Printing And Mailing Posters

The Florida Auto Marketing Company was an unusual organization

. They dealt only in high end automobiles, and they sold to buyers all over the United States. However, because they dealt with customers who were using discretionary income to make these purchases, bad economic times caused people to tighten their purse strings, and this put quite a brake on the high end auto business.

What they needed was customers. It wasn't that there weren't any buyers at all; rather, buyers simply wouldn't travel to Florida to make a final decision on a multi hundred thousand dollar car. They had to be lured and luring people wasn't easy these days.

They decided to call on someone they knew who might be in a position to advise them: a salesman at a full service printing company which happened to be located a block from their new location. They called him and they invited him over to see their new location.

He looked at their situation in detail and came to the conclusion that the best way for them to move forward would be a poster campaign. That struck the owners as an unusual idea. They asked for clarification.

The idea is to make a poster that recreates an experience that people have experienced, and that they can remember with affection, and that they want to experience again, if only in memory. Posters are mementos of the past, and people remember key things about the past, and if your poster is done correctly, then people will want that item in front of them for the rest of their lives.

This is true of many products: cars, motorcycles, power tool sets (for the mechanical fanatics). Foods, restaurants, great movies, stars, buildings, Broadway hits: whatever people think is great and remember for the rest of their lives: that's what goes on a poster.

He asked them to take great photos of the fifty cars that they thought had garnered the most interest from potential buyers, placed in beautiful locations. He took the photos as well as all of the relevant information about each car and took a couple of days to put together some samples. When he brought it back, they were impressed. The posters were evocative and compelling and there was no doubt that they would make a huge impact on potential customers. They began asking customers which cars they were most interested in, and they sent out the posters. This approach moved non-buyers and turned them into buyers.

by: Lawrence Reaves

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