"Do Something Different," Jurgen says

This book in the Virgin business series is written by Jurgen Wolff (www.brainstormnet.com). It’s a series of 100 business case studies of creative solutions business owners came up with to get them out of the jams they were in.

There were a number of keepers. These four were at the top of my list:

#1 - Marketing Surveys

Problem: Marketing surveys are notorious for low response levels. How in the world can a company get around this so they can get enough feedback to actually use?

The Strategy: A package called the OPUS is sent to the target. Goal = get survey filled out. Includes one box, one personal letter, and one $5 bill as an advance ‘thank you’ for their time. The box is full of 100 cards that describe a situation. There are four parts of the box. Marked:

Agree
Partly agree
Disagree
No opinion

All the respondent has to do is sort them. No school like multiple choice test. A wacky box game.

The outcome: “…an average response rate of over 92%...” Holey moley.

#2 - Message in a bottle (where have I heard this before? :)… thanks Dien and Michael)

‘Message in a bottle’ product: small bottle with address label on the cork. Message on parchment inside. Only two stamps to mail supposedly?!?!?! Hey, all I want to know is a good supplier that wants less than $20 each (so far, all I’ve found is novelty singles from shops - I want bulk here people!)

#3 Puzzle notes

“Owner writes to them that he would like to have the chance to solve the potential customer’s printing puzzles, and then breaks the note up into fifteen jigsaw pieces.”

#4 - “I’ll take one advertising job please.”

I’m going to take share this one with you verbatim.

“The problem: How to be considered for employment when no one is interviewing. In this case, the job seekers were Paul Gaye (24 at the time) and Steve Reeves (22 at the time), who were hoping to secure jobs, or at least an internship, at a major London advertising agency.

The strategy: Gaye and Reeves wrote an identical letter to every creative director in London (who were all men). In each case, the director received a letter written on pink, perfumed paper. The letter started: “Dear Cecil, You probably won’t remember my name…’ and alluded to a passionate evening in a car park 23 years before. The outcome of that night was twins: Steve and Paul. The letter finished with the statement, “they’re trying to get into advertising and I hear you’re quite good at that sort of thing.” Enclosed was a Polaroid photo of the young men.

The outcome: Only one director failed to respond, the others were appreciative and several wanted to meet the young applicants. One of the directors, Tony Cox, gave them a job and kept the letter on display in his office for a long time afterwards.

The lessons: Gaye and Reeves used an unusual manner of demonstrating their creativity (a fictional personal letter rather than a resume or a typical letter asking for a job), and they used an unusual delivery mode (a pink perfumed envelope addressed in handwriting in green ink, marked Personal). Since their creativity was what they were trying to sell, this marketing approach was perfect.”

That’s all for now. I just printed out the other articles Jurgen has on his web site and will tell you if I find anything more than worthwhile.

Success,

Erik Lukas