Whether You Realize It Or Not Your Brand Equity Is Definitely A Form Of Marketing Currency!
If you’re a female imagine going into a local upscale women’s clothing and really nice accessories store. And the moment you enter the store there is a really nice fragrance or two.
Which has been strategically sprayed in different parts of the store. Including in the two women’s dressing rooms. Each or X number of dressing rooms will have different fragrances. In order to discover which “if” any of them really create any type of positive buzz.
Entrepreneur in a very subtle way. This proven marketing/promotional process is definitely building a potentially valuable form of ongoing brand equity. Which over time is equally as valuable and measurable (to a certain degree!) as your current or future ad or marketing budget.
But unlike your ongoing marketing, advertising or promotional budget.
It initially doesn’t have to be or become outrageously expensive. For very little bankable results.
Thank Goodness Outrageously Expensive Traditional Advertising Is Not The Only Option To Promote Your Business Or Services!
So imagine you’re one of the senior marketing or (PR) Public Relations managers for an extremely popular women’s cosmetics (primarily) great smelling perfumes distributor.
And in order to develop hopefully an ongoing relationship with at least 2-5 local women’s clothing or shoe store owners in your immediate area. You or one of your top female sales reps goes into these types of local businesses and spends (more like invests!) anywhere from $1,000-$1,500 dollars.
It’s probably not everyday any one person does this, correct? So the owner(s) will definitely take notice. And when or as soon as they do. It opens the door to asking them the so called “magic” question.
Which is, “is it okay to periodically refer you new business and customers?” And typically you should receive an emphatic yes. Usually 90- 97% of the time. You should receive an emphatic yes to your initial front end question.
So you or your major competitors automatic follow up question is. “And by the same token. As long as doing so doesn’t take away from anything you currently have going on or will have going on in the not so distant future.
Are you okay with periodically returning the favor?” Hopefully you see and get the overall point here, correct?
So How The Heck Does Asking The So Called Magic Question Help You And Or Your Major Competitors Systematically Get To The Very Next Level Or Two?
Great question entrepreneur. And I’m so glad you finally asked it. First think about “what” will consistently starts to happen when you or your major competitors allow both the owner(s) of these stores.
As well as all of their current and future employees. Regardless of whether they’re employed full or part time. They get to choose one free 32 oz. sample fragrance of their choice.
You know they’ll wear it every time they go to any local social functions, correct? Which means local house parties. Get togethers. Local weddings, receptions, birthday parties, graduations, retirement parties or whatever.
Look at all of this additional free exposure. And you know at least some of the local women they continuously as well as periodically come across. Some of them will definitely wanna know ‘what” the complete story is, correct? As well as “how” soon they can get hooked up as well.
This is definitely the type of long term marketing exposure, no traditional prime time local TV, radio, nor any local newspaper or women’s glamour magazine. Full or half a page spread can possibly even begin to match, right?
And ‘what’ about each month, the 1st or X number of local women who spend over a certain or X amount. They automatically receive an extremely time sensitive gift certificate.
From you or your major competitors store.
The More Effective You Or Your Major Competitors Strategically Leverage Other Non Competing Vendors Customers And Or Resources! (The Faster And More Profitable You Will Ultimately Become!)
Because stop and consider the following all too common scenario. A local woman ‘who” can actually afford to spend $1,000 dollars or more on X. This definitely means they know at least 25 or X number of other local women, who can do the same or even more, correct?
So when they receive either you or your major competitors extremely time sensitive, market tested, two sided gift certificate and or two sided index card.
And side (A.) invites the recipient to join your opt in email list.
In order to enter your monthly or quarterly free drawing. For their chance to win a 64 oz. bottle of one of your best selling fragrances. Which typically retails for at least $650 or X amount of dollars.
Side (B.) attempts to ethically bribe them to drag a friend, co-worker, employee, sibling, bestie, neighbor, daughter or in-law with them whose at least 18. Before the ten or X day expiration date window expires.
And simply for doing so. The recipient (for an extremely limited time!), they get to purchase any one 64 oz. bottle of fragrance of their choice. At the cosmetic distributors actual hard cost.
Once Or As You Steadily Build This Hyper Responsive Opt In Email List! (Previously Untapped Marketing Or Promotional Opportunities Will Definitely Start To Open Up To And For You!)
And as long as their guest also joins you or your major competitors opt in email list before they leave the store that particular day. They also automatically save a maximum of 35 or X% off any one bottle of perfume of their choice up to $650 or X amount of dollars.
And “if” for whatever reasons they wish not to join you or your major competitors opt in email list. For an extremely limited time. They can still save 10 or X% off up to a maximum of $300 or X amount of dollars.
This should be enough of an incentive, (aka) ethical bribe. For a fairly respectable percentage of visitors to want to join you or your major competitors opt in email list. Don’t you agree?
And now you or your major competitors are systematically building some bankable brand equity. Don’t you agree?
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