Dear Subscribers,

Here's your latest issue of the
Perry Marshall Marketing e-Letter.

This is a two-way conversation,
so when you have a thought, speak up!
I always love to hear your comments and I
always respond.

Sincerely,

Perry S. Marshall
news@...

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I n T h i s I s s u e
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-The thing you must always do before
waging war

-Jelly Bellies & the art of catering
to fetishes

-Marketing System in-a-box for tech & B2B
sales

-George Thomas of Contemporary Controls
interviews...ME!

-Plug into a hi-tech business visionary

-Readers talk back to me

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"A wise man is strong, and a man of
knowledge increases power. For by wise
guidance you will wage war, and in
abundance of counselors there is victory."

-Solomon
Statesman, Industrialist and Business Writer
940 BC

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Jelly Bellies & The Art of Catering
to Fetishes

This from Bryan Sink, the Asian
Correspondent for Perry S. Marshall
& Associates...


Like Jelly Bellies? The little mini
jelly beans that come in 60 different
unusual flavors, like tangerine, buttered
popcorn, raspberry, Dr. Pepper, Kiwi,
French Vanilla, Pina Colada, etc.?

I do. Someone sent me a nice big
box of them by mail recently. Got me
thinking.

You can buy them in bulk, scooped
out of a bin. Or you can buy them in a
pre-wrapped bag. Or you can buy a box,
like I got.

The box I have is a 20-ouncer with
handsome print on the front and back
(extremely colorful), a guide on the
inside top of the box with several
'recipes' (2 A&W Root Beers + 1 A&W
Cream Soda gives you a root beer float!)

There's a full-color printed insert
with even more recipes (1 Top Banana + 1
A&W Cream Soda +1 Coconut = Banana Cream
Pie), and a sheet telling you exactly what
flavor is in each little mini compartment.

Also on the printed insert are toll-free
numbers and a web address
(www.jellybelly.com), and on the back
a list of all the new flavors that
they want you to try and e-mail them
telling them how you liked them.

If you visit the website in search of
more fun recipes, you'll get a bunch
of recipes that include kinds of Jelly
Bellies you don't already have. So
you have to go buy more.

And they sell all kinds of gift
packages. My box of 40 flavors sells
online for $11.95. And scads of other
options too.

Not to mention the Taste Bud Club.

Here are the perks:

-Be among the first to learn about
and TASTE the newest flavors!

-Jelly Belly Taste Bud Club members
(U.S.) receive:

-A uniquely designed Taste Bud Club
T-shirt

-A prestigious club membership card

-Mr. Jelly Belly holding the American
flag (lapel pin)

-Chances to win Jelly Belly prizes

-Members-only special offers on Jelly
Belly merchandise

-Samples of selected new Jelly Belly
flavors in each mailing

-A fun-filled quarterly newsletter
mailed to your home with all the sweetest
news

-Two-year membership for only $14.95

You can also take tours of the
California offices and Wisconsin warehouse.

And you might remember this:

"Jelly Belly became the favorite candy
of President Ronald Reagan, who made
the beans a staple in the Oval Office
and on Air Force One. (President
Reagan's passion for jelly beans
inspired Blueberry flavor, which
was cooked up so he could serve red,
white, and blue beans at his inaugural
parties.)

A candymaker in Hollywood came up
with the idea in the 70's. Obviously not
only a good candymaker's craft, but
marketer's craft as well.

Clever? I think so.

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There's a lot you can learn from those
Jelly Bellie folks. What are they
really doing here?

-The printed guide that comes with the
package of Jelly Beans is a superb
involvement device. Probably only
costs 3 cents to print.

-There's nothing like using a recipe to
get customers physically involved with
the product!

-That quarterly subscription program is
a stroke of genius! They might not
break even on the $14.95 but it drives
untold numbers of rabid Jelly Bellie
fans to stores each month.

***If you sell some "mundane," un-
glamorous product, you could give away
free Jelly Bellie memberships
along with your monthly newsletter,
and use it as a way to collect names
and addresses. That has a heck of a
lot more lasting effect than a chance
to win a free Palm Pilot!***

My friend Tom Hoobyar of Asepco
(www.asepco.com) makes pharmaceutical
valves, and Tom does something similar:
He has a monthly contest to win a
free bottle of Napa Valley wine. He's
been doing it for 8 years and it's
been phenomenally successful.

He says: "Are people in the Pharmaceutical
industry going to switch to our valve
for their $40 million process, just because
we sent them some wine? Of course not. But
it makes us more human - an element that's
sadly lacking in industrial companies."

I did an audio interview with Tom, and
it is THE most insightful discussion
I've ever had on combining hi-tech with
hi-touch. Just superb, thanks to Tom
and his dedication to excellence.

Everyone who owns my "Marketing System
In A Box" will receive a copy of it in early
May.

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Marketing System in a Box

***My "marketing system in a box" is
the world's first toolkit that gives
technical and B2b sales people templates
and examples that they can quickly turn
into sales leads, orders and cash...

And replace telephone prospecting and
rejection with free publicity and guerilla
marketing.

To get more information, email me
with your street address:
system@.... ***

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George Thomas interviews... ME!

Geoge Thomas of Contemporary Controls
is quiet almost to the point of
seeming shy, but he's a very sharp
guy.

You don't just stick a pencil behind
your ear and run a hi-tech company
for 27 years. But that's what he's done.
A well-managed company that's really
going places in these turbulent times.

George interviewed me for his quarterly
newsletter, The Extension. Although
there's some industry specific lingo
that not all of you will know, this
is a great snapshot of my views on
marketing.

Read the interview at
http://www.ccontrols.com/ExtVol3N2.htm

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Plug into a high-tech business Visionary!

My friend Jim Pinto writes the best
hi-tech e-zine I get. I ALWAYS read it
and it's ALWAYS fascinating. It covers
new technological developments that will
affect us not just next year but 10, 20,
30 years out. With articulate insight
and financial analysis about robotics,
computers and aritificial intelligence.

Not to mention the inside scoop on many
hi-tech companies - the secret boardroom
level conversations and compensation
deals.

Jim built a company, Action Instruments,
for many years, then sold it to Invensys.
Jim's retired now and is an active,
insatiably curious, information-rabid
rennaisance man.

If you want an eclectic blend of news,
technology, finance and sharp conversation,
check out Jim's e-news and subscribe:

http://www.jimpinto.com

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Readers Talk Back To Me

On the "Conversation Inside Your
Customer's Head" article, John
Rinaldi of Real Time Automation
said this:

"Survivor is a hit because everyone
has 1 (or a lot more) people they would
vote out of their office tomorrow if
they could. Good newsletter."

Bryan Sink adds to the list of
TV shows that "enter the conversation
inside America's head":

"Ally McBeal (30-something and
desperate for love and security in
life), the Simpsons (20-something and
outwardly hacked at the whitebread
world though inwardly very comfortable
with it), Friends (20 to 30, hungry for
sex, but afraid of commitment), The
Practice (over 30 and wish they had
that same moxy combination of brains and
heroism), Baywatch (20-something and ever
longing for that tropical sextopia),
and more ...

I completely agree."

Comments? I'd like to hear yours,
too. Email news@....

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news@....

Copyright 2002 Perry S. Marshall &
Associates, www.perrymarshall.com.

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