Maximize your

exposure with

marketing that

sticks around.

By Tom Boyles

What if your pizzeria’s name and eat and saw an Anthony’s Pizza magnet phone number could be plastered on the stuck on the door: “What better chance refrigerator doors of every home within a could you have for persuading someone five-mile radius? Better yet, what if those to order pizza or pasta than when they’re same potential customers were picking standing there, hungry, in front of an up the phone and dialing your number empty refrigerator?” Anthony’s accom-right now? plished their goal. Not even 45 minutes

Your goal with any marketing cam- later, there was a knock at the door and paign should always be to get your name the Pizza Den delivery guy handed me my into the minds of as many people as food. Yeah, I know what you’re thinking: possible and make sure they call your “How did Anthony’s do their job when number when they’re hungry! I started Pizza Den got the order?”

thinking about this one night when I You see, as a by-product of visiting doz-went to my fridge to find something to ens of pizzerias over the past eight years,

I’ve acquired a silly habit of collecting magnets. I stopped to look at the image of a pizza on Anthony’s magnet (which, by the way, is about 1,000 miles away), and then I continued looking at the various styles of refrigerator magnets. Anthony’s stuck out because of its image of a pizza, and because of that, I started craving pizza. If Anthony’s was closer, they would have gotten my order, but they weren’t— and Pizza Den was, as was their magnet.

Putting magnets to work. So how can something as simple as a refrigerator magnet be one of the best tools in your