This Is Why Creating A Brand Strategy Is Definitely Worth It!
If you take the last six months of your monthly or last two quarterly advertising or promotional budgets. Would you say you’re getting or got your money’s worth?
Sadly the brutally honest answer for most profit seeking small business owners or service providers is a resounding no. And unless or until they change their long term profit repelling ways. Guess what (entrepreneur?) They or you will not only continue to struggle. But your cash flow will steadily continue to suffer as well.
Until ultimately your entrepreneurial dream is financially upside down. Meaning more money’s going out than is consistently coming in. On the other hand.
When you or your major competitors invest in creating a brand strategy which is extremely practical. You continuously benefit -long term- in more ways than one. As you’re about to discover.
Why Creating Customer Loyalty Especially Over The Long Term! (Simply Isn’t That Hard Or Expensive!)
Case in point. The main inspiration for this particular post came about. Because a rather large, extremely well known retailer had announced this major sales event for a specific piece of cutting edge techno gadgetry. (You know the type of electronic goody guys (and gals) in their early to mid twenties to forties simply can’t do without.)
And the night before a group of young guys. Who appeared to be in their early to mid twenties. About seven or eight of them apparently piled into a van. And were parked out waiting for the store to open at or around 6 am. (About three hours more than usual.)
So they could definitely be one of the first into the store to have their pick of the litter. And while waiting. They decided to toss a frisbee around while they waited.
To the average untrained marketing eye. This all too common situation probably seems incredibly nonchalant. However, to a trained marketing mind such as yours. (And possibly at least some of your major competitors. :-D)
You recognize this previously untapped potential marketing goldmine for what it is. Correct?
When Previously Untapped Marketing Opportunities Systematically Present Themselves! (Be Ready To Respond Proactively!)
Now even though a ton of corporate money has already been spent on outrageously expensive, traditional advertising campaigns.
Basically promoting this particular electronic goody. Both on and offline. Watch “how” this particular retailer could both systematically and strategically build a massive word of mouth and mouse explosion. For literally pennies on the dollar.
And generate an army of outrageously enthusiastic sales ambassadors. Say what? So suppose both the manager and assist managers are on call. And are alerted to the fact.
A crowd of potential long term repeat customers are currently parked in a van in the retailers parking lot. Playing frisbee or just patiently waiting for the store to open.
The first thing the managers do upon their arrival is go introduce themselves to these potential goodwill ambassadors. And find out where or “if’ they’re currently employed. And for “how” long. Say what?
Then they ask ‘how” many of them are okay with getting special access to some exclusive savings of 40 or X% off any purchase over $100 or X amount of dollars.
For the next 12 or X number of months. Say what? (Entrepreneur can you say positive-viral word of mouth and mouse tsunami?)
You Start Catering To Your Ideal Prospects And Customers And You’ll Definitely Get And Keep Their Undivided Attention!
Basically here’s what you or your major competitors do. The managers have with them X number of two sided index type cards. (Strictly old school here for a specific reason. As you’re about to discover.)
And the managers tell them to fill out (print) their first and last name. And either the month and day for their birthday. (But not the year ladies! 😎 And the month and day of their wedding anniversary. (If this applies.)
And the managers will quickly go inside the store and laminate these “Annually Renewable VIP Customer” index cards. And going forward. For the next twelve or X number of months.
Every time they drag a friend with them to your store. Whose at least 18. They automatically save up to 40 or X% off any purchase up to $500 – $1,000 or X amount of dollars. 😀
However, simply for also joining you or your major competitors opt in email list. They automatically save40 or X% off up to a maximum $1,500 dollars or X amount of dollars per visit. Say what?
Plus for every five brand new customers they bring to your store under the “Buddy Pass Plan.” They also receive a $50 or X dollar gift certificate to one of your areas most popular grocery store chains.
Hopefully you’re starting to appreciate the massive, positive word of mouth and mouse campaign you or your major competitors can create. For literally pennies on the dollar. Correct?
Potentially Profitable Marketing Leverage Can And Definitely Will Systematically Move Your Business Or Service Ahead In Ways You Can’t Even Imagine!
And here’s a nice little marketing twist or two.
1.) First: Your manager(s) find out who (if any!) are the gourmet coffee or gourmet beverage drinkers among the bunch. And because they have already formed a mutually beneficial JV (Joint Venture) arrangement with one of your areas most popular, non franchised gourmet coffee shops.
They simply hand whoever requests one. A plastic “Big Gulp” coffee mug. And they’re informed. Every time they bring the cup to the gourmet coffee shop. Instead of paying the usual retail rates of anywhere from $7.79 $11.79 per cup. They only pay $.99 cents per cup. Say what?
Can you say positive word of mouth and mouse tsunami?
Your Long Term Growth Can Be Or Quickly Become Exponential When You Embrace And Start Systematically Implementing Some Proven Marketing Strategies And Tactics!
2.) Second: Your managers asks “who” wants a state of the art tablet. Which normally retails for at least $650 dollars. But as long as any of them drag a friend back within the next 72 hours or less.
They get one state of the art tablet at your actual cost of $300 or X amount of dollars. And simply for joining your opt in email list before they leave the store. The friend can also purchase one. And save $250 dollars off the normal retail price.
Think of all the positive word of mouth and mouse buzz. These incredibly simple, low cost, high powered marketing strategies and tactics.
Will surely have in terms of dramatically boosting you or your major competitors bottom line. For literally years and for years to come. Going forward can you now better appreciate why creating a brand strategy is definitely worth it? Say yes.
P.S. Now as is customary during this part of our show. Please share your extremely valuable comments (in the comments section below)
that you can apply to your business, product or service in the next 30 days or less!
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