Why A Well Structured Promotional Calendar Equals Previously Untapped Marketing Opportunities! Part Two
Hopefully after initially reading and re-reading part one of this ongoing series. You now have a much better appreciation and understanding of how and why having or creating some type of promotional calendar definitely makes sense, correct?
And as you also “discovered” in part one. You definitely don’t need (initially anyway), to start out with an incredibly fancy and full fledged promotional calendar in order to start.
And the other potential advantage is. When you’re power networking with your top JV (Joint Venture) or top cross promotional partners.
Their current marketing calendar may include potential promotional events yours does not. And vice versa. Between the two of you, you can sort of help filling in the marketing gaps for each other. And then again you can also drill down as deep as your A/B split testing warrants.
This way you don’t continuously waste tons of money on strategies which clearly don’t work. Or don’t work as nearly as well as they used to. Implementing this one proven strategy alone. Will prove to be a potential money saver over time.
Your promotional calendar helps you or major competitors laser focus both your long term marketing efforts and financial resources as well. This way you consistently generate more bang for your buck.
Even A Semi Organized Marketing Calendar Definitely Beats Not Having One At All!
And an extremely helpful marketing strategy. Is to include practical checklists of some kind. Whenever it’s appropriate to do so. Case in point. Let’s say you’re a retail appliance center owner./
And a certain percentage of your customers purchase a state of the art air conditioning unit. You might include a single sided, one page cheat sheet. Where you lay out in simple laymen’s terms.
“How” or X number of things your customer can and definitely should do in order to inexpensively extend the life of your appliance. Quickly picking up where part one left off.
Entrepreneur Don’t Or Stop Neglecting The Long Term Back End Marketing Component Of Your Business Or Service! (Unless You’re Totally Into Constantly Leaving A Ton Of Money On The Table!)
Case in point. As you previously recall from part one. Your non franchised floral shop formed a mutually beneficial JV arrangement with a local, non franchised auto mechanic shop owner.
And since their current, long term repeat customer base is made up of 70% local men. And 30% local women. One of the very first promotional strategies they want to inexpensively test is.
You have garage owner(s) to place a sealed envelop on the drivers seat of their male customers. And the outside of the envelop reads. In big, bold red letters music legend Stevie Wonder couldn’t miss. “You Definitely Deserve This!”
Obviously it won’t take but a few Nano seconds for the male customers, (of practically any business or service BTW!) to rip the envelop open, correct? (Entrepreneur here’s where and “how” you can separate yourself from your major competitors.
Also included in the envelop targeting the male customers of your local, non franchised auto mechanic shop owners male customer base.
Why it’s non other than an extremely time sensitive, market tested gift certificate to an incredibly popular, non franchised retail appliance center. (Pretty cool, right?)
This Is How You Or Your Major Competitors Inexpensively Take Your Business Or Service To The Very Next Level Or Two!
Basically the men are encouraged to enter the enter the retail appliance dealers monthly free drawing. For their chance to win a state of the art 75 inch flat screen TV. (One guaranteed male winner every month.)
And as long as they come to you or you major competitors store, before then ten or X day expiration date window expires worthless. They come alone and they only save 10% of up to the first $200 dollars.
However, simply for dragging a friend with them whose at least 18. They automatically save 40 or X% up to $1,500 or X number of dollars off. And as long as their friend also joins your opt in email list before they leave you or your major competitors store.
They also automatically save up to 30 or X% off up to $1,000 or X amount of dollars.
Entrepreneur It’s Only Th End If You Decide It Is!
Say what? Remember this local auto mechanic also has a local female customer base of 30%. So what if you or your major competitors also inexpensively test the following JV strategy.
You have the mechanic shop owner(s) leave a sealed envelop on the drivers side of their women customers vehicles. And the outside says the exact same thing. Only inside the envelop the lady customers of the auto mechanic.
They “discover” an extremely time sensitive, first time only discount coupon to a popular, local women’s deluxe facial treatment center. Say what? And basically here’s the deluxe facial treatment centers market tested offer.
As long as the female recipients come to the facial deluxe treatment center before the ten or X day expiration window expires. They automatically save ten or X% off the current retail price of any service they purchase.
However, simply for dragging a female friend with them whose at least 18. Before the expiration date window expires. Both ladies get a free deluxe facial treatment. Which is typically a $47 or X dollar value.
So they both get it free. (Say what?) Only because the deluxe facial treatment center has already run. Their ideal female customers total lifetime customer value metrics.
And they know all too well from past experiences. On average, before one or both of those ladies get up out of their chairs. One or both of them will enthusiastically spend anywhere from $75- $400 or X number of dollars apiece on all those beautifying goodies.
Ladies love to spend money on.
And as an added marketing sweetener. The facial deluxe treatment center will gladly allow the floral owner to get all of her future facials for free. And her current and future female staff get them at the centers actual hard cost.
This way all of these ladies constantly provide positive word o mouth an mouse buzz. Ladies & gentlemen are you definitely starting to better appreciate how even a semi organized promotional calendar. Can and definitely will add nicely to your bottom line, say yes.
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