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Answer from our Guest Expert Kent Capener of Capener Consulting PAGE 3 Specialty Advertising Secret: Making a Match That Sparks Your Name Don't consider specialty advertising as bribery for referrals. The thought behind your comment about pens is, while negative in tone, right on in strategy. The key, if you choose to do this, is to buy something people look at all the time. Don't be quick to judge the costs of advertising as negative either. If it works, does it really matter over the long term? Probably not. So, just for the heck of it, let's take a cursory look at my executive corner desk, from which I make buying decisions every day. There's a pencil from Yellow Freight Lines; a barrel pen from Sony; a self-contained cigarette snuffer from Phillip Morris; a spring loaded paper clip holder from Smith's Food King (grocery store); key chains from Buick; fingernail clippers from Chevron; and six magnetic tags with various 10-10 long distance numbers to call for cheap long distance. Last but not least, there's a small plastic letter opener from "the" car wash - yep, just went back there again yesterday. . . . Maybe that's why it snowed today? Page 1 - 2 - 3 - 4 Enter your search terms Submit search form       Search Idea Cafe Web Small Business Tax Center • Idea Cafe Home • Sign Up • Biz Grant Center • CyberSchmooz •Coffee Talk with Experts • People in Biz Profiles • Starting Your Biz • Biz Planning • Running Your Biz • FREE Trade Publications • Marketing • Financing Your Biz • Human Resources • Legal & Biz Forms • Managing Your Biz • eCommerce • You and Your Biz • Gen X • Work@Home • The Fridge • De-Stress • Send an Award • Send an eGreeting • Yoga @ Your Desk • Web Guide • Idea Cafe in the News • About Idea Cafe • Advertise on Idea Cafe • Contact Us • Privacy Policy • Site Map • Small Biz News Copyright 1995-2024, Idea Cafe Inc. Downloads are for personal use only, not for resale to others, and may not be reprinted in any form without written permission from Idea Cafe Inc. DISCLAIMER: We hope whatever you find on this site is helpful, but be cautioned that it may not apply to your own situation, or be totally current at any given time. Idea Cafe Inc. and all of its current and past experts, sponsors, advertisers, agents, contractors and advisors disclaim all warranties with regard to anything found anywhere on this family of websites, quoted from, or sent from Idea Cafe. and its related sites, publications and companies. We also take no responsibility for comments published by others on these pages. TRADEMARKS: The following are Registered Trademarks or Servicemarks of DevStart, Inc.: Idea Cafe®, Online Coffee Break®, The Small Business Gathering Place®, Take out Info®, Biz Bar & Grill®, Complaint-O-Meter®, A Fun Approach to Serious Business™, CyberSchmooz™, and BizCafe™.

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