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...m with a marketing edge in their community. 'Every so often' became a reality ...evelop an opportunistic eye in your community. Brainstorm with staff members a...

... the new electronic ad media, such as computer networks and CD-ROM, originality and imagination seem to be sequestered in a closet. But every so often comes a breath of fresh air. Someone somewhere does something unique, which provides them with a marketing edge in their community. Every so often' became a reality in Clarksville , TN during the winter of 93. Enhancing the holiday spirit was the goal of the Clarksville area Chamber of Commerce's Christmas Decoration Contest, which had commercial as well as residential participants. James Dunn of Clarksville's ... Insurance, Inc. decided against entering a float in the Christmas Parade because of the immensity of the task-but he agreed to enter the less demanding commercial category of the decoration contest. Little did he realize he'd soon be getting Dunn Insurance's name on the front page of the local paper twice, plus a full front-page write-up-not to mention extra publicity from a contest within the contest and a new concept for the agency's Christmas card. In fact, from the grocery store to private parties, Dunn couldn't go anywhere without people talking about his ... a supermarket chain. During the promotion and ticket sale phase, every bank customer sees signs with the retailer's name, and every grocery shopper has a bag imprinted with the retailer's name, too! When running the car sales division of Hertz Corporation, I developed a program for leasing used rentals to augment sales efforts. Not only was this long before leasing became a popular alternative to purchase, but it involved used, not new, cars. Traditional newspaper and radio advertising was not acceptable-there was just too much to explain. It ...