Subject: Keeping High-Profit Customers Author: Dennis S. Vogel
I originally wrote this based on bricks-and-mortar businesses & direct sales. It can be adapted for other sales methods.
There are limits to the profitability of any transactions. Even for mail order & web sites, processing & fulfilling orders can be costly despite automation.
Some people figure businesses should welcome any transaction.
Big Box Stores Are Different
Since big discount stores give very little service, their fulfillment costs are low. They can afford to get small amounts of money per customer, as long as each store gets a certain dollar amount everyday.
Retailers offer varying levels of service to help customers choose & use products. Ancillary services increase costs of selling products. Some stores would have a hard time competing against discount chains without ancillary services.
Because of ancillary services & other cost structure factors, some retailers can't afford to have a lot of small transactions. Higher product prices can cover service costs only if people buy enough products.
Small transactions may take up as much time & energy as big transactions.
Thrive, Don't Just Survive
For start-ups, it may be necessary to serve whomever is able to buy. After the business is established, your marketing should focus on customers who can pay for the best quality you can offer.
Low-profit customers might prefer low quality products. Since stores can't stock every possible product, you might choose to stock only high quality products.
People might haggle over prices if they don't want or need high quality.
It may be best to refer them to a business (possibly a competitor) that has a different cost structure, inventory & skill set. People could be profitable for another store, though they might be low-profit customers for you.
Retailers, who stock low quality products, might serve them better & profitability.
Since there's a maximum number of customers you can serve, it's best to attract those you can serve optimally. Businesses shouldn't be set up to serve anybody in general. Businesses should be set up to serve specific niches.
You'll have make a judgment call because some low-profit customers may become high-profit customers.
It can be financially risky to serve low-profit customers. They may demand the same amount of service or more from the staff than high-profit customers.
High-profit customers may buy often & buy a lot per transaction without tying up the sales staff up for long periods of time.
Profitability & keeping profitable customers depend on effective & efficient service.
Here are some considerations for effectively & efficiently serving customers:
How much time do people spend shopping? While they shop, how much attention do they expect from the staff?
How many questions do they tend to ask? Do staff members know the answers or do they search for information?
Is most of the inventory available on the sales floor or is it in stock rooms?
Do people expect some products to be specially ordered?
Do people tend to browse without help?
Do most customers know what they'll buy when they walk in?
Do most customers leave with purchases or without purchasing?
If shoplifting is a big risk, how much do staff members pay attention to each person?
These factors matter because -
1a) Some potentially profitable customers may go to competitors because they're not satisfied by distracted employees.
1b) Customers might not wait in line & leave without buying.
2a) It's bad for staff morale if they're pulled in too many directions at once.
2b) If they serve high-profit customers, they may serve fewer customers & still bring in enough money to cover overhead & generate profits.
3a) Is your payroll used efficiently? If you keep a full staff on duty to handle small transactions, you might pay out more money than you take in.
3b) You should have your staff ready when customers respond to your promotions.
A Higher Profit Solution
You can get more high-profit customers with referrals. They're more apt to know people, like themselves, who may become high-profit customers.
Your main market niche members might shop at specific times. It depends on their social & work schedules. It depends if they buy on their paydays or soon after. They might buy products & services when they need results instead of in advance.
Based on these factors, you should focus on sending offers when customers are ready to buy.
By using database marketing (customer information records), you can call or send letters (e-mail or postal) to high-profit customers.
You should send attractive offers to specific customers instead of sending all offers to the general public or all customers.
Set Up High Quality Customer Services
You'll have a better chance to keep high profit customers when you serve them SPECIFICALLY BETTER than other retailers.
"Specifically better" service means your service efforts fit specifications which customers value.
Clayton M. Christensen, Scott D. Anthony, Gerald Berstell & Denise Nitterhouse wrote "Finding the Right Job for Your Product" in MIT Sloan Management Review Spring 2007 issue. They wrote about how purpose brands help people with their Jobs-To-Be-Done.
Your customer service should be focused on helping people with their Jobs-To-Be-Done. You should focus on helping people find products & services to implement tasks. You should do your best to help people find & use information they need to finish tasks.
Your intentions (to serve customers better than other retailers) aren't enough. You need policies, plans & procedures. Policies specify what you intend to do & why. Plans specify how & when you'll fulfill your policies. Procedures specify actions to implement your plans.
You might have a policy to provide information people need to improve their situations. You can plan how to determine what kind of information people need. You can plan procedures about how to get that information & distribute it.
As you learn more about a specific niche, you can make valuable recommendations for members' situations. As you gain general & specific information about customers' situations, you can make recommendations charts (like diagnostic charts).
You can use a search engine to find sample diagnostic charts.
Problems can be diagnosed based on symptoms & criteria.
Example - A person can look at a display & start using recommendations charts. If s/he doesn't notice a chart, you can point to it & demonstrate how to use it.
Here are sample statements & questions you can have on a chart - "The main reasons for using this product are ___."
"How often does (problem) happen?" "If it happens 3 times or more per week, check symptom list #1." "If it happens 1-2 times per week, check symptom list #2."
"Do you have this problem or these symptoms?" "Do you have (product)?"
If a customer has the product, you can show how to use product for specific results. If a customer doesn't have the product, you can recommend an optimal version of it.
Customer Contact
People might want you to send frequent offers if they appreciate your services. It can depend on the quality of your customer service & what kind of offers would entice them to visit a store.
Since some people move &/or change e-mail addresses often, it's vital to give them ample incentives to keep their information in your database up-to-date. What constitutes ample incentives is up to them to decide.
Ask them or make suggestions like these examples - "We get special offers from suppliers for specific products. What kinds of products would you like to get notices about?"
Since high-profit customers value products/services, it shouldn't be hard to get their input.
Here's a sample script-
"You seem to enjoy what we offer as much as we enjoy serving you. It may be important to you to get notices of offers & new products/services. We can send more details via email than mass media. If we can send you notices by e-mail, we could offer you lower prices because we save money by e-mailing notices. What is your e-mail address?"
"Please be sure to keep us updated on changes of your e-mail address so we can keep you updated?"
-OR-
"Would you like to receive our notices via phone, mail, or through the mass media?"
"Which radio station do you listen to most? When do you listen to it most?"
"Which newspaper do you read most often?"
"Thank you for the information, to show our appreciation, here's __." You can fill in that blank with a brochure or an article of information they can implement.
Practice what you say, so you say it smoothly & confidently. If you're shy about asking, customers may be shy about answering. Ask easily as if it's a regular part of business. It should be a regular business practice.
When they give you information, you can give them an advertising specialty (imprinted with your contact information) &/or valuable information they can implement (with your business information included).
Value includes how & when products/services are delivered & performed. Here are some things to consider about adding value:
When do customers need a result? How do they define just-in-time delivery for a specific result? How can you fulfill it?
Should you work with another business to deliver & install all or part of a result?
How much of a result can you provide? How can you make a result easier to obtain?
How can you make a result more satisfying?
What does satisfaction mean in a specific situation? Does it mean durability? Does it mean more convenience, reliability or functionality?
You can ask customers for more specifics.
Regarding their situations, how do they define convenience, reliability, functionality & durability?
Would reliability depend on customers knowing more about using & maintaining a product?
Do they know how to use product functions in their situations?
Do they know how to avoid more problems?
Combine Concepts For More Benefits
The concepts in this post can be combined with insights about Searchers, Delegators, Collaborators & Streamliners in "The New Market Leaders Who’s Winning & How in the Battle for Customers" By Fred Wiersema.
You can refine your efforts with "The Discipline of Market Leaders: Choose Your Customers, Narrow Your Focus, Dominate Your Market." By Michael Treacey & Fred Wiersema. Those disciplines are Customer Intimacy; Operational Excellence & Product Innovation Leadership.
You can set up customer service with guidance in "Branded Customer Service: The New Competitive Edge" by Janelle Barlow & Paul Stewart.
Thank you for using my blog. If you have comments or questions, please post them.
Copyright 2017 Dennis S. Vogel All rights reserved.
Your business will thrive, no matter who your competitors are, if you market it powerfully & do everything else correctly.
Wednesday, March 29, 2017
Tuesday, February 28, 2017
Walmart Customers At A Local Pet Store
Walmart Customers Pet Store
Subject: W-mart customers Author: Shelia Date Posted: 15:14:54 01/23/02 Wed
I own a pet store that is only 2 miles away from a super Wal-Mart. I have been is business for 3 years and each year there is positive growth. Each day there is at least 2-5 customers that come to me because they need someone to tell them how to use the product they just purchased at Wal-Mart. Better yet, they want to know why all the fish they purchased at Wal-Mart have died. It seems like we are always correcting the problem "after the fact". It brings us business, but how can I educate the public to come to us first. (We advertise heavily already) Worse, are the customers that want our advice and then ask us if they can go and purchase the "fix" at Wal-Mart. How do my and my employees deal with that kind of problem? Any advise would be greatly appreciated.
Here's my original response to Shelia 's post:
Subject: Re: W-mart customers Author: Dennis S. Vogel Date Posted: 15:10:44 02/02/02 Sat
In reply to: Shelia 's message, "W-mart customers" on 15:14:54 01/23/02 Wed
Hi Shelia,
Let's start this way -
If you didn't own a pet store anymore, what would you (as an educated consumer) look for in a pet store or pet department in a chain store?
My guess is -
-You'd look for people who can answer your questions (in case there was some information you'd want/need)
-If you wanted fish, you'd probably want to know if dead fish are removed from the tanks regularly/quickly and why the fish died.
I worked at two Wal-Mart stores. I've smelled the dead fish that were left in waste baskets.
I've also been recruited to catch loose parakeets (when some were brought in for a promotion).
I've seen the new pet food stock put on top of or in front of the old stock. (Many employees don't rotate stock because they're pushed to work quickly, plus they figure rotating stock is a hassle.)
Wal-Mart employees are mostly trained in W-M policies with a bit of emphasis on the products they sell (unless things have drastically changed in the last 3 years).
Now for another question (This isn't meant as an insult) -
Do you run your store differently than that?
I'm sure the answer is YES!!! But do customers know that? Do consumers know how much of a difference that makes?
This may seem off-subject, but stay with me here.
The minimum wage is about $5.50 per hour. So, how much is a consumer's time worth?
If they're asking you questions in person -
1)they've already found a parking spot
2)they've already found a knowledgeable person who can help them.
3)their time and energy is valuable so it's your obligation to serve them so they can save their time and energy.
It seems like they want "tech support."
How can you do give them that?
You can use a computer (or a paper system if necessary).
Have a specific file for them and their pet(s).
Record what they bought (animals, food, accessories, etc.) and the purchase dates.
Record their challenges and questions.
Have a solution/answer database.
Imagine this -
You have a question. You call me.
Me- "Hello, this is ___ Pets, the animal lovers' tech support center. How can I help you and your pet today?
"OK, if you tell me your name I'll access your file so you don't have to answer questions you've already answered.
"OK, Shelia, thank you for calling. I see you talked to Amy yesterday, did the XYZ help?
"So, there's been some improvement, good! Then we're on the right track. We have a lot of information about that. If you tell me your e-mail address, I can send you the specific information you need right now.
"Yes, I know it would've seemed good if Amy had given you this information. If she had, you'd still be reading it, it's that much. With the things you told me, we've narrowed it down to ABC, so I can send you 2 pages instead of the 50 pages Amy would've had to have given you to cover the situation. I hope you understand."
You should set consumers' buying criteria.
"Get the products & service you & your pet need in one place. Asking questions one place then going somewhere else to get what you need is wasting your time. It means your pet waits even longer for comfort while you search for somebody to help you at one of those chain stores. Spend the time & energy you save with the pet you love.
"Each business does things differently. Some stores have clerks who work in many departments & don't know much about what they sell.
"We believe you & your pet deserve better service & caring. That's why we answer your questions & are ready to give you 'pet technical support.'"
The whole answer for your situation would be a lot longer, but hopefully, this will get you off to strong start.
Thank you for using my blog. Please let me know if I should clarify anything.
Copyright 2017 Dennis S. Vogel All rights reserved.
