I came across this great idea from a client who wanted to generate leads by auctioning tours and lessons using eBay. It's not something I had considered, but this campaign regularly generates 6-8 potential clients attending his polo club each month for just a few pounds.
The ads in question are for a Club Tour or Polo Lesson at the Royal Leamington Spa Polo Club - look out for them on eBay. You get to meet the people and the ponies, and talk to experts about the game over a free glass of wine in their sumptuous colonial-style clubhouse. People are buying these experiences as gifts for friends, family or themselves, and they usually go for between 99p and £5 which covers the cost of advertising. It's proved a really cheap and effective way of getting warm leads to the club.
Interestingly, the adverts also contain photos and information about the progression towards being a Polo player, the club and its restaurant and bar. This is designed to show off the club and dispel some common misconceptions, showing how accessible it is and how cheap it can be to play the game and use the facilities.
This seems to me to be a powerful way of promoting your business, if you can offer an experience of gift for free. Not only does it draw-in new customers, but the ads get indexed by Google and any inbound links will benefit your own website's search performance.
Initially, the client had his Virtual PA set up the advert, and now she runs them every month from a template ad which only takes 5 minutes.
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