Selling More in a Less Certain World
by Kare Anderson
What kinds of online and on-location
marketing will attract more shoppers, spending and
buzz in this New Normal world?
Consider consumers desire for comfort, security and
personal recognition - and exactly how you will
serve those largely unspoken needs:
1. "Time-Starved Culture"
Both bricks and mortar and 'only online" stores
could offer the opportunity for shoppers to fill out
a shopping list online of their gift recipients'
names and mailing addresses . . .
2. "Need to be Known in a
Relationship-Diminished World"
. . . Then enable the customer to write a
personal message to each of her/his intended gift
recipients . . .
3. "Worried About Money"
. . .then offer, upfront, a "special
savings" if your customer spends at least a
certain level of money on the gift list (thus
encouraging great per-customer spending, with less
labor and marketing costs for the retailer)
4. "Seeking Value"
. . or, rather than offer a "special
savings", cross-promote with another retailer
who also reaches the same kind of customer and agree
to give one of your gifts to their biggest spending
customers (coming to your store to pick up the gift)
in exchange for your cross-promoting partner to give
a gift of the same value to your biggest spenders.
Thus the SmartPartnering retailers gain access to
each others' most lucrative kind of customer in a
credible and cost-effective manner, while offering
their customers an enticing reason to spend more.
- that costs less than reducing the price for
the holiday list.
Here's some other low-cost, highly efficient and
credible ways that holiday gift providers can reach
more of their kind of customer, while spending less (Kare
wrote two books on the topic, and have articles
about it on Kare's web site, www.sayitbetter.com):
1. Place joint promotional messages on your
web sites, customer bills or other places your
customers read.
2. Offer a reduced price, special service, or
convenience if customers buy
services or products from you and your partner.
3. Hang signs or posters promoting one
another on your walls, windows, or
products.
4. Mention one another's benefits when you
speak at local events or are
interviewed by the media.
5. Show the joint use of your services with
those of your partner
6. Pool mailing lists and send out a joint
promotional postcard.
7. Promote your partner's products during
their slow times, and ask them to
do the same for you.
8. Share inexpensive ads in local shopping
papers or a nonprofit event
program.
9. Give a joint interview to your media,
complimenting each other throughout.
10. Put one another's promotional messages on
Lucite stands on counters or
floor stands in waiting areas.
11. Encourage your staff to mention how your
partner's products can be used
with yours.
12. Give your partner's product to your
customers when they buy a large
quantity of your product, and ask your partner to do
the same.
13. Use door hangers, posters, flyers, or
postcards to promote special
offers for one another's products.
14. Co-produce an in-store or office event or
a demonstration, celebrity
appearance, free service, or lecture.
Kare
Anderson is a trailblazer in media, business,
and politics and a former journalist for the Wall
Street Journal, Le Monde, UPI,
and other newspapers. Kare was Pacific Telesis'
first Wideband and Cable Division Director, a
co-founder of a national public affairs and
advertising firm, and now president of the Say it
Better Center. In government, she was a state
senator's chief of staff, co-founder of nine
political action committees and appointed
commissioner. Kare's a frequent strategic
communication coach to leaders in business and
government. Visit her website http://sayitbetter.com
