the lapel pin might have explained how they met their favorite author at a book signing (followed by their praise of the author’s latest book and a pitch on why you should buy it). They might have explained how they received their pin for winning a golf tournament, and how exceptional the organization that hosted the tournament is. Whatever the reason, their pride and positive words about the group that provided the lapel pin was no doubt obvious.
Lapel pins are attractive, are highly valued, and – best of all – are very inexpensive. Depending on the size and quantity you order, each pin will likely cost between $0.60 and $3.13 (an average of $1.87). Any marketer will tell you that the benefits far outweigh the cost.
Lapel pins work exceptionally well for:
Just imagine the response your booth will get when word spreads that you’re exchanging handsome lapel pins for business cards. Word-of-mouth advertising will increase, viral marketing will spread, and lead generation will improve. And unlike the usual scenario of handing your card to a prospect only to have it tossed in the trash, lapel pins have staying power! They are worn, and talked about.
When considering how to invest your marketing dollars, take a long, hard look at lapel pins. Compared to other methods of viral marketing, they offer far more benefit for your money.
Caryn Smith is the owner and President of http://www.signaturepins.com which offers promotional advertising products including affordable, custom-designed lapel pins. Contact Signature Pins today for creative ideas on how to use lapel pins to inexpensively increase word-of-mouth advertising for your organization.