How A Really Simple Brand Positioning Strategy Can Ultimately Lead To Some Major Profits!
Going forward. What type of relatively inexpensive brand positioning strategy do you at least plan on strategically A/B split testing? And to this point have you even thought about it at all? If not why not? (What the heck are you waiting for?)
Not to be confused here. For a moment, try and completely forget about trying to effectively utilize any type of outrageously expensive corporate branding strategies or tactics.
Why you so skeptically ask? In a nutshell. The traditional version of branding is outrageously expensive. And in the end. More than likely, all you will have ultimately accomplished is burn a huge whole in your current and future advertising/promotional budget. And have very little bankable results to show for it.
On the other hand. You or your major competitors can adapt a far more non traditional approach. And cause both your ideal prospects and customers to start consistently singing your praises high and low. For literally pennies o the dollar. Which potentially profitable approach do you really prefer?
So What Is The Best Promotion Strategy For Less Connected Entrepreneurs Or Service Providers?
Great question. For this particular hypothetical marketing example. (Which is strictly for marketing illustration purposes only. Let’s say you’re either the sole or co-owner of a single location, non franchised retail furniture outlet.
And to date you ideal customer, (especially!) local couples who own really nice upscale homes. Which typically start around the $400,000 dollar range and up.
By the time you tally up their total lifetime customer value metrics. Between all or most of their long term repeat purchases. Their constant or X number of referrals, from other local men & women who either earn pretty much what they do. Or even more. And their videos and images of their various purchases constantly being shared all over social media.
They’re easily worth somewhere between $1,000 – $25,000 dollars. Give or take over the next five to seven years. This being the case. Either you or your major competitors can easily afford to periodically lavish those local customers. Especially your higher end corporate accounts.
By strategically allocating anywhere from $1,500 – $3,000 dollars per customer. To ethically bribe them into constantly spreading the word. Both on and off of social media.
And by constantly and strategically doing so. Rather than wasting anywhere from $25,000 – $40,000 dollars per or more. On those outrageously expensive, dismally performing local billboard ad campaigns. Instead you’ll gladly invest at least some of that capital into ethically bribing some of your ideal prospects and best customers.
Periodically Ethically Bribing Your Ideal Customers Can And Definitely Will Help Your Business Or Service Get To The Very Next Level Or Two!
Case in point. Let’s say one of your best, long term repeat customers is a very successful, local female dentist. With a thriving local practice. Located in a rather upscale area.
Which means at least 85-95% of her local clientele is men & women who do pretty darn good financially. This being the case. Her best customers also routinely socialize, 9as does the dentist!) with other local individuals who also do pretty good financially.
Knowing this definitely justifies you or your major competitors periodically doing at least the following four things. In order to help explode your long term word of mouth and mouse viral campaigns. Both on and off of social media.
1.) Potential word of mouth and mouse strategy # one: First. In order to take advantage of both her current and future extremely loyal customer base. You or your major competitors will gladly invest in the original seven foot “Lady Killer!” Huh? No it’s not ” mega superstars Brad Pitt” or Denzel! Say what? It’s non other than a seven foot teddy bear. Say what?
Which you place certain conditions on. Huh? Basically. As long as the female dentist agrees to leave the teddy bear in plain site. Where all of her current and future customers, employees and vendors can easily see.
You’ll gladly implement ethical bribe number two.
It Really Doesn’t Take Much For You Or Your Major Competitors To Gain And Keep Your Long Term Marketing Edge!
2.) Potential word of mouth and mouse strategy # two: You or your major competitors find out “if’ the female dentist and hopefully some of her current and future staff members love drinking extremely great tasting gourmet coffee. Huh?
Because if they do. You’ll gladly foot the bill for her office to receive a free twenty pound sample bag. Once a month. For both her and her current and future staff members and her current and future vendors to periodically enjoy.
(But you’ll only continue doing so. As long as she keeps the seven foot teddy bear in full view in her office. For both her current and future customers, staff members and vendors to see.) This way you know ultimately one of the conversations will definitely turn to. Where she got it? And “how” much did she pay? Correct?
At which point she’ll gladly let them know. Your extremely marketing savvy retail furniture store is the source. Say what?
3.) Potential word of mouth and mouse strategy # three: Each year on the anniversary of her opening her practice. You or major competitors will call, email or text her office.
To find out ‘what” do they want for lunch. Say what? And if they prefer pizza and wings. Or barbecue from one of the areas most popular barbecue rib spots. Or if they prefer to go healthy and order healthy subs etc. You or your major competitors will spring for lunch for the entire office.
Think About How Much Bragging the Entire Office Staff Will Constantly Do On Both You Or Your Major Competitors Behalf!
Plus you’ll gladly thrown in a great tasting gourmet cake. From an extremely popular, local, non franchised, but upscale, family owned bakery. And each year the number of candles on the cake represent “how” many years she’s successfully been running her practice. (Of course the exact same dynamics would apply to a local female CPA -Certified Public Accountant- or CFP- Certified Financial Planner- currently running her own successful practice.
Are you finally starting to appreciate, the potential, viral word of mouth and mouse marketing possibilities? Say yes.
4.) Potential word of mouth and mouse strategy # four: And finally. At the start of the year end holiday season. You or your major competitors will gladly provide the dentist and her staff. With $50 dollar gift certificates to a popular local grocery store.
Plus you’ll also gladly provide both the dentist and all of her current and future staff members, with some extremely time sensitive gift certificates to your store. They can decide to come alone to redeem them. And only save 10% off their purchases up to $500 dollars.
Or simply for dragging a friend with them whose at least 18. Before the handwritten expiration date expires. They automatically save up to 40 or X% off. Up to $2,000 dollars. Say what?
This way they definitely -inexpensively- keep the conversation going about your marketing generosity. Don’t you agree? Absolutely. Are you definitely starting to fully appreciate why and how a really simple brand positioning strategy can and will lead to some major long term gross profits? Me too.
Are You Definitely Starting To Appreciate Why It’s Definitely About The Size Of Your Current Or Future Marketing Budget?
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