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Casual Articles - Why Santa's Marketing Works Better Than Yours!
As an entrepreneur, Terry Hart is a good one. His emphasis is on win/win. He cares about the people he does business with and is passionate about fulfilling their needs as well as achieving his own bottom line. Terry has a creative and dynamic personality that exudes enthusiasm and charm.When I first met Terry, he was working as an accountant for a small agency and it was not the right career for him. He had a heavy mortgage and his wife worked hard as an insurance sales manager so they could support the monthly repayments. Like many couples in this position, they lived in a very nice house, they drove nice cars, but they were paying an enormous price for these luxuries. They had no time to live because of their financial commitments. Mandy and Terry Hart were ready for a family but it wasn't possible due to their current time commitments.Then a car accident put Terry in hospital for 3 months. During his rehabilitation he recalls he had time to think and just catch his breath, away from his hectic life, he had a chance to reflect and regroup. But there were new pressures piling up. The insurance company found fault with the Harts claim and eventually refused to honor the policy. The doctors bills were high as he needed specialist attention and these pressures of money on top of the mortgage payments and the car payments were getting
Santa's steps may vary, but in essence he ties you into a solid loyalty program that is near impossible to get off. It's 'customer get customer', rather than 'advertising get customer.' It's cheaper and it works!
In conclusion here are the main points why Santa's customers keeps coming back. These concepts may sound old, even trite, but have been proven time after time to work well. Test them against your company and brand to see where you can learn from the man from the North Pole.
1) Solid branding:
We're not talking lease here. Consistency is the key. This applies everywhere from networking meetings, advertising to any sort of communication that goes out. Keep hammering home the same unique message and put it up front. The weather changes all the time which is why we can't trust it.
If you must change, it's because your old message isn't doing a complete job. I changed our first baseline from 'Recession proof business principles' to 'Reactivating dormant business clients.' The proposition was the same but the second line got 10 times the response.
2) Differentiation:
Santa knows he can be a courier with a difference. You, too, can create your own legend. Nike used Just Do It. Coke threw in the concept, Rum and Coke, indelibly burning the word classic into our consciousness. Sameness is in your mind. No matter how many brands exist on the market, your product has a fingerprint of its own. You just have to dig deep to find out.
3) Build trust by giving first.
Life is all about sowing, then reaping-but sowing comes first. If you don't give first, you will only get limited results. The more you stop thinking of
Advertising Specialties are usually small but useful products that carry the name and logo of the company. These everyday products could be caps, coffee mugs, mouse pads or pens for that matter. Advertising Specialty Pens are gaining importance because pens are products used by everyone and for long durations of time. Advertising Specialty Pens have taken the advertising and brand recognition to the next level. Nowadays everyone wants to promote his or her company in a big way. For this they make use of all the available options so that maximum market could be captured and all at one go.Advertising Specialty Pens have taken the world by storm due to the great brand recall. Everyone uses pens and if that pen carries your brand logo then it enhances the brand association. These days, Advertising Specialty Pens come in various designs and price range depending upon the quality of the pen. Usually these Advertising Specialty Pens are priced from $15 to $40 a set. Most of the companies are making full use of this by deriving the maximum benefits out of the competitive prices. While designing the Advertising Specialty Pens the aim of the marketers is to try and cater to everybody: clients, potential clients or corporate hotshots. These days, executive Advertising Specialty Pens and animal-shaped pens are becoming popular, as they both are very el
If you don't believe in Santa, you'd better change your mind, because the fat man from the north pole rocks on and you too can do the same if you stick to the basics. Find out if your product or service matches up by reading the article below.
Jingle Bells, Jingle Bells, Jingle All the Way...
If you go to the heart of Santa's marketing, the one word you come away with is 'consistency'. Generation after generation have been exposed to one brand, one message, and the same powerful imagery. Just like Mercedes own the term 'luxury' and Volvo owns the term 'safety', Santa owns the word 'hope'. Every kid worth his Nintendo, hopes he's got enough points on the goodness scale to justify a mountain of gifts.
Yet, most companies get tired of their own brand. They chop, change and pour thousands (if not millions) of dollars into a bottomless pit of mindless change. Take a look at McDonald's advertising, for instance. McDonald's own the word family outing yet their ads have been straying down the teenager path.
Does it make sense to consistently occupy one niche? You bet it does! Families go out with their kids to McDonalds. These kids sprout into budget-conscious teenagers that hang out at McDonalds. They have kids and grandkids and guess where they all end up. At the big yellow 'M', that's where!
