I’m looking for an economical way to get a leads list of Renters or Resident/Occupants in a certain area. I know you can purchase lists from vendors. Just wondering if anyone has found a way to get this type of lead without spending a lot of money.

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Jay’s Answer: A few guerrilla ideas:

If you’ve targeted the buildings, then you can send/post a generic message ask the renters to opt-in to your list for the sake of a big upside (a free year of groceries, for example).

You could bribe/make friends with/co-market with the building manager/owner.

You could go door-to-door and ask for their names.

You could visit the mailboxes and record the names on each unit.

You could visit the parking lots of the buildings, and record the car license plates, running the information through the DMV.

We are struggling with getting people to participate in some focus groups we are holding. Our public transit agency is wanting to talk with a variety of constituent types: riders/non-riders/etc about how we can improve things, communicate better, and a number of other issues. We need some help in getting people to to respond to invitations to participate and then actually show up. If you have any advice on how we can make this process more productive, it would be greatly appreciated.

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Jay’s Answer: Take the focus group to them – in a bus. Wrap a bus in plastic and call it the “survey bus”. Bring it to various neighborhoods, park it, and have people come in the to bus to participate. When local outdoor events are happening (parades, shopping malls, races, flea markets, etc.), be there.

The other problem you may have is the feeling that you don’t listen, and the group is simply a formality – you’ll be doing business as usual anyhow. If you’ve done groups before, then tell the story of input you got, how things changed, and the upshot.

I have a website on card tricks, and soon I will have a book published on the same subject. I wanted to take advantage of free publicity in newspapers/magazines, and radio. However, card tricks are visual, and those mediums are not. (I don’t want to do TV because of all the travel to studios). Any ideas on how to present magic tricks so that promoting them would work on radio, etc?

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Jay’s Answer: If you’re promoting your book, you should be able to use print media (newspapers/magazines). For radio, you’d have to either do a mentalism trick (Think of a card, any card. Got it? Put in back in the deck and shuffle it….) or describe the benefits of doing magic (I used to do magic tricks for friends/family, and inspired many other kids to do magic as well. I’ve heard years later what a difference magic made in their lives, how it made them more outgoing, etc.).

Having a book on magic isn’t newsworthy. Doing magic tricks for a benefit, starting a magic-a-thon (raising $ for a non-profit), teaching executives how to use magic to improve their meetings, or people networking to do business card magic tricks is.

People know magic is a trick. What’s memorable is the artistry and feeling that is conveyed doing the trick. Teach people how to use magic to achieve personal growth, not just do tricks.

I am in the science and technology sector in South Africa and we would ike to launch an external newsletter with the majority of the audience in the science, engineering and technology sectors. Finding a name for this newsletter seems to be a bit of a battle. Please help with some ideas.

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Jay’s Answer: Is the newsletter entirely academic or is it a marketing piece for your organization?

Are the subscribers current clients, in your geographic area?

It can be as simple as: South Africa Science & Technology Newsletter
It can be more generic: Latest Science, Engineering, and Technology News
It can be abstract: SciEngTech News
It can help branding: Your Company’s Technology Newsletter

I am a Licensed Marriage and Family Therapist in private practice. I am doing a seminar for moms as a way to get my name in the community as a resource for families when counseling is needed. I have spoken on many topics in the past. I would like to appeal to these moms as a resource for their general needs or more specific needs. The working title is Creating Balance in your Life as a Mom. I also need 4 – 5 bullet points to attract moms to this seminar. I currently have Improve Your Time Management; Eliminate Distractions; Finding a Routine that Maximizes the Potential for Your Family; and Giving Your Own Needs the attention they deserve. I would like something that is more catchy or would attract the most moms possible! Thank You!!

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Jay’s Answer: Moms with children at different ages have different specific issues (toddlers vs. lower-school vs. high-school vs. college-aged).

“Creating Balance in Your Life” isn’t motivating. Contrast this to: “Have More Fun In Your Life”, “Play More With Your Family”, “Increase Joy”, “Feel More Vital”, etc.

