by Joe Gracia
One of our most favorite activities while on vacation is 1. WHICH HOT DOG VENDOR? After completing a morning tour, we were ready for a quick As we walked past the first hot dog vendor, I noticed that As we approached a second hot dog vendor, he looked 'Fine,' we said. Then he said, 'Are you ready to try one of the best hot I smiled and looked at Maria, she nodded her head Why did we walk past the first hot dog vendor, and why Because the second knows a lot about effective marketing, The hot dog marketer knows something about Give to Get -- Were they the 'best' hot dogs we've ever eaten? People buy things they want from people they know, like and 2. HOW ABOUT A PRETZEL? Now, this didn't happen, but I wish it would have. Our Also available at his hot dog stand were delicious looking Now, you may say, he probably assumed that if we wanted a Folks, if you have such thoughts, please listen carefully, The only way you can know if a person wants something you Your customers are not always thinking of your products. For instance, once I had ordered our hot dogs, I had to But, I can guarantee you, that if he had said to me, 'I can Maria and I would have been happy, and he would have been But he didn't offer, so I didn't buy. Oh well, nobody's There is no better time to sell your customers something You may wonder, 'Why should I give them a discount on this You can test it and see. But, more often than not, by 3. DO YOU KNOW OF A GOOD RESTAURANT? On another day, at the end of a tour of a colonial home, we She did better than that. In addition to her hearty Pretty impressive. This is called a Joint Venture. The local restaurant owner obviously knows something about And why wouldn't the guides want to provide their guests Joint Ventures, where two or more companies help one 4. YUMMY! YUMMY! GOOD FOR YOUR TUMMY! I'm not making that line up. We must have heard the owner We've mentioned in past articles that a Bourbon Chicken Well, apparently, bourbon chicken vendors in Washington, DC We were so hungry by this time that we were drawn like a It was difficult to see where this chant was coming from I feel sorry for the other vendors in his vicinity, because
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eating! Here are a few marketing observations related to
that universal need, during a recent vacation.
bite to eat before moving on to our next destination. We
saw a row of street food vendors a short distance away.
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.
directly at Maria and I and asked with a big smile, 'How
are you today?'
dogs you've ever eaten?'
enthusiastically, and a sale was made.
didn't we walk past the second?
and the first knows very little -- or is independently
wealthy and doesn't need the money.
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.
Probably not. But when you're hungry, and they're served
with a smile, they sure taste good.
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.
savvy hot dog marketer still has room for improvement.
hot pretzels. But he never asked us if we would like one to
go with our hot dogs.
pretzel, we would have asked for one. Or you may think he
would have been pushy suggesting more products.
because those thoughts are costing you thousands of dollars
in lost sales.
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.
They have a million other things on their minds.
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.
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!'
happy.
perfect. There's always room for improvement.
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.
second product or service? Shouldn't I make them pay full
price?'
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.
asked our guide if she could recommend a local restaurant.
recommendation, she gave us two coupons for the local
eatery.
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.
with recommendations and coupons to a restaurant that they
enjoy themselves? Perhaps the guides get a free meal once a
week for their recommendations.
another, are an excellent way to attract business that you
would not have otherwise gotten.
of a Cajun Chicken franchise repeat that line a hundred
times as he handed out samples of his delicious 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.
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!'
magnet to this unusual and hilarious chant.
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.
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.
We provide hundreds of marketing samples on our Web site Ice cream stands provide free samples, America Online How are you using free samples to help sell your products ----------------- FREE MARKETING IDEA-KIT 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.
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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.
and in our Newsletter so our potential customers can get to
know, like, and trust us.
provides hundreds of hours of their service for free so you
can sample it.
and services? With a little creative thought, you can use
this powerful technique to explode your sales.
Copyright (c) 2002, Joe Gracia
Give to Get Marketing
http://www.givetogetmarketing.com
http://www.givetogetmarketing.com
Get your Free Marketing Idea-Kit, plus hundreds of free
marketing tips, articles and case studies to help you
grow your business at the Give to Get Marketing Web site.
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