Apr 21, 2008
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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.