Bonus #1: 100+ Marketing Ideas
Bonus #2: Audit Questionnaire
Bonus #3: Simon Sinek’s Video – Start With Why
Bonus #4: The Legend Of The Pied Piper Of Hamelin
Bonus #5: Free Consulting
Bonus #6: Share Your Success Stories
Bonus #7: Reactivate your “old” customers – the 17% response rate story
Bonus #8: Answer to the Nine Dots Challenge
Your marketing toolbox often just has a handful of tools in it. It is always better to make decisions with options or choices in front of you. So I am giving you access to my toolbox as a special bonus.
Look through this list every time you plan for a campaign, launch or program. You will undoubtedly find one or two ideas there that were not in your mind when you started the planning process.
This short form questionnaire will provide you with some fantastic insight into the types of questions you should ask when auditing what you are currently doing in marketing. Once you have the answers to these questions, look through the 100+ ideas list and you will generate tons of new ideas. The gap between ‘what you could be doing’ and ‘what you are doing’ is your Opportunity Gap.
Now you have a list of options to consider, you are in a much better position to make more educated decisions regarding your marketing activities.
This thought-provoking video will provide you with some really creative insight on why questions are more important to ask first, before making decisions. Sinek’s Golden Circle shows that most people know what they do, some know how they do it, but very few know why they do what they do.
Inspired leaders and organizations start with WHY. People don’t buy what you do – they buy why you do it. It’s what has made Apple different, and successful… it’s why you buy Apple rather than other brands.
Click to view Simon Sinek’s “Start with WHY”
Blindly following someone can be a very dangerous thing to do. In 1284, the people in the town of Hamelin found that out the hard way.
If you don’t know the story of the Pied Piper, read it here, then apply that thinking to your business, and see how it is crucial to always learn from other people’s experiences, but not to simply follow them and do what they do, blindly – even if someone else tells you to do so.
Make sure you are in charge of your decision making at all times.
Click here to read the story about the Pied Piper.
Do you have some questions that you would like answered? Are there ideas you would like to bounce off the author? Would you like some free consulting? Well it’s here for the taking.
FREE Consulting offer:
If you have bought my book, contact me by emailing email@example.com. Provide a 100 word summary of the situation you would like to discuss with me. I will then respond to you within 3 days to set up a 15-minute telephone discussion that will address your issue.
Every so often you probably have success with something you do. If you would like to share that success with a larger audience I have a plan for you. Also, if you have read the book and would like to provide some feedback, that would be fantastic as well.
Just email me at: firstname.lastname@example.org and I will publish your Success Story in our newsletter that we will be sending out. Your comments about the book will appear on the Testimonials page of this website. In both cases, you will need to include your address so that I can send you a free Thank You gift.
I can’t wait to hear from you!
A number of years ago I managed the loyalty program for a major retailer. In order to drive purchase behaviour from customers, one of the offers we used to send to them was: Make a purchase of $30 or more and we’ll give you $10 off your purchase. The average response rate was 3%. The average transaction for that kind of offer was around $35. Making the effective discount rate: $10/$35 = 28.6%.
So if we did a mailing to 80,000 non-active customers we generated the following (on average):
Gross Revenue $84,000
Discount: $24,000 (28.6%)
Net revenue: $60,000
Number of customers: 2400
On one particular occasion, we decided to try something controversial and “out-of-the-box”. The decision to implement this controversial offer was only done after numerous testing to ensure that the results did not cause financial hardship to the retailer. All our testing had resulted in very similar results and we were confident that it would hold true upon rollout. We held our breaths…
What we did was make a similar offer to the same base of 80,000 customers; however the $10 offer had no minimum purchase requirement as its primary condition. In other words, someone could come into the store, purchase $10 of merchandise and walk out without having to pay anything.
So, what were our results?
Average purchase value: $32
Response rate: an amazing 17%
Gross Revenue $435,200
Discount: $136,000 (31.3%)
Net revenue: $299,200
Number of customers: 13,600
The most important aspect of this activity is that we re-activated (13,600 – 2,400) 11,200 customers and got them back into the stores to make a purchase, just by eliminating the minimum purchase requirement. The drop-off in average purchase value was more than made up by the incremental traffic that ultimately continued to purchase on an ongoing basis. The move paid off and represented just another success for our loyalty program.
Have you ever considered an offer that, on the face of it sounded crazy? The way to deal with the potential “craziness” is to test the offer in a controlled environment first, before rolling it out. Loyalty is not a trivial requirement. It is very often all about the lifetime value of that customer, and not about the value of the customer in any one transaction. If you see loyalty as important to you, look at their lifetime value and build programs to maximize their return over the longer period.
Good luck. Be creative and test the boundaries to repay their loyalty to you.
Instructions: Link all nine dots inside the box using four straight lines or fewer, without lifting the pen and without tracing the same line more than once.
Answers: the key to solving this challenge is recognizing that you need to go outside the box for the solution. The instructions do not say that you cannot go outside the box – they are just saying that you need to connect the dots that are located inside the box.
So, here is one solution using 4 lines.
Here is another solution that only uses 3 lines (where in the instructions did it say that you needed to connect the center of the dots?)
So, the lesson to learn is: get outside the box for the answers. Be open-minded with the challenges you face – there is always an answer if you go beyond your own reality or comfort zone.