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Secret # 1 of designing irresistible offer that sells to your best customer
My friend and I have a tradition - every Friday night,
after the children are in bed, we go out for couple of
drinks and then play pool or watch a movie at the cinema.
One night we met before 7 p.m. at the nice local
pub. We figured that if we went down there before 8 p.m.
it'll be less crowded and the band wouldn’t have started to play yet, so
we'd have a chance to talk.
The place was packed... "Doesn't make sense - too early for
this" - I thought and then I saw why - it was because of
We've never seen them before -- two immaculate looking
ladies dressed up in ...hmmm bikinis and high heels -
gracefully walking around, serving drinks. Unfortunately
to patron's dismay, sweet couple had disappeared at 7:15,
leaving everyone discussing their appearance.
Marketing lesson? Think about it:
1. How can you earn more from busy enough pub?
@ By making it busier during "low" hours - that is 5-7 PM
(I'm not talking morning or during the day - I'm sure that
not many of you are keen on going to the pub during these
2. Who are my patrons?
@ 80% males aged between 25-65
3. Why are they going to pub?
@ Silly question, heh? To buzz up - true! What else? Talk,
find a date, catch-up with friends... Entertainment!
4. How to get the cheapest medium - WOM - word-of-mouth to
work for your pub?
@ Create an incredible event - something no one else does.
Be different - so that everyone talks about you.
Be outrageous, provide ultimate entertainment - that cost
Of course, the drinks were purchased at a double rate from
the beautiful waitresses in exchange for getting a
chance to talk to them.
Well... guess what the pub's patrons are going to
talk about the next day with their friends - you are right - that
magical experience at the pub:
"But you have to get there earlier, as the ladies are gone
after 7 p.m... and only on Tuesday or Thursday"
Not only are they going to change their usual habit and visit
that pub outside of their normal pattern, but now they are
curious - expectation fuels the desire to be entertained.
Next week, same day place is packed - this is a great
example of kiwi ingenuity - "low" hours converted into "high"
hours in the matter of one week.
Let's analyse the cost - to place an ad in the newspaper,
let's say 10 x 15 cm - will cost you around $300. How many
leads, not to mention converted sales will you get -
A 1ittle bird told me that two ladies have happi1y earned a
whooping $100 each for 2 hours of waiting. That is $200 for
the establishment. In one week they have doubled number of
patrons during specifically targeted hours.
You might say - "Well I'm not running a pub - my
business is a boring fruit and veges shop, I can't get my
patrons excited..." - wanna bet?
Here's a great example of being different:
Why will I do business with YOUR business?
Because YOU are different from your competition and I'm
curious enough to at least check out the difference.
More articles can be found here.
If you’d like to learn more on how to apply these strategies - go here now.
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