I have often said that one of the most productive ways of marketing is to have a non-competitive vendor make an attractive offer to their database for one of your products.
And you can do it in return for them.
Recently, one of my clients thought that would be a great thing to do for Australia Day.
So, he asked a craft brewery, and the hamburger place next door to the brewery, if he could offer a beer’n burger to his database.
Naturally, his customers would need to go to the brewery and the hamburger place to take up the offer.
Both those vendors agreed… with just a slight catch! He would have to pay darn near full price for each of their offerings. He was happy to pay the real cost of each but the retail price… no way. What’s a glass of beer and a hamburger cost to produce? A couple of bucks!
As I have said so often, “You’ll never go broke underestimating the intelligence of your market” – in this case the two vendors.
They couldn’t understand that he was gunna incur the expense of promoting both businesses to his database. All they had to do in return was give away product at cost (for which my client generously offered to pay) in return for that great promotion!
Most thinking vendors would snap up an offer like that and not even ask for cost reimbursement. These idiots hadn’t worked out they only had to give something away when the promotion actually worked.
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Compare that with the usual way of advertising where you pay for it whether it works or not!
And he was making an offer to his database which could entice them to visit the vendors who could add on sell, up sell or cross sell! At least get them into their database. What a fantastic opportunity!
As I said earlier, “You’ll never go broke…”
Let’s have a beer’n burger. Cheers!
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