So What Do Cab Drivers, College Students And Your Diner Have To Do With Increasing Retail Sales?Part Two
As you previously discovered in part one of this ongoing series, about “how ” local cab company drivers (full or part time ) BTW, and good old late night partying college students, can combine their respective wants, needs and desires, to help your local diner systematically increase retail sales.
And without all the outrageously typical up front out of pocket expenses included. And that’s always a welcome relief, correct?
Absolutely. Now in part two of our hypothetical marketing journey, just so we leave virtually no potential (creative) marketing stone left unturned. Entrepreneur, how about if we do a little (creative marketing) reverse engineering and see “what” (if anything) might potentially happen, if we were to go about our last hypothetical marketing situation shared in part one.
Using an entirely different initial (long term profit boosting) approach. This extremely underground ninja marketing tactic just might open your eyes to an entirely new way of processing (future) potential untapped (less obvious) marketing opportunities. Let’s take a look!
So “What” The Heck Do Cab Drivers, Local College Students And Your Local Mom And Pop Family Diner Have To Do With Increasing Your Retail Sales Anyway?
As it turns out, quite a bit. But first off, just to quickly recap, just in case you’re starting with part two instead of reading part one. As you previously recall from part one. An extremely marketing savvy local Mom & Pop family style diner.
Initially approached some of the smaller locally owned independent cab company owners, about having their drivers start systematically passing out their special VIP gift certificate discount coupons, to any fares that were clearly coming from some of the popular night clubs in the local area.
Primarily on Friday & Saturday night.(Think early morning hours.) And also think any special (annual) holiday club events, like Xmas and new years events etc. And they definitely wanted to target the Friday & Saturday late night college crowd in particular.
These VIP gift certificates (courtesy of the various independently owned local cab companies) would merely serve as special lead generators for your diner to initially get potential new first time customers, (especially) the late night partying college student crowd in the door.
Because (as you also recall) from part one, as they exist those dance clubs/bars somewhere between 1-4 am etc. And they’ve been consistently drinking and partying up a storm for the last six or seven hours etc!
They’ll probably be extremely hungry! And this is where the cabbies systematically funnel them into your local diner, because as fate would have it, you’re open 24 hours (round the clock), on both Friday & Saturday nights! (Or at least you’re seriously considering doing so, if you can get this particular long range marketing strategy off the ground!)
Now, let’s reverse this particular underground ninja marketing approach, just to “see” potentially “what” (if anything) might happen? Huh?
Mighty Big Oak Trees Often Sprout Initially From Really Tiny Acorns!
“What” if a few of the extremely marketing savvy independently owned cab company owners notice all of the cab fare revenue generating activity that’s consistently being produced from picking up a ton of primarily college students, from several of the extremely popular dance clubs, practically every Friday & Saturday night.
With the exception of the summer months, when the vast majority of the students temporarily head home. So these owners approach your local diner about getting permission for practically all of the small locally owned independent cab owners drivers, to collectively pass out these special VIP discount coupons gift certificates to these college students!
Obviously, the certificates would behoove the students to call those particular cab companies more often, going forward! Correct?
And it would be an extremely powerful low cost lead generating tactic for the diner as well, correct?
And then, the cab owner could point out “how” by also extending special discount price considerations to all of the participating cab drivers, the diner would easily pick up tons of virtual new business, for literally pennies on the dollar! Don’t you agree?
For ex: they could create special laminated annually renewable cards for the drivers, which entitle them to; X% off any meals, beverages and or desserts, no matter “which” particular day they visit your diner. However, whenever they come on one of your traditionally slowest days, they automatically save even more!
Plus, any time they bring a brand new first time customer with them, that’s over 18, both they and their guest(s) automatically pay just two dollars for any desert they order!
Plus, they automatically save 50% off, when they come in on their birthday! And they can get any one desert of their choice free! (That’s always a really nice way to build powerful offline word of mouth buzz, don’t you think?)
And every guest accompanying them also automatically saves 30% off as well! Whether they’re a brand new first time customer or not!
This way, each new visitor can potentially spread that all important offline positive word of mouth! But here’s the real kicker! The cab owner and their immediate family members, which includes their (spouse, kids and or current significant others etc.) they all get (completely different colored) special annually renewable laminated, VIP discount cards, and they only pay the actual cost of “whatever” they buy for life!
And any guest they bring automatically save 30% off! Entrepreneur, (o course) this is only the tip of the proverbial (long term) marketing iceberg!
But please say that you can clearly see “how” a little creative reverse marketing engineering, could easily help increase any savvy local diners retail sales! Great! because in part three, we’ll go even further! Until then…
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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