Imagine if, as a CEO, I told you I had a marketing vehicle that would guarantee millions of people receiving your message, and that I could drive a high percentage of them to your website. Now, what if I told you that the distribution system was already in place? Wait, it gets better. What if I showed you a way for your prospects and current customers to pay for the ad placement? And, what if I told you they had no choice, because the law would require it? Nope, no catch. They pay, by law, to distribute your message. Oh, one more thing…what if I could get the advertising trafficked into your top 49 closest competitors’ territories all year, every day, by the millions?
I’m 41, and I’ve been driving on highways, in states across the country, for over 2 decades. I’m amazed, at all the license plates I see. Walk with me for a minute: Your home state pours millions of dollars into economic development, improving quality of life, allocating tax dollars to things like accommodations tax projects, giving businesses incentives to move to certain tourist districts, and so much more. Yet, on the “operational side”, by law, no vehicle can be on the road without a license pate. A marketing tool. A mini billboard. A print ad. So I’m on the road, and I’m seeing this window of opportunity every State has to use drivers in highways all over the country, to attract people to their state for vacations. People who are ON THE ROAD, many driving to destinations, so their prospects are in the frame of mind they want: “What’s a good place to go on vacation”. So, how are they taking advantage of it? Delaware: “The First State.” North Carolina: “First in Flight.” Rule of marketing: Whenever possible, discover how the customer will make their decision, and speak to your customers in language that answers their burning question about the purchase and intrigues them enough to take action to move them from strangers, closer to advocates for your product. Why not drive internet traffic to your area attractions? Here’s an idea: Next year, issue 10 different license plates in your state. Each one ditches the stodgy line you’ve always had, and go with url’s redirected to your CVB websites in language we care about checking out. Things like “www.PhenomenalShoppingSC.com” or “www.WorldsBestDiningNY.com”. You get the point.
Too good to be true, and too easy. You’re right. It might never happen. Surely bureaucrats somewhere would shut the idea down. But “what if”? What if we said “why not”, and started from “Yes”, instead of “can’t”?
Bigger picture: While we’re waiting for states to get there and make the idea of visiting their states dynamic and exciting, how about you? For your business, Church organization to grow, there’s probably an operational “thing” you’ve always done a certain way, something that’s “been that way forever”, in your lobby, on your trucks, on your business cards, somewhere…that you might consider turning over to your marketing department, not your operations or I.T. people, for a different perspective. Your next place for new customer acquisition might be under your bumper…er nose, free, and already in front of your customers. Action step: Take 1 hour with your leadership team. Walk your entire operation, see everything differently. Take notes. Don’t say a word, then meet and share what you saw for about an hour of mindstorming. You’ll be amazed at what you uncover.
