Ken first met Ray in Australia where they shared the platform at the week-long Pan Pacific Direct Marketing Confer ence. Ken was impressed by Ray's presentation. Who wouldn't be impressed to see a speaker at a prestigious symposium address the audience in jeans and vest (it was actually a custom-made jeans suit) with a red checked shirt...and stocking feet! Combining a humorous introduction and explanation, his appearance worked. Ray grabbed the audience's attention. They learned and were entertained.
Ray no longer wears his jeans "uniform" when speaking, nor does he appear in stocking feet. However he'll wear both a tie patterned with a bit of red and a red-checked handkerchief in his breast pocket to tie in with his earlier presentations.
That's Ray's style - a combination of flair, learning and laughing to get the best results.
POSTCARDS FROM KATHMANDU
Ray had traveled there in connection with a meeting he was participating in for American Express Travel Service in Manila. His postcard showed a full-color picture of Mount Everest in the Himalayas. On the other side, the address half of the post card was labeled with the address (prepared in advance of the trip), and with postage represented by two beautiful stamps from Malaysia, where the cards had been mailed.
The message side of the card had some information about his trip printed in the upper left hand comer, much as you would see on a typical travel post card. Next to this message was a small picture of Ray. His handwritten and personal message followed. Printed at the bottom of the card were the logo, mailing address and phone information for his company and a list of services offered.
The post card served several purposes. It was certainly an advertising vehicle, but to many who received the card, it was also a personal message from a friend or acquaintance from an exciting place. Surely many of those who received his card saved the stamps.
Ray has used the cover of his book. Direct Marketing: How You Can Really Do It Right on postcards sent for year-end greetings and for seminar announcements.
True, there's some expense involved in sending the post cards, and certainly a great deal of planning and preparation, but the results are electric. You won't soon forget "Rocket" Ray.
BUCK SLIP NOTES
In addition to the pre-planned postcard, another of Ray's networking tools is the buck slip note. This is a brief note writ ten or typed on a small (5.5" X 8.5") piece of stationery or tablet paper, printed with Ray's name at the top and corporate ad dress information at the bottom. Like his postcards, the buck slips are written on a regular "keep-in-touch" basis. Buck slips are easy to write, and they give a special feeling of being more personal than a letter. They're ideal for short notes. And Ray capitalizes on the speed and attention-getting advantages of the fax to send electronic buck slips.
Ray says, "I like to reach out and 'touch.' The fax and mailbox really work for me."
"TASTEFUL" NETWORKING
Baskin-Robbins, maker of great ice cream, is a promotion oriented company. Ray tied in with them and uses their free coupons as a networking device. The coupons are for a free, double scoop, Baskin-Robbins ice cream cone, and they are im printed with, "Compliments of ROCKINGHAM* JUTKINS* marketing" and the phone number. The coupons can be redeemed at any Baskin-Robbins store. Ray gives them out with his business card when meeting new people. "Can you forget someone who gives you an ice cream cone?" asks Ray. "It leaves most people with a good taste in their mouth!"
