Excitement Sells… 

In my 37 years of marketing, I’ve learned to do everything I could do to avoid boring my audience. You have to create excitement, get attention, and show you are human. Show that you really care about that potential customer. You have to set the mood and reach out to them.
Try riding an alligator…

When I was growing up in Southern California, there was a car dealer named Cal Worthington. He would always see him on TV. He promised to stand on his head to make a deal. And he did. Sometimes you see him riding an elephant or maybe an alligator. There was always a new stunt.

Did he feel foolish in his western outfit doing all these silly stunts? He loved it and so did his audience! Plus he made a hell of a lot of money!

How many commercials for car dealers have you seen that were interesting? Well, Cal made exciting commercials that you even looked forward to. And equally important, it wasn’t a gimmick. This was Cal, he was sincere, he loved doing it, you could tell! You felt that he was on your level and he would really appreciate your business, you wanted to buy from him!

Learn to market the hell out of everything…

When I was living in Brookfield, CT they were building a second Stew Leonard’s near me in Danbury. They cleared the land and were waiting for all the permits and all that. Most supermarket chains when just leave an empty lot there.

Not Stew Leonard! Up went giant tents. And they started selling produce and flowers and all that stuff. Then, as Christmas time neared, up went all the Christmas trees and decorations. The shoppers loved it, it was always crowded.

Not only did they make money before they even built their store, but what I feel is more important, they started building up a customer base early. They showed the community who they were and what they had to offer. 

This was what they are all about, not being afraid to do the unexpected, and to take advantage of every opportunity to market the hell out of everything they did, every opportunity that came there way, and every inch of floor space!

Gil Carlson has some great catalog marketing ideas for you!
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and even 
E-Mails, Catalogs, Direct Mail, Ads - all your marketing efforts?
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Cal Worthington rides an elephant
Cal Worthington rides Shamu
OK, I couldn't find a picture of Cal Worthington riding an alligator, but here is on an elephant and on Shamu
Stew Leonard’s…

In Norwalk, CT is a supermarket, I almost said small, but there’s nothing small about. It doesn’t care the full line of items that most supermarkets carry, but it outsells them all. It’s Stew Leonard’s. Actually, it’s called Stew Leonard’s Dairy Store. It carries just the top selling items. And everything they do super.

Stew Leonard’s even has a marketing school to teach their methods of marketing and customer service. If you want to learn about marketing, study Stew Leonard’s! They take advantage of every opportunity market the hell out of things.

cover from Stew Leonards gift catalog
Here's a cover from Stew Leonard's gift catalog
Stew leonards web page
Here's a page from Stew Leonard's website

But I’m drifting here. The real reason for mentioning them is that they make shopping for groceries fun and exciting! You lift up a carton milk and a plastic cow moves its head and goes mooooo! They have animated musicians on top of some of the aisles playing catchy tunes. They have a small petting zoo in the parking lot.

I’d be here all day trying to tell you about everything they do with Pizzazz. So instead, if you want to really learn to market like no one else, go to their website, visit one of their 4 stores, go to their marketing school!

I don’t care if you have a store, a website, a catalog or whatever, you can learn a lot from Stew Leonard!

Get some more marketing help….

Here’s some more help for your marketing success…

Check out Stew Leonard’s website

An article on supermarket marketing and how to use these marketing secrets to boost your catalog sales

At Internet-Copywriting-Secrets.com you will learn all the secrets of website marketing – website copywriting, design, marketing, and much more!

  My friend, I hope these ideas have helped, there's plenty more on this website.

Gil Carlson

showing great display techniques and market marketing at Stew Leonards market
Stew Leonard's knows the secret to increased sales... make it fun and exciting, this can also apply to your catalog!

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CATALOG MARKETING IDEA: Add Excitement to your catalogs! 

CATALOG MARKETING IDEA: Add Excitement to your catalogs!