AdAge published an essay about a new grassroots marketing ploy. The White Horse communications agency is sending a Kindle, pre-loaded with agency information and case studies, to their best business prospects.
Is this a good tactic for generating new business?
As author Jennifer Modarelli writes, the Kindle giveaway has generated awareness of the agency and started some conversations. It has also “introduc[ed] ourselves to the right audience in a memorable and innovative way.”
But the campaign has not yet any money for the agency. And at $259 per unit, plus the labor costs of loading and sending each device, the costs of such a campaign can run into tens of thousands of dollars.
I agree that this approach is memorable and has been implemented in a very targeted manner. Who knows, maybe a million-dollar contract will develop as a result of the conversations it starts. But my gut tells me that there are less costly ways to effectively start conversations with your desired audience.
Filed under: Grassroots, Marketing | Tagged: ad age, business development, buzz marketing, grassroots tactics, Jennifer Modarelli, kindle, publilcity, white horse communications, word of mouth marketing |