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| Catchy Names. |
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Years ago I was part of a sales staff with an excellent sales trainer. She preached that every consumer offer should have a simple, catchy name. I thought of her last week as the phrase "Cash for Clunkers" started being seen and heard across most every media outlet. The government is better at selling stuff than I thought! These three words not only summarize and communicate the offering - but, they also ask for more information. Each different auto dealer is putting their own unique spin on the offer and it has been fun to see how the different stores merchandise their locations. Everything from hand-painted clunkers - to actual dumpsters with portions of cars hanging out are part of street-side displays.. Automotive is historically such a huge spender in local and national advertising. It is encouraging to experience some positive energy returning to this decimated category. Certainly there will be a trickle-down to other industries as well. At press time, the program is in danger of being stalled and discontinued due to lack of cash. Too successful, I guess. It is a marketing lesson remembered if not relearned; boil your concept down to a memorable phrase that captures the imagination. CASH FOR CLUNKERS. Sell the sizzle before you serve the steak. |
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