I'm always on the lookout for innovative and creative ways to market business - especially if its done without spending lots of money.
Recently, on a run along an Orange County jogging trail, I "ran into" exactly that.
About mile three, I came around the bend to find Amber Raulston, realtor, sitting at a folding table.
She offered me her "private label" water (her sticker on store-bought water), her business card and a rolled-up paper offering foreclosed properties in the area.
Talk about a captive audience! Runners and walkers must pass by her spot as they make their way along the trail.
She's far enough from a start point to make one thirsty and her "ploy" is intriguing enough to make many stop.
I grabbed her card and foreclosure list as I ran by (and told her I thought her idea was great).
A few days later, I emailed Amber to get a little more info.
She let me know that she had first tried this idea in another location.
A competing realtor/kayaker called the cops.
He had tried to set up his kayaking business on the beach, sans permit, and was shut down.
Amber tried it again and got the same result.
Amber is leery about revealing her new location for the same reason.
Her main concern is that others, selling their wares, will copy her idea.
More vendors and the jig will be up.
A sheriff did come by but said he'd look the other way, since she wasn't technically selling anything.
How'd she get the idea? Amber says she was looking for a good spot with a lot of traffic - maybe tourists or families looking for a second home.
As a single mother of four, Amber said that sitting at Open Houses to get new clients means being gone almost the entire day.
On a weekend, this would interfere with her kids' activities.
On the trail, she sets up around seven and packs up around eleven.
As for results? Amber's already picked up several new clients.
She also has found some success doing postcard mailings.
She even sets up her own photo shoots! For one postcard, on a bright California day, Amber had her three teenagers and 11 year-old put on their swim and snorkel gear and get into a plastic wading pool.
Add the family cat and everyone looks very uncomfortable.
The headline? "Need to expand? I understand!" She said many people have told her they hang on to her postcards - some even keeping them on the refrigerator! Businesses always need to market to potential clients.
Competing in a crowded "marketplace" means finding new ways to stand out in that marketplace.
If you want someone to "run into" your company, figure out a way to get in front of them.
And if your idea is creative, innovative - something out of the ordinary - you'll get your client's attention.
And hopefully have them "beating a path" to your door!