When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here-
https://thriving-small-businesses.blogspot.com/
http://www.voy.com/31049/
Here's my updated post: 2/28/2017
If people ask for advice about buying anything from other stores, you need to be careful. Do you know about possible hazards in other stores? I wrote about some hazards below.
Here are important factors in determining people's buying criteria.
Why do people buy a specific product? Will they repurchase it?
Why do people buy a specific brand? Will they repurchase it?
Why do people choose a specific store? Will they return there?
You should arrange & prioritize these ideas (below) based on your needs.
You can influence people by focusing on why they should choose a specific product, brand & store for their situations.
I wrote some questions below to help you to focus on these factors. Some questions are similar but explore slightly different angles.
To offer unique value, you need unique thoughts. To get unique thoughts, you need to think in unique ways.
Why Are Certain Animals Important To Certain People?
Pets can be like family members. Family members have roles to fulfill. What's the value of a pet's function? How can you help a pet add value to a person's situation?
When people adopt pets, what kind of gap do they intend for a pet to fill? That gap is a person's desire & need. Why does a person want a situation to be different? Specifically, what does s/he wish would be different?
How do they intend for a pet to fill a gap?
What does a pet need to fill a gap?
If a person did a job evaluation for a pet (or any product), what would be the criteria in an evaluation?
Have Some Fun With This.
If a pet said, "This human expects me to ___." & "This human expects me not to ___." What would those expectations be? How could you help a pet fulfill those expectations?
What are the main purposes for people to have pets? You may know these or you should do research.
Possible examples: Pets can be therapeutic. They can be educational - help people learn about life (biology) & responsibility.
How do/can you help pets fulfill people's main purposes? Do you excel in science? Can you add to the therapeutic effects?
Pets can be entertaining; they need things to help them fulfill that role.
If a pet would prefer a certain toy over another, what would that preference be? How might a pet fill in these blanks? "He bought a ___. If he gave me a ___, I could ___ a lot better."
How can you communicate those purposes & your specialties?
How do competitors come up short on or fail in these factors?
Some competitors may be open 24 hours per day. Could you or staff members check those competitors without consumers seeing & recognizing you?
Do you have anybody who isn't recognized as being connected with your store? Are there others who would check competitors? You need somebody who knows about pet issues. S/he should be objective & accurate, not prone to exaggeration. S/he can report about potential problems, inventory, display methods & promotions.
Here are considerations for marketing messages & helping to choose pets & supplies:
Can you check pet owners' forums/blogs? You can learn what's important to them.
What are their logical & emotional reasons for:
Choosing a certain kind of pet - breed, size, age, gender, color & number?
When they buy supplies, do they buy the best, better or average quality? Do they buy large quantities?
Who receives a pet as a gift (child or family)? Which animals require a lot of adult supervision?
Who is most responsible physically & financially for a pet?
What are their household sizes (1-2 people, family, room mates)? Maybe you can advise certain pets based on sizes & habitats.
Do pet sitters have separate supplies or are supplies transported with pets?
Statistics can be interpreted many ways. Are there firm, objective statistics about survival rates for pets from big stores & specialty shops?
What are major reasons for differences in pets' survival rates?
How well can you help people find reliable information resources to help pets be healthy & happy?
Considerations For Choosing Which Stores To Buy From.
It can make a difference how animals & pet supplies are handled in stores. Are they exposed to potentially harmful materials like cleaning supplies &/or other merchandise?
Are pets protected from cleaning supplies & procedures? They can be harmed by exposure to cleaning materials. Though they may survive, their health could be compromised in subtle ways that contribute to longer term problems.
Are animals stressed in various stores by employees, customers, other animals, etc.?
High traffic store maintenance can require different cleaning products & more frequent procedures than cleaning other stores. Hazardous chemicals can be absorbed by food in bags. Hazardous chemicals can cling to supplies & toys. Hazardous fumes can end up in cages & aquariums.
When employees work in different departments, they could have hazardous things on their hands & clothes. If they smoke tobacco or anything else, residue can be transferred to pets & products.
There's a difference in the quality of water pets are given or put into. How often is water changed/filtered? How often are filters changed?
Employees might wash or sanitize their hands & still have harmful residue on their hands.
In your messages, you can include a short list of criteria to increase people's awareness of issues. It could also mean they'll be more watchful in your store too. Your criteria should show you have high standards & imply people should have high standards when they choose stores. You can help them set standards in their homes.
Even if you don't know how pets are treated in other stores, the questions might create awareness in people's minds. Help people realize you have high standards & so they'll favor your store.
Do you have the same supply chain as big stores? Do you have safer products? Do you have information about product safety? If you stock the same brands as competitors, you need superior reasons for people to buy from you.
Pets may seem tough enough to withstand many things since they hold things in their mouths. Though they may seem to be unaffected, some things can hurt them slowly.
You might have information about hazards.
Are animals exposed to too much light in big stores? Stores opened 24 hours per day might constantly display pets. Even security lights might be too much for pets to adequately sleep. When people bump or tap aquariums & cages, animals can be stressed especially if it happens many hours each day. Noises can disrupt animals' sleep & stress them in other ways. Animals hear noises which humans don't hear.
Are safe insects used as food? Have those insects been exposed to anything that could harm animals? If insects are dying from insecticide, they might move enough to attract a lizard's attention (& be eaten). If rodents are used as food, are they diseased or poisoned?
Why Do People Shop At Walmart?
As well as you can, you need to learn reasons pet owners buy from Walmart. These reasons shouldn't be your perceptions. People won't always admit all reasons they do things. It depends on what seems logical (sounds good) & their real reasons (possibly emotional).
Do they buy from competitors so they can save money? Do they prefer one stop shopping to save time? Do they buy only from familiar stores & locations where they feel safe?
What can you do to counter those reasons? According to consumers' perceptions, what is real value? Is value based on brand confidence? Do they measure value based mostly prices?
Does Walmart have the same brands of the same products as you do? Do people buy Walmart branded products (Ol' Roy dog food)? Do those products seem to be good enough? Do customers think those products are close enough to what you offer?
Part of your solution should be helping people feel comfortable buying from your store. People might dislike Walmart & shop there anyway because they're familiar enough with Walmart to be comfortable. When people know more about your store & what you offer, they might buy from you more often.
Long-Term Improvements
I don't know how long your efforts might take to turn the tide. Effective marketing often depends on building momentum.
People may need information to help them feel comfortable with what you sell. They might not have time to read or listen to it while they're in your store.
Unfortunately, they might not read information after they leave.
They might buy if they know or are familiar with people who are comfortable with products. Testimonials & endorsements can help. In effect, when others have decided already, customers might just go along with them.
Case studies might help them more than plain scientific facts. Scientific facts & jargon might confuse people. Can you show a result happened because a product was used? Can you show a consequence happened because a product wasn't used?
Certainty & near certainty can help people have enough confidence to decide. People might change shopping habits when they have strong reasons.
You can help people organize their thoughts & feelings about products & services into buying criteria.
You can determine if you'll take on competitors directly by listing their faults. You can do it indirectly listing your criteria for choosing products & suppliers.
You can specify your employment requirements & business practices. You can specify why you do some things & refuse to do others.
People will be more comfortable when their buying criteria match your criteria.
When they recognize your valuable resources, they may buy enough to keep you in business.
They might have a hard time in determining the value of your resources, so you need to do your best to balance high value for them & low costs for yourself. They might expect more than you can offer.
You might need to reveal some of your costs to help them realize how much they should buy to keep you in business.
People may be indecisive if they don't have enough information. Unfortunately they can be indecisive even if they have the right information but they don't have it organized according to priorities.
You may know what's important in various situations but you might have a hard time giving advice without knowing people's conditions. You can say, "If you answer some questions, I can help you choose what's best for your situation."
You could give people tips about how to find information. You probably know better search terms to help them find information sources via search engines.
Your Continuing Education
You can use social media & internet retail sites to get insights about what people need & want to know. You can check what they write about products & services. You can check book reviews & discussions about articles.
There's a limit to how much I can help now. I'd need to know more about your situation & have time to test marketing methods. You can learn more methods to test from my other posts & what other people have written in books & articles.
Copyright 2017 Dennis S. Vogel All rights reserved.
Thank you for using my blog. Please let me know if you need me to clarify what I wrote.
Subject: W-mart customers Author: Shelia Date Posted: 15:14:54 01/23/02 Wed
I own a pet store that is only 2 miles away from a super Wal-Mart. I have been is business for 3 years and each year there is positive growth. Each day there is at least 2-5 customers that come to me because they need someone to tell them how to use the product they just purchased at Wal-Mart. Better yet, they want to know why all the fish they purchased at Wal-Mart have died. It seems like we are always correcting the problem "after the fact". It brings us business, but how can I educate the public to come to us first. (We advertise heavily already) Worse, are the customers that want our advice and then ask us if they can go and purchase the "fix" at Wal-Mart. How do my and my employees deal with that kind of problem? Any advise would be greatly appreciated.
Here's my original response to Shelia 's post:
Subject: Re: W-mart customers Author: Dennis S. Vogel Date Posted: 15:10:44 02/02/02 Sat
In reply to: Shelia 's message, "W-mart customers" on 15:14:54 01/23/02 Wed
Hi Shelia,
Let's start this way -
If you didn't own a pet store anymore, what would you (as an educated consumer) look for in a pet store or pet department in a chain store?
My guess is -
-You'd look for people who can answer your questions (in case there was some information you'd want/need)
-If you wanted fish, you'd probably want to know if dead fish are removed from the tanks regularly/quickly and why the fish died.
I worked at two Wal-Mart stores. I've smelled the dead fish that were left in waste baskets.
I've also been recruited to catch loose parakeets (when some were brought in for a promotion).
I've seen the new pet food stock put on top of or in front of the old stock. (Many employees don't rotate stock because they're pushed to work quickly, plus they figure rotating stock is a hassle.)
Wal-Mart employees are mostly trained in W-M policies with a bit of emphasis on the products they sell (unless things have drastically changed in the last 3 years).
Now for another question (This isn't meant as an insult) -
Do you run your store differently than that?
I'm sure the answer is YES!!! But do customers know that? Do consumers know how much of a difference that makes?
This may seem off-subject, but stay with me here.
The minimum wage is about $5.50 per hour. So, how much is a consumer's time worth?
If they're asking you questions in person -
1)they've already found a parking spot
2)they've already found a knowledgeable person who can help them.
3)their time and energy is valuable so it's your obligation to serve them so they can save their time and energy.
It seems like they want "tech support."
How can you do give them that?
You can use a computer (or a paper system if necessary).
Have a specific file for them and their pet(s).
Record what they bought (animals, food, accessories, etc.) and the purchase dates.
Record their challenges and questions.
Have a solution/answer database.
Imagine this -
You have a question. You call me.
Me- "Hello, this is ___ Pets, the animal lovers' tech support center. How can I help you and your pet today?
"OK, if you tell me your name I'll access your file so you don't have to answer questions you've already answered.
"OK, Shelia, thank you for calling. I see you talked to Amy yesterday, did the XYZ help?
"So, there's been some improvement, good! Then we're on the right track. We have a lot of information about that. If you tell me your e-mail address, I can send you the specific information you need right now.
"Yes, I know it would've seemed good if Amy had given you this information. If she had, you'd still be reading it, it's that much. With the things you told me, we've narrowed it down to ABC, so I can send you 2 pages instead of the 50 pages Amy would've had to have given you to cover the situation. I hope you understand."
You should set consumers' buying criteria.
"Get the products & service you & your pet need in one place. Asking questions one place then going somewhere else to get what you need is wasting your time. It means your pet waits even longer for comfort while you search for somebody to help you at one of those chain stores. Spend the time & energy you save with the pet you love.
"Each business does things differently. Some stores have clerks who work in many departments & don't know much about what they sell.
"We believe you & your pet deserve better service & caring. That's why we answer your questions & are ready to give you 'pet technical support.'"
The whole answer for your situation would be a lot longer, but hopefully, this will get you off to strong start.
Thank you for using my blog. Please let me know if I should clarify anything.
Copyright 2017 Dennis S. Vogel All rights reserved.
