Why Expensive Advertising Alone Is Not The Best Way To Attract More Customers!
Hopefully you already know and appreciate that your product or service has to help your ideal prospect solve their major issue or concern, right? Sadly most traditional advertising just focuses on the features, but not the benefits of your products and services.
Your main problem headline has to be laser focused and answer your ideal prospects #one burning question. Which is ‘what’s in it for?” And if it doesn’t. Your audience will abandon you faster than a Mutual Fund Portfolio Manager desperately trying to abandon their last few shares of Enron stock.
Which is why outrageously expensive advertising campaigns alone is definitely not the best way to consistently attract more customers.
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Let’s say you are one of the top distributors for a popular women’s cosmetics distribution company. And one of the innovative strategies your company uses is.
Each quarter as new fragrances are introduced. You and every other female sales rep, female office manager or, secretary or VP (Vice President) of this or that etc.
You automatically free 32 oz. samples of any fragrance of your choice. And the moment you reach certain productivity numbers. You also automatically qualify for an extremely eye catching pair of diamond studded earrings which typically retail for $650 dollars apiece.
But since your cosmetic distribution company has an ongoing JV (Joint Venture) relationship with one of your areas top retail jewelry stores. They’re able to buy various types of jewelry like bracelets, diamond studded earrings or diamond necklaces at hard cost. Say what?
But the main point is whenever these local ladies are out and about. Doing their banking, car shopping, buying groceries, picking up their kid from daycare, socializing or just hanging with their besties etc.
As other local women constantly get exposed to both their great smelling fragrances and their awesome looking bling. You know at least some of them will definitely want to know how they can get hooked up asap, right?
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One of the non traditional marketing strategies your company often utilizes is going to local events which women tend to frequent. And lightly spraying some of your most popular fragrances in the women’s bathrooms.
And in the case of during the crazy holiday rush. If you’re in a popular, local mom & pop family restaurant. You or you major competitors get permission from the owner(s) to hook up both the owners wife, live in significant other and any full or part time female associates.
Especially the female waitresses. And every female customer who either eats alone or brings a female friend with whose at least 18. They will get a sealed envelop which has written on the outside of it in big bold red letters, music legend Stevie Wonder couldn’t miss. “You definitely deserve this!”
Obviously you know the person paying the bill will waste no time ripping the envelop open, correct? If the diner is eating alone, there will be a discount coupon in the envelop allowing them to save 25% off their meal.
If they’re dining with a female friend whose at least 18. Inside their envelop they will find a gift certificate which saves them 50 or X% off their entire bill. In reality behind the scenes, it’s you or your major competitors who are financing this particular positive word of mouth strategy.
Because in reality the restaurant will charge their female customers their current rates for whatever they order. And you or your major competitors simply pay the difference.
Who Doesn’t Love Receiving Totally Unexpected Bonus Gifts Or Savings?
And of course the restaurant will also include an extremely time sensitive “bounce back” offer. Which ethically bribes the customer to return to the restaurant, (preferably!) with someone whose at least 18 before the X day expiration date window expires.
Plus, they will also receive one of you or your major competitors best market tested, extremely time sensitive offers to come to your store. They come alone and they get to purchase one of 32 oz. bottles of fragrances of their choice.
And they can save 10% off this fragrance which usually retails for $189 dollars a bottle. However, simply for dragging a friend with them to your store whose at least 18. Before your ten or X day expiration window expires.
T\And they join your opt in email list. They get the same 32 oz. bottle at your actual hard cost of $89 dollars or X. And as long as their guest also joins you or your major competitors list before they leave the store.
Entrepreneur You Can And Definitely Should Strategically Use Pricing To Position Yourself For Long Term Success!
They also get to purchase a 32 oz. bottle of their choice at the actual hard cost of X. And of course as these local ladies return to their personal and professional inner circles. At least two things definitely start happening more often.
1.) First: Because at least some of these ladies will be constantly bombarding their social media accounts, bragging about the surprise bonus gifts they got from the restaurant, right?
2.) Two: And you know they’ll be constantly bragging to their besties, co-workers, employees and neighbors about the great smelling fragrance they got from you or your major competitors company. Both on and offline, correct?
And you know all of this constant positive word of mouth and mouse activity will definitely lead to both new leads and first time and long term repeat customers.
Are you definitely starting to appreciate “why” outrageously expensive, traditional adverting alone is not necessarily the best way to attract more customers? Say yes.
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