Mother’s Day is just around the corner, and I was thinking about my mom and a valuable lesson she taught me – smile. Smiling is one of the best marketing tools we have. . .and it’s free.

From personal experience, I can’t count the number of times my smile has brightened someone’s day and gotten a return smile. And in many cases, I received more than just a return smile. If you make someone’s day better, they naturally want to give something back.

I’ve gotten larger portions, better service, special deals/access and the list goes on. Just remember, we smile because it’s the right thing to do, not to get a bigger piece of pie.

It also works for big companies. Ever notice all the smiles at Southwest Airlines and Disney World? The only time I’m not smiling at Disney World is on the It’s a Small World ride.

Now smile and change someone’s day.

A ritual for many college students is spring break in Florida. In 1980, a couple buddies and I made the 16 hour trip to Ft. Lauderdale. And looking back, I was exposed to incredible marketing lessons that still apply today.

First, know your audience. The companies knew what college students wanted - food, fun, a great tan and the chance to meet the guy or girl of their dreams.

Second, have a great offer. And one of the best is FREE. I was given free hot dogs from Oscar Mayer and suntan lotion from Hawaiian Tropic. And these are still the first companies I think of in their respective product category.

Third, find the best communication channel for your message. Planes flying overhead with banners inviting me to eat, shop and party. The Oscar Mayer wienermobile cruising the strip giving away hotdogs. Co-eds with great tans handing out product samples on the beach.

On a side note, good packaging can help get even a bad product's message out. I don't smoke and never have, but that week I took multiple sample packs of cigarettes. I had a hard time not talking to the beautiful co-eds in Kool T-shirts handing out samples.

Every April 15th (except for some in Washington) it's time to pay your taxes. And most of us don't like "writing that check."

Maybe this idea would change our attitude. What if the IRS could be a little more like successful charities?

First, they should allow you to direct your money to the causes you're really passionate about. I want my money to go to our soldiers in the military, clean air programs, affordable housing or school lunch programs. Donors love directing their gifts to certain issues when supporting a charity.

Secondly, like donors, you want to know how your money was used. We want accountability.

Finally, we would all love a "thank you." The charities I support always send a thank you note. Wouldn't it be nice to get one from the IRS?

So, put a smile on your face and write that check.

Back in the 60's, Stuckey's was a favorite stop during our family vacations. It was one of the first companies to combine a gas station and restaurant. Dad could fill the car with gas, and we could get what would now be considered fast food. Looking back, the gas was the best part. Today, many fast food chains and gas stations are teaming up to meet 2 needs with 1 stop.

With the challenges many businesses face in this economy, can you offer the 2 for 1 approach with your direct marketing? Provide your customer or prospect a great offer and conserve your marketing dollars. This is not a new concept, but one certainly worth considering today.

What if a local car dealership and a car wash partnered on a direct marketing campaign? They could offer customers free car washes for the first 6 months on their new car. New car owners can be fanatical about keeping their prized possession looking good, so this offer should be a triple win. The customer has a clean new car, the dealership sold a new car, and the car wash has a new customer who will want to upgrade and keep his car clean long past 6 months.

And everyone saves money.

Who could you partner with on your next direct marketing campaign? The opportunities are endless.

P.S. I think I still have an uneaten Stuckey's pecan log from 1967.