When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here-
https://thriving-small-businesses.blogspot.com/
http://www.voy.com/31049/
Here's my updated post: 2/28/2017
If people ask for advice about buying anything from other stores, you need to be careful. Do you know about possible hazards in other stores? I wrote about some hazards below.
Here are important factors in determining people's buying criteria.
Why do people buy a specific product? Will they repurchase it?
Why do people buy a specific brand? Will they repurchase it?
Why do people choose a specific store? Will they return there?
You should arrange & prioritize these ideas (below) based on your needs.
You can influence people by focusing on why they should choose a specific product, brand & store for their situations.
I wrote some questions below to help you to focus on these factors. Some questions are similar but explore slightly different angles.
To offer unique value, you need unique thoughts. To get unique thoughts, you need to think in unique ways.
Why Are Certain Animals Important To Certain People?
Pets can be like family members. Family members have roles to fulfill. What's the value of a pet's function? How can you help a pet add value to a person's situation?
When people adopt pets, what kind of gap do they intend for a pet to fill? That gap is a person's desire & need. Why does a person want a situation to be different? Specifically, what does s/he wish would be different?
How do they intend for a pet to fill a gap?
What does a pet need to fill a gap?
If a person did a job evaluation for a pet (or any product), what would be the criteria in an evaluation?
Have Some Fun With This.
If a pet said, "This human expects me to ___." & "This human expects me not to ___." What would those expectations be? How could you help a pet fulfill those expectations?
What are the main purposes for people to have pets? You may know these or you should do research.
Possible examples: Pets can be therapeutic. They can be educational - help people learn about life (biology) & responsibility.
How do/can you help pets fulfill people's main purposes? Do you excel in science? Can you add to the therapeutic effects?
Pets can be entertaining; they need things to help them fulfill that role.
If a pet would prefer a certain toy over another, what would that preference be? How might a pet fill in these blanks? "He bought a ___. If he gave me a ___, I could ___ a lot better."
How can you communicate those purposes & your specialties?
How do competitors come up short on or fail in these factors?
Some competitors may be open 24 hours per day. Could you or staff members check those competitors without consumers seeing & recognizing you?
Do you have anybody who isn't recognized as being connected with your store? Are there others who would check competitors? You need somebody who knows about pet issues. S/he should be objective & accurate, not prone to exaggeration. S/he can report about potential problems, inventory, display methods & promotions.
Here are considerations for marketing messages & helping to choose pets & supplies:
Can you check pet owners' forums/blogs? You can learn what's important to them.
What are their logical & emotional reasons for:
Choosing a certain kind of pet - breed, size, age, gender, color & number?
When they buy supplies, do they buy the best, better or average quality? Do they buy large quantities?
Who receives a pet as a gift (child or family)? Which animals require a lot of adult supervision?
Who is most responsible physically & financially for a pet?
What are their household sizes (1-2 people, family, room mates)? Maybe you can advise certain pets based on sizes & habitats.
Do pet sitters have separate supplies or are supplies transported with pets?
Statistics can be interpreted many ways. Are there firm, objective statistics about survival rates for pets from big stores & specialty shops?
What are major reasons for differences in pets' survival rates?
How well can you help people find reliable information resources to help pets be healthy & happy?
Considerations For Choosing Which Stores To Buy From.
It can make a difference how animals & pet supplies are handled in stores. Are they exposed to potentially harmful materials like cleaning supplies &/or other merchandise?
Are pets protected from cleaning supplies & procedures? They can be harmed by exposure to cleaning materials. Though they may survive, their health could be compromised in subtle ways that contribute to longer term problems.
Are animals stressed in various stores by employees, customers, other animals, etc.?
High traffic store maintenance can require different cleaning products & more frequent procedures than cleaning other stores. Hazardous chemicals can be absorbed by food in bags. Hazardous chemicals can cling to supplies & toys. Hazardous fumes can end up in cages & aquariums.
When employees work in different departments, they could have hazardous things on their hands & clothes. If they smoke tobacco or anything else, residue can be transferred to pets & products.
There's a difference in the quality of water pets are given or put into. How often is water changed/filtered? How often are filters changed?
Employees might wash or sanitize their hands & still have harmful residue on their hands.
In your messages, you can include a short list of criteria to increase people's awareness of issues. It could also mean they'll be more watchful in your store too. Your criteria should show you have high standards & imply people should have high standards when they choose stores. You can help them set standards in their homes.
Even if you don't know how pets are treated in other stores, the questions might create awareness in people's minds. Help people realize you have high standards & so they'll favor your store.
Do you have the same supply chain as big stores? Do you have safer products? Do you have information about product safety? If you stock the same brands as competitors, you need superior reasons for people to buy from you.
Pets may seem tough enough to withstand many things since they hold things in their mouths. Though they may seem to be unaffected, some things can hurt them slowly.
You might have information about hazards.
Are animals exposed to too much light in big stores? Stores opened 24 hours per day might constantly display pets. Even security lights might be too much for pets to adequately sleep. When people bump or tap aquariums & cages, animals can be stressed especially if it happens many hours each day. Noises can disrupt animals' sleep & stress them in other ways. Animals hear noises which humans don't hear.
Are safe insects used as food? Have those insects been exposed to anything that could harm animals? If insects are dying from insecticide, they might move enough to attract a lizard's attention (& be eaten). If rodents are used as food, are they diseased or poisoned?
Why Do People Shop At Walmart?
As well as you can, you need to learn reasons pet owners buy from Walmart. These reasons shouldn't be your perceptions. People won't always admit all reasons they do things. It depends on what seems logical (sounds good) & their real reasons (possibly emotional).
Do they buy from competitors so they can save money? Do they prefer one stop shopping to save time? Do they buy only from familiar stores & locations where they feel safe?
What can you do to counter those reasons? According to consumers' perceptions, what is real value? Is value based on brand confidence? Do they measure value based mostly prices?
Does Walmart have the same brands of the same products as you do? Do people buy Walmart branded products (Ol' Roy dog food)? Do those products seem to be good enough? Do customers think those products are close enough to what you offer?
Part of your solution should be helping people feel comfortable buying from your store. People might dislike Walmart & shop there anyway because they're familiar enough with Walmart to be comfortable. When people know more about your store & what you offer, they might buy from you more often.
Long-Term Improvements
I don't know how long your efforts might take to turn the tide. Effective marketing often depends on building momentum.
People may need information to help them feel comfortable with what you sell. They might not have time to read or listen to it while they're in your store.
Unfortunately, they might not read information after they leave.
They might buy if they know or are familiar with people who are comfortable with products. Testimonials & endorsements can help. In effect, when others have decided already, customers might just go along with them.
Case studies might help them more than plain scientific facts. Scientific facts & jargon might confuse people. Can you show a result happened because a product was used? Can you show a consequence happened because a product wasn't used?
Certainty & near certainty can help people have enough confidence to decide. People might change shopping habits when they have strong reasons.
You can help people organize their thoughts & feelings about products & services into buying criteria.
You can determine if you'll take on competitors directly by listing their faults. You can do it indirectly listing your criteria for choosing products & suppliers.
You can specify your employment requirements & business practices. You can specify why you do some things & refuse to do others.
People will be more comfortable when their buying criteria match your criteria.
When they recognize your valuable resources, they may buy enough to keep you in business.
They might have a hard time in determining the value of your resources, so you need to do your best to balance high value for them & low costs for yourself. They might expect more than you can offer.
You might need to reveal some of your costs to help them realize how much they should buy to keep you in business.
People may be indecisive if they don't have enough information. Unfortunately they can be indecisive even if they have the right information but they don't have it organized according to priorities.
You may know what's important in various situations but you might have a hard time giving advice without knowing people's conditions. You can say, "If you answer some questions, I can help you choose what's best for your situation."
You could give people tips about how to find information. You probably know better search terms to help them find information sources via search engines.
Your Continuing Education
You can use social media & internet retail sites to get insights about what people need & want to know. You can check what they write about products & services. You can check book reviews & discussions about articles.
There's a limit to how much I can help now. I'd need to know more about your situation & have time to test marketing methods. You can learn more methods to test from my other posts & what other people have written in books & articles.
Copyright 2017 Dennis S. Vogel All rights reserved.
Thank you for using my blog. Please let me know if you need me to clarify what I wrote.
Sunday, January 29, 2017
Promotions & Offers for an Online Shop
Subject: Online Shop Author: April Jennings Date Originally Posted: 22:54:25 01/02/02 Wed
These messages were originally posted in another service.
Hi, I've visited this forum for awhile and think I am ready to ask for your opinion. I have an online shop and want it to be mainly an online shop. I would consider wholesale orders also. Anyways, the name is going to be "Natural Stone Jewelry & Rosaries", for healing the body and soul... I'm going to market it as such and really get this business going this year...I'd like any ideas and marketing strategies for getting the site noticed and profitable...
I offer a weekly inspirational email note as part of the site..for me and the people getting it... Maybe the site will give you a better idea of my overall shop and what it's about...
April Jennings
http://rosariesangelsmore.theshoppe.com
apjen2360@yahoo.com
Subject: Re: Online Shop Author: Dennis S. Vogel Date Originally Posted: 19:27:15 01/03/02 Thu
In reply to: April Jennings 's message, "Online Shop" on 22:54:25 01/02/02 Wed
Hi April,
Thank you for joining us.
Many churches have web sites.
Some clergy members are open to letting vendors promote religious products. If you offer them a donation for each sale you get through them, for example, 1 cent per dollar when your web site logs show a buyer found your site by clicking a link in their site.
You can promote that on your site - "I'll donate 1 cent of each dollar from your purchases to the church whose site you used to find my site."
Your site may be directly mentioned to church members as a way to get them to contribute more money, besides passing around the offering plate/basket.
It may sound almost blasphemous, but some people feel like church is mostly about giving money. ("Gees, they're asking for money AGAIN!!!")
By buying products from you, they'll contribute money and get something tangible. (Religion tends to be intangible.)
You should have a solid headline that loads immediately when your site is accessed.
How about -
"Hold A Bit Of Heaven In Your Hand While You Pray"
Followed by -
"Sometimes it's easier to offer a sacrifice of praise when you're holding and looking at a beautiful devotional item."
"Some people find it easier to focus on devotions when they have something beautiful to look at and hold. Have you tried it for yourself?"
NOTE -- An experience tends to be more fulfilling when we involve more than one of our senses.
So, what you offer are products that are visually and kinethestically (feeling) appealing.
If you add a link (through an affiliate program, so you get a commission) for somebody who sells devotional music (maybe even Gregorian Chants), you'd help people add an auditory stimulus.
Incense (possibly through another affiliate link) would add an olfactory stimulus.
So, people can use four of their senses to make their devotional time more stimulating.
I don't know if you'd be able to add a gustatory (taste) element without getting to the realm of communion.
Thank you for using my blog. Please let me know if I should clarify anything.
Copyright 2017 Dennis S. Vogel All rights reserved.
When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here-
https://thriving-small-businesses.blogspot.com/
http://www.voy.com/31049/
This is an update to a blog post from January 2002. The original post might've been a disguised promotion attempt. I took a chance & responded with some advice.
Based on what I wrote below, you may think I'm trying to dissuade you from using my suggestion. I'm just helping you be realistic.
This disclaimer is part of being realistic: I'm not a lawyer. You're responsible for being sure your promotions are legal in your area. My advice is based on a limited knowledge of your situation. There are things I don't know about your situation which can affect you & your customers. You need to follow through with due diligence to be sure you do what's necessary for success.
If you think you'll generate enough donations this way, you could suggest for church leaders to use the money for a specific cause or improvement. Example - If a repair is necessary, church leaders could dedicate your sales donations to pay for a repair. When the repair is made, people will have a personal reference & satisfaction in helping make the repair happen.
If there wouldn't likely be enough donations, you shouldn't link your business with something that won't be fulfilled. The cause or improvement should be something members think of as significant. The total cost of the cause or improvement should be what you could provide through a program like this.
You'd need input from members & leaders about what would be significant & fulfillable. After you get their input, you should consider the possibility of your sales & donations being lower than they anticipate. It's too easy for excitement to lead to high expectations.
