Candy: The sweetness of life, and the bane of a dieter.
Yet a little plastic jar (with the university logo printed nicely on the side) continues to drive enrollment consistently to our non-credit continuing education programs. The candy costs less than $5 a month, and results in greetings from clients like you are a long-lost friend coming in the front door.
The idea for this marketing and outreach is simple. Have a collection of attractive, heavy but not large, plastic or glass jars printed with your logo nicely but not obnoxiously emblazed on the side. Put your business card face down in the bottom. Fill with whatever non-melting, individually wrapped candy you like (Jolly Ranchers, Lifesavers and other hard candies work well).
Take a jar, along with a few brochures, with you on your next pre-arranged sales call to a client company. After your meeting with the big boss, stop on your way out at the reception desk and ask if you can leave something behind for the employees.
Pull out the jar and have it displayed prominently, but not in the way of anything, on the reception counter. Make sure your university logo faces outward, and that the receptionist knows to call you when the jar is empty, as your card is on the bottom facing out.
Next time you walk in the office, you’ll be the hero for bringing the free candy, and all the employees (and your competitors) walking by will not only see your logo, but also pick up the brochures nearby.
Awareness of your program grows, you are a hero to the receptionist and your enrollment grows — life is sweet.
Marketing CE is an ongoing series where John DeLalla will discuss various strategies, both successful and unsuccessful, that have been implemented to creatively market continuing education.
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