Marketing Done Modern

Earn an Extra $25,000 a Year By Reading This Blog!!!

Got your attention, didn't I?  How many of you saw the title and thought, "Yeah right?"  That's what I thought.  You're probably thinking that this will waste your time and is a false promise.  But this is a lesson.  Albeit a little tricky, but a lesson nonetheless. 

Under promise, over deliver.

This isn't a new concept by any means, but it should be applied more than it is.  Here's the thing, if a small business owner were to use some of my advice and work really hard at getting customers, it is possible that they could earn an extra $25k a year, but it's not a guarantee.  And it may be deflating to learn that it won't happen for everyone.  It's like when you go to a restaurant and it says "Free Cup Of Coffee" and in small print it follows up with "After a $7.50 purchase."  Here you are, going into a coffee shop, thinking you're getting a free cup of coffee, when actually, it's probably 7 times the cost of a regular cup.  Seems misleading doesn't it?   One thing that companies need to realize, is that customers are not only looking for a good product, a good experience, but a trustworthy provider.  If you're a bakery and you say you'll have baked goods ready for the high school bake sale on Friday and show up with two cupcake, technically you're delivering on your promise.  But was your statement misleading?  Absolutely.  That's why we need to under promise and over deliver.  Tell the customer what you plan to provide for them.  Then deliver better than expected if its possible.  Now, I'm not saying to under deliver to the point where someone questions your credibility because you're always delivering way better than you said you would, there is a fine line to walk.  But here is an example from my own personal experience working.

I work in marketing research and at times, we can have really tight turnaround deadlines.  I can't tell you my client, because that would breach confidentiality but I'll give you details to the best of my abilities.  This company is a fast food chain.  They were testing a new sandwich and wanted results quickly.  Based on the work that we have done for them in the past, it's usually five business days from receiving data to presenting a report to the client.  The clients that I was working with happened to want their data as quickly as possible, even though they knew what our "deliver by" date was.  We promised to have something on our deliver-by date and said we would try to get data to them earlier if possible.  I knew that they were on a time crunch so I made every effort to get them their data earlier than expected.  I received the data on a Monday.  The report was due on Friday.  I worked furiously all day Monday, Tuesday, and Wednesday and was able to provide them a report two days early.  Just because I was able to deliver early on this particular project doesn't mean I will be able to do it every time.  But, we under promised and over delivered, satisfying our clients needs. 

So if you offer free coffee, make sure it's a free cup of coffee.  You don't want grumpy people walking away with a $7.50 cup of joe.

Happy Marketing!!!

Take Advantage of Your Strengths

Many times people go into business because they feel that they can provide a product or service that either other companies can't provide or that they can do better than the competition.  Look at Burger King and McDonald's.  Biases aside, they provide a very similar product.  They are fast food hamburger restaurants.  They both have a signature sandwich, the Big Mac and the Whopper.  However, in the minds of consumers, they are different.  McDonald's slogan of "I'm Lovin' It" automatically brings to mind the jingle.  Burger King has "the king."  But each has found customers who are loyal.  Growing up, I wouldn't touch Burger King with a ten foot pole.  As an adult, however, I went over 3 years without touching McDonald's and have become a devoted Burger King fan.  They have managed to coexist for decades offering very similar products.  Sure, the burgers are slightly different, but the premise is the same. 

So what if there are 45 other restaurants town, yours is different.  But step back for a minute and ask yourself why.  What makes you different from the other 45?  And how can you use that to your advantage?  First you need to find out why you're different.  If you are exactly the same as 10 or 12 other restaurants, it may not be long before you fold like so many others have done before you.  Next, use your differences to your advantage.

In St. Joseph, MI, where I grew up, there is a wonderful restaurant called Schu's.  Schu's is a great restaurant and has awesome food, but is really well known for one thing, their potato soup.  It is, in a word, scrumptious.  It's thick and creamy, comes topped with bacon, chives, and cheese, and completely sinful.  It's the perfect compliment to a meal or perfect as a meal itself on a cold Michigan night. I am not the only one who feels this way.  While Schu's is always busy, let's create a scenario where they need a little help. 

Let's say they are very busy Thursday through Sunday and closed Monday.  Since tourist season is over, Tuesdays have become dead.  If I worked there I would suggest using our potato soup to our advantage.  People know about it, they love it, let's provide it for them.  From October to March, I would do a Soup Tuesdays once either every other week or once a month, depending on what is monetarily feasible.  I would advertise that on Tuesdays, every customer, that was interested, would get a free cup (not bowl) of soup with their dinner. Use your strength to draw in customers on a slow day.  Most people can't make a meal out of one cup of soup so it's more than likely they will buy a dinner and a drink as well.  While you may not make as much as if the soup was full price, you're bringing in more money on Tuesday than you were previously. 

Maybe you're a pizza joint that uses a special kind of mozzerrella on your pizza.  Don't limit it just to your pizza, use it in manicotti and even on top of salads.  Use what makes you different and brings customers in to your advantage.  Don't assume that they will come on their own, entice them.  "If you build it, they will come" may have worked for Kevin Costner, but it doesn't always work in real life. 

Happy Marketing!