Here are a few things to consider about a program like this: Success would depend on -
1 - the number of church members & their financial situations;
2 - how well you can fulfill enough sales to make it work in a specific time frame;
3 - how much & how often church leaders would encourage members to participate;
4 - your ability to promote it to each church group on a regular basis;
5 - your ability to track sales & send donations each month;
6 - your supply chain should be able to send you enough products to avoid inventory lapses
If you have ready access to members, you might be able to maintain top of mind awareness. If church leaders inspire members to order things each week, you might get enough orders each week.
You'd need to maintain a steady flow of donations based on your sales. If people order things but your donations lag behind, you could cause suspicion.
If you do this with more than one church at a time, you could have a hard time tracking sales & sending donations. I suggest moderation in setting up a program, so you can do it well. You'd need to be sure to track sales from specific groups & send the donations to the correct person in each group.
It can be run somewhat like an affiliate program. You might find software to help you administer it.
Your suppliers should provide enough high quality products to avoid an out-of-stock problem. If there are defects, people might return products or demand refunds. You need to be sure you allow for possible returns, when you send donations. If you send donations each month, you should limit returns & refunds to 30 days after a sale.
Your sales copy should specify the importance of people confirming their orders. You should specify refunds will only be available up to 30 days after a sale. After you make a donation & pay suppliers, you won't have funds available for refunds.
To prevent interruptions of sales & donations, church leaders should encourage people to only order what they intend to keep.
You should be sure your program fits all regulations where your business & the churches are. You might need guidance from a lawyer.
You can be successful with programs like this when you gather whatever insights you can.
I don't want to mislead you into thinking there are no risks in promotions.
Please use discretion in what you do & how much you do at any time.
Copyright 2017 Dennis S. Vogel All rights reserved.
These messages were originally posted in another service.
Hi, I've visited this forum for awhile and think I am ready to ask for your opinion. I have an online shop and want it to be mainly an online shop. I would consider wholesale orders also. Anyways, the name is going to be "Natural Stone Jewelry & Rosaries", for healing the body and soul... I'm going to market it as such and really get this business going this year...I'd like any ideas and marketing strategies for getting the site noticed and profitable...
I offer a weekly inspirational email note as part of the site..for me and the people getting it... Maybe the site will give you a better idea of my overall shop and what it's about...
April Jennings
http://rosariesangelsmore.theshoppe.com
apjen2360@yahoo.com
Subject: Re: Online Shop Author: Dennis S. Vogel Date Originally Posted: 19:27:15 01/03/02 Thu
In reply to: April Jennings 's message, "Online Shop" on 22:54:25 01/02/02 Wed
Hi April,
Thank you for joining us.
Many churches have web sites.
Some clergy members are open to letting vendors promote religious products. If you offer them a donation for each sale you get through them, for example, 1 cent per dollar when your web site logs show a buyer found your site by clicking a link in their site.
You can promote that on your site - "I'll donate 1 cent of each dollar from your purchases to the church whose site you used to find my site."
Your site may be directly mentioned to church members as a way to get them to contribute more money, besides passing around the offering plate/basket.
It may sound almost blasphemous, but some people feel like church is mostly about giving money. ("Gees, they're asking for money AGAIN!!!")
By buying products from you, they'll contribute money and get something tangible. (Religion tends to be intangible.)
You should have a solid headline that loads immediately when your site is accessed.
How about -
"Hold A Bit Of Heaven In Your Hand While You Pray"
Followed by -
"Sometimes it's easier to offer a sacrifice of praise when you're holding and looking at a beautiful devotional item."
"Some people find it easier to focus on devotions when they have something beautiful to look at and hold. Have you tried it for yourself?"
NOTE -- An experience tends to be more fulfilling when we involve more than one of our senses.
So, what you offer are products that are visually and kinethestically (feeling) appealing.
If you add a link (through an affiliate program, so you get a commission) for somebody who sells devotional music (maybe even Gregorian Chants), you'd help people add an auditory stimulus.
Incense (possibly through another affiliate link) would add an olfactory stimulus.
So, people can use four of their senses to make their devotional time more stimulating.
I don't know if you'd be able to add a gustatory (taste) element without getting to the realm of communion.
Thank you for using my blog. Please let me know if I should clarify anything.
Copyright 2017 Dennis S. Vogel All rights reserved.
When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here-
https://thriving-small-businesses.blogspot.com/
http://www.voy.com/31049/
This is an update to a blog post from January 2002. The original post might've been a disguised promotion attempt. I took a chance & responded with some advice.
Based on what I wrote below, you may think I'm trying to dissuade you from using my suggestion. I'm just helping you be realistic.
This disclaimer is part of being realistic: I'm not a lawyer. You're responsible for being sure your promotions are legal in your area. My advice is based on a limited knowledge of your situation. There are things I don't know about your situation which can affect you & your customers. You need to follow through with due diligence to be sure you do what's necessary for success.
If you think you'll generate enough donations this way, you could suggest for church leaders to use the money for a specific cause or improvement. Example - If a repair is necessary, church leaders could dedicate your sales donations to pay for a repair. When the repair is made, people will have a personal reference & satisfaction in helping make the repair happen.
If there wouldn't likely be enough donations, you shouldn't link your business with something that won't be fulfilled. The cause or improvement should be something members think of as significant. The total cost of the cause or improvement should be what you could provide through a program like this.
You'd need input from members & leaders about what would be significant & fulfillable. After you get their input, you should consider the possibility of your sales & donations being lower than they anticipate. It's too easy for excitement to lead to high expectations.
Here are a few things to consider about a program like this: Success would depend on -
1 - the number of church members & their financial situations;
2 - how well you can fulfill enough sales to make it work in a specific time frame;
3 - how much & how often church leaders would encourage members to participate;
4 - your ability to promote it to each church group on a regular basis;
5 - your ability to track sales & send donations each month;
6 - your supply chain should be able to send you enough products to avoid inventory lapses
If you have ready access to members, you might be able to maintain top of mind awareness. If church leaders inspire members to order things each week, you might get enough orders each week.
You'd need to maintain a steady flow of donations based on your sales. If people order things but your donations lag behind, you could cause suspicion.
If you do this with more than one church at a time, you could have a hard time tracking sales & sending donations. I suggest moderation in setting up a program, so you can do it well. You'd need to be sure to track sales from specific groups & send the donations to the correct person in each group.
It can be run somewhat like an affiliate program. You might find software to help you administer it.
Your suppliers should provide enough high quality products to avoid an out-of-stock problem. If there are defects, people might return products or demand refunds. You need to be sure you allow for possible returns, when you send donations. If you send donations each month, you should limit returns & refunds to 30 days after a sale.
Your sales copy should specify the importance of people confirming their orders. You should specify refunds will only be available up to 30 days after a sale. After you make a donation & pay suppliers, you won't have funds available for refunds.
To prevent interruptions of sales & donations, church leaders should encourage people to only order what they intend to keep.
You should be sure your program fits all regulations where your business & the churches are. You might need guidance from a lawyer.
You can be successful with programs like this when you gather whatever insights you can.
I don't want to mislead you into thinking there are no risks in promotions.
Please use discretion in what you do & how much you do at any time.
Copyright 2017 Dennis S. Vogel All rights reserved.
Thursday, December 15, 2016
Using Memories & Feelings to Promote Personalized Candles - Candlegrams
Subject: Personalized Candles - Candlegrams
Author: Lori Ritchie
Hello all,
Dennis your marketing insite is fabulous and I am now at the point where it is time to market my product - Personalized Candles and Candlegrams (decorative candles that are personalized with text and graphics chosen by the purchaser for special occassions).
I am concentrating on offline marketing specifically at this time and am thinking of wholesaling to gift shops and florists but I am unsure about their willingness to handle the personalization aspect of the product. . .
Also, should I mail a brochure, business card, and letter ahead before approaching shops with samples to show them? Do you have thoughts on this? I really do not like the direct selling method like this, but if this will be the most effective way to go, I am willing to make it work.
Thank you in advance for any help you may be able to offer.
Lori Ritchie
http://wwww.geocities.com/miraclecandle
Premium Personalized Candles
miraclecandle@yahoo.com
Subject: Re: Personalized Candles - Candlegrams
Author: Dennis S. Vogel
Hi Lori,
Do I have any thoughts on this? Does a candle have a wick?
Thank you for contributing to the discussion forum.
The first thought leaping into my mind is (what Chet Holmes, who works with Jay Abraham, would probably call a Superior Access Vehicle) for you to find out which occasions are special to the store owners.
Was a business anniversary just announced?
Did the owner(s) just get an award for something?
Did the owner or a relative just have a special personal occasion?
Whatever special occasions you find, I suggest you develop a candle for it. Take (or ask somebody to take) a professional quality picture of the candle and send the picture with a brochure, business card, and letter ahead before approaching shops with samples to show them.
So, yes, I think you should contact them ahead of time. After you're sure they got the letters, you can call for an appointment, they're apt to remember what you sent to them.
Promise to bring the special custom-made candle with you to present to him/her/them.
About five minutes after you do present it (allowing the effect to soak in), ask/say, "Now you can imagine how people will feel when they receive candles recognizing something special in their lives, right?"
This should get his/her/their attention!!!
The candle will probably be proudly displayed in the store. Even if the owner(s) don't point to it, customers are bound to notice it and think how great it would be to have one of their own.
I've heard of people burning their mortgage documents after they've made their last mortgage payment. I wonder how people would feel about lighting a candle in the shape of a bank (or labeled "Bank"). Then they can use that flame to light their mortgage documents.
Maybe school shaped candles (or labeled "School") for graduates. Art quality candles don't have to be burned.
If you have a product many customers will want, store owners will probably accept them on consignment. What they will want is "proof" the product will sell just as well or better than whatever else they could have put on the display they use for your product.
You should also consider using your candles as a bonus offer for the store owner's customers.
For example- If the store sells party supplies, customers could get a custom-made candle, (at 50% discount) for the occasion the party is to celebrate, for a purchase of $XX or more. Then the display would be small and the owner would be encouraged to promote the program.
I hope I didn't misinterpret what you wrote. I figure if somebody were to WAX poetic, their poem could put on or with a candle.
Well, what if somebody got a favorable article written about him or her, the headline could be put on a candle.
Considering what you mail to retailers, is there small 3-dimensional object you could put into the envelope? It should relate to your product.
This "lump" in the envelope may tempt people to open it, even if they would've tossed it out otherwise.
Your letter should be HEAD-OUT -- meaning the salutation and opening statement are visible when the recipient opens the envelope & pulls the letter out. The statement should entice recipients to read the rest of the letter, it'll determine the campaign's success.
You could put a teaser on the envelope, "Congratulations On (The store owner's special occasion), please accept my gift commemorating your special occasion." This kind of personalization, plus the little lump, should increase the response you get.
A Safety Note- I heard of a wooden candle holder recall. When people left their candles unattended, the flames started burning the candle holders.
A Liability Note- For better advice, you should ask a lawyer, but it'd be a good idea for you to include a warning about unattended burning of candles.
Warmly (or hotly),
Copyright 2016 Dennis S. Vogel All rights reserved.
thrivingbusiness@email.com
When you compete against big businesses with
big budgets you need powerful marketing
strategies and tactics. You'll find them here-
http://www.voy.com/31049/
Subject: Personalized Candles - Candlegrams - update
Author: Dennis S. Vogel
Many times, memories of our experiences have more lasting value than possessions.
When possessions are linked emotionally with experiences, we can renew or review how we felt in special times.
Aromatic memories can be even stronger.
When a stimulus is linked to emotions through one or more of our senses, it can increase our benefits.
Our emotional links can be powerful also, when possessions connect us with loved ones.
As we tend live miles away from loved ones, we can own identical or similar objects to share with people who share our experiences.
Example - We can look at, touch & smell copies of a scented candle at the same times.
When we talk to or text each other, we can use our senses to rekindle what would otherwise be fading memories.
If you can add a taste aspect (even just a drop on a tongue), we can look at, touch, smell & hear our experiences again - even if some of the sensory aspects are only in our memories.
As we communicate, we can touch, taste, smell, see &/or hear the same kinds of objects.
Depending on the product, you could add a note card to help people prompt their memories & feelings.
You could put things like these on the note cards -
"I remember how I felt the _____."
"I could smell the fragrances of ___."
