How Not To Use Sizzle Cards or Drop Cards

I see countless articles about littering up the windshields in parking lots with sizzle cards and dropping sizzle cards in public places like ATM machines, park benches, grocery stores...the list goes on.  They say to drop as many cards as you can.  I'm thinking to myself, yikes!  How expensive is that going to get and how effective is it?  Not only that, you risk getting complaints from the car and property owners and perhaps a visit from the cops for littering.

Here is a real-life example I've seen myself.  I came out of a Target store one day and found a card tucked into my driver's side window.  The card was for a free chiropractic spinal exam.  Offering something for free is a great way to lure in new customers, but was the Target parking lot the ideal target audience for that offer?  (no pun intended)  Because it was such a niche offer,  I'd think the chiropractor would have to drop quite a few cards in order to get a taker.  Maybe he had good luck with it because his office was in the same small shopping mall.

Is Your Offer Relative To Your Audience? 

Where real estate sings "Location, location, location", dropping sizzle cards sings "Relativity, relativity, relativity."  If you expect significant results, where cards are dropped needs to be relative to your offer or they're falling on blind eyes.  You have to go where your target audience congregates. 

You wouldn't use sizzle cards for sell siding or home repairs outside of a Game Stop video store filled with teenagers.  On the other hand, you might do well with landscaping services or mortgage interest rate reductions outside of a Home Depot or Lowe's.  And if you're offering a way to "Stop Smoking in 7 Days" or how to "Quickly Lose Weight", I'd say make a beeline to the Walmart parking lot and HURRY!

Stop Wasting Money

Another tip I see is to drop your $100 sizzle cards on the side walk and watch people snap them up.  Well, yea, you don't have to be a rocket scientist to figure that one out, but put yourself in their shoes.  You're walking along, see what looks like a $100 bill on the sidewalk, pick it up only to find out it's advertising.  I'd be pissed and throw it right back down.  It's deceptive.  Not only that, it's a waste of money.  And if someone actually does keep it, don't assume it's due to your offer.  They may only be interested in the novelty of the card.

Think Before You Drop

In conclusion, know your target audience, be respectful of private property, stop wasting your time and money on techniques that may not work for your particular niche market. 

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