Rescue Team called in to help another retail shop not yet online:
Sales Rescue Team Mission: I’ve got an
optometrist friend, who is relocating his shop two doors down from where he is
18 years), it is a big thing for him, and his clients. He wants to
send out specials and promotions, for the Grand (Re) Opening of his shop.
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He should invest a bit in a best customer analysis and some
modeling. Since he is fortunate to “know” his customers he should
segment and differentiate offers based on probable customer lifetime value.
There are modelers who do this on a freelance basis. I don’t know one in Sydney
but they shouldn’t be too hard to find.
Not to be short changed is cleaning up the data and building
a database and contact manager. The tools can be purchased reasonably on an ASP
basis and setting it up can be don by freelance IT support. Once he has this he
needs an offer and contact strategy. He should be able to afford both quality
and quantity with at least his top 20 percent, not to bomb them but to engage
Erich Neilsen, Erich’s LinkedIn Profile
Studies show that what he defines as his current customer segment (the rich and
famous) spend more time online than using other medias, which may call for a
stronger focus on online activities. But on the other hand, online activities
are worth very little if you don’t back them up or complement them with
IRL-activities driving potential (or lost) customers to a Point of Sales.
So, how do you claim ownership of the client – and consequently direct him or
her to an online offer or use an online offer to direct the client to an
Not an easy answer, but my best advice would be the following: Before you start
scheduling single activities, work on strategy. You can use a very simple model
(which accidentally I am using) defining the company’s self image (brand), organization
(potential) and output (result).
Steve Cory, Steve’s LinkedIn Profile
This is the perfect opportunity for a personal invitation,
Open House. One of the most effective tools I’ve experienced from any of
my Doctors is the reminder post card. But in this case, you are putting a
move in place and trying to ramp it up…pick a Grand Opening Night. Find
wedding quality invitations; call it a reception for the new office. Pick
an off night, serve wine and cheese, have all the staff and Doctor’s Attend,
invite their Spouses. The best part of this idea is that even if no one
attends, have an RSVP on the invite, you have sent them something fancy that
they will open.
If you wanted to play with the font sizes or styles a
little, and then do a note saying, “having trouble reading this,
call…” But that might be a bit
over the top.
Star Borner with Papercut
Smart move on his part to cater to the lifestyle of his market- a small
investment like a fireplace gets people talking and we all know word of mouth is
Let’s think about these rich and famous clients for a minute. What could you
send them that will end up in their hands rather than in the trash? Personally,
I get dozens of letters from credit card companies and insurance carriers every
day that I quickly toss out b/c they look like a waste of my time. I suggest
going all out and sending what appears to be an invitation to an “exclusive
They probably get invited to charity events and business
luncheons quite often so they will be tempted to open the envelope to see
what’s inside. Pay extra for the heavy stock and odd shaped envelopes- those
are the small details that will catch their attention and make the difference.
Call around and find out how much it would cost to get a local calligrapher to
handwrite client names on the envelopes- every special touch counts!
Feel free to drop us a note at the Contact button above. Or post a comment and tell us about the things you’re doing in your online marketing and online research.