Using a Good Promotional Opportunity Each April
It’s an American ritual which is repeated every April 15 at thousands of locations by thousands of people. You can count on it…people will line up in droves at the post office on the last day to file tax returns. So why not take advantage of the crowd and the publicity?
Here’s how you can promote your practice, generate some goodwill, and maybe capture a little TV publicity all in an evening’s work. And for virtually no cost.
Meet the crowd that night and hand out your “Tax Day” coupons.
This idea isn’t for everyone. It’s a tactic which requires a bit of an outgoing personality and can work well for someone who isn’t shy in the limelight; someone who doesn’t take themselves too seriously with a fun event. But only the slightly playful should try this at home.
1. Dream up a Light-Hearted Offer.
Something like “Headache Relief for Overburdened Taxpayers” or “Don’t Miss Our Pain-In-the-Backside Tax Offer—Free Screening.”
2. Print Coupons to Give Away.
Present your offer in a bold and distinctive coupon. Make it simple but attractive with an easy-to-read benefit headline. The offer needs to be clear…and make sure it’s “for you or someone you know.”
You may also want to hand out two coupons, so that the person receiving them has an extra one to give to a friend or relative. Include an expiration date to encourage people to act on the offer.
3. Mark Your Calendar and Your Map.
The deadline for tax filing requires a postmark no later than midnight, April 15. (Get your own tax return done early.) Call your local post office and ask which location(s) will be accepting mail late into the evening (for the all-important pre-midnight postmark).
You can be certain that the postal service has a plan for your area, but not all locations will be open late or accept the nighttime submissions. In anticipation of handling the late filings, the public will be directed to a main or central office, and special staffing arrangements will be put in place only at these locations.
4. Create a Poster or Two
To let everyone (especially the all-important media) know what you’re doing, create a poster which quickly explains what you’re giving away free. (Maybe carried by a staff assistant.) Simply use words from the coupon itself.
5. Play to the Media.
The “near midnight” lineup at the post office is almost certain to be covered as a story by local television, radio and/or newspapers. Your sign will help the media notice you, but don’t be shy about being seen and introducing yourself.
6. Play to the Crowd.
Bring a little help from home or the office to be sure that everyone gets a Special Offer coupon. Perhaps your teenager will be bold enough to wear an “Uncle Sam” costume and carry a poster, while a staff member hands out coupons.
Results.
The “last-minute” crowd usually has a good natured attitude about filing their tax return. (After all, they probably do the same thing every year.) One Practice Builders client who turned out to “work the crowd” in his community last year not only got a small splash of TV coverage, he also tracked an even dozen taxpayer new clients because of the effort. Of course, online filing is reducing the number of people who show up at the post office on Tax Eve, so if you’re going to try this approach, don’t delay.