Santa doesn't waver. His customers are kids. Like several marketers, he might have been sorely tempted to enter the gift market. With bad advice, he would have tried to get to teenagers, adults and everyone. Can you see the magic still working? Even the tiniest of niches is huge and niches have a way of expanding by themselves.
At the end of the day, it's the consistency that takes the jingle all the way to the bank. Too many companies lose focus and give you seven reasons why you should buy from them. Santa sticks to one: Be a 'good' kid or you can keep hoping!
You Can Spot Him in the Middle of a Crowded Sky
Do you know anyone who comes to visit on a sleigh in the middle of the night? With reindeer and gifts? The reason why Santa stands out so vividly in our memories is because he's different. The postman does the same thing, but leaves without the flourish.
It's really important to work out how your marketing message differs. Santa's core marketing term is not built solely on consistent branding but also on a very hard-nosed differentiation. Too much communication out there fits in with what's safe. Customers have just one slot in their mind. You have to enter that slot at such an obtuse angle that they remember you for life.
Rose Richards runs Office Doctor. The term that set her apart from all the rest of the administration crowd is the term, Small business pain relief. Can you imagine your reaction when you hear something like that? The human mind is intensely curious and a marketing statement like that is pure bait. You want to know what pain relief she brings and how she goes about it-specially if you're the one in pain. That's only half the story. The construction of the message elevates her from simple number crunching to brain surgery and makes her unique.
If you want differentiation you need look no further than the guiding light of Santa's sleigh-- Rudolph, with his shiny nose. Can you even remember the names of the rest of the eight reindeer?
One very important point, however, is that the marketing message isn't just different, but also customer-oriented. Rose takes the clutter out of administration and Rudolph provides a beacon for clearer navigation.
If you don't have a benefit for the customer, just being different is going to get you nowhere.
Give and You Shall Receive
How many of you are out there networking like crazy? Trying desperately to fill in your steadily depleting bank reserves? You want, want, want! Take a look at Santa's style.
He's into giving first. If you probe deep into your mind, you'll find the people you like best are those who have given you their time, their money or their knowledge. You trust them, and it's very hard to say no when they ask you for a favour in return.
The deepest core of human emotions is fear. Every single product or service, without exception, is sold on the basis of turgid fear. The only known antidote to fear is TRUST. When trusts struts upwards, fear banishes itself to penguin land. The more you pile up the trust, the more you can do business.
Wouldn't Santa be able to sell you just about anything? Would he be able to cross-sell and up-sell product? Santa could knock on your door next summer and you'd be more than happy to have him join your barbeque.
It's up to you to build up the trust one Lego block at a time. Identify your clients and see what you can give them. It could be information, time or even a chocolate covered scrumptious cookie. It's the old 'What's in it for me?' theory. If you can't find something calorie-ridden for their minds or bodies, they won't want to see you.
Play Santa. It works.
He Knows if You've Been Bad or Good...
Heck Santa knows his customers. He even knows when you are sleeping, or awake.
Then, there's you. Look at your biggest customer. What's her name? When is her birthday? Does she like Indian curries or sushi? In curries can she handle hot or medium? What does she think about you? What doesn't she like?
You're guessing for sure. You can't be dead certain because you've been so busy looking at dollar signs that you've missed the plot completely.
The reason why Santa's marketing works is because he intimately knows your individual needs. If you want a drum kit, you get one. If you want a Barbie, you don't end up sulking with a xylophone.
Santa knows because he's interested in giving. To give, you have to know exactly what the receiver wants or your gift is not worth the packaging it's wrapped in.
Some people worry about invading personal privacy. Hogwash! When was the last time you got upset because a supplier turned up with a big chocolate cake (your favourite) for your birthday? or with rare stamps for your son (because he loves collecting stamps)?
Santa's invades our privacy gently and uses it to give, not to take. That's why we don't mind it. The tax department on the other hand, uses our information to take and therein lies the principal difference.
Once a Customer, Always a Customer
Santa Doesn't Lose Customers. Period.
One of the primary reasons why he's able to achieve this amazing feat is because he thinks of his customer's customer. His customer is the kid, who in a few years gets a little wiser about Santa and his customer's customer is the parent who has the amazing power to get their children to be nice not naughty, if only for a short while.
