RPM Circle Four – Community Marketing
Perfect for: Restaurant Marketing, Retail Marketing, Small Business
Benefit: Marketing Trial, Suggestive Selling, Free Samples, Reward
Cards, Community Marketing, crew incentives
Idea: Mini-Business Card With Freebie
Idea Source: Relentless
Reprint a special version of your business card. Only this time, print a free
VIP gift offer, no strings attached, on the back. Don’t give away the store, but
make it generous enough to bring first time customers in.
For example, Dunkin’ Donuts gives a free cup of coffee, Chik-fil-a a free
sandwich, Auntie Anne’s gives two free pretzels. Make it part of your routine to
ask people if they’ve ever been to your place. Ask everybody: sales clerks,
waitresses, movie theater attendants, tollbooth operators. If they haven’t, or
haven’t been there for a while, give them the card with your compliments. You
can have a hand-written expiration date and initials you fill out in advance.
Train team members to give these people VIP treatment and have them discretely
note their total purchase amount on the card or in your POS system.
Multiply the benefit by issuing similar cards to managers and key employees.
Encourage them to distribute cards to teachers, students, friends, club and
group members, and relatives who have never visited. Track redemption and
implement rewards and crew incentives for most redeemed cards each week and most
incremental sales totaled from each individual’s cards.
Consider a flat-fee incentive or even a percentage bonus of 5%-10% of the
sales to bona fide first-time customers. Why pay for advertising when you’ve got
your own volunteer sales force? Generous commissions to your team members is
still cheaper than paying advertising fees to coupon publications… and helps
build the brand and increase employee buy-in and retention.
1/101 Relentless Marketing Ideas: Name-That-Customer! Contest
Remember CHEERS? People want to go where everyone knows their name.
2/101 Relentless Marketing Ideas: Free Photo Day (or Night)
Fun. Effective. Nearly free. Relentless marketing at its best.
4/101 Relentless Marketing Ideas: The Biz Card Fishbowl
(Classic) The Classics are the classics for a reason. They work. Why are
you neglecting the obvious… and free?
5/101 Relentless Marketing Ideas: The VIP FaxBlast Your
customers have money to spend. You’ve got stuff to sell. You’ve both got fax
machines. Let’s get together!
WHAT DO YOU THINK? HAVE YOU TRIED SIMILAR IDEAS OR VARIATIONS?
SHARE AN RELENTLESS MARKETING IDEA OR COMMENT BELOW!
Sean Kelly is a 20 year veteran of the franchise industry, and founder of the
award-winning marketing firm IdeaFarm. In 2006, he founded the FranBest franchise network, best franchise opportunities, the top new franchises, franchise marketing, franchise public relations and small business marketing. Contact
him at seankelly[at]ideafarm.net.