Retail Marketing Tip
Tip #385 - Your Awsome, Ah-ha
Dear Tip of the Weeker,
This week's Tip of the Week is an excerpt from a section of the Retail Mastery System
on leveraging your marketing opportunities...
"Spending the time and energy to ask the right questions about your
marketing efforts will go a long way towards making sure you have your bases
covered, that you are not missing any obvious opportunities.
But just as importantly, when you engage your brain (and the minds of your
staff) in a very proactive way by asking "How can I make the absolute most
out of this event?", you dramatically increase the chances of having what we
call an "Awesome Ah-ha."
This happens when you take a solid idea and with a little twist turn it
into something spectacular!
Here an example of this type of Awesome Ah-Ha in action...
The owner of a Pennsylvania sewing dealership was moving her store and she
had a big clearance sale that lasted several weeks before the move.
It was a "Dutch Auction" sale where every day the percent off increased by
one. So if you took 16% off your entire purchase on Monday, you could take
17% off your entire purchase on Tuesday, 18% on Wednesday, and so on.
But to get lots more people into her store earlier in the sale and to create
a buzz, she gave an additional discount to people who carpooled to the sale
– an additional 1% for every person in the pool. So if it was 13% day and
you pulled in with a van of 9 sewers, your discount now became 22%.
The owner reported this created a shopping frenzy, with sewers carpooling
from all over the East. More shoppers, more sales, more fun!
One little change produced big results. An "Awesome Ah-ha"!
Sometimes Awesome Ah-ha’s change industries. When Dave Thomas took his
Awesome Ah-ha idea and put a drive-through window in his second Wendy’s
restaurant, he changed the way the world eats."