Since the concept works in their favour, they do all the advertising. Without TV, radio or the internet, Santa's message gets a grip on millions of kids around the planet. These kids grow up and the marvel of Santa is handed down through the generations.
While It's OK For Santa, How Would This Work In The Real World? Say, If You Sold Jeans.
Jeans West, a jean retailer, has several of the answers. I needed one pair, but Stephanie (the sales girl) sold me two--not by hassling me, but by gently reminding me I would get $20 off the second pair. Then, with my purchase, she gave me a gift voucher of $10, for my use or to pass on. They, also signed me up for a loyalty program that offered to give me a 10% discount if I purchased over $250 worth of product in the next 6 months.
This Is Effectively What Jeans West Did to Make Me a Permanent Customer.
Step 1: The sales person asked the right questions to find out my need. Step 2: She up-sold the product giving me good value for money. Step 3: A gift voucher with a validity date, ensured an additional purchase. Or even better, the chance for me to pass it on to another person thus 'creating a customer' for Jeans West. Step 4: Tying my fickle consumer head into a loyalty scheme. They wanted me to stay with them forever.
Santa's steps may vary, but in essence he ties you into a solid loyalty program that is near impossible to get off. It's 'customer get customer', rather than 'advertising get customer.' It's cheaper and it works!
In conclusion here are the main points why Santa's customers keeps coming back. These concepts may sound old, even trite, but have been proven time after time to work well. Test them against your company and brand to see where you can learn from the man from the North Pole.
1) Solid branding:
We're not talking lease here. Consistency is the key. This applies everywhere from networking meetings, advertising to any sort of communication that goes out. Keep hammering home the same unique message and put it up front. The weather changes all the time which is why we can't trust it.
If you must change, it's because your old message isn't doing a complete job. I changed our first baseline from 'Recession proof business principles' to 'Reactivating dormant business clients.' The proposition was the same but the second line got 10 times the response.
2) Differentiation:
Santa knows he can be a courier with a difference. You, too, can create your own legend. Nike used Just Do It. Coke threw in the concept, Rum and Coke, indelibly burning the word classic into our consciousness. Sameness is in your mind. No matter how many brands exist on the market, your product has a fingerprint of its own. You just have to dig deep to find out.
3) Build trust by giving first.
Life is all about sowing, then reaping-but sowing comes first. If you don't give first, you will only get limited results. The more you stop thinking of y
Businesses that operate on a large scale need an entity that will serve as the mediator between the company and job seekers. This is where the human resource sets in. At present, a large number of institutions, whether privately owned or government-owned are equipped with highly experienced human resource department. This department assists business enterprises in the training and hiring of job applicants, and other labor-related concerns.HR solutions are companies that connect businesses with professionals and assist in all aspects of human resources management. Numerous companies provide these kinds of services; they work for businesses as well as job seekers. These companies conduct extensive searches to source and recruit candidates through networking, recommendations, industry and academic associations and use online resources. Such companies prove to be an expert source for employing competent professionals in all specialties and levels of experience. When business enterprises undertake complex and time-consuming ventures, such as HR department start-ups or organizational changes, these services provide human resources that are essential to get the assignment completed successfully. They work with business houses to establish the scope of the work and develop timelines. They also provide expert consultants to carry out the project fro
You Can Spot Him in the Middle of a Crowded Sky
Do you know anyone who comes to visit on a sleigh in the middle of the night? With reindeer and gifts? The reason why Santa stands out so vividly in our memories is because he's different. The postman does the same thing, but leaves without the flourish.
It's really important to work out how your marketing message differs. Santa's core marketing term is not built solely on consistent branding but also on a very hard-nosed differentiation. Too much communication out there fits in with what's safe. Customers have just one slot in their mind. You have to enter that slot at such an obtuse angle that they remember you for life.
Rose Richards runs Office Doctor. The term that set her apart from all the rest of the administration crowd is the term, Small business pain relief. Can you imagine your reaction when you hear something like that? The human mind is intensely curious and a marketing statement like that is pure bait. You want to know what pain relief she brings and how she goes about it-specially if you're the one in pain. That's only half the story. The construction of the message elevates her from simple number crunching to brain surgery and makes her unique.
If you want differentiation you need look no further than the guiding light of Santa's sleigh-- Rudolph, with his shiny nose. Can you even remember the names of the rest of the eight reindeer?
