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Nutritionalmarketing.com Weekly Newsletter Update
- Marketing Ideas, Information and Tips Nutritional Retailers Want
and Need!!
Volume
2, Issue # 48 - November 29, 2001
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In this issue:
The
two-minute warning
Your
two-minute marketing drill
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The
two-minute warning
In football and
basketball, it’s a big deal when there are only two minutes remaining
in the game. I know some of you are thinking that Marty watched the
Thanksgiving day football games and this is what came to mind.
You’re close. It
is Thanksgiving as I write this e-newsletter, but I’m not watching the
games. We’re flying at 33,000 feet on our way to Oregon to spend a
couple of days with family. So I don’t even know who’s winning the
games.
My point is this:
The year is drawing to a close, and your two minutes are slipping away.
Here is what I see
happening in the nutritional industry right now. Some nutritional retailers
are sticking their heads in the sand and hoping that the storm will
blow over by next year so they can reacquaint themselves with most of
their customers and get back into business.
That is a terrible
strategy. While people have their heads in the sand, customers still
have nutritional needs. They need help and they want to feel better
and live healthier lives.
More
than ever before, this is the time to be talking with your customers.
I may have already
shared the following piece of advice with my weekly readers, but it
bears repeating: now is a great time to grow your business. When other
retailers are hiding from their customer, you have a perfect opportunity
to help more people.
Here’s an example
of the opportunity I’m talking about. Several weeks ago, my wife and
I went furniture shopping. We stopped at three stores but they were
all closed. They didn’t open until 10:30 a.m. The last store we tried
was open. Its hours started at 10 a.m. Guess what? We bought all
our furniture from that one store.
I’ve heard it said
many times that showing up is half the battle. Now is the perfect time
to show up for your customers and your prospects. Many people see the
period between Thanksgiving and New Year’s as a dead time for business.
It’s not!
Don’t get me wrong.
I’m not saying this the best time for business. I’m saying there could
be a very good chance out there to generate business. Real estate agents
say no one buys a home between Thanksgiving and Christmas. We purchased
our current home during that exact time because we had time to do it.
People are still
looking for solutions to their nutritional needs. I think they’re more
aware of these needs than they have been in a long time. People are
getting older and they are looking for ways to stay healthy.
Your game time for
2001 is winding down. The last two minutes are upon you. Make the
most of them.
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Your
two-minute marketing drill
Most sports teams
have a special play they can turn to when they’re behind in the last
two minutes of the game and need to pull out a win. Now is a great
time to look at your two-minute marketing plan to see if you have a
strategy and the tools necessary to conclude this year on a high note.
I’m not saying this
will make up for a very challenging year. But it could be just what
you need to generate some positive momentum as you enter the new year!
So here goes. You
have 1:59 to make it happen!
First, come up with
an easy way to make two strong contacts with ALL your customers before
the end of the year. You can use snail mail, e-mail, faxes, phone calls
or carrier pigeons. I’m not as concerned about the means as I am about
the simple act of making two very strong contacts before the year is
out.
I think one contact
needs to be a "state-of-the-union" letter. What is your perspective
on what’s happened in the nutritional world over the last 18 months
and what do you see happening going forward? You need to take a leadership
position. Don’t just sit back and watch. You’ll start losing customers.
If
you don’t make a positive impact, you will see a migration of ccustomers.
Next, set a goal
for the last four weeks of the year for customers or sales for a week
and do what it takes to surpass that goal. Exceeding a goal in the
final weeks of the year helps you establish the momentum you need going
into the new year.
It’s
also great to wrap up a challenging year with some good, positive activity!
Finally, make the
most of the time that remains. Now is not the time to close up shop
and fritter away the days that remain until 2002. It’s too easy to
just call the office the last few weeks of the year and say that nothing
happens during the holiday season, that you’ll rest and get started
again after the first of the year!
As
always, have fun with marketing!
Marty
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Quote
"Whether you believe
you can do a thing or not, you are right." Henry Ford
Now is the time
to believe in yourself. Make things happen for you, your customers
and your prospects. Apply yourself as the year wanes. You may be surprised
at what happens!
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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.
