When is the absolute best time in your word of mouth marketing to take advantage of FREE as a word to catch people’s attention?
When you specifically and solely attract buyers!
So how can you do this effectively?
Well one way is to attract someone else’s buyers.
One of my favorite stories of this is from Brad Sugars, the Australian founder of the international business coaching organization, ActionCOACH.
He talks about owning an upmarket women’s clothing boutique, and discovering in his customer surveys that a large proportion of the women drove BMWs.
Brad then went to the local BMW dealership and told them that he would give each of their female customers a free silk kimono. The dealership would send out a letter offering the kimono as a gift for their past patronage, and they could pick up this free gift in person from the boutique.
The result was that more than 600 women responded, and came in to pick up their $100 kimonos that cost the boutique only $16 each. Those 600 women spent an average of $400 on other merchandise during that first visit.
You run the numbers on that and decide if that was a worthwhile promotion.
The key to this approach was to use ‘Free’ to attract buyers for the boutique, by sending the offer to someone else’s proven buyers.
And not just any buyers. Brad’s success came from attracting buyers who had spent a lot more money than they would spend at his store.
So ask yourself, what do my ideal clients already purchase at far greater cost, and then, what could I offer, for FREE, that would be absolutely irresistible to those buyers?
-Martin Russell
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2 Comments
Amazing when you think outside the box!
Fantastic idea that the free gift had to be picked up from the boutique…If the kimonos had been given directly from dealership they would never visit the boutique. Goes to show what markup goods do have on them!
Makes you really think…. What do you have to offer from your business!
[quote]Offering the kimono as a gift for their past patronage, and they could pick up this free gift in person from the boutique. $100 kimonos that cost the boutique only $16 each.[/quote]
Brad is very smart. He already had the staff training in place with upsell and other offers BEFORE he did this promotion.
And you can bet he got their names, addresses and phone numbers too for further follow-up, so that $400 per person was just the start.
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