One very important point, however, is that the marketing message isn't just different, but also customer-oriented. Rose takes the clutter out of administration and Rudolph provides a beacon for clearer navigation.
If you don't have a benefit for the customer, just being different is going to get you nowhere.
Give and You Shall Receive
How many of you are out there networking like crazy? Trying desperately to fill in your steadily depleting bank reserves? You want, want, want! Take a look at Santa's style.
He's into giving first. If you probe deep into your mind, you'll find the people you like best are those who have given you their time, their money or their knowledge. You trust them, and it's very hard to say no when they ask you for a favour in return.
The deepest core of human emotions is fear. Every single product or service, without exception, is sold on the basis of turgid fear. The only known antidote to fear is TRUST. When trusts struts upwards, fear banishes itself to penguin land. The more you pile up the trust, the more you can do business.
Wouldn't Santa be able to sell you just about anything? Would he be able to cross-sell and up-sell product? Santa could knock on your door next summer and you'd be more than happy to have him join your barbeque.
It's up to you to build up the trust one Lego block at a time. Identify your clients and see what you can give them. It could be information, time or even a chocolate covered scrumptious cookie. It's the old 'What's in it for me?' theory. If you can't find something calorie-ridden for their minds or bodies, they won't want to see you.
Play Santa. It works.
He Knows if You've Been Bad or Good...
Heck Santa knows his customers. He even knows when you are sleeping, or awake.
Then, there's you. Look at your biggest customer. What's her name? When is her birthday? Does she like Indian curries or sushi? In curries can she handle hot or medium? What does she think about you? What doesn't she like?
You're guessing for sure. You can't be dead certain because you've been so busy looking at dollar signs that you've missed the plot completely.
The reason why Santa's marketing works is because he intimately knows your individual needs. If you want a drum kit, you get one. If you want a Barbie, you don't end up sulking with a xylophone.
Santa knows because he's interested in giving. To give, you have to know exactly what the receiver wants or your gift is not worth the packaging it's wrapped in.
Some people worry about invading personal privacy. Hogwash! When was the last time you got upset because a supplier turned up with a big chocolate cake (your favourite) for your birthday? or with rare stamps for your son (because he loves collecting stamps)?
Santa's invades our privacy gently and uses it to give, not to take. That's why we don't mind it. The tax department on the other hand, uses our information to take and therein lies the principal difference.
Once a Customer, Always a Customer
Santa Doesn't Lose Customers. Period.
One of the primary reasons why he's able to achieve this amazing feat is because he thinks of his customer's customer. His customer is the kid, who in a few years gets a little wiser about Santa and his customer's customer is the parent who has the amazing power to get their children to be nice not naughty, if only for a short while.
Since the concept works in their favour, they do all the advertising. Without TV, radio or the internet, Santa's message gets a grip on millions of kids around the planet. These kids grow up and the marvel of Santa is handed down through the generations.
While It's OK For Santa, How Would This Work In The Real World? Say, If You Sold Jeans.
Jeans West, a jean retailer, has several of the answers. I needed one pair, but Stephanie (the sales girl) sold me two--not by hassling me, but by gently reminding me I would get $20 off the second pair. Then, with my purchase, she gave me a gift voucher of $10, for my use or to pass on. They, also signed me up for a loyalty program that offered to give me a 10% discount if I purchased over $250 worth of product in the next 6 months.
This Is Effectively What Jeans West Did to Make Me a Permanent Customer.
Step 1: The sales person asked the right questions to find out my need. Step 2: She up-sold the product giving me good value for money. Step 3: A gift voucher with a validity date, ensured an additional purchase. Or even better, the chance for me to pass it on to another person thus 'creating a customer' for Jeans West. Step 4: Tying my fickle consumer head into a loyalty scheme. They wanted me to stay with them forever.
Santa's steps may vary, but in essence he ties you into a solid loyalty program that is near impossible to get off. It's 'customer get customer', rather than 'advertising get customer.' It's cheaper and it works!
In conclusion here are the main points why Santa's customers keeps coming back. These concepts may sound old, even trite, but have been proven time after time to work well. Test them against your company and brand to see where you can learn from the man from the North Pole.
1) Solid branding:
We're not talking lease here. Consistency is the key. This applies everywhere from networking meetings, advertising to any sort of communication that goes out. Keep hammering home the same unique message and put it up front. The weather changes all the time which is why we can't trust it.
