I've just returned home after going for a run. As many of you know, I do tend to have some creative thinking time when I'm running and I wanted to share a couple of thoughts with you before I head off to sleep.
Creating a buzz about your business is about the best marketing that you can do. It's far more profitable servicing your current customers better than going out and getting new ones.
And I'll use my usual example:
* Sir Stamford at Circular Quay
* The Manor Botique Hotel
* Carlton Crest
* Intercontinental
* Formule 1
They are the last 5 Sydney hotels I've stayed at in the past few weeks that I can remember. I don't think I've stayed at any of them multiple times (my old memory does play tricks on me!).
With most of these hotels (I'd guess 3) I ticked the box that says "Yes, please contact me with other offers."
But I've never, ever heard from any of them.
Let's say one of them tossed my details in their database. They could email me, text message me or mail me with offers. They could build the relationship with me very cost effectively. They could ask me to stay with them the next time I was in Sydney. They could articulate why I should stay with them.
I am after all their perfect target market. I stay in hotels. In Sydney. Often. And in their hotel.
How much more obvious can I make it?!
Being a Manager or a Marketing person in a major hotel doesn't seem to require thinking smart.
Just provide good service - maybe even great service - and you'll create a buzz about your business. And that will add up to more sales.
Okay then. Next.
My son Jack. Jack loves camping. Loves it. He buys camping gear whenever he has saved up enough money. Click here for an article I wrote about the service he received - and the missed opportunities - from a local camping store.
Since I wrote that article just a few months ago Jack has purchased probably another $200 worth of camping gear. From different stores. He has no relationship with the store we originally went to and no reason to go back.
I mention a few simple ideas for the store to use to keep Jack going back that I won't go into here.
But there is a follow up. Rather than just write the article and move on, I did something more proactive. I wrote to the camping store brand owner (it's a franchise system) and offered to do some marketing (I said it more articulately than that!).
I've since implemented some other strategies to get noticed by this company. Basically positioning myself as a person who can meet their needs and get them more profit.
And yesterday (Wednesday) I received my first bit of interest. They requested an article reprint I'd written.
I've sent that off. And tomorrow I'll do something else. And keep at them until I position us as a business that they need to employ.
The point of all that is to be proactive. Identify opportunities and act on them. Don't quit.
That's it. i'm off to bed. By the way, when I went for my run there was a guy standing on his head at 11.45 at night on a grassed area near the beach. And you think i'm weird for going for a run at midnight!
Good ni....zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz
(I never worry that I'm the only one who laughs at my own jokes!)
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