Does Your Brand Stick Out?
April 27, 2010
Fortune Marketing Company exhibited at the Fairfield Suisun Business and Consumer Expo last night. It was a great opportunity to mix and mingle with the community and other local business owners. One thing I realized is: I’m thankful for my Fortune Cookies! 
When I first started my company, I called my friend Erin Jacobs (one of the most brilliant marketers I’ve ever known) and told her I’d chosen a name for my business: Fortune Marketing Company. Being the creative genius she is, she immediately suggested that I buy customized fortune cookies and hand them out at my workshops and seminars. I’ll be honest, I wasn’t crazy about the idea. When I decided upon “Fortune” for my name, I envisioned the bold sophistication of Fortune Magazine – or the prestige and success of the Fortune 500; not some wishy washy leave- it-to–chance type image of soothsayers and fortune tellers. After all – I was teaching people that marketing is about a system and a process – not something you leave up to chance.
But because the idea was catchy and because it was my friend Erin I ordered the personalized Fortune Cookies, stapled my business card to the wrappers and began handing them out at business mixers, events, my seminars and workshops, speaking engagements and even people I met in line at the grocery store (that is if I had 1 or 2 in my purse that hadn’t completely crumbled) and guess what? People love them! And not only do people love them- they remember them, they talk about them and they therefore remember Fortune Marketing Company and talk about us – oftentimes even before they ever meet me (see, I told you Erin was brilliant!). I don’t know how many times I’ve handed a Fortune Cookie to someone and they’ve said to me, “Oh I’ve heard of you”, or “I’ve seen you”. OMG – That is GREAT STUFF!
I’ve been to a lot of trade shows and last night’s was no different: A lot of exhibitors standing around trying to figure out a way to grab the attention of passers-by so they can engage them in a conversation about their business. There are a lot of branded pens, post-it notes and letter openers at trade shows. Who doesn’t have dozens of them in a drawer somewhere?
I was grateful last night for my Fortune Cookies. I got to hand out fun and hope all wrapped up in a little sweet and crunchy treat! (With my message inside them of course!) Most of the people I offer a cookie to take one - and more often than not they stop dead in their tracks to talk to me. So, despite my misgivings, the Fortune Cookies work. They create buzz, they get people talking and they are great conversation starters! Thanks Erin!
What is your hook? What do you do or hand out or deliver that gets people talking before they even meet you?
What do you think?! Please click here to leave your comments. (And then scroll down to the comments section on the bottom of the page)
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+Carolyn Higgins, President of Fortune Marketing Company
- Carolyn Higgins, President of Fortune Marketing Company specializes in helping small to medium sized businesses get the customers they need to sell more, increase profits and achieve all of their business and personal goals. We do this by implementing and managing marketing systems based on data and strategy - there is no guess work. For more information visit us at: FortuneMarketingCompany.com. We'd be glad to help!
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The genius is all yours Carolyn! Your are doing what you love and helping great companies find and keep customers. I love the Fortune Marketing blog and I too use your ideas for getting more out of my own campaigns.
Erin,
Thank you!