The sample ploy
I have convinced our friends at Strap-Mate to attempt to market their products by sending samples to influential women and ask them for comments. This technique has been tried successfully by other small businesses, although it may be a bit of a hassle in the early going. There is already a plan in the works to send samples and press releases to trade magazine editors and writers who we know are interested in similar products, but I have asked them to extend the outreach to other media, and even to other types of targets. Here is the current target list:
- Jessica Alpert-Goldman, CEO, World According to Jess (possible joint venture opportunity here)
- Sara Blakely, CEO, Spanx (possible joint venture opportunity here)
- Mia Butler, co-host of WTBS' "Movie and a Makeover"
- Elisabeth Hasselbeck (pictured), "Survivor: Outback" contestant; host of Style Network's "The Look for Less"; co-host of ABC's "the View"
- Carolyn Kepcher, Donald Trump’s right hand on "the Apprentice"
- Honey Labrador, co-host of Bravo's "Queer Eye for the Straight Girl"
- Rieva Lesonsky, Editorial Director, Entrepreneur magazine
- Jena McGregor, Associate Editor, Fast Company magazine
- Robin Meade, co-host, CNN's "AccentHealth"
- Kirsten Osolind, consultant and writer of Re:Invention blog
- Sally Ride, first US woman to orbit the Earth
- C. Vivian Stringer, Head Coach, Rutgers women's basketball
The short answer is: each of these twelve women represents a market we would like to break into, but either we are not sure how or we just haven't gone far enough. I think that if they could be convinced to tell us something in response to your products, what they tell us would really enhance your outreach to the market. I mean, by quite a bit.Next step: gather up the addresses and ship. Stay tuned.
There is always the chance that[Gable, the inventor]
- they will use your products
- they will tell others about your products
- they will want to talk to Lisa
they will order more a couple of them may even want to discuss joint ventures (you'll notice at least two such suitable matches on the list)...and if any of those things happens, even with just one out of 12, I think you will find that the gifts to all 12 have more than paid for themselves.
Of course there is a risk that unsolicited gifts will be ignored. But I find that to be unlikely -- certainly they won't ALL be ignored. My guess is that the worst thing that happens will be that several of the women we send them to will hand them off to associates, who will then write you a kindly letter. BUT... to me that is a small risk, and costs you only a few packaged items and their shipping. The reward-to-risk ratio is, to me, HUGE. That's why I'm encouraging you to go forward with this.
Labels: rhetoric
posted by Ron @ 11:45 AM
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