"When I looked at ____, I saw ___."
"I remember how the ___ tasted."
"The ___ sounded great."
We should do what we can to increase the positive intensity of what we offer.
Thank you for using my blog.
Copyright 2016 Dennis S. Vogel All rights reserved.
Author: Lori Ritchie
Hello all,
Dennis your marketing insite is fabulous and I am now at the point where it is time to market my product - Personalized Candles and Candlegrams (decorative candles that are personalized with text and graphics chosen by the purchaser for special occassions).
I am concentrating on offline marketing specifically at this time and am thinking of wholesaling to gift shops and florists but I am unsure about their willingness to handle the personalization aspect of the product. . .
Also, should I mail a brochure, business card, and letter ahead before approaching shops with samples to show them? Do you have thoughts on this? I really do not like the direct selling method like this, but if this will be the most effective way to go, I am willing to make it work.
Thank you in advance for any help you may be able to offer.
Lori Ritchie
http://wwww.geocities.com/miraclecandle
Premium Personalized Candles
miraclecandle@yahoo.com
Subject: Re: Personalized Candles - Candlegrams
Author: Dennis S. Vogel
Hi Lori,
Do I have any thoughts on this? Does a candle have a wick?
Thank you for contributing to the discussion forum.
The first thought leaping into my mind is (what Chet Holmes, who works with Jay Abraham, would probably call a Superior Access Vehicle) for you to find out which occasions are special to the store owners.
Was a business anniversary just announced?
Did the owner(s) just get an award for something?
Did the owner or a relative just have a special personal occasion?
Whatever special occasions you find, I suggest you develop a candle for it. Take (or ask somebody to take) a professional quality picture of the candle and send the picture with a brochure, business card, and letter ahead before approaching shops with samples to show them.
So, yes, I think you should contact them ahead of time. After you're sure they got the letters, you can call for an appointment, they're apt to remember what you sent to them.
Promise to bring the special custom-made candle with you to present to him/her/them.
About five minutes after you do present it (allowing the effect to soak in), ask/say, "Now you can imagine how people will feel when they receive candles recognizing something special in their lives, right?"
This should get his/her/their attention!!!
The candle will probably be proudly displayed in the store. Even if the owner(s) don't point to it, customers are bound to notice it and think how great it would be to have one of their own.
I've heard of people burning their mortgage documents after they've made their last mortgage payment. I wonder how people would feel about lighting a candle in the shape of a bank (or labeled "Bank"). Then they can use that flame to light their mortgage documents.
Maybe school shaped candles (or labeled "School") for graduates. Art quality candles don't have to be burned.
If you have a product many customers will want, store owners will probably accept them on consignment. What they will want is "proof" the product will sell just as well or better than whatever else they could have put on the display they use for your product.
You should also consider using your candles as a bonus offer for the store owner's customers.
For example- If the store sells party supplies, customers could get a custom-made candle, (at 50% discount) for the occasion the party is to celebrate, for a purchase of $XX or more. Then the display would be small and the owner would be encouraged to promote the program.
I hope I didn't misinterpret what you wrote. I figure if somebody were to WAX poetic, their poem could put on or with a candle.
Well, what if somebody got a favorable article written about him or her, the headline could be put on a candle.
Considering what you mail to retailers, is there small 3-dimensional object you could put into the envelope? It should relate to your product.
This "lump" in the envelope may tempt people to open it, even if they would've tossed it out otherwise.
Your letter should be HEAD-OUT -- meaning the salutation and opening statement are visible when the recipient opens the envelope & pulls the letter out. The statement should entice recipients to read the rest of the letter, it'll determine the campaign's success.
You could put a teaser on the envelope, "Congratulations On (The store owner's special occasion), please accept my gift commemorating your special occasion." This kind of personalization, plus the little lump, should increase the response you get.
A Safety Note- I heard of a wooden candle holder recall. When people left their candles unattended, the flames started burning the candle holders.
A Liability Note- For better advice, you should ask a lawyer, but it'd be a good idea for you to include a warning about unattended burning of candles.
Warmly (or hotly),
Copyright 2016 Dennis S. Vogel All rights reserved.
thrivingbusiness@email.com
When you compete against big businesses with
big budgets you need powerful marketing
strategies and tactics. You'll find them here-
http://www.voy.com/31049/
Subject: Personalized Candles - Candlegrams - update
Author: Dennis S. Vogel
Many times, memories of our experiences have more lasting value than possessions.
When possessions are linked emotionally with experiences, we can renew or review how we felt in special times.
Aromatic memories can be even stronger.
When a stimulus is linked to emotions through one or more of our senses, it can increase our benefits.
Our emotional links can be powerful also, when possessions connect us with loved ones.
As we tend live miles away from loved ones, we can own identical or similar objects to share with people who share our experiences.
Example - We can look at, touch & smell copies of a scented candle at the same times.
When we talk to or text each other, we can use our senses to rekindle what would otherwise be fading memories.
If you can add a taste aspect (even just a drop on a tongue), we can look at, touch, smell & hear our experiences again - even if some of the sensory aspects are only in our memories.
As we communicate, we can touch, taste, smell, see &/or hear the same kinds of objects.
Depending on the product, you could add a note card to help people prompt their memories & feelings.
You could put things like these on the note cards -
"I remember how I felt the _____."
"I could smell the fragrances of ___."
"When I looked at ____, I saw ___."
"I remember how the ___ tasted."
"The ___ sounded great."
We should do what we can to increase the positive intensity of what we offer.
Thank you for using my blog.
Copyright 2016 Dennis S. Vogel All rights reserved.
Monday, November 7, 2016
Help Consumers Live Better
Subject: We Need Promotion Tips Author: Katrin
(Note - This is an updated post. Katrin originally posted her concerns about 15 years ago.)
Hi,
We are selling street wear fashion aimed at the younger public, ages between 15-35. we will be stocking clothes like Paul Frank, En Core, Triple Five, Stussy and similar. If you are not familiar with these brands it is similar to Diesel for example.
Our shop is located off the main shopping street, but still central.
If you could give us any ideas or tips on how to promote this type of shop, we would really appreciate that.
Thanks for your time.
Kind Regards,
Katrin
Hi Katrin,
Something to remember: You can benefit from promotions by selling & learning what you can from results. So, promotions shouldn't be one-shot efforts. You should evaluate results & determine what to do next.
There are more issues than those below, so please consider my suggestions to be a starting platform.
Optimal retailing extends to making stores fit into consumers' lives.
The basic message of too many ads is this - "BUY FROM ME NOW!"
Advertising should be more like "Excuse me, your shoe is untied." As much as practical, there should be value in your messages, not just in things to be sold. Your messages should be focused on helping people live better more than just helping you sell more.
Yes, I know adding information adds to the length of advertising. More length adds cost. More information & compelling content can bring you more sales.
For clothing, you can help people notice how their choices affect their daily results. What kind of fabrics should they choose based on heat & humidity?
If they plan to keep their clothes for years, what should they be aware of?
If they discard their clothing when styles change, what should they choose?
Based on the issues you present in your advertising, how can you help people make optimal choices?
Help Consumers Live Better Before They Buy From You
How can you fit into their activities?
How can you make their buying & post-purchase behaviors easier?
How can you make each shopping trip worthwhile for them?
Considering their benefits instead of only yours, how can you help them avoid delaying purchases?
If they have to delay a purchase, they might buy from another store or not buy at all.
If they don't buy, they don't get benefits. If they buy from somebody else, what would they gain & lose?
When they buy from anybody else instead of you, if they don't lose anything - why are in you business?
How do you plan to stay in business without unique value your niche members can gain or lose?
Retailers should consider what consumers need to do before, during & after shopping trips.
What do your prospects do before & after school or working? Where do they go during lunch breaks?
Even if they buy a solution or decide to make a purchase, they take on other problems -
What will they do with products until they get home? How will they get products home? They may have to learn how to use products/service results.
When will they schedule services?
Though they have those responsibilities, you should try to help them make decisions.
What kind of options can you offer? Can they buy from you, then return to pick things up quickly? Will you have things delivered?
Do you have instructions to streamline their learning about products?
If they shop in multiple stores, how can you help them with products they buy during a shopping trip?
It can be inconvenient for them to wait at home for deliveries from multiple stores. They might dread trying to arrange for somebody else to wait for deliveries.
Do they use public transportation or car pools? Transportation options can lead to scheduling conflicts. They might struggle to get bags into & out of vehicles.
Their means of transportation can be a determining factor in what & when they buy & how much.
They might shop during breaks via web sites or in stores. After work/school, they might buy products after they've had time to think about purchases & when they have more time for transactions.
If they buy anything, would they have to carry products with them or put purchases into their cars?
Would they purchase things & pick them up later or have them shipped?
Consumers' Activities Before Shopping
How can you reach them with your messages?
How spontaneous are your niche members? Do they usually plan to shop? What are they usually doing before shopping? Where are they when they start heading to a store?
During breaks, before & after work/school, they might go to a park or a building & use public WiFi.
When are they more apt to be receptive to your messages?
Example - If there's a restaurant where your prospects go for lunch & supper, you may be able to reach them at lunch.
Why? Maybe they'd wear one type of clothing at work & something else after work. You could sell them something they could wear later during a dinner date.
Do they have multiple jobs & different dress codes? Which situation(s) can you help them dress for?
If a nearby restaurant serves lunch & supper, but doesn't attract the lunch crowd back for supper, you can try a joint promotion. To some extent, it would depend on what attracts people during lunch breaks compared to what's attractive for them after work.
How much time & energy do they have after school/work?
Would they choose better food, if they didn't have to cook it while they're exhausted?
Do they eat lunch in groups of co-workers, but spend time with lovers or family members after work?
Are they apt to ask co-workers for shopping advice or get input from other friends?
Develop A Message & Deliver It
For this example, you'd need to have point-of-purchase signs &/or small flyers to introduce some offers.
You could get consumers to stay or return to the area for a meal & shopping.
For example, after people buy from you, you could give them a coupon (with the restaurant owner/manager's permission) for a free beverage with the purchase of a meal. It could be promoted as a low stress, high nutrition meal.
It could be valid between 5:00 & 8:00 PM, or whenever it would work out for the restaurant.
You could offer to pay for the printing as long as the restaurant pays for the beverage. Getting a beverage would encourage people to spend a little more time in the area. In a case like this, the restaurant would get low cost advertising for the cost of fulfilling an offer. Some beverages are relatively inexpensive compared to the cost of an ad in a newspaper or other medium.
How effective could this be for you? It would depend on various factors (more factors than I space for here). Those factors are specific to people's experiences & perceptions. Your promotions should be based on people's experiences & developed to influence their perceptions.
Here are potential positive & negative things to consider:
How do niche members perceive the value of your offers? Do they have enough time to shop that day?
They might get a drink then drive away - but feel they should reciprocate in the future. They might soon forget the experience if it isn't unique. They might possibly stay to finish the drink & buy from before they leave the area.
It'd be your choice whether to have people buy something from you to get the coupon as a bonus or just use it to get people to come into your store & look at your merchandise.
Now a caution - Too many business owners try something, it doesn't seem to work, then they give up. Before starting any promotion, you should determine how many sales you'd need to offset your costs (break-even). If you sell enough to break-even, you might be able to regain your niche members' attention for your next promotion.
Something like this would call for an appealing offer & some compelling sales copy to make it work.
Something that may grab people's attention is a note from a wait staff member -
"Thank you for allowing me to serve you.
"Here's my tip for you - Many people want to have a dinner date, but they don't know what to wear. Katrin at XYZ Clothing can help you pick the clothes that are most flattering for you to wear in many situations, including dinner dates. You can meet her at ___________ between __ AM & __ PM for a free, no obligation clothing consultation. If you show her this note, she'll even give you a gift."
That gift could be the coupon I described above.
You could offer consultations about what they own, so you could help them more. It'd give a you a chance to learn more about them for your future efforts. Your consultations should be based on your unique knowledge set & could include factors I wrote above.
Consultations can be relatively short & productive.
Consultations could consist of you asking & answering questions, then you can give people information to read based on what they tell you.
You could offer to give the coupons to your (non-restaurant) customers to promote the restaurant.
