B2B Marketing Blog

close
Written by The Mezzanine Group
on December 19, 2008

Lots of companies are asking us what they should do about marketing themselves effectively in these tough times. I heard a fantastic no-cost example of great marketing yesterday. John Ulcar of Crosslink Technology (www.crosslinktech.com) was telling me about a product his company makes for utilities and telephone companies that helps them deal with holes created by woodpeckers in utility poles. It’s a problem that costs utilities millions in pole replacement costs annually.

And Crosslink has the solution – it’s a compound that, when cured, mimics the flexibility and hardness of wood, so it can be poured into the holes and repair the poles at a much lower cost than replacing them.

And how did Crosslink market this product? Very simply, and very humorously. Rather than giving the product a boring name like wc-6361, they came up with something funny and provocative. Pecker Patch. That gets a laugh, and the attention, of customers. Add to that the obvious cost-saving and quality benefits of the product, and you have great, cost-effective marketing.

You can read about Pecker Patch™ at http://www.crosslinktech.com/Pecker%20Patch/Pole%20Repair%20Brochure%20EnglishRev4.pdf

The lesson: have some fun with your marketing. In times like these, we could all use a laugh.

You may also like:

Does Everyone Think The Wrong Thing About You? It's Time to Re-Position.

Every company strives to be known and to have a positive reputation. Having a strong and recognized brand is a valuable ...

How Many Times Should You 'Touch' Your Prospect, Without Harassing Them?

Everybody is dealing with information overload these days. The average person in North America gets 5,000 - 30,000 brand...

Three Simple Steps To A Killer Product Launch Plan

If your company has an ambitious marketing plan for the year, which includes the launch of new products that are poised ...