If you must change, it's because your old message isn't doing a complete job. I changed our first baseline from 'Recession proof business principles' to 'Reactivating dormant business clients.' The proposition was the same but the second line got 10 times the response.
2) Differentiation:
Santa knows he can be a courier with a difference. You, too, can create your own legend. Nike used Just Do It. Coke threw in the concept, Rum and Coke, indelibly burning the word classic into our consciousness. Sameness is in your mind. No matter how many brands exist on the market, your product has a fingerprint of its own. You just have to dig deep to find out.
3) Build trust by giving first.
Life is all about sowing, then reaping-but sowing comes first. If you don't give first, you will only get limited results. The more you stop thinking of
In most industries in the United States of America we find that there are competitors who were willing to cheat and they are very careful to cover their tracks. In fact, there are companies that specialize in corporate espionage. You can find them online and learn some of their tactics and you can even books looks at the local bookstore that tell you how to do it.In the franchising industry, which I was involved with for nearly 2 decades we constantly had our competitors pretending to be franchise buyers so they can get a hold of our uniform franchise offering circular.The Uniform Franchise Offering Circular or UFOC is a required document that you must give to each franchise buyer 10-days prior to them buying a franchise. This disclosure document and their attachments are generally 200 or more pages. And the UFOC there is more information than someone could get going through your personal laptop or through all the drawers and filing cabinets in your office.It is an unbelievable amount of disclosure, which is required by law. This prospectus includes audited financial statements of your business, lists of all your franchisees, your future expansion plans and just about everything else including the color of underwear you are wearing this morning.Obviously your competitors will want to get a hold of this information
He's into giving first. If you probe deep into your mind, you'll find the people you like best are those who have given you their time, their money or their knowledge. You trust them, and it's very hard to say no when they ask you for a favour in return.
The deepest core of human emotions is fear. Every single product or service, without exception, is sold on the basis of turgid fear. The only known antidote to fear is TRUST. When trusts struts upwards, fear banishes itself to penguin land. The more you pile up the trust, the more you can do business.
Wouldn't Santa be able to sell you just about anything? Would he be able to cross-sell and up-sell product? Santa could knock on your door next summer and you'd be more than happy to have him join your barbeque.
It's up to you to build up the trust one Lego block at a time. Identify your clients and see what you can give them. It could be information, time or even a chocolate covered scrumptious cookie. It's the old 'What's in it for me?' theory. If you can't find something calorie-ridden for their minds or bodies, they won't want to see you.
Play Santa. It works.
He Knows if You've Been Bad or Good...
Heck Santa knows his customers. He even knows when you are sleeping, or awake.
Then, there's you. Look at your biggest customer. What's her name? When is her birthday? Does she like Indian curries or sushi? In curries can she handle hot or medium? What does she think about you? What doesn't she like?
You're guessing for sure. You can't be dead certain because you've been so busy looking at dollar signs that you've missed the plot completely.
The reason why Santa's marketing works is because he intimately knows your individual needs. If you want a drum kit, you get one. If you want a Barbie, you don't end up sulking with a xylophone.
Santa knows because he's interested in giving. To give, you have to know exactly what the receiver wants or your gift is not worth the packaging it's wrapped in.
Some people worry about invading personal privacy. Hogwash! When was the last time you got upset because a supplier turned up with a big chocolate cake (your favourite) for your birthday? or with rare stamps for your son (because he loves collecting stamps)?
Santa's invades our privacy gently and uses it to give, not to take. That's why we don't mind it. The tax department on the other hand, uses our information to take and therein lies the principal difference.
Once a Customer, Always a Customer
Santa Doesn't Lose Customers. Period.
One of the primary reasons why he's able to achieve this amazing feat is because he thinks of his customer's customer. His customer is the kid, who in a few years gets a little wiser about Santa and his customer's customer is the parent who has the amazing power to get their children to be nice not naughty, if only for a short while.
Since the concept works in their favour, they do all the advertising. Without TV, radio or the internet, Santa's message gets a grip on millions of kids around the planet. These kids grow up and the marvel of Santa is handed down through the generations.
While It's OK For Santa, How Would This Work In The Real World? Say, If You Sold Jeans.
Jeans West, a jean retailer, has several of the answers. I needed one pair, but Stephanie (the sales girl) sold me two--not by hassling me, but by gently reminding me I would get $20 off the second pair. Then, with my purchase, she gave me a gift voucher of $10, for my use or to pass on. They, also signed me up for a loyalty program that offered to give me a 10% discount if I purchased over $250 worth of product in the next 6 months.