This could be adapted for hair stylists & other business owners.
If I haven't explained this clearly, please ask me for a clarification.
Copyright 2016 Dennis S. Vogel All rights reserved.
thrivingbusiness@email.com
No competitor is invincible. You don't need
a miracle. Your business will THRIVE if you
have the right marketing.
(Note - This is an updated post. Katrin originally posted her concerns about 15 years ago.)
Hi,
We are selling street wear fashion aimed at the younger public, ages between 15-35. we will be stocking clothes like Paul Frank, En Core, Triple Five, Stussy and similar. If you are not familiar with these brands it is similar to Diesel for example.
Our shop is located off the main shopping street, but still central.
If you could give us any ideas or tips on how to promote this type of shop, we would really appreciate that.
Thanks for your time.
Kind Regards,
Katrin
Hi Katrin,
Something to remember: You can benefit from promotions by selling & learning what you can from results. So, promotions shouldn't be one-shot efforts. You should evaluate results & determine what to do next.
There are more issues than those below, so please consider my suggestions to be a starting platform.
Optimal retailing extends to making stores fit into consumers' lives.
The basic message of too many ads is this - "BUY FROM ME NOW!"
Advertising should be more like "Excuse me, your shoe is untied." As much as practical, there should be value in your messages, not just in things to be sold. Your messages should be focused on helping people live better more than just helping you sell more.
Yes, I know adding information adds to the length of advertising. More length adds cost. More information & compelling content can bring you more sales.
For clothing, you can help people notice how their choices affect their daily results. What kind of fabrics should they choose based on heat & humidity?
If they plan to keep their clothes for years, what should they be aware of?
If they discard their clothing when styles change, what should they choose?
Based on the issues you present in your advertising, how can you help people make optimal choices?
Help Consumers Live Better Before They Buy From You
How can you fit into their activities?
How can you make their buying & post-purchase behaviors easier?
How can you make each shopping trip worthwhile for them?
Considering their benefits instead of only yours, how can you help them avoid delaying purchases?
If they have to delay a purchase, they might buy from another store or not buy at all.
If they don't buy, they don't get benefits. If they buy from somebody else, what would they gain & lose?
When they buy from anybody else instead of you, if they don't lose anything - why are in you business?
How do you plan to stay in business without unique value your niche members can gain or lose?
Retailers should consider what consumers need to do before, during & after shopping trips.
What do your prospects do before & after school or working? Where do they go during lunch breaks?
Even if they buy a solution or decide to make a purchase, they take on other problems -
What will they do with products until they get home? How will they get products home? They may have to learn how to use products/service results.
When will they schedule services?
Though they have those responsibilities, you should try to help them make decisions.
What kind of options can you offer? Can they buy from you, then return to pick things up quickly? Will you have things delivered?
Do you have instructions to streamline their learning about products?
If they shop in multiple stores, how can you help them with products they buy during a shopping trip?
It can be inconvenient for them to wait at home for deliveries from multiple stores. They might dread trying to arrange for somebody else to wait for deliveries.
Do they use public transportation or car pools? Transportation options can lead to scheduling conflicts. They might struggle to get bags into & out of vehicles.
Their means of transportation can be a determining factor in what & when they buy & how much.
They might shop during breaks via web sites or in stores. After work/school, they might buy products after they've had time to think about purchases & when they have more time for transactions.
If they buy anything, would they have to carry products with them or put purchases into their cars?
Would they purchase things & pick them up later or have them shipped?
Consumers' Activities Before Shopping
How can you reach them with your messages?
How spontaneous are your niche members? Do they usually plan to shop? What are they usually doing before shopping? Where are they when they start heading to a store?
During breaks, before & after work/school, they might go to a park or a building & use public WiFi.
When are they more apt to be receptive to your messages?
Example - If there's a restaurant where your prospects go for lunch & supper, you may be able to reach them at lunch.
Why? Maybe they'd wear one type of clothing at work & something else after work. You could sell them something they could wear later during a dinner date.
Do they have multiple jobs & different dress codes? Which situation(s) can you help them dress for?
If a nearby restaurant serves lunch & supper, but doesn't attract the lunch crowd back for supper, you can try a joint promotion. To some extent, it would depend on what attracts people during lunch breaks compared to what's attractive for them after work.
How much time & energy do they have after school/work?
Would they choose better food, if they didn't have to cook it while they're exhausted?
Do they eat lunch in groups of co-workers, but spend time with lovers or family members after work?
Are they apt to ask co-workers for shopping advice or get input from other friends?
Develop A Message & Deliver It
For this example, you'd need to have point-of-purchase signs &/or small flyers to introduce some offers.
You could get consumers to stay or return to the area for a meal & shopping.
For example, after people buy from you, you could give them a coupon (with the restaurant owner/manager's permission) for a free beverage with the purchase of a meal. It could be promoted as a low stress, high nutrition meal.
It could be valid between 5:00 & 8:00 PM, or whenever it would work out for the restaurant.
You could offer to pay for the printing as long as the restaurant pays for the beverage. Getting a beverage would encourage people to spend a little more time in the area. In a case like this, the restaurant would get low cost advertising for the cost of fulfilling an offer. Some beverages are relatively inexpensive compared to the cost of an ad in a newspaper or other medium.
How effective could this be for you? It would depend on various factors (more factors than I space for here). Those factors are specific to people's experiences & perceptions. Your promotions should be based on people's experiences & developed to influence their perceptions.
Here are potential positive & negative things to consider:
How do niche members perceive the value of your offers? Do they have enough time to shop that day?
They might get a drink then drive away - but feel they should reciprocate in the future. They might soon forget the experience if it isn't unique. They might possibly stay to finish the drink & buy from before they leave the area.
It'd be your choice whether to have people buy something from you to get the coupon as a bonus or just use it to get people to come into your store & look at your merchandise.
Now a caution - Too many business owners try something, it doesn't seem to work, then they give up. Before starting any promotion, you should determine how many sales you'd need to offset your costs (break-even). If you sell enough to break-even, you might be able to regain your niche members' attention for your next promotion.
Something like this would call for an appealing offer & some compelling sales copy to make it work.
Something that may grab people's attention is a note from a wait staff member -
"Thank you for allowing me to serve you.
"Here's my tip for you - Many people want to have a dinner date, but they don't know what to wear. Katrin at XYZ Clothing can help you pick the clothes that are most flattering for you to wear in many situations, including dinner dates. You can meet her at ___________ between __ AM & __ PM for a free, no obligation clothing consultation. If you show her this note, she'll even give you a gift."
That gift could be the coupon I described above.
You could offer consultations about what they own, so you could help them more. It'd give a you a chance to learn more about them for your future efforts. Your consultations should be based on your unique knowledge set & could include factors I wrote above.
Consultations can be relatively short & productive.
Consultations could consist of you asking & answering questions, then you can give people information to read based on what they tell you.
You could offer to give the coupons to your (non-restaurant) customers to promote the restaurant.
This could be adapted for hair stylists & other business owners.
If I haven't explained this clearly, please ask me for a clarification.
Copyright 2016 Dennis S. Vogel All rights reserved.
thrivingbusiness@email.com
No competitor is invincible. You don't need
a miracle. Your business will THRIVE if you
have the right marketing.
Thursday, October 6, 2016
In Business & Life - Choose What You Can Use. Leave The Rest
In Business & Life - Choose What You Can Use. Leave The Rest.
The Skool Network by Chris Do & Jose Caballer
I didn't watch/listen to each video. If I'd partake of each video before I'd share this resource with you, I might be partly responsible for delaying your increased success.
Like others of us, Chris Do & Jose Caballer are crazy/eccentric & knowledgeable.
If I'd withhold this resource until I've dealt with my jealousy, I might never share it.
Just because I'm jealous of them, I won't deny you the chance to learn from them.
This is NOT petty jealousy because this is NOT a petty knowledge resource.
Below, I've posted a few URLs for videos you can definitely use.
I'm not concerned about all of you learning everything you need from Chris Do, Jose Caballer & the others. (You'll still need me & others to guide you.) You probably wouldn't benefit from all of their knowledge, I've found some things you can use. You can leave the rest of their knowledge for others, if you want.
Some of their content isn't directly applicable to retail marketing. In general, Chris & Jose are focused on sharing wisdom & knowledge with marketing services professionals.
I know some of you are patient & sharp enough to detect & implement what you can apply. For those who want the mother lode, here is the main URL -
The Skool Network https://www.youtube.com/user/TheSkoolRocks
Examples -
IDENTITY DESIGN: BRANDING
https://www.youtube.com/watch?v=pR7tMnKghDs
They differentiate logos, identity & branding.
Here's a quote from this video - Marty Neumeier, the Brand Gap
"A brand is a person's gut feeling about a product, service or company. You can't control the process, but you can influence it."
Chris Do & Jose Caballer state it like this - "It's not what you say it is, it's what they say it is." In this case 'they' means consumers.
Dennis Vogel's (my) angle on it is- "The purpose of marketing communications is to influence consumers' thought processes, so a brand has an effect. Though you won't control the whole process, you should influence as much as you can. Use that influence to serve your niche members in ways they aren't served by anybody else."
I started writing this post just about one information resource. As usual, I'm adding what I consider to be valuable insights.
Stories & Analogies Are Good For Explaining Concepts
People have internal & external conflicts, these conflicts have story lines. When your story resonates with their stories, they'll feel connected.
When you explain your observations, people can determine how well your observations align with theirs. Your observations can add value to their observations.
With a story, you can teach a lesson & help people learn how well you can serve them.
You can use stories, analogies & questions to help people redirect their thoughts. You can influence consumers' thought processes.
Example -
Too often people are concerned about another person's educational/academic credentials &/or experience level.
It's possible to get academic credentials without retaining many educational "benefits".
If you're concerned about how much experience somebody has, here's what you should consider - How do you qualify & quantify experience?
Is it enough to keep committing the same mistake for 4 years? Or should the same mistake be committed for 8 years? Or should the number of repeated mistakes be 2?
People don't always learn from their mistakes, so they keep doing what they think is successful. While they keep making mistakes, we can learn, then move on.
It can take less effort to learn by observing what others do - learn from others' triumphs & mistakes.
Valuable stories are based on lessons learned from mistakes & triumphs.
People like to learn valuable lessons quickly. It requires observation whether the experience is direct or vicarious.
Now you can add these insights to what Chris Do explained in this video -
How To: Tell A Great Story— 5 storytelling tips
https://www.youtube.com/watch?v=UE3OufWmnMY
These 5 tips will help you tell a better story for Vlogs, documentaries, short form animation or just about anything that could use a more compelling story.
Here's another Skool Network video for retailers to learn from -
How to Position a Brand https://www.youtube.com/watch?v=KSGzJiK9Uz8
Chris & Jose talk about how to position yourself & your business to maximize your value & happiness. Learn how to analyze & dissect the positioning & design strategies of powerful brands like: Harley Davidson, Apple, Lululemon and Adidas. Learn strategic & tactical skills you can use to grow your business.
The 3 key components of positioning -
Chris Do & Jose Caballer explain how to be successful based on what are in 3 circles: what you love, identifying what you're good at, what pays well - These are shown with a Venn Diagram.
What industries value your skill set? (Note - this can apply to a consumer niche.)
Who are the customers?
Highly successful brands are analyzed by Chris & Jose.
Understand your customers, sound & look like them.
How to target a market (focus on a niche) & get clients.
They tied it in with Positioning - the Battle for Your Mind by Jack Trout & Al Ries.
These insights are like "The Hedgehog Concept" by Jim Collins https://www.youtube.com/watch?v=JUrdbmNBpyY
Do what you're deeply passionate about; Act based on what you can & can't be best in/at; Pursue what fuels, starts & runs your economic engine.
Focussed 4-Step Success Formula - Part 1: Find Your Hedgehog Concept https://www.youtube.com/watch?v=VyXQWTleyxw
Gideon Shalwick explains his 4-step success formula that he uses both consciously and unconsciously to be successful.
Gideon has broken it into 4 main areas:
1. Find your "hedgehog" concept - passion, skill, profit
2. Find a hungry crowd and give them some food
3. Apply the beach head strategy
4. Be persistent
Back to The Skool Network -
Branding: Identity Design w/ Yo Santosa
https://www.youtube.com/watch?v=mnSgHLBpOpw
What is branding and what isn't?
