This Is Why You Gotta Look Into Consistently Creating Opportunity!
Just as you’re about to write a rather large check to pay for some type of paid advertising or promotional campaign. Especially the traditionally expensive ones.
Has it ever occurred to you how you can take this same potential investment and go about systematically creating opportunity? Say what? Meaning: Those exact same amount of dollars or resources. Sometimes substantially less.
Can be used to grow much faster. Or re-activate either your inactive customer base. Or to generate a much higher percentage of referrals or be used to help other, non directly competing vendors some or all which was previously mentioned. Huh? And often for a fraction of the traditional, upfront out of pocket costs.
And in the process. Not only consistently generate more sales. But actually increase your gross front or back end revenues as well. And thereby create a much healthier bottom line. Better stabilize your business or service.
An be in the position to really scale your long term growth efforts. For literally a fraction of the typical costs. Have a closer look and you be the ultimate judge.
So How Do You Consistently Attract Customers To Increase Sales?
On the initial surface it sounds like a semi complicated or semi complex question. Does it not? But stop and think about those old silent film clips. Where a lion tamer. Would be filmed calmly walking into a rather hungry lions cage. And start brandishing a whip and chair. Remember? And would somehow seemingly (at will) get the lion to either go left or right.
Secretly out of the view of the camera. They would toss fresh meat in the direction they wanted the lion to go. Say what? Then merely film the lion seeming to comply with the trainers wishes.
Even (if!) or with this being the case. “”what” if anything, does that little tidbit of information possibly have to do with your or your major competitors. Consistently attracting new first time or long term repeat customers.
by creating opportunity. Has that basic question crossed your mind yet? If so fair enough. But the main point being this. Once you ‘discover” which benefits your ideal customer or clients want. And you can provide them. By all means get to it already.
So What Type Of Creative Marketing Strategies Or Tactics Can You Or Your Major Competitors Do To Consistently Attract Your Ideal First Time Customer?
Excellent question. Consider this particular all too common scenario. Let’s say you’re one or the senior marketing director for an extremely successful, retail women-s perfume distributor. And you have lower end, mid level and higher end retail priced women-s perfumes.
And typically your extremely popular retail mid level 64 oz. bottle of extremely best selling perfume would typically retail for $650 dollars per bottle. While one of your more popular higher end women-s perfume currently retails for $1,100 dollars per bottle. Say what?
Luckily your actual hard cost for both are usually somewhere between 45-65% of the retail cost. And your ideal female customer, easily has a total lifetime customer value of $189 – $6,500 dollars.
Give or take over the next five to seven year period. With those types of front and back end gross profit margins to work with. Now it’s time to get creative with your marketing and promoting.
Which is why you have some of your top female sales associates and female store managers. To immediately set appointments with at least three of your areas upscale hair and nail salon owners in the immediate area.
Non Directly Competing Local Area Vendors Customers Are Also Ideal First And Long Term Repeat Customers For You! (Or Your Major Competitors!)
So basically, you or your major competitors initially offer the owner(s) of the the local hair or nail salons. For an extremely limited time. Provided they join and remain an active subscriber of your opt in email or text message list.
They get to purchase one of your most popular selling mid level perfumes. But instead of paying the typical retail price of $650 dollars per bottle. They get if for just $325 dollars. Say what? But guess what happens going forward. They put it on. And now wherever they go locally. At least some of the local women they encounter. Definitely wanna know what’s the name of the great smelling fragrance. Right? Absolutely. “How” much it cost?
And where can they purchase some too. Right? You bet. And this is why you have her start passing out some of your best market tested. Extremely time sensitive, (first time customer only) gift certificates and or discount coupons.
Side (A.) of you or your major competitors encourages the recipient to enter your monthly free drawing for a chance to win a free 64 oz. bottle of one of your best selling, mid level perfumes. Which typically retails for at least $650 dollars per bottle. One guaranteed 1st grand prize winner every month.
And side (B.) informs the recipient to come to your store, before the hand written expiration date written on it expires. And they save 10% off their very next purchase.
However simply for dragging a friend with them whose at least 18 and not a current opt in email or text message subscriber. They automatically get to purchase the same 64 oz. mid level bottle of perfume for just $325 dollars or basically half price.
So you know she’ll be constantly sharing her extreme good fortune both on and off of social media, right? You so got that right.
So How Do You Or Your Major Competitors Take This Strategy And Systematically Put It On Marketing Steroids?
Great question. Here’s the really short answer. Which will be covered much deeper. Coming up very shortly in part two, okay? But for now. Remember both the upscale hair and nail salon has current and past stylist. Do they not? Plus at some point there will also be future stylist too. Right?
This being the case. You’ll inexpensively leverage them and their professional and personal inner circles. For literally pennies on the dollar. Is it starting to make more sense why, you gotta start systematically creating opportunity and not waiting on it? Say yes.
Looking Forward Are You Starting To Appreciate Why Creating Your Own Opportunities Makes The Most Sense?
P.S. Now as is customary during this part of our show. Please share your extremely valuable comments (in the comments section below)
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