Creative Marketing A Big Boost

Maybe it’s the Florida sunshine that makes the ideas generated by a group of Orlando entrepreneurs so bright. A recent brainstorming session hosted by the Small Business Chamber of the Greater Orlando Chamber of Commerce spawned a batch of business-boosting ideas easily adaptable to other companies.

The suggestions ranged from unique ways to find financial assistance to customer service tips and marketing gimmicks. The best news: You don’t need a lot of money or time to try these out on your customers or clients.

Karen Watson, with Christopher Yates Photography in Winter Park, submitted this innovative idea. “We have a promotion with a local orthodontist who presents a gift certificate for a free portrait to his patients when their braces are removed,” Watson said.

The framed portrait hangs in the dentist’s office for three months before the patient can take it home. This way, patients can admire the dentist’s work. Watson said the company has shot hundreds of portraits and made money selling extra prints to smiling customers.

Beating the big guys at customer service keeps Jon Casey ahead of his competition. He’s on call 24 hours a day to welcome tenants and check them into temporary housing arranged by Accommodations by Apple. His business is booming because he’s willing to go the extra mile. “We don’t just get you a furnished apartment and leave you on your own,” said Casey.

Dan Luby of Loss Control & Recovery Inc. is also on call 24 hours a day, seven days a week. He sets himself apart from other general contractors by specializing in repairing damaged buildings. He has to respond quickly because disasters don’t always happen between 9 and 5.

Staying open until 7 p.m. on a few Friday nights a month has attracted new business to locksmith Roland Solera’s County Safe & Lock Co. He said he also provides discounts to real estate companies who recommend his services.

Trusting your customers to enjoy now, pay later, has paid off for Ethel Merritt, a massage therapist.

“Around the holidays, I send five to six gift certificates to customers that they can give as gifts,” said Merritt. “The certificates are in their hands. Later, they can drop off a check to pay for them or charge it.”

Clever marketing ideas are a cost-effective way to attract attention and boost profit. Jeff Quattry of the Monkey Marketing Co. said he sent a prospective client a pair of chocolate shoes in a clear box. They read: “How can I get my feet in the door?” Then, he followed up with a phone call.

Food is definitely a door opener. Martha Gibson, with M. Power Communications, used a Cracker Jack box as an invitation to a baseball-themed charity event for Junior Achievement. She attached a mailing label to one side and added 55 cents postage.

“The event drew the highest attendance they’d ever had,” said Gibson.

Donna McMillen began patronizing a local Mexican restaurant after it delivered a bag of chips and homemade salsa to her office. Attached to the bag was a business card offering a free lunch.

“The word spread through the office like wildfire,” said McMillen. “The restaurant hired temps to distribute the chips to businesses in the area and they reaped the rewards.”

Sponsoring a free “Try the Internet Day” brought the crowds into the Knowledge Shop in Casselberry. People came in to send e-mail messages, explore the Internet and ask questions.

“This brought us a huge enrollment in our computer classes once people were introduced to our services and quality,” said program manager Derek Selbo.

Finding quality help is tough when you’re on a budget. Kyle Shields, with Thinking Cap, a marketing communications firm, and Charlotte Romagna, with Spectrum Business Services, both rely on stay-at-home moms to work part time for them. Shields hires mothers to edit and proofread copy. Romagna has moms doing telemarketing on a schedule that fits their needs.

“They have flexible hours and no time wasted traveling to work,” said Romagna.

Real estate is a big business for many Orlando entrepreneurs. Armen Silverbach, a graphic artist, said a local broker hires him to paint a watercolor picture of every house the broker sells. Then, the broker presents the painting to the new owners as a gift.