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Nutritionalmarketing.com Weekly Newsletter Update
- Marketing Ideas, Information and Tips Nutritional Retailers Want
and Need!!
Volume 4, Issue #16 - April 17, 2003
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In this issue:
Find an easy way
Follow
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Find an easy way
I was sitting in
the Boston airport last Friday listening to two people talk. After
overhearing a little of their conversation, I figured out that they
work in the concrete industry in Phoenix where I live.
One of the gentlemen
commented that he has trouble getting clean material. Dirty aggregate,
he said, can shut a concrete factory down. He noted that his plant
had to be shut down for several days once to clean the equipment after
a load of aggregate with balls of clay passed through. The clay looked
like rock.
The other guy said
he has never had that problem. I couldn’t help but wonder why. Here’s
what he does. He buys lunch from time to time for the person who runs
the loader. The loader operator looks for dirt in the material to prevent
it from getting into the factory. In the summer, this gentleman said,
a cold drink is a great incentive for a loader operator.
Think about how
easy this is.
For the cost of
a lunch or a cold drink, this fellow keeps his plant running. I don’t
have any idea what it costs to take a concrete plant off line, but I’ll
bet it’s more than a $10 lunch.
So what does this
have to do with marketing?
I want you to think
of the easy way. What is the easiest way to get new customers? What
is the easiest way to grow your business? What is the easiest way to
help more people have the healthy life they’ve dreamed of?
The man who gives
the loader operator an incentive realizes that this is the person who
has critical contact with an important part of the process.
Who are those people
in your customers’ or prospects’ world? Get past the easy ones. You
know, the attorney and CPA. Who else do these people have contact with
on a regular basis? I know the referral process is facilitated by the
fact that professionals have more credibility, but who has more contact
with the "right" customers and prospects on a weekly basis? What about
the people at the spa, golf course or Rotary Club where your customer
is a member? These people have more consistent contact than many others.
That makes their endorsement very important because they know they will
see your customer or prospect again next week. They don’t want to make
a poor referral and your prospect knows it.
When you get past
the referral source outside your store, think about the people inside
your store who have the right contacts. It’s amazing what your employees
can do if the right reward is available. They may be connected through
their family or friends to some perfect customers.
Marketing doesn’t
need to be hard.
The concrete guy
could have spent big $$ for technology that checks the cleanliness of
the aggregate. But he made it simple and that is ultimately the best
way to market. Making things hard is easy but discovering the simple
approach is where you will find true greatness.
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Follow
Most people want
to be a leader. They want to be the best and set new standards.
That can be great,
but when it comes to successful marketing, sometimes following is better
than leading. Let me define better - more effective and less costly
in time and money.
The news media are
great to follow. When a topic is in the media, follow their lead and
share your ideas about it with your customers and prospects. With the
war wrapping up, media outlets are saying people will turn their focus
back to things closer to home - like their health.
I don’t know if
any of that is true, but I do know that I would have press releases
ready to go and information ready to be mailed to my customers to share
my views if it does happen. You need to be on your customers’ and prospects’
radar screen when they start devoting less time to TV war coverage and
more time to the health of themselves and their family.
By doing this, you’re
not creating new "news," you’re adding value to the news that is already
being shared.
This is the easy
way to market because the media create the awareness and get people
to think about these topics. Then you are very timely with your information.
As always, have
fun with easy marketing.
Marty
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Quote
"Success is the
sum of small efforts , repeated day in and day out."
Robert J. Collier
Easy ways to do
your marketing are really small efforts that can add up to success.
Give it a try!
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Information provided by Martin Baird and NutritionalMarketing.com. Visit
us at http://www.nutritionalmarketing.com/.
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Please note that
all of the marketing ideas that are mentioned in our enewsletter or
on our web site are designed to help you grow your business. As you
know one size does not fit all and some of the ideas may work better
for specific applications.
