Try These Innovative Marketing Techniques
When it came to marketing her Boston-based cosmetic dentistry practice, Helaine Smith chose to marry modern technology with an age-old principle: Sex sells.
Since the book went live, Smith’s name has careered around the Web. “When people Google me, all of this appears, and everybody says wow,” says Smith. “It supports everything I do. I’m popping up all over the place.”
The trade: Lindland promised (by way of a biweekly email to customers) a free beer for all who dropped by the Black Horse wearing their Cordarounds. He only had to make good on that promise about once a month; meanwhile, hundreds of Black Horse customers ended up asking what the heck Cordarounds were.
A final reminder for demanding entrepreneurs: Marketing strategies, no matter how innovative, take time to gain traction. “Most people look for instant results,” says Levinson. “[But] no matter how good the offer is, it’s not going to work in a hurry.”
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