4 Dynamite Marketing Tactics in Action
One of our most favorite activities while on vacation is
eating! Here are a few marketing observations related to
that universal need, during a recent vacation.
1. WHICH HOT DOG VENDOR?
After completing a morning tour, we were ready for a quick
bite to eat before moving on to our next destination. We
saw a row of street food vendors a short distance away.
As we walked past the first hot dog vendor, I noticed that
he was absorbed in reading his newspaper. He didn't even
notice us walking by. I knew that there were a few more hot
dog vendors along the path so we continued walking.
As we approached a second hot dog vendor, he looked
directly at Maria and I and asked with a big smile, 'How
are you today?'
'Fine,' we said.
Then he said, 'Are you ready to try one of the best hot
dogs you've ever eaten?'
I smiled and looked at Maria, she nodded her head
enthusiastically, and a sale was made.
Why did we walk past the first hot dog vendor, and why
didn't we walk past the second?
Because the second knows a lot about effective marketing,
and the first knows very little -- or is independently
wealthy and doesn't need the money.
The hot dog marketer knows something about Give to Get --
our marketing philosophy and strategy. He gave a little bit
of attention to us and made us feel important. The first
one made us feel -- invisible.
Were they the 'best' hot dogs we've ever eaten?
Probably not. But when you're hungry, and they're served
with a smile, they sure taste good.
People buy things they want from people they know, like and
trust! If you want your customers to like you, and buy from
you, then treat them as though they are the most important
people in the world. You don't have to go an extra mile.
Sometimes just an inch will do.
2. HOW ABOUT A PRETZEL?
Now, this didn't happen, but I wish it would have. Our
savvy hot dog marketer still has room for improvement.
Also available at his hot dog stand were delicious looking
hot pretzels. But he never asked us if we would like one to
go with our hot dogs.
Now, you may say, he probably assumed that if we wanted a
pretzel, we would have asked for one. Or you may think he
would have been pushy suggesting more products.
Folks, if you have such thoughts, please listen carefully,
because those thoughts are costing you thousands of dollars
in lost sales.
The only way you can know if a person wants something you
have is by making an offer. Then they will have to make a
decision -- yes, or no. You are not being pushy by offering
your customers something else that you know they will enjoy
or benefit by. Customers want you to suggest.
Your customers are not always thinking of your products.
They have a million other things on their minds.
For instance, once I had ordered our hot dogs, I had to
think about what we wanted on our hot dogs; what we wanted
to drink and how I was going to hold everything and pay him
at the same time. Plus, I had to think about a place for
Maria and I to sit down to enjoy our meal. I wasn't
thinking about his pretzels at that time.
But, I can guarantee you, that if he had said to me, 'I can
give you a special price on pretzels today -- fifty cents
off! How many would you like -- one or two?' I would have
said, 'Sounds great! Give me two!'
Maria and I would have been happy, and he would have been
happy.
But he didn't offer, so I didn't buy. Oh well, nobody's
perfect. There's always room for improvement.
There is no better time to sell your customers something
more, than when they are already in a buying mood. Give
your customers a special offer on another related product
or service that will benefit them, when they are already in
the process of buying something from you.
You may wonder, 'Why should I give them a discount on this
second product or service? Shouldn't I make them pay full
price?'
You can test it and see. But, more often than not, by
giving your customers a 'special' deal for the moment, you
will get many more accepting your offer. Keep in mind, that
the profit on this additional sale is profit that you
wouldn't have had.
3. DO YOU KNOW OF A GOOD RESTAURANT?
On another day, at the end of a tour of a colonial home, we
asked our guide if she could recommend a local restaurant.
She did better than that. In addition to her hearty
recommendation, she gave us two coupons for the local
eatery.
Pretty impressive. This is called a Joint Venture.
The local restaurant owner obviously knows something about
Give to Get and knew that tourists get hungry after a
morning tour. So he approached the tour guides and asked if
they would like a supply of discount coupons to pass on to
their tour groups who might be looking for a casual, but
comfortable dining experience.
And why wouldn't the guides want to provide their guests
with recommendations and coupons to a restaurant that they
enjoy themselves? Perhaps the guides get a free meal once a
week for their recommendations.
Joint Ventures, where two or more companies help one
another, are an excellent way to attract business that you
would not have otherwise gotten.
4. YUMMY! YUMMY! GOOD FOR YOUR TUMMY!
I'm not making that line up. We must have heard the owner
of a Cajun Chicken franchise repeat that line a hundred
times as he handed out samples of his delicious Bourbon
Chicken.
We've mentioned in past articles that a Bourbon Chicken
vendor at one of our local malls attracts the lion's share
of lunch customers by simply handing out free samples of
his bourbon chicken. It is so delicious, that it is
difficult to keep walking past his stand without buying.
Well, apparently, bourbon chicken vendors in Washington, DC
are aware of the power of samples too. Because as we
searched for a place for lunch in the huge Union Station
food court, we could hear in the distance, 'Yummy! Yummy!
Good for Your Tummy!'
We were so hungry by this time that we were drawn like a
magnet to this unusual and hilarious chant.
It was difficult to see where this chant was coming from
because there was such a large crowd surrounding the stand.
You can imagine our surprise as we edged our way through
the crowd to see a smiling, enthusiastic bourbon chicken
vendor passing out sample after sample of bourbon chicken
while repeating his slogan.
I feel sorry for the other vendors in his vicinity, because
they hardly stand a chance. The only bigger crowd than the
one around him and his samples, was the one at his cash
register ordering the full meal.
Samples help you sell. Give people what they want. Think of
how much easier it is for a person to decide if they want
your product of not, when they can sample it.
We provide hundreds of marketing samples on our Web site
and in our Newsletter so our potential customers can get to
know, like, and trust us.
Ice cream stands provide free samples, America Online
provides hundreds of hours of their service for free so you
can sample it.
How are you using free samples to help sell your products
and services? With a little creative thought, you can use
this powerful technique to explode your sales.
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Copyright (c) 2002, Joe Gracia
Give to Get Marketing
http://www.givetogetmarketing.com
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About the Author
Joe Gracia is a marketing expert with over 25 years of hands-on experience. He and his wife, Maria, own two popular and profitable Web sites, Give to Get Marketing and Get Organized Now!
Joe is the author of The Magnetic Marketing Solution, a step-by-step marketing guide for small businesses.