DATE: Monday, March 31, 1997                TAG: 9703290273

SECTION: BUSINESS                PAGE: D1   EDITION: FINAL 

SOURCE: BY DEBBIE MESSINA, STAFF WRITER 

                                            LENGTH:   88 lines

A GOOD DEAL: CARD ADS DELIVER LOCAL BUSINESS PLANS TO EXPAND WITH SIMPLE YET EFFECTIVE ADVERTISING IDEA

Exchanging business cards is probably one of the simplest and most effective ways to stir up business.

Expanding on that concept, two local entrepreneurs have set up displays in about 200 local restaurants and stores where businesses can purchase a slot for their calling cards.

Dave Parker and Paul Korzeniowski named their unconventional advertising vehicle Complimint - since there's a compartment on the displays for complimentary mints.

As customers reach for the mint, their eyes are drawn to the bold headlines in neon yellow, pink and orange on the specially designed cards: ``Looking to Buy or Sell a Home? $100 Off,'' ``The Best Health Insurance...Could Be Yours,'' ``Credit Problems? Guaranteed Approved Secured Visa Card.''

In addition to what Parker and Korzeniowski call ``Cardvertisemints,'' a flashier, more detailed version of the basic business card, there's also a pocket for ``Flyertisemints,'' in which several businesses are featured.

``It's the most consistent form of advertising I've ever done,'' said David St. Jean, owner of the health insurance company Classic Benefit Services. ``It can always be counted on for about 50 leads a month.''

Even before using the service, St. Jean noticed the displays, recognized their potential and sought out Complimint to advertise.

Lee Shearin, of Shearin Motor Co., says he sells one to three cars a month through Complimint. ``It's the best advertising I use - per dollar spent per dollar I've made,'' he said.

How can something so seemingly simple and relatively inexpensive be so effective?

``It's mass marketing and targeted marketing at the same time,'' said Korzeniowski.

While hundreds of people pass by the displays each day, only those truly interested in the advertised services will pluck out a card.

New and competing forms of advertising spring up regularly.

In addition to traditional newspaper, television and radio, there's direct mail, billboards, Yellow Pages, Internet, computer billboards and even the back sides of sales receipts.

``What works well for one business, won't work well for another,'' said Parker. ``It's a tricky game; it's trial and error.''

It took nearly 10 years of trial and error to get Complimint where Korzeniowski and Parker want it.

Enjoying success in Norfolk, Virginia Beach, Portsmouth and Chesapeake, the partners are ready to expand. They're looking to set up independent distributors in Hampton and Newport News. Eventually, they want to go national.

Korzeniowski started the business as Tidewater Card Board in 1988 after being overwhelmed by the number of business cards that came across his desk while selling magazine ads.

Over the years, the business grew, scaled back, grew again, changed names and took on different partners.

Korzeniowski's first displays were made in his garage with wood, rope and plastic. He switched to acrylic materials and experimented with various designs by working through a manufacturer. He also played around with different marketing and sales strategies.

Last year, Parker and Korzeniowski, who worked together in advertising in the early 1980s, joined forces and revitalized the business.

Together, they sell display space, design and print the business cards, locate displays in high traffic businesses and service them by keeping them filled with cards and candy.

Over the years, a few copycat services in the area have come and gone. Korzeniowski's business has remained, despite name and partner changes.

``It's not as easy as it looks,'' Korzeniowski said. ``You don't make money unless you sell the spots.''

Today, Complimint maintains about 200 displays in restaurants, Laundromats, dry cleaners and other retail shops. Most are in restaurants.

The businesses allow the card displays as a service to their customers. In exchange, Complimint gives them the top pocket for their business cards for free as well as an endless supply of mints.

``It's not only good for my customers but also my employees,'' said Roy F. Simms, general manager of IHOP restaurant on Military Highway, who admits using the cards himself.

To advertise with Complimint, businesses pay about $100 per month per market. The region is divided into eight markets, each including about 25 locations. The fee also covers the design and printing of the cards.

Complimint will not put cards for competing businesses on the same displays.

``We try to get the highest impact we can out of each location,'' Parker said. ``If our advertisers phones are ringing, they'll renew.'' ILLUSTRATION: Color photo

IAN MARTIN/ The Virginian-Pilot

Dave Parker, left, and Paul Korzeniowski

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