Back in January I had an idea for a new type of vending machine to distribute samples … “tryvertising” as it’s called. And I even came up with a way to access the machine AND capture a user’s details — get them to send an SMS to the machine, which sends back an “unlock” code … the advertiser gets the mobile number and controls who gets the samples, and the consumer gets a free sample.

Not that I ever wanted to create the machine … I just thought it’d be a good idea. Put it in public places like shopping malls, libraries, bus and train stations, hotel lobbies etc … like other vending machines, but with free samples inside.

And then today … whammo, it has been spotted this week in Belgium! It’s the Boobox vending machine. It even operates via SMS!

I’m glad someone is doing it … I think it’s a useful concept. Just like consumer “tryvertising” promotions such as loaning a new video or camera at a destination such as a zoo, to try out the product with a hands-on demo, or going to a place like the Sample Lab in Tokyo to test and try new products.

How do you get samples and “tryvertising” into the hands of your clients?

What cannot be commoditized for gift purchase these days?

Yes, plastic surgery via gift card. Need a new nose, mum? Here’s the card you’ll want for Christmas…

I noticed this PR Web press release tonight when surfing online — Rodeo Drive Plastic Surgery in Beverly Hills (the only plastic surgery center on world-famous Rodeo Drive) has unveiled its plastic surgery gift card.

If you read the article you’ll see some excellent writing and persuasion skills in action. Try this sentence:

“While the center has a discreet back entrance for Hollywood celebrities, it also provides procedures to people who never graced a magazine cover.”

Notice Cialdini’s social proof principle in action? Yes, this is the place Hollywood celebrities go to … how’s that for a powerful association. There are plenty of other sentences that also draw on the fact that plastic surgery is mainstream, luxurious, affordable and convenient.

According to the release, “The electronic gift card works for everything from consultations to nonsurgical rejuvenation with Botox and skin fillers to the center’s signature procedures such as tummy tuck, breast augmentation, and Beverly Hills liposculpture. It even can be used to give mom the renowned Rodeo Drive Mommy Makeover as a Mother’s Day gift. Gift card recipients are examined thoroughly to confirm their suitability for procedures.”

I still don’t think this tops Victoria’s Secret’s US$6.5 million diamond encrusted (800 carats) bra (Hearts on Fire Diamond Fantasty Bra) unvieled last Christmas!

Sage marketing advice from marketing gurus like Dan Kennedy refers to “Kennedy Results Triangle” based on getting the Message, Market and Media right.

For an excellent lesson on this, see Dan Kennedy’s No B.S. Direct Marketing book — less than 10 bucks on Amazon. Here’s a link if you need it:

Even if you get the message and media right — you’ll do no good if you don’t reach the right market!

Case in point: we received, in our letterbox, a flyer/menu for a local Pizza restaurant in Pascoe Vale. It talks all about home deliveries. It’s full colour, A3/tabloid size, heavy gloss paper, much bigger than others we get in terms of what’s on offer.

But they don’t deliver to our suburb. It lists the suburbs on the front of the brochure in small print, and we ain’t there. In fact, they deliver to a neighbouring suburb which is further away than our house (although we are on the Brunswick West edge of our postcode/suburb, Moonee Ponds).

Right message, Right media, Wrong market. All 3 work in tandem.

The flyer ends up in the bin. What a waste of marketing dollars! The best copywriting “message” in the world, if it was in this flyer, would be wasted on me, as the company doesn’t deliver to our suburb. The ideal menu distribution via letterbox, the “media” is low-cost and effective — but only to the right market!

Is “Powerseller” really a “status” on eBay?

Powerseller eligibility is (in part) based on turnover, but not on profit. You could, technically, qualify as a Powerseller and be making a loss every month!

Here’s what eBay says makes you eligible to be a Powerseller:

• Uphold the eBay community values, including honesty, timeliness and mutual respect
• Average a minimum of $1000 in sales per month, for three consecutive months on eBay.com, Half.com, eBay Express or eBay Motors
• Achieve an overall Feedback rating of 100, of which 98% or more is positive
• Have been an active member for 90 days
• Have an account in good financial standing
• Maintain a minimum of 4 average monthly listings for the past 3 months
• Comply with all eBay listing and marketplace policies

Do you notice anything in that list about profit? No! It’s all about your contribution to eBay, both being a good member and maintaining a minimum number for sales and income.

eBay make their fees based on your listing price, final valuation and all sorts of listing options. eBay don’t care if you make a profit or loss: the more turnover/higher incoming revenue you have, the more they make. They do of course, hope you make a profit, so you keep selling and buyers keep buying — but profit isn’t a pre-requisite to becoming a Powerseller.

So, in summary, Powerseller status simply helps eBay make profits — which doesn’t necessarily mean in turn that sellers make profits!

Isn’t that why eBay looks after its Powersellers — they bring in the best profits for eBay!

Do you look after YOUR best customers like eBay does? Do you know WHO your best customers are?