As you develop your marketing materials, keep in mind they can be in many forms and styles. While we usually think of the basic marketing tools such as brochures, letterheads, business cards, there are many other marketing elements that you can use to in your marketing campaign. We'll look at some of the different creative marketing materials available to you and we'll review a unique way of using these materials.

We live in an over-communicated society! We have more forms of marketing and advertising coming at us from every direction than ever before. This also includes important material and information that markets companies just like yours.

Before we start, let's look at one of the biggest challenges you face in your marketing efforts. Statistically it's been shown that approximately 60% of people open their mail over a trash can. An alarming 50% of mail is never even opened. We also know that certain creative materials catch people eyes and do get opened. Your challenge is to differentiate your marketing materials from everyone else's. This differentiation will help people remember your company and get your materials opened and read. That's more than half the battle.

However, to correctly market your business, you have to be in front of as many people as much as possible to create that "Share of mind" we recently discussed. Your marketing materials will do some of this for you.

In order to accomplish this in an easily manageable process, we will create a system that will tell you what to send to whom and when to send it. This process is called "organized spontaneity." Your clients will receive seemingly spontaneous marketing materials on a regular basis while you enjoy an organized system that does the work for you.

Let's review the two-part system. First, you'll have a series of unique and different marketing materials to catch people's attention. Secondly, you'll create a schedule which will define who gets what marketing materials and when.

Many people just think of their brochures, flies, business cards, and letterheads as their marketing materials. These are just the tip of the iceberg. Let's add even more materials to your marketing arsenal. Here's the basic starting list of what materials you can have. Different cards for many occasions such as: birthdays, thank you, anniversaries, condolences, family events, new client welcomes, and new employees. Also quick post cards reminding them of what your company can do for them and your value for them

Also include the traditional seasonal events (when appropriate for each client) such as Christmas, Hanukah, Easter, New Years, July 4th, Halloween, Thanksgiving, Labor Day, Memorial Day, St. Patrick's day, Presidents Day, MLK day, etc. There are the usual events that honor people such as secretaries' day, bosses day, mother's day, grandparent's day, children and grandchildren events and such. We also have the uniquely different events such as ground hog day, filthy fly day, first and last day of summer, and other numerous obscure events. Many floral shops have calendars for these and many more dates. You can also create any type of celebrations you want for your own company.

The key to you success in using these events to promote you is creativity. Take advantage of these events that everyone knows is happening and give it a slight twist in your favor. For example, say you have a potential client whom you have not heard from for awhile and it's close to Groundhog Day. Send a groundhog type card with a line that says, "We haven't heard from you for such along time that we thought we'd stick our head up and see if you're still around." Around Thanksgiving, send an appropriate card and say, "Let's talk Turkey." Around St. Patrick's day, send cards thanking them for allowing you to help them "save some of the green", or one that says that your lucky to have them as a client and include a four leaf clover. These examples should give you a great place to start in taking advantage of the many special occasions available to you.

You can also do your own "off the wall" marketing with items such as boxes, baskets and balloons. Not only can you be creative with a plain white box (not brown) with colorful labels on the outside, you can also every creative with what you put inside. Say there is someone who doesn't return your calls. Send them your unique box with a tin can with a string attached to the bottom. (This is the tin can phone we played with as kids.) Include the note; "I've left several messages and apparently your phone systems in not working. Please call me…I have one of these at my end."

Another idea is to buy several flatware forks, stab them into your business cards and mail them with a note that says, "I'm hungry for your business! Let's do lunch." While these may sound strange, they are tried and proven methods that get results. Make up your own ideas and have fun. The people who receive these outrageous marketing tools will remember you in a very positive light.

Keeping a balance between straight and uniquely creative materials is also important. This will show you are creative and still professional. Also testing a few packages to gage response is a good idea to see what message you are getting across.

Now that we've reviewed the many types of unique materials, let's define your client target list for this marketing system. A few issues ago we talked about defining your clients into three categories. The first would be your "A" clients who are your current and future big income producers. The "B" clients would be those clients who are not as big as the "A's" but have the potential and are growing with you today. The "C" clients are the small ones you currently have who are not major income producers, but are helping you grow. A good rule to follow is the more the client is worth to your company, the more you'd invest in the marketing tools for them.

Now here's where we put your system together. All your marketing materials should have been chosen and produced. You need to put them into a filing or bin system so they are easily available. Now you need to number them. For example:

1. Thank You card
2. Birthday card
3. Lunch Certificate
4. Great Customer Award
5. Customer Satisfaction Survey
6. Monthly Newsletter
7. Seasonal occasion card (i.e. Easter, Christmas, News Years, etc.)
8. Company post cards
9. Various articles dealing with topics of interest to your customers such as employment or government; etc,
10. Testimonial letter.

Now comes the scheduling part. The example chart below shows your clients on the left in descending order from A's to C's. The schedule across the top indicates each month of the year. Under each month you'll see the items that will be sent to each client group.

Clients	Jan	Feb	Mar	April	May	June	July	Aug
"A"	6, 10, 8	3, 6	6	6, 8	3, 6,	6, 8, 4	6,7,9	6,5,8,
"B"	8, 9	7	8, 7	5	8		7, 8
"C"	7, 9	8	11	8	9	8		8

All of these don't have to be mailed at the same time. This schedule tells you what should be sent out each month, which can be spread out, as you need. You do not have to send the same thing to all the Clients. You can arrange the items to fit your clients and their status.

The key to keeping this system operating smoothly is to insure you have your marketing materials created in advanced, then banked by a number in a filing or bin system. Then choose what clients you want to have specific items in what determined months. Then delegate the simple task of pulling the materials and mailing them out.

Update your marketing materials for both new information and creativity. Also challenge your schedule on a regular basis to insure your materials are getting the best punch they can.

This is an easy system that depends on some good preplanning and easy support. It will simplify your marketing and create a stronger connection with your current and potential clients. Good Marketing!