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When is the last time you attended the grand opening of something? Or waited in line to be the first to buy something? (Save for the occasional opening-weekend movie or hot concert tickets) So, why do we think potential customers are going to flock to our new product launch, service launch, or retail store grand opening?
Marketing programs fail because we don't think through what it actually takes to make a new product, service, or store opening exciting and relevant enough to attract attention and motivate action.
We're so wrapped up in our own excitement we develop a "if we build it he will come" mentality, losing sight the average customer really doesn't care about our new thing... especially not enough to attend the ribbon cutting.
So that's our problem... What are potential solutions?
Potential Solutions
While I strongly oppose marketers thinking they're their own customer, I make an exception for this exercise...
We can probably agree that the dry cleaner is a pretty mundane thing. Important, but not wildly exciting. We'll pick on them for this exercise...
Question:
What would it take to get you to set your alarm on Saturday morning to wake up and attend the grand opening of a new dry cleaner on your block?
Think about the typical tactics many locations employ... including at your organization...
First... are you hosting your event at the time when your customers can practically and logistically attend? The office worker isn't going to carve time out of her Tuesday afternoon meeting schedule to attend your ribbon cutting. (Unless you make it really, really, worth it.)
Where do you cross the threshold from ho-hum to possibly exciting to a can't miss event?
These tactics we see all the time. Would they bring you in?
- A flyer stuffed under your windshield wiper?
- A scruffy looking guy handing out flyers on the street corner near the new location?
- Similar scruffy looking guy holding a giant-sized arrow with your company name on it?
- A press release. *yawn*
- A "Dear Resident" bulk direct mail.
No way. But you see those tactics all the time!
How about these?
- A newspaper ad invitation?
- A direct mail invitation (that actually has YOUR name on it)?
- A live radio remote from the location?
If you see the ad, pay attention to the direct mail (I may look at it if it is clever), or listen to the radio... You may think of them as reputable and organized... but still not getting you to attend.
What does this do for you?
- Special Offer - Bring in the direct mail, newspaper ad, or name the station (mentioned above) to be entered to win a year's worth of free dry cleaning.
Hmm... It may be worth stopping in for this if it happens to be on the way to your morning latte. But, we know contest are set-up to gain high participation with a few, or a single winner. Chances are that's not going to be us. "Entered to win" comes across as too scammy.
How about these?
- Six months of free shirt/blouse dry cleaning to anyone who drops off a garment to be cleaned during the Grand Opening event (from 9 a.m. until 1 p.m.).
- Drop off a garment to be cleaned during the Grand Opening event and receive a $25 Starbucks Card.
- Drop off a garment to be cleaned during the Grand Opening event and receive $50 worth of lunches at the adjoining heathy sandwich shop. I can see the slogan for the ad now... "We want to to look good on the outside and feel good on the inside."
As long as they have found the way to communicate these to you in a way that you're receptive to, (personalized direct mail, visible signage along your commute path, etc) they'll probably get your attention.
If they're smart, they'll ask for your contact information when you drop off your first item, and now you'll be in their database and they can start engaging you in 'conversation.'
They didn't limit it to the first 100 people, nor does it say "while supplies last." You may actually tell your neighbor about this... (Now it has literally become remarkable.)
In Summary...
So, what does it take to be relevant enough for potential customers to set their alarm?
- Reach them in a way that they're receptive to.
- Make an offer of true value to them.
- Don't make them jump through hoops.
- A sense that you're making an investment in their investment.
- That they are a person to you, not just a measured-percent of redeemed coupons.
Think about your launch tactics. Are they relevant to potential customers?
What other tactics could you add to the dry cleaner Grand Opening?
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Comments
Talk about peeling back the raw marketing onion. I wholeheartedly agree that far too many launch programs fail because 99% of the energy is focused on the end destination; rather than the full consumer trail.
I think you're leading into a direct connection as to why online Social Marketing has caught on. Engage and persuade where the customers are already participating. The truly successful programs are those that can offer that value proposition in those spaces, rather than feeling the need to move the customer to their shiny new website.
Great read!
Posted by: Kevin McElroy | 04.04.08
This post came at a good time, because I am the owner of a brand new retail business, and we're having our grand opening in 2 weeks. We are an outdoor gear shop, with a focus on paddlesports (kayaking & canoeing). We've been doing a lot of word-of-mouth, big signs out front, and newspaper advertisements. I am a little fearful that I'm caught in the "if you build it, they will come" mentality. Does anyone have any ideas to bring people into our store on opening day? I was thinking of offering a free rental or lesson to anyone who buys a boat that day... or raffle off some products, give away some stickers, hats, etc.... any other ideas? You can check out our business at www.sunapeeoutfitters.com
Posted by: Jim Dudley | 04.04.08
@ Jim - I wish you the best of luck with your new business... that's *super* exciting!
