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Apr 21, 2008
Blog Post

SherpaBlog: The Little Fridge Magnet That Could ... Quintuple Sales

SUMMARY: No summary available.
By Anne Holland, Content Director

Marketers spent more than $419 million on promotional magnets last year, according to the Promotional Products Association International.

If youíre a niche ecommerce site, I urge you to consider tossing a magnet with your URL and telephone number into all your fulfillment packaging.

Magnets cost very little per piece -- as low as a few cents. Yet, the impact can be tremendous. Unless you're a household name website, past customers probably forget your brand name and URL when they want to buy again (or tell a friend about you) a few months later.

Like many people, I wonít sign up for email from a site I order from only occasionally -- even if Iím a very satisfied customer. I donít want more email from a site I intend to visit only rarely.

So, when I need to reorder, Iíll surf a search engine, hoping to trip over you again. Thatís bad news because PPC clicks can easily cost more than a magnet, and Iím as likely to find a competitorís site as your site.

There's one specialist ecommerce site I always go to directly. Durhamís Bee Farm routinely tosses a promotional magnet featuring their logo, URL and phone number into all of their fulfillment packages.

When I need to re-order from them, I just run to the kitchen, grab the magnet from the fridge and type in the URL. Iíve ordered from them at least six times in the past three years, which is five more times than Iíve ever remembered any other niche ecommerce siteís name or URL.

The other nice thing about using magnets as a promotional item is that they have a higher perceived value than their actual cost. In my family, we all feel guilty about throwing a ďusefulĒ item away. Which means we now have six Durhamís magnets lined up in a stripe running across the door of the fridge. No doubt weíll have to start a second row soon.

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Comments about this Blog Entry

Apr 29, 2008 - CS Thompson of Thompson Marketing Consultants says:
I can confirm this anecdotal story. I have a magnet on my fridge for a company I did not intend on buying from. Nothing wrong with them, just not what I needed. Now I end up promoting their services to clients, because they're first in mind in their field.

May 05, 2008 - Elaine Ohm of Proximity Marketing says:
I thought they were called "bookmarks". I organize my favorites and sift through them when I need to reorder ANYTHING! My office is in the basement. After I'm all nice and cozy at my desk, I'm not going to run upstairs to look on the fridge. Besides, there are too many pictures covering it, anyway.

Jun 02, 2008 - Paul of Webdistortion says:
Urgh..Surely a Google search would result in the same. And you wouldn't have to leave your chair. Not many companies used PPC for their own name, with organic results showing up their name. I do however see your point, and think the idea is good. Just not a great example.

Feb 06, 2009 - davide of Gorilla magnets says:
just to answer the last 2 comments: hou do u pictures r hold on the fridge? do u never drink while working? u never need the fridge? how about just brand recognition each time u use the fridge? google is indeed a good marketing tool but people need a computer to access the info... what's the average % of pc possession in the world? telephone still working very good formany of my customers

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