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Damn the Speedos
Mar 15, 2000 -- Whitney Morse, a Minneapolis-based ad agency, launched a new campaign in local business magazines that claims, "We'll improve your advertising or swim nude at your next company picnic."
The ad shows a photo of two of the agency's execs neck deep in a lake wearing dark swimming glasses and white swimming caps. The copy at the bottom of the ad says the agency will send bagels and coffee along with a CD-ROM presentation of its work to prospective clients. The bagels and coffee are added incentive to get prospects to sit down and view the CD.
The strategy is working: Whitney Morse has grown an average of 170 percent each year since its founding in 1997, according to this month's issue of Sales & Marketing Management.
I liked the bagels and coffee idea so much that I'm burning (copying) i-Genuity's Web site to CDs and looking up bagel companies in the cities where we've fielded inquiries.
Burning your Web site to a CD and giving it away is a cost-effective means of distributing product and company information. (Think AOL.) You can send the CD to qualified prospects or give it away at trade shows.
If your site contains large multimedia files that create download headaches for your visitors, you don't have to worry about them on a CD. They load quickly.
You can also distribute your product catalog, dealer or distributor manuals, or sales manual on CD instead of producing hefty and expensive paper-based versions. The CD version can include static product information as well as links to your Web site for online ordering, pricing or policies.
Questions or comments? feedback@i-genuity.com
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 About The Author
Mary A. Sicard is president of i-Genuity, the Click-Here Strategy and Services firm in Augusta, Georgia.
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