Just of the top of my head... Because you are a *new* business, I don't know how much of a draw a free lesson with a boat purchase would be... (who knows at this point if your lessons are any good?)
What can you do that's remarkable? It may be more expensive than you intended, but what if money was no object... what could you do/offer that no other gear shop has done?
What does REI do when they open? And what could you do even better?
You say you're doing word-of-mouth... that means you're telling people... What what's so exciting that the word will spread beyond those who care about you? How can you up the ante so that the word catches fire because you're doing something, or offering something that makes coming in a "Do Not Miss" occasion?
What do your fellow outdoor folk care about? What's most meaningful to them?
Stickers and hats are cool as a reminder (after their visit) to come again... but won't be what draws them in.
Another approach for you.
I'm certain you're not counting on the grand opening to make all your sales. So, what can you do that makes those who *do* attend your Grand Opening want to tell others how awesome your store is?
What "evangelist kit" can you give to them that makes it easy to tell others? To drive traffic in the coming months?
What are you baking in your everyday business that's remarkable? What makes you different than Wal*Mart selling gear? What makes you different than REI? What makes you better than REI?
Being new, what's going to make me visit you versus the place went to last season for my gear?
Stuff to chew on!
Check out the series I wrote about "How To Be Different" from the perspective of some of our best 'remarkable' thinkers. On the Idea Sandbox website at: http://www.idea-sandbox.com/blog/2007/02/how_to_be_different_zag_1.html
Check the bottom of the post for a link to several other great articles.
Best to you! - Paul
Posted by: Paul Williams | 04.06.08
Hi, Jim - nice website!
I don't know if there is time for you to undertake new campaigns, but my spur-of-the-moment idea for you is around "Up the creek without a paddle"; can you target-market?
If so, make something in the shape of a mini-paddle with an invitation to your target, bring it to the store during grand opening to exchange for a free kayak lesson (scheduled at your discretion, fill out short-sold buses or something?); or alternatively, bring it in anytime with a friend and get the same for both. And make it out of something they won't be able to through away - a keychain? Taped to a postcard made from the gorgeous photo on your home page...
Or come in to receive a disposable underwater camera.
Or, if you have plans to run a loyalty points program and charge for sign up, those who bring in the paddle have their sign up fee waived.
My 0.02. Best of luck next week and for the future! Hope you don't find yourself "up the creek". ;)
Posted by: Wendy | 04.11.08
Hi Jim
I'm not a paddlesports enthusiast thought I've been canoing and kayaking in the past and enjoyed the experience.
I could be lured into the sport and to your store and ultimately to you if I am convinced you are interested in me as a person, not just my wallet and your bottom line.
Give me the opportunity to get into the sport, and become very proficient at it, and become enthused about it to the point I invite my friends to come with me to meet you and be in your store, then you will have yourself a life time friend and customer.
Hint: one free lesson will not cut it. Think about me.
Posted by: jim terpstra | 04.12.08
Thanks Paul, I'm all for simple, unsophisticated promotional ideas and enjoyed your take on the subject.
I love a bit of cross-polination and wanted to share a thought with you. I recently did a series of master classes with small start-up businesses who have major issues with spending on promotions, so I got a few of them to work with each other to come up with 'non-obvious' promotions. Firstly I had to get them to look closely at the attributes of their customers and what elements of lifestyle they shared with the group, then we each came up with a promotion that each business could cope with, and then we switched them around.
Your dry-cleaner, for example, would be able to offer a free car valet as a bonus for using his service three times. Or a clothes retailer could offer a discounted haircut on buying a key brand. The hairdresser offered each customer a free car-wash whilst they were have their hair styled. This cross-polination allows all involved to vary their promotional ideas and keep them fresh and best of all, looked as though they were spending money on marketing promotions.
The idea can be used for openings and beyond, the partners get invited, their customers get invited, and their suppliers get invited too. Some businesses forget to utilise all of their connections for their opening. The bank has customers, the decorators and contractors want to show off their work to new prospects, the sign guy too, the printers you used for stationary, all want to show off to their customers and can help make your launch a great success.
Just bear in mind that there's no such thing as a free capape! Work the room and take plenty of pictures. Get the message out to the press the same or the next day, don't sit on the images or the story.
Stewart Roxburgh
Marketing Consultancy
Scotland
Posted by: Stewart Roxburgh | 04.14.08
i work as a marketer in a development financiial institution focusing on corporate lending.The company image is negative as the public think it does not exist and recently the company is undertaking new product development and rebranding both running parallel.In Few months time after the completion of the exercise, there will be a re-launch.Someone please advise on how to effectively go about the event.
Posted by: Caroline Kirigo | 04.16.08
Nice work, Paul!
I am using this as a teaching tool for our team to be more critical analyzers of our methods. Love your delivery on the subject. Thank you.
Posted by: Dana Pulis | 04.17.08