This past week we had three clients come to us and ask about marketing their business. They all asked one question, "How can I get more business?" My answer was, "Let's look at what you are doing today inside your business." This surprised them. They were expecting some grand internet marketing scheme involving their websites. (Although our niche is internet marketing we can assist businesses in all aspects of their marketing plan.) Our philosophy is business owners need to approach marketing from a wholistic approach. They first need to look at their target market, then at all marketing avenues available to reach their market(s). Should internet marketing be part of that plan? In most cases, yes, but in all but very few cases it should not be the complete plan.
Every marketing professor will tell you that it is easier to get more business from a current customer than to get a new one. It is also easier to use an existing customer base to bring in new customers than to cold call. Since all three have established businesses with regular customers, this is the platform we started building on.
Our first plan for them was to begin in-store promotions. First, we need to make the existing customer base return more often and second we need them to bring a friend. Thirdly we need the customers to spend more money while doing the actions above. But the kicker is, we don't want to give away profits. Unfortunately, most marketing plans do involve money of some sort. Even time is money. So our goal was to develop ideas that would not cost too much, but provide big bang for the buck.
Here is the marketing plan we devised for them. (Yes, we are giving the idea away for free!) The Bible says there is nothing new under the sun. That is true, hence the core idea is not my idea (it comes from a resaurant in Los Angeles) but we have modified it to fit the criteria mentioned above. Have an on-going contest. Develop a list of prizes ranging from simple to grandiose. Of course, as in all contests, we're going to give away more simple than grand. The list can include small items to large items as well as services. If your business employs contractors, such as a hair salon, be sure to include everyone. Make up winner cards and put one item on each card. Insert the cards into brightly colored, non-see through envelopes. Print, "DO NOT OPEN. You must bring this envelope back to [business name] by [date] and open in the presence of the manager (or contractor if the case)." Be sure to write a date on the envelope that is sooner than the customer normally returns. Having the customer return to claim the prize gets them into the business again. This fulfills the goal of encouraging customers to return more often. Make sure the customer is aware of all the prizes they can win, and every envelope wins something. As they leave from the return visit, be sure to give them another envelope! One word of caution here. There are always customers who come in after the date on the envelope and expect you to honor the prize, or they will open the envelope at home. DO NOT AWARD THE PRIZE! Instead, give them another envelope for a future date.
Now for the goal of increasing the customer base. Let's use the same idea as above. Give the customer a second envelope. Write the customer's name and phone number on it and provide the instructions, "Give this second envelope to a friend who has never been here before. If they bring this envelope by the date written on it, then both of you will win the prize inside." When the new customer comes in, if the old customer is not with them, call the old customer on the phone so eveyone can be excited about opening the envelope together. This also notifies the old customer of winning a prize, who will now need to return to the business to claim that prize. We've just achieved another visit!
Here is one more thought. Since we do not want to give away product or services needlessly, if you have a customer who is a regular and you cannot really increase their number of visits, then only supply them with the "friend's" envelope.
I hope this marketing idea helps you in your business. Although Wiregrass Advertising, Inc. is not providing prizes right now, if you need a website, graphic design or know of someone who does, contact us today. We'll be glad to provide a free intial consultation to see how we can improve your business.
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