This Is Effectively What Jeans West Did to Make Me a Permanent Customer.
Step 1: The sales person asked the right questions to find out my need. Step 2: She up-sold the product giving me good value for money. Step 3: A gift voucher with a validity date, ensured an additional purchase. Or even better, the chance for me to pass it on to another person thus 'creating a customer' for Jeans West. Step 4: Tying my fickle consumer head into a loyalty scheme. They wanted me to stay with them forever.
Santa's steps may vary, but in essence he ties you into a solid loyalty program that is near impossible to get off. It's 'customer get customer', rather than 'advertising get customer.' It's cheaper and it works!
In conclusion here are the main points why Santa's customers keeps coming back. These concepts may sound old, even trite, but have been proven time after time to work well. Test them against your company and brand to see where you can learn from the man from the North Pole.
1) Solid branding:
We're not talking lease here. Consistency is the key. This applies everywhere from networking meetings, advertising to any sort of communication that goes out. Keep hammering home the same unique message and put it up front. The weather changes all the time which is why we can't trust it.
If you must change, it's because your old message isn't doing a complete job. I changed our first baseline from 'Recession proof business principles' to 'Reactivating dormant business clients.' The proposition was the same but the second line got 10 times the response.
2) Differentiation:
Santa knows he can be a courier with a difference. You, too, can create your own legend. Nike used Just Do It. Coke threw in the concept, Rum and Coke, indelibly burning the word classic into our consciousness. Sameness is in your mind. No matter how many brands exist on the market, your product has a fingerprint of its own. You just have to dig deep to find out.
3) Build trust by giving first.
Life is all about sowing, then reaping-but sowing comes first. If you don't give first, you will only get limited results. The more you stop thinking of
Have you ever dreamed of quitting that mind-numbing, nine-to-five job to take on something more independent? Have you yearned to be an entrepreneur and and pursue your own business, working on your own schedule? Have you wondered to yourself what sort of business you should start, what would be fulfilling and provide a solution to a need in today's market?A career in loss mitigation counseling offers everything an aspiring sole proprietor could want in a new career. As a loss mitigation counselor, you become your own boss, working according to your desired schedule and workload. There are a number of benefits to loss mitigation as a career as well, as it is ideal for adults of all ages and levels of experience, and the job itself brings great satisfaction to people interested in helping others find solutions to their mortgage and financial troubles. Set your own hours - you can work full-time or part-time as needed Work from anywhere - set up an office or work from home Easily transfer workload - if you have to move, you can set up your shingle anywhere Minimal start-up costs - there is no equipment to buy, only training fees where applicable The purpose of loss mitigation is to essentially prevent foreclosure on homes. Each year thousands of families face the possibility of losing their homes due
Santa knows because he's interested in giving. To give, you have to know exactly what the receiver wants or your gift is not worth the packaging it's wrapped in.
Some people worry about invading personal privacy. Hogwash! When was the last time you got upset because a supplier turned up with a big chocolate cake (your favourite) for your birthday? or with rare stamps for your son (because he loves collecting stamps)?
Santa's invades our privacy gently and uses it to give, not to take. That's why we don't mind it. The tax department on the other hand, uses our information to take and therein lies the principal difference.
Once a Customer, Always a Customer
Santa Doesn't Lose Customers. Period.
One of the primary reasons why he's able to achieve this amazing feat is because he thinks of his customer's customer. His customer is the kid, who in a few years gets a little wiser about Santa and his customer's customer is the parent who has the amazing power to get their children to be nice not naughty, if only for a short while.
Since the concept works in their favour, they do all the advertising. Without TV, radio or the internet, Santa's message gets a grip on millions of kids around the planet. These kids grow up and the marvel of Santa is handed down through the generations.
While It's OK For Santa, How Would This Work In The Real World? Say, If You Sold Jeans.
Jeans West, a jean retailer, has several of the answers. I needed one pair, but Stephanie (the sales girl) sold me two--not by hassling me, but by gently reminding me I would get $20 off the second pair. Then, with my purchase, she gave me a gift voucher of $10, for my use or to pass on. They, also signed me up for a loyalty program that offered to give me a 10% discount if I purchased over $250 worth of product in the next 6 months.
This Is Effectively What Jeans West Did to Make Me a Permanent Customer.
