Marketing Idea No. 144 – To-let and other items for sale

This idea is contributed by Ridwanul Karim 

The simplest, most economical and most effective advertisement in the world has to be the “To-Let” sign that hangs from any house that is up for sale and rent. Maximum exposure to the “Target audience” with minimum fuss. Job done.

Taking inspiration from that, we can use this simple technique to other products / categories. Think about how much money you can save from giving ads in classified sections. Why cant cars show “For Sale” sign all the time when they are for sale? (Its a limited practice now). You can expect a dozen phone calls just when you are stuck in traffic jam, if your car sticker says “For sale”. Why cant you use a laptop sticker like that which says “For sale”? How about your mobile handset? How about the furnitures? 

By doing this we are effectively removing our dependence from intermediaries like e-bay and doing the direct selling to the end customers.

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4 Comments

  1. However is it not linked to a great extent with the reach of the advertisement you are putting up? Imagine the reach of a classified in a newspaper comparing to the paltry reach through labelling laptops, mobile phones or furniture. Though the first option costs you money and you have to take help of intermediaries, the latter option offers you lesser reach albeit without the help of any middlemen.

  2. Very valid point! But the argument is for certain products, one doesnt need “reach”. A second hand car will be sold anyways, because there is more demand than supply. Its only when the item on sale needs to be sold very very quickly, than the question of reach kicks in. Otherwise, you can always allow the product to advertise itself, hold back and wait for good offers for a few months.

  3. Agreed with Amin. Another point may be: you can take a first look at the car instantly. no need to go the extra mile of calling the potential seller, fixing and appointment and go to examine the car. It is more like a showroom. You see, you talk, you examine and you decide.

  4. Why not do both?

    The ‘for sale’ sign is v powerful, however, the attractiveness of the likes of ebay, gumtree or even cellbazaar is that they are inexpensive and through minimal effort could ultimately result in the seller getting a better price.

    From a marketing POV, if you are selling a car or house these days and choose only to advertise via putting up a sign on the car/house, it is being lazy and not maximising the opportunity. You would also not be testing the market to understand what a good price would actually be.

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