I work for a regional airport in Ireland and we are looking to put in place a cost effective marketing strategies over the next 6 months. We have a few ideas but just interested in any innovative ideas you guys might have. Ideas have to be cost effective as we dont have big budget on this, main things is to try and raise awareness of the routes available from our airport in our region.

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Jay’s Answer: Have a free contest for airline tickets. People interested in entering fill out online form with email address, which airport they live near, and which destinations they are likely to use.

Discount coupons mailed to parents who recently had children. Relatives will be likely to visit and this is a great win-win.

Active senior centers – provide a discount to provide an “outing”.

College students living near one of the airports – especially a few months before holiday travel.

I need a new name for our “Employee Events Team”. We plan 2-3 events per year (picnics, holiday parties, team-building activities) and my HR Director tasked me with coming up with a new name for the group. Something with a little more pep. Suggestions?

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Jay’s Answer:

• Making Work Play
• AWANP (All Work And No Play)
• Recharging Our Batteries

I have recently been hired as a sales rep for a newly developed organic skin care line, which was developed by a friend of mine. The ingredients are all natural, without toxins, harmful preservatives, etc., and it is a very professional upscale looking product line. She wants me to market the product starting with doctor’s offices, pediatricians, dermatologists, etc. She thinks it is an untapped market and is where she wants to start with the line. I thought that we should try health food markets like Whole Foods, or other places that share the whole organic philosophy, maybe full service salons or boutiques, etc. I recently took some samples to the Center for Holistic Medicine, and asked to be contacted with their opinions about the line and whether they are interested in carrying some products. Any advice on where to go and how to start?

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Jay’s Answer: It’s a big market, with lots of competition already. If you do get on the shelf at Whole Foods, yours will simply be another product on their shelves, and unlikely to generate many purchases.

Start by targeting under-served markets. Is there a skin problem that your products heal better than any other product out there? Maybe a location in the country where organic skin care hasn’t penetrated (and is the right demographic for you)?

Consider private labeling the product to high-end spas and private gyms. Also, cross-marketing with related products – high-end hair care, nail care, and even outdoors-related businesses.

You might want to sell B2C to get the word out directly. To get more consumer awareness, try doing something win-win: provide foot rubs for your local Avon Walk For Breast Cancer with your products (or provide the product for others to use).

I need to write a motto to accompany the company logo. It’s a translation company which offers its services online and is called Acorn (due to the saying mighty oaks from little acorns grow). I don’t like this phrase as a motto, but I would like something with the idea of developing / growing global, across cultures, facilitating communication…

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Jay’s Answer:

• Foreign Markets Can Be A Hard Nut To Crack
• We Also Speak Squirrel
• Helping You Build Foreign Roots

(Note: The squirrel idea is a little off-the-wall: Since you translate into foreign languages, squirrels eat/bury acorns, speaking squirrel would indicate that you’re experts in translation in all forms.)

The problem with “growth” is that it’s not aligned with a benefit to your services. Clients don’t want growth – they want prospects, they want income, they want name recognition, etc. Refocus your tagline’s goal – something cute is nice, but it needs to be on-target with your benefit.

Adding a new service to existing successful business. Looking for ideas on how to best introduce the service of prepared heart healthy & diabetic meals – we worked with local hospital to develop idea/menu. I want to target working adults who are caring for their parent(s) and those who are looking for healthy food option. Meals are gourmet but low fat, sodium, calories. I’m going to plan an open house to introduce new line of food. Who do invite and how can I advertise inexpensively? I need help to develop a marketing plan to make this aware to home health aides, doctor’s offices, and busy caregivers.

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Jay’s Answer: Sponsor lunch/dinner talks and serve your food to them.

Don’t forget dietitians, small grocery stores, local gyms, and even PTA.

If it tastes good, and people believe that eating it will help their health, it has the right price point (“what is your health worth?”), great testimonials (like Jared, the Subway guy – “eating this food has lowered my BP and made me enjoy life again”), and you’ve done your positioning homework (knowing about your competition), then you have a good start.