How can you go from being just a designer to becoming a Brander? Become a Matchmaker.
How do you learn about who your customers are and turn that into messaging?
How do colors & fonts look & feel? Start with Words.
What is a Beautiful Word?
How do you give brands personality? Start with a Name.
Could you extend your principles on branding a business, to branding yourself?
I wish I had time now & space here to explain how to apply the knowledge & wisdom you've gained.
Blog posts are good. Consultations are great. Let's do it! Please contact me.
Thank you for using my blog. Please let me know if I should clarify anything.
Copyright 2016 Dennis S. Vogel All rights reserved.
When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here-
https://thriving-small-businesses.blogspot.com/
http://www.voy.com/31049/
The Skool Network by Chris Do & Jose Caballer
I didn't watch/listen to each video. If I'd partake of each video before I'd share this resource with you, I might be partly responsible for delaying your increased success.
Like others of us, Chris Do & Jose Caballer are crazy/eccentric & knowledgeable.
If I'd withhold this resource until I've dealt with my jealousy, I might never share it.
Just because I'm jealous of them, I won't deny you the chance to learn from them.
This is NOT petty jealousy because this is NOT a petty knowledge resource.
Below, I've posted a few URLs for videos you can definitely use.
I'm not concerned about all of you learning everything you need from Chris Do, Jose Caballer & the others. (You'll still need me & others to guide you.) You probably wouldn't benefit from all of their knowledge, I've found some things you can use. You can leave the rest of their knowledge for others, if you want.
Some of their content isn't directly applicable to retail marketing. In general, Chris & Jose are focused on sharing wisdom & knowledge with marketing services professionals.
I know some of you are patient & sharp enough to detect & implement what you can apply. For those who want the mother lode, here is the main URL -
The Skool Network https://www.youtube.com/user/TheSkoolRocks
Examples -
IDENTITY DESIGN: BRANDING
https://www.youtube.com/watch?v=pR7tMnKghDs
They differentiate logos, identity & branding.
Here's a quote from this video - Marty Neumeier, the Brand Gap
"A brand is a person's gut feeling about a product, service or company. You can't control the process, but you can influence it."
Chris Do & Jose Caballer state it like this - "It's not what you say it is, it's what they say it is." In this case 'they' means consumers.
Dennis Vogel's (my) angle on it is- "The purpose of marketing communications is to influence consumers' thought processes, so a brand has an effect. Though you won't control the whole process, you should influence as much as you can. Use that influence to serve your niche members in ways they aren't served by anybody else."
I started writing this post just about one information resource. As usual, I'm adding what I consider to be valuable insights.
Stories & Analogies Are Good For Explaining Concepts
People have internal & external conflicts, these conflicts have story lines. When your story resonates with their stories, they'll feel connected.
When you explain your observations, people can determine how well your observations align with theirs. Your observations can add value to their observations.
With a story, you can teach a lesson & help people learn how well you can serve them.
You can use stories, analogies & questions to help people redirect their thoughts. You can influence consumers' thought processes.
Example -
Too often people are concerned about another person's educational/academic credentials &/or experience level.
It's possible to get academic credentials without retaining many educational "benefits".
If you're concerned about how much experience somebody has, here's what you should consider - How do you qualify & quantify experience?
Is it enough to keep committing the same mistake for 4 years? Or should the same mistake be committed for 8 years? Or should the number of repeated mistakes be 2?
People don't always learn from their mistakes, so they keep doing what they think is successful. While they keep making mistakes, we can learn, then move on.
It can take less effort to learn by observing what others do - learn from others' triumphs & mistakes.
Valuable stories are based on lessons learned from mistakes & triumphs.
People like to learn valuable lessons quickly. It requires observation whether the experience is direct or vicarious.
Now you can add these insights to what Chris Do explained in this video -
How To: Tell A Great Story— 5 storytelling tips
https://www.youtube.com/watch?v=UE3OufWmnMY
These 5 tips will help you tell a better story for Vlogs, documentaries, short form animation or just about anything that could use a more compelling story.
Here's another Skool Network video for retailers to learn from -
How to Position a Brand https://www.youtube.com/watch?v=KSGzJiK9Uz8
Chris & Jose talk about how to position yourself & your business to maximize your value & happiness. Learn how to analyze & dissect the positioning & design strategies of powerful brands like: Harley Davidson, Apple, Lululemon and Adidas. Learn strategic & tactical skills you can use to grow your business.
The 3 key components of positioning -
Chris Do & Jose Caballer explain how to be successful based on what are in 3 circles: what you love, identifying what you're good at, what pays well - These are shown with a Venn Diagram.
What industries value your skill set? (Note - this can apply to a consumer niche.)
Who are the customers?
Highly successful brands are analyzed by Chris & Jose.
Understand your customers, sound & look like them.
How to target a market (focus on a niche) & get clients.
They tied it in with Positioning - the Battle for Your Mind by Jack Trout & Al Ries.
These insights are like "The Hedgehog Concept" by Jim Collins https://www.youtube.com/watch?v=JUrdbmNBpyY
Do what you're deeply passionate about; Act based on what you can & can't be best in/at; Pursue what fuels, starts & runs your economic engine.
Focussed 4-Step Success Formula - Part 1: Find Your Hedgehog Concept https://www.youtube.com/watch?v=VyXQWTleyxw
Gideon Shalwick explains his 4-step success formula that he uses both consciously and unconsciously to be successful.
Gideon has broken it into 4 main areas:
1. Find your "hedgehog" concept - passion, skill, profit
2. Find a hungry crowd and give them some food
3. Apply the beach head strategy
4. Be persistent
Back to The Skool Network -
Branding: Identity Design w/ Yo Santosa
https://www.youtube.com/watch?v=mnSgHLBpOpw
What is branding and what isn't?
How can you go from being just a designer to becoming a Brander? Become a Matchmaker.
How do you learn about who your customers are and turn that into messaging?
How do colors & fonts look & feel? Start with Words.
What is a Beautiful Word?
How do you give brands personality? Start with a Name.
Could you extend your principles on branding a business, to branding yourself?
I wish I had time now & space here to explain how to apply the knowledge & wisdom you've gained.
Blog posts are good. Consultations are great. Let's do it! Please contact me.
Thank you for using my blog. Please let me know if I should clarify anything.
Copyright 2016 Dennis S. Vogel All rights reserved.
When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here-
https://thriving-small-businesses.blogspot.com/
http://www.voy.com/31049/
Thursday, September 29, 2016
Retailing Shouldn't Be Like Playing Tackle Football With Giants
Retailing Shouldn't Be Like Playing Tackle Football With Giants
"Don't be there!" It's Miyagi's main instruction about avoiding punches in "The Karate Kid" movies.
When you choose inventory, develop offers & send marketing messages, don't do those like big retailers. There will be similarities but if you do exactly what big retailers do, you'll be THERE when they punch.
It's that way in sports also.
If you're controlling a ball in their games in their stadiums, they'll still have a lot of control.
They won't be so rough on you when you don't play games their way.
Ideally, your clients shouldn't feel like they've been roughed up either.
Why do consumers seem to favor big retailers? Maybe local retailers don't offer anything better. Or maybe it's just consumers' misperceptions.
If you have resources to offer, but consumers don't know about or remember values you offer, in effect (for them) - you haven't offered those values.
Focus Specifically On Situational Factors Or You'll Be Carried Away
Big retailers test many things. Even when some things don't work, big retailers rework variables & test again. They stop individual tests, but they never stop testing.
They test products, departments & store formats. In other words, they change how they RUN their businesses.
Analogy - In the 1970s, running back John Brockington was a major part of the Green Packers. Brockington carried opponents as they tried to weigh him down. They slowed him but they didn't effectively stop him. They got carried away until they stopped his legs.
Piling on top of other runners worked, so (potential) tacklers stubbornly tried what worked on others.
If allowed to try, a child - using an effective tackling technique - could've been more effective than those professional football players, who were paid thousands of dollars each.
(It could seem like big retailers try bringing you down by piling up cheap products.)
Bringing John Brockington down was a matter of taking his legs & feet out from under him.
Brockington adjusted running techniques according to each situation. In general, he wanted to win but I'm sure he focused immediately on each position & being as effective as possible in it. Winning required him to do his best in specific conditions.
During a play, a touchdown is possible for anybody who holds a ball. But getting away from or at least outmaneuvering opponents is often necessary before scoring.
Getting into scoring position requires changing the conditions. Successfully dealing with changed conditions requires making more adjustments.
Adjust Your Conditions & Help Consumers Adjust Their Conditions
In a similar way, when your store is open, you're ready to sell. You shouldn't expect consumers to be ready to buy - yet.
You should focus on helping consumers adjust their perceptions about aspects of their reality. You might need to persuade them to adopt an idea & help them adapt that idea to their conditions. You can do it by attracting them based on their experiences instead of focusing only on selling products/services.
Many retailers are set up to sell NOW or else - there's no attempt to give information that might lead to sales later.
It works out in some situations since some consumers want or need quick transactions. Delaying could lead to their situations deteriorating & bring them more stress.
Yet they don't always know where, when or how to begin.
At your local level, you should have far better ways to guide consumers than clerks in big stores obeying orders from executives in far away offices.
Consumers might be almost ready to buy, but they always don't know what or from whom. They don't know what the best solution is or who would give an unbiased recommendation.
Scoring Position Is More Than Philosophical
An obvious baseline statement - Consumers naturally realize businesses are designed for profits & they tend to approach businesses based on that. They just don't want unmerited profits to be made at their expense. Yet despite this being obvious, too few businesses are set to show concern for people & their situations.
It should be a fully obvious exchange of value that will extend after the transaction.
When you're in situations when sales might be imminent, who is scoring position? Are you ready to score? Or are consumers ready to score? It's more than just thinking you & consumers are each about to score.
For consumers to have full confidence in you, they should perceive you to be blocking opponents/problems. Even if - while blocking - you cross goal lines before them, you should be doing it to help them score. In essence, they're the ball carriers.
Another analogy - MacArthur Lane often blocked for John Brockington. When Brockington scored a touchdown, it was a score for the team.
Mac Lane also did well when he wasn't blocking. He knew how to run, so he knew to help runners. He knew how to block, so he knew how to help blockers so they could help him in a full team effort.
You need to do well in scoring for yourself without seeming to take undue advantage of individual consumers. (Some consumers don't understand why small retailers charge so much more than big retailers.)
Many retailers just sell products (pass a ball) & let consumers take all the risks after that. Helping consumers avoid some risks is a big value. It's vital for you to show how much value you add & why that value is worth what you charge.
Even when people can afford to pay higher prices (compared to big box discounts), they don't want to feel cheated. If a product seems to be the same, they want to pay the lowest prices. It's why you should offer more than products.
Sometimes, you can't add significant value, so you can't afford to make seemingly better offers. You only should compete in cases when you can offer clear advantages in certain conditions.
Consumers don't always think about this - A cheap product (especially without enough information) might produce less than a full solution, mitigation or prevention. They might waste what little they spend plus waste their time, energy & other resources.
When you can add value, it may be hard to put a price/value on everything you put into your offers. What a solution is worth depends on each consumer's conditions.
You've Got Your Problems, They've Got Theirs
Your costs per product, per square foot, etc. are apt to be higher than a big retailer's costs. Those are your problems, consumers already have too many problems without trying to solve yours.
Retailers tend to understand - As far as customer service goes, their job is to help consumers. Yet some retailers act as if consumers have a responsibility to help retailers.
Could you logically fault consumers for stubbornly doing things, if you're also inflexible?
When consumers refuse to yield to retailers, they're just being normal.
It's a mistake to think consumers are fickle, greedy or anything else negative. Those thoughts won't help you understand consumers.
Consumers are either niche members or not.
Trying to build a business by selling to anybody but niche members is bad. Sales to general consumers should be occasional only.
If you can't sustain a thriving business by selling only to niche members, you don't have the right niche or business model.
