After "warm-calling" for 5 hours a day the first two weeks of my internship, I learned quickly the importance of identifying what the prospective client wanted. Free stuff was always a winner and ensuring them that they had absolutely nothing to lose was also a good start. Talking mostly to Loop lawyers for whom all day and every day was a bad time to call, I realized free stuff and free stuff having to do with their money were two completely different things. Still, I was most successful after I learned exactly what they wanted and approached them with an offer specific to their needs. .
"So you have a stock portfolio that you are interested in diversifying? We"ll send you free information on our best performing mutual fund and run a complimentary analysis on your current stocks to see how much risk you have. No? Everything is absolutely free and if anything, you"ll be more educated about your investments?" The key was giving them an offer that didn't cost anything and only resulted in benefits.
Similarly, the NFL Kickoff Live From the National Mall Presented by Pepsi Vanilla offered people an event they couldn't refuse. A free concert featuring performers like Aerosmith, Mary J. Blige, Good Charlotte and Britney Spears coupled with an interactive NFL Super Bowl theme park offered the perfect combination of sports and entertainment. .
This event was effective from multiple viewpoints. With the use of Jumbotrons scattered throughout the mall televising the game between the Washington Red Skins and the New York Jets, the National Football League was able to generate Super Bowl level hype not just at the end of the season, but also at the beginning. Pepsi Co. utilized this event as the main sponsor to distribute thousands of samples of its newest beverage, Pepsi Vanilla. And of course, for the sports and music fan, this free event fit their wants exactly.
The Kickoff had such an impact because it brought together music, food and sports in one location at no cost.
