So How Do You Increase Retail Sales Even Though Your Variable Cost Went Up!Part Two
As you previously discovered in part one of this ongoing series about “how” some extremely savvy entrepreneurs, don’t allow nagging and ever increasing variable cost, (which) they have no real control over anyway, prevent them from consistently being in the position to increase retail sales.
In fact, while their major competitors (typically) are victimized (every year) like clock work by ever rising traditional variable advertising costs, throughout the height of the late year holiday season rush!
These extremely savvy marketers simply let the undeniable influence of some of their best super advocate customers work their magic!
And the absolute best way for the super advocates to do this, is by simply wearing their newly acquired bling practically everywhere they go!And the rest, (oddly enough) just seems to work itself out! 😉 Don’t you agree? In part two, we are going to do “what” superstar marketing extraordinaire Alex Mandossian (likes to refer) to as a “deep dive!”
Meaning: In part one, we had merely scratched the surface, now let’s peel back the onion and see where the marketing possibilities will ultimately take us, shall we? 😎
Even Though Some Marketers Experience Rising Variable Costs Is That Any Reason Not To Put In Place Strategies To Increase Retail Sales?
Remember in part one, “how” this extremely savvy local jeweler placed time sensitive discount coupon for a really eye catching diamond studded woman’s necklace, inside a fancy woman’s designer handbag!
And since the necklaces typically retails for somewhere between $2,500 to $3,000 dollars and the fancy designer handbag, (which aren’t cheap either) and they typically retail for $1,700 dollars apiece as well!
Let’s laser focus on these women that make these higher end purchases at these “fashion shows” ,while they’re attending these (constantly growing in popularity) cruise ship Valentines Day dinner dance extravaganza events!
Now imagine what happens when these ladies (who) more than likely can afford to purchase both the designer handbags and these eye catching necklaces!
First of all, these women give these savvy jewelers direct access to other women within their inner circle, that (A.) probably have the income to make these upscale purchases too!(B.) and they’re constantly coming in direct contact with other women and or they’re related to and or work with or for other women that can do the same too!
Savvy Marketers Find Consistent Ways To Leverage Their High End Customer Clienteles Inner Circles!
Now “why” this particular group of (upwardly mobile) and highly influential women, (read that as) highly influential local women, should command so much more attention,than some of the other purchasers is this.
Maybe she and or (either) her spouse, live in significant other, kid(s), in laws, closest girlfriends and or relatives, are involved with one or most of the most influential people on the local planning board!
Or maybe she or (all the others) previously mentioned 😎 , have extremely close ties to the number three exec at the local chamber of commerce!
Or maybe she or someone she knows socializes with and or dates or maybe one of her grand kids currently owns the second largest grocery store chain and or commercial real estate business in the entire city!
Entrepreneur, (hopefully!) are you starting to get idea that these ladies (along with) their ever expanding and highly influential inner circle of local heavy hitters, are the type of local heavyweights that not only sit on (some extremely) powerful local boards and regularly attend (and host) some of the higher end charitable events etc.
But when they along with a ton their peer group attend a local fund raiser and routinely fork up (anywhere) from $500 to $5,000 dollar a plate to have their picture taken with some local or national figure!
You best believe when these ladies are (either) out in the hallway during a break at one of these high priced events and they’re gathered in a semi circle with four or five of their closest associates, shooting the breeze.
Highly Influential Local Heavyweights Love To Showoff Their Bling Too!
And suddenly after a few minutes of finding out if anyone has seen Mary, since she and John got back from their Florida keys vacation, (someone) in that group is going to ask, where this lady got that simply beautiful (eye blinding) bling around her neck? 😎
And right then and there, those four ladies (along with their extremely active social media -and active offline local grapevine- presence 😉 )will be the initial catalyst of the tidal wave of on and offline buzz that will carry that story all over town and back! 😎
Now entrepreneur, here comes the really exciting part (so please) pay close attention!After three years of these type of pro-active marketing strategies being suggested in parts one & two of this ongoing series.(So please do check them out!)
On any given day of the week, (including weekends and family holiday events!)this extremely savvy jeweler, that was initially in third place in their local market, now they’ve got at least 350 highly influential local women, (or more) walking around with (if nothing else), either a $1,700 fancy designer handbag or a pair of $400 dollar diamond studded earrings or $4,000 dollars worth of ( evergreen conversation starting) diamond studded bling around their neck! 😉
Meanwhile, this savvy jewelers major competitors are only too happy to pay anywhere from 25-40% more for their annual holiday season traditional advertising costs!
Now it’s a good bet, even after three installments, you still don’t see a couple of slam dunk potential marketing opportunities, that are simply waiting to happen! So let’s cover those in part four shall we?
But for now, can you see “how” the way to increase retail sales lies in strategically tapping into the highly influential heavyweights, in any given local market?Say yes! Good, see you in part four.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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