Step 1: The sales person asked the right questions to find out my need. Step 2: She up-sold the product giving me good value for money. Step 3: A gift voucher with a validity date, ensured an additional purchase. Or even better, the chance for me to pass it on to another person thus 'creating a customer' for Jeans West. Step 4: Tying my fickle consumer head into a loyalty scheme. They wanted me to stay with them forever.
Santa's steps may vary, but in essence he ties you into a solid loyalty program that is near impossible to get off. It's 'customer get customer', rather than 'advertising get customer.' It's cheaper and it works!
In conclusion here are the main points why Santa's customers keeps coming back. These concepts may sound old, even trite, but have been proven time after time to work well. Test them against your company and brand to see where you can learn from the man from the North Pole.
1) Solid branding:
We're not talking lease here. Consistency is the key. This applies everywhere from networking meetings, advertising to any sort of communication that goes out. Keep hammering home the same unique message and put it up front. The weather changes all the time which is why we can't trust it.
If you must change, it's because your old message isn't doing a complete job. I changed our first baseline from 'Recession proof business principles' to 'Reactivating dormant business clients.' The proposition was the same but the second line got 10 times the response.
2) Differentiation:
Santa knows he can be a courier with a difference. You, too, can create your own legend. Nike used Just Do It. Coke threw in the concept, Rum and Coke, indelibly burning the word classic into our consciousness. Sameness is in your mind. No matter how many brands exist on the market, your product has a fingerprint of its own. You just have to dig deep to find out.
3) Build trust by giving first.
Life is all about sowing, then reaping-but sowing comes first. If you don't give first, you will only get limited results. The more you stop thinking of
Label printers are priced according to the type of technology used for printing on different label surfaces. The main technologies used in label printers include inkjet, direct thermal, thermal transfer, and laser. Inkjet and laser label printers are usually priced higher than thermal printers and are available in the range of $1500 to $2500. Thermal label printers are priced in the range of $100 to $300 and are most commonly used in courier service, warehousing, retail, and health care industry.Prices are also determined on the basis of print speed, print resolution, flexibility of operations, supported print media, software applications compatibility, flash memory, operating environment, and the accessories provided with the printer.Buyers looking for the most cost effective label printer should include operational costs of the printer with retail price to find out the real cost of different label printers. Some printers may be priced low but may require print software and other accessories to perform efficiently. Other low priced printers may require expensive ink cartridges to support basic printing activities. All these add on to increase the total cost of operations and negate the financial benefits derived from low priced offerings. Expenses may also be incurred on repair and maintenance and should be assessed before buying a
Santa's steps may vary, but in essence he ties you into a solid loyalty program that is near impossible to get off. It's 'customer get customer', rather than 'advertising get customer.' It's cheaper and it works!
In conclusion here are the main points why Santa's customers keeps coming back. These concepts may sound old, even trite, but have been proven time after time to work well. Test them against your company and brand to see where you can learn from the man from the North Pole.
1) Solid branding:
We're not talking lease here. Consistency is the key. This applies everywhere from networking meetings, advertising to any sort of communication that goes out. Keep hammering home the same unique message and put it up front. The weather changes all the time which is why we can't trust it.
If you must change, it's because your old message isn't doing a complete job. I changed our first baseline from 'Recession proof business principles' to 'Reactivating dormant business clients.' The proposition was the same but the second line got 10 times the response.
2) Differentiation:
Santa knows he can be a courier with a difference. You, too, can create your own legend. Nike used Just Do It. Coke threw in the concept, Rum and Coke, indelibly burning the word classic into our consciousness. Sameness is in your mind. No matter how many brands exist on the market, your product has a fingerprint of its own. You just have to dig deep to find out.
3) Build trust by giving first.
Life is all about sowing, then reaping-but sowing comes first. If you don't give first, you will only get limited results. The more you stop thinking of yourself and focus on what the customer needs instead, the more you are trusted. Business is all about trust. If you don't have it, you're yesterday's soup.
4) Know your customer...
Like you know the hair on your head. Data collection and its optimum usage will get you right into their minds and keep you permanently rooted in. Every time they see you, they should think you are Santa coming to town.
5) Reactivate dormant clients
They are all volcanoes. Sitting there with the power to erupt mightily. Figure out who they are and how you can work in tandem with them. Forget your product or service. That's a given-- It has to be good. Find out the 'everything else' factor and you will keep them for life.
Like Santa does...
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