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Mr. Marketing: You need to stand out from the crowd

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Here in the shadow of Hollywood we’ve become numb to the idea of celebrity.

And 30+ years in the marketing trenches led me to believe there isn’t much new to learn.

Still, I figure someone with a street named after them merits my respect and attention.

So when Realtor George Cooke (of George Cooke Express Drive) handed me a screaming lime green bag containing a map, calendar, and other promotional items, I listened to his idea.

“Let’s face it,” he said, “everyone gives out these bags today, but nobody but us has them in outlandish colors.”

Returning home, I realized George was right. My car trunk holds several dozen fabric shopping bags in every shade of the rainbow, but only his jumped out of the pile at me.

Which spells opportunity for George and his team.

There are currently 5,125 Realtors in North County, up from 2013’s low point of 4,739.

As the economy continues buzzing along, this figure should increase to 2006’s peak of 6,563, or beyond.

Regular readers know I’m always trying to find ways of breaking out of the crowd. With the average American being exposed to 5,000 marketing messages every day, getting noticed will be increasingly problematic for George…and for every other business.

Furthermore, if you’re feeling the heat of competition, you’ll be tempted at conferences and street fairs to give away pens, mugs, cloth bags, etc.

Now consider the following:

• Everyone loves to get free stuff.

• Ad specialties like fabric bags are an inexpensive way to stay in front of customers.

• It costs the same to use standard or outrageous colors.

Admittedly, George’s company colors don’t include screaming lime green. But he’s kept his branding consistent by printing his logo on the bag, and succeeded at grabbing attention long after our conversation was over.

Added together, we discover George’s reach for visibility to be pretty clever. He’s provided something of value that I’ll keep and use for a long time. He’s risen to the top of the pile of bags in my trunk. And he’s made me think of him every time I go shopping.

Plus all he needs is one referral, sale, or listing and that promotion will more than have paid for itself.

Smart move, George.

With that said, I wish you a week of profitable marketing.

Get more ideas for marketing your business at www.askmrmarketing.com.

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