Cover Their Exposures So They Won't Feel Fleeced
If a consumer needs a specific product, which is available only from you & a big store in another city, s/he might feel you're extorting money unless you offer more value - especially information. That information value doesn't have to increase your costs drastically since your knowledge base is probably spread over your whole inventory.
You can find information quickly with a computer.
Though consumers can use search engines, you might know the best search terms, know how to interpret the results & apply the best information in the best way. Explain the information. Urge them to ask questions.
Understanding Standing & Moving
Though it's vital to avoid depersonalizing consumers, I'm using the following metaphor -
Consider consumers to be like a retailer's legs & feet. The company (body) will fall when it moves in a different direction (compared to where consumers are & where they're going). If the body stays in a position while the legs & feet move, the body will fall.
Even if the body isn't predisposed to falling, it can be knocked off balance easily by tacklers who are balanced before they hit. In most encounters, a more balanced opponent has better options for control from beginning to end.
Well balanced competitors are moving with consumers. They can knock you over easily if you stand still.
If you're doing only what you did before, you're standing still.
If you're standing still, you are NOT leading or following consumers, which means you aren't offering as much value as you should.
You're off-balance if you're offering less value than you should.
Struggling to maintain (or regain) balance feels like a more immediate priority than maintaining or regaining control over another object. A higher, longer term priority - like holding a ball or winning a game - fades in comparison with trying to avoid injuries during a fall.
You might've seen players holding a football while falling. They have to work on that because it doesn't happen naturally. (It's somewhat like spending money to avoid losing money.)
People need to expend effort to avoid natural but situationally inappropriate reactions.
Plus, you can probably recall times you or others fell while trying to stay in place. Sometimes we need to move to avoid a total loss of balance.
It can be like that in testing business methods. If you struggle to stand, you might fall. If you move in the direction you or consumers are moving/leaning, you might avoid falling down.
If you stand, opponents can catch you & knock you over - in effect - forcing you to move. You'd be better off moving proactively & maintaining control.
You need a planned direction so you can quickly determine if a potential move could be optimal.
Standing still too long can be costly.
The effect can be similar for consumers who feel they might lose opportunities if they buy from unfamiliar retailers.
(It's partly related to comfort zones even when those zones aren't optimally comfortable or safe.)
They might have some vague feelings of vulnerability. They need to do something but when they're vulnerable, they don't always know what to protect or how.
It's one reason consumers resist buying what they need - they don't want to lose what they have by wasting resources on the wrong things. But at other times, many will rush into action without knowing which potentially better options are available. They don't realize what they might lose, except they realize they could lose an opportunity.
Add Value With Your Interpretation
Based on your interpretation of consumers' situations, you have a responsibility to advise them about which solution, prevention or mitigation is better even if you don't have it. You should do your best to explain your advice so they can determine if you understand them & they understand you.
If they use up resources without total fulfillment, you'll lose your opportunities also. But it's important to emphasize protecting them instead of protecting only yourself. If they perceive you're doing it just to get a sale away from competitors, you won't be perceived as helping them.
After feeling burned, they'll be more cautious.
It's important for retailers to help people gain without losing. Part of that is being ready for certain actions.
Confident consumers aren't always as ready as they think they are. They also need help perceiving & avoiding more problems.
Thank you for using my blog. Please let me know if I should clarify anything.
Copyright 2016 Dennis S. Vogel All rights reserved.
When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here-
https://thriving-small-businesses.blogspot.com/
http://www.voy.com/31049/
"Don't be there!" It's Miyagi's main instruction about avoiding punches in "The Karate Kid" movies.
When you choose inventory, develop offers & send marketing messages, don't do those like big retailers. There will be similarities but if you do exactly what big retailers do, you'll be THERE when they punch.
It's that way in sports also.
If you're controlling a ball in their games in their stadiums, they'll still have a lot of control.
They won't be so rough on you when you don't play games their way.
Ideally, your clients shouldn't feel like they've been roughed up either.
Why do consumers seem to favor big retailers? Maybe local retailers don't offer anything better. Or maybe it's just consumers' misperceptions.
If you have resources to offer, but consumers don't know about or remember values you offer, in effect (for them) - you haven't offered those values.
Focus Specifically On Situational Factors Or You'll Be Carried Away
Big retailers test many things. Even when some things don't work, big retailers rework variables & test again. They stop individual tests, but they never stop testing.
They test products, departments & store formats. In other words, they change how they RUN their businesses.
Analogy - In the 1970s, running back John Brockington was a major part of the Green Packers. Brockington carried opponents as they tried to weigh him down. They slowed him but they didn't effectively stop him. They got carried away until they stopped his legs.
Piling on top of other runners worked, so (potential) tacklers stubbornly tried what worked on others.
If allowed to try, a child - using an effective tackling technique - could've been more effective than those professional football players, who were paid thousands of dollars each.
(It could seem like big retailers try bringing you down by piling up cheap products.)
Bringing John Brockington down was a matter of taking his legs & feet out from under him.
Brockington adjusted running techniques according to each situation. In general, he wanted to win but I'm sure he focused immediately on each position & being as effective as possible in it. Winning required him to do his best in specific conditions.
During a play, a touchdown is possible for anybody who holds a ball. But getting away from or at least outmaneuvering opponents is often necessary before scoring.
Getting into scoring position requires changing the conditions. Successfully dealing with changed conditions requires making more adjustments.
Adjust Your Conditions & Help Consumers Adjust Their Conditions
In a similar way, when your store is open, you're ready to sell. You shouldn't expect consumers to be ready to buy - yet.
You should focus on helping consumers adjust their perceptions about aspects of their reality. You might need to persuade them to adopt an idea & help them adapt that idea to their conditions. You can do it by attracting them based on their experiences instead of focusing only on selling products/services.
Many retailers are set up to sell NOW or else - there's no attempt to give information that might lead to sales later.
It works out in some situations since some consumers want or need quick transactions. Delaying could lead to their situations deteriorating & bring them more stress.
Yet they don't always know where, when or how to begin.
At your local level, you should have far better ways to guide consumers than clerks in big stores obeying orders from executives in far away offices.
Consumers might be almost ready to buy, but they always don't know what or from whom. They don't know what the best solution is or who would give an unbiased recommendation.
Scoring Position Is More Than Philosophical
An obvious baseline statement - Consumers naturally realize businesses are designed for profits & they tend to approach businesses based on that. They just don't want unmerited profits to be made at their expense. Yet despite this being obvious, too few businesses are set to show concern for people & their situations.
It should be a fully obvious exchange of value that will extend after the transaction.
When you're in situations when sales might be imminent, who is scoring position? Are you ready to score? Or are consumers ready to score? It's more than just thinking you & consumers are each about to score.
For consumers to have full confidence in you, they should perceive you to be blocking opponents/problems. Even if - while blocking - you cross goal lines before them, you should be doing it to help them score. In essence, they're the ball carriers.
Another analogy - MacArthur Lane often blocked for John Brockington. When Brockington scored a touchdown, it was a score for the team.
Mac Lane also did well when he wasn't blocking. He knew how to run, so he knew to help runners. He knew how to block, so he knew how to help blockers so they could help him in a full team effort.
You need to do well in scoring for yourself without seeming to take undue advantage of individual consumers. (Some consumers don't understand why small retailers charge so much more than big retailers.)
Many retailers just sell products (pass a ball) & let consumers take all the risks after that. Helping consumers avoid some risks is a big value. It's vital for you to show how much value you add & why that value is worth what you charge.
Even when people can afford to pay higher prices (compared to big box discounts), they don't want to feel cheated. If a product seems to be the same, they want to pay the lowest prices. It's why you should offer more than products.
Sometimes, you can't add significant value, so you can't afford to make seemingly better offers. You only should compete in cases when you can offer clear advantages in certain conditions.
Consumers don't always think about this - A cheap product (especially without enough information) might produce less than a full solution, mitigation or prevention. They might waste what little they spend plus waste their time, energy & other resources.
When you can add value, it may be hard to put a price/value on everything you put into your offers. What a solution is worth depends on each consumer's conditions.
You've Got Your Problems, They've Got Theirs
Your costs per product, per square foot, etc. are apt to be higher than a big retailer's costs. Those are your problems, consumers already have too many problems without trying to solve yours.
Retailers tend to understand - As far as customer service goes, their job is to help consumers. Yet some retailers act as if consumers have a responsibility to help retailers.
Could you logically fault consumers for stubbornly doing things, if you're also inflexible?
When consumers refuse to yield to retailers, they're just being normal.
It's a mistake to think consumers are fickle, greedy or anything else negative. Those thoughts won't help you understand consumers.
Consumers are either niche members or not.
Trying to build a business by selling to anybody but niche members is bad. Sales to general consumers should be occasional only.
If you can't sustain a thriving business by selling only to niche members, you don't have the right niche or business model.
Cover Their Exposures So They Won't Feel Fleeced
If a consumer needs a specific product, which is available only from you & a big store in another city, s/he might feel you're extorting money unless you offer more value - especially information. That information value doesn't have to increase your costs drastically since your knowledge base is probably spread over your whole inventory.
You can find information quickly with a computer.
Though consumers can use search engines, you might know the best search terms, know how to interpret the results & apply the best information in the best way. Explain the information. Urge them to ask questions.
Understanding Standing & Moving
Though it's vital to avoid depersonalizing consumers, I'm using the following metaphor -
Consider consumers to be like a retailer's legs & feet. The company (body) will fall when it moves in a different direction (compared to where consumers are & where they're going). If the body stays in a position while the legs & feet move, the body will fall.
Even if the body isn't predisposed to falling, it can be knocked off balance easily by tacklers who are balanced before they hit. In most encounters, a more balanced opponent has better options for control from beginning to end.
Well balanced competitors are moving with consumers. They can knock you over easily if you stand still.
If you're doing only what you did before, you're standing still.
If you're standing still, you are NOT leading or following consumers, which means you aren't offering as much value as you should.
You're off-balance if you're offering less value than you should.
Struggling to maintain (or regain) balance feels like a more immediate priority than maintaining or regaining control over another object. A higher, longer term priority - like holding a ball or winning a game - fades in comparison with trying to avoid injuries during a fall.
You might've seen players holding a football while falling. They have to work on that because it doesn't happen naturally. (It's somewhat like spending money to avoid losing money.)
People need to expend effort to avoid natural but situationally inappropriate reactions.
Plus, you can probably recall times you or others fell while trying to stay in place. Sometimes we need to move to avoid a total loss of balance.
It can be like that in testing business methods. If you struggle to stand, you might fall. If you move in the direction you or consumers are moving/leaning, you might avoid falling down.
If you stand, opponents can catch you & knock you over - in effect - forcing you to move. You'd be better off moving proactively & maintaining control.
You need a planned direction so you can quickly determine if a potential move could be optimal.
Standing still too long can be costly.
The effect can be similar for consumers who feel they might lose opportunities if they buy from unfamiliar retailers.
(It's partly related to comfort zones even when those zones aren't optimally comfortable or safe.)
They might have some vague feelings of vulnerability. They need to do something but when they're vulnerable, they don't always know what to protect or how.
It's one reason consumers resist buying what they need - they don't want to lose what they have by wasting resources on the wrong things. But at other times, many will rush into action without knowing which potentially better options are available. They don't realize what they might lose, except they realize they could lose an opportunity.
Add Value With Your Interpretation
Based on your interpretation of consumers' situations, you have a responsibility to advise them about which solution, prevention or mitigation is better even if you don't have it. You should do your best to explain your advice so they can determine if you understand them & they understand you.
If they use up resources without total fulfillment, you'll lose your opportunities also. But it's important to emphasize protecting them instead of protecting only yourself. If they perceive you're doing it just to get a sale away from competitors, you won't be perceived as helping them.
After feeling burned, they'll be more cautious.
It's important for retailers to help people gain without losing. Part of that is being ready for certain actions.
Confident consumers aren't always as ready as they think they are. They also need help perceiving & avoiding more problems.
Thank you for using my blog. Please let me know if I should clarify anything.
Copyright 2016 Dennis S. Vogel All rights reserved.
When you compete against big businesses with big budgets you need powerful marketing strategies & tactics. You'll find them here-
https://thriving-small-businesses.blogspot.com/
http://www.voy.com/31049/
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