Judy Kirkland, Echo Point Marketing Partners

As co-founder of EchoPoint Marketing Partners, Judy Kirkland creates systems and toolkits that empower businesses to make marketing far simpler and far more successful.  Drawing on an award-winning track record in B2B, B2C and B2G markets, Judy teaches clients how to develop an “echo point”  — their own unique value proposition and brand — to determine what to spend, what to say and what biggest-bang tactics to use in online, print, broadcast and face-to-face marketing.

Before co-founding EchoPoint Marketing Partners, Judy enjoyed more than twenty years of success as a nationally known marketing consultant and copywriter for clients ranging from start-ups to Fortune 100 companies. In addition to her YodelPoint.com blog, she is a regular contributor to newsletters and ezines in the fields of franchise marketing, custom media, search marketing, and how to market small businesses and professional services firms.

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With Wall Street so volatile, who's thinking about spending a bundle on big household purchases?  I wasn't, but now I am --all because I got a call from my local electrician, Michael & Sons.

They said that for $79.95, they’d send a plumber, electrician and HVAC tech to troubleshoot my home. Seemed like a good idea.  And in terms of marketing, bundling those services into an offer was a great idea.

In fact, this “bundling” could pay off in huge new sales, recurring sales, and lower marketing costs.  Take a look …

It started with the call: I’d used Michael & Sons for electrical, but I didn’t know they did plumbing and HVAC. To send me a confirmation, the woman who called took my email (ingenious – I was delighted to provide my email).

Next, I got an email: It confirmed the date and time of my inspection plus other good information, including my Michael & Sons Valued Customer Bill of Rights.

The onsite experience was great: The three techs were prompt, meticulous and courteous. There was no hard sell, just a list of what should be done and WHY.  Like: “The heat exchanger flame is red, not blue. This wastes energy and raises carbon monoxide concerns.” Suddenly, a new furnace was on my radar! Still, I couldn’t commit to buying one on the spot.

The follow up was prompt: Two days later, I got cards from the techs thanking me and asking me to return a brief survey.  As I answered questions about courtesy and knowledge it reinforced my good feelings about Michael & Sons.

But wait, there’s more: The techs left me with a magnetized discount coupon and stickers for everything from my electric panel to the furnace. Those stickers included bullets about how to troubleshoot the unit – and the last bullet was to call Michael & Sons.

Kudos to Michael & Sons!  You’ve given us all an excellent lesson in a professional, integrated and utterly ingenious tactic for marketing in tough times.