Same idea, different application


In December, Hyundai introduced a successful program allowing buyers who lose their jobs in the first year of ownership to return their cards with no hard to their credit.

Hyundai may have the “unemployment protection” market cornered for the new car sales market, but if you’re in a different market (and most of us are), that same general idea is fair game.

For example:

  • Jos. A Bank, the men’s clothier, will refund the cost of suits bought between March 16 and April 9 – with customers keeping the clothes – if the customer loses his job before July 1.
  • FedEx Office has invited job hunters to print resumes for free at their 1,600 locations.
  • Walgreens has offered free health clinic visits for existing customers who are both unemployed and uninsured.

These three, and countless others, weren’t the first to offer unemployed customers a special offer (I’m not even sure Hyundai was the first). But they’ve taken a great idea and customized it to their business and customers. No reason you can’t do the same.

When’s the last time you looked outside of your business, your people, and even your industry to find great sales & marketing ideas?

Pick up a trade magazine or visit a trade show in the next couple weeks for an entirely different industry from where you currently work. Check out how those companies market themselves to their customers, and I guarantee you’ll find a ton of ideas that can be customized for your specific objectives.