How To Turn Your Business Into A State-of-the-Art New Customer Generating MACHINE!

In this issue:

    * 3 key ways to build any retail type store (and websites could easily be considered similar to a retail store) …
    * Making a fortune with Fortune Cookies (the how, where and why this wonderful item can make you stand out from the crowd) …
    * Leveraging yo-yo's to draw in traffic and buyers to your store …
    * And Much More!

Fellow Business-Builders,

Happy Thanksgiving to everyone in the U.S.!

For something different this week, I thought it appropriate to show how some of the various articles through Small Business Mastery could be tied together into a new client generation system.

We all need new clients. Some businesses have an easier time finding them than others. But the basics of lead generation and first time buyer conversion can be quite similar to online businesses as well as offline.

Following is a plan that ABC Juice Company could use to grow their business in their office tower location. Remember - what follows may be tailored to ABC Juice Company - but the marketing strategies CAN, and SHOULD be applied to your business as well.

The 3 Ways to Build Your
New Juice Business in an Office Tower

1) Attract lots of new clients – You are in a new location, people are unfamiliar with you being there, people do not know where you are, who you are, or how you can help them – you need to get the word out.

2) Get them to spend more on their visits to you – Find ways to upsell them at the till to make their visit more profitable – also need to address how to continually get them to purchase more products and services from you consistently.

3) Get them to visit more often – Once they are a client on your contact list, you can do extensive forms of marketing to get them in the door as often as possible.

What could be possible in understanding
the lifetime value of a new juice client?

A new client comes in that works close by – they spend $5 their first time. If we could get them in once a week, say 30 weeks of the year. That is $150 in revenue per client, if they only stay a customer for 1 year. If you can keep that at this pace for 3 years – that’s $450 per new customer in 3 year revenues.

Find a way to up their purchase to $10 – everything else stays the same – that’s $900 per new customer.

Keep the $5 as is and increase it to twice a week (breakfast, lunch, or snack) – and you are at $900 again.

So if each new client is worth $450 - $900 over the next 3 years to you – how much would you invest to capture more new clients?
Getting Lots of New Clients – Quickly

Before we begin, I must be honest that I am a big believer in collecting customer information so that constant contact can be kept.

Supply office managers in the tower with discount coupons for all their staff (names either available with the directory, security, manual labor done to find their info, or buy from appropriate database or list company).

Best results would be through a mailer personalized with their names on it. The headline would read: “We have a gift for you and all of the people in your office … as our way of saying thanks.” The gift is a full 50% off their first visit to the new ABC Juice Company supplying them with the quickest, most convenient health drinks available. They could give these to all their employees as a gift as well. Have the coupons marked on back or via numbers so you can track which offices send the most people (and then make sure you offer the high referral offices bigger and better deals in the future).

Have contests at the door for people to enter their business cards. Contests could be free lunch, free juice, Flamingo drinking glass set of 4, or an office “desk set.”

Weekly draw (with visit) for desk set – calculator ($4 each), pen ($0.50 ), flamingo drinking glass ($2 ), tote bag ($3), soup mug ($3), coffee mug ($1) = total cost to you = $13.50 (approx)

Flamingo cups (http://www.orientaltrading.com/ - business section):
Quantity    

72
   

144
   

288
   

576
   

1152

Price (US$)
   

$1.49
   

$1.39
   

$1.29
   

$1.19
   

$1.09

Birthday reminder service – birthday grams – asking for their birthdates – give them either juice or cookie or something on their birthday if they come in that day. You could send them a card (in the mail) to their office address you have on file. People love birthday cards!

Colored “Boost Your Juice" Fortune Cookies – good luck, inspirational, flavored Fortune Cookies – One free with every ABC juice ordered. Top quality flavoring, customizable fortunes inside with your logo, a coupon, and an appropriate saying about boosting their fortune – or boosting their health, etc. I know the owner of http://www.fancyfortunecookies.com/ (one of the world's largest suppliers – supplies Oprah, Jennifer Love Hewitt, Ozzie Osbourne, and Jackie Chan). He would love to talk to you about how they could help you get more clients – and more loyalty – with his very nicely flavored cookies (the cappuccino is awesome!). Plus, you can use the fortune as another form of coupon to get them back (inside the cookie is your customizable saying, coupon, or slogan).

Don’t these fortune cookie flavors sound like they are perfect for a promo for your juice business?

Horseshoe Blue Blueberry

Chocoholic’s Delight

Sun-Ripened Strawberry

Passion Fruit Punch

Old-Fashioned Bubblegum

Double Chocolate

Very Berry Raspberry

Toasted Coconut

Bliss Cherry

“Oh, Wow!” Orange

Minty Mint

Luscious Lemon

Cool Cappuccino

Fortunes Told On Tuesdays! Have coupons redeemable on Tuesdays only (Fortune Cookie coupons).

Wooden Back Booster and Scratcher – Unique wooden back scratcher you can get for $0.70 with logo (could be given away with purchase or as a promo with purchase – depends on margins on juice) – have your logo on it – even better – have a coupon on it – bring in your backscratcher – get 10 stamps on your back scratcher (or however it is tracked) and get a free juice.

Make December your “Stress Less” Month – People are working harder and harder – and you are going to help them get through some of the month – when they come in four times in September, they get a Stress Less Pal (also through orientaltrading.com – my favorite). Their Pal can hang out with them on their desk (great little conversation starters).

You can offer deals on massages and spas. (Work out joint ventures with massage companies and spas to send them new clients regularly IF they give you an exclusive coupon with your name or logo on it.)

Also it should be worked out that for every customer you send them, you make a small referral fee. (There are a ton of massage places and spas in town – I’m sure it wouldn’t be too hard to find some that want ABC Juice Company sending them paying clients on a daily basis.) They get a number of new clients that may have never heard of their service, you are the good guys for giving away massage coupons, and you make a couple dollars or whatever for each new person you send over.

Have a yo-yo demonstration done by kids who want free juice for lunch in pay – Have them showing yo-yo tricks in front of the place – maybe the idea could be “Feeling tighter than a well wrapped yo-yo? You need a Boost!” It’s definitely something different and people would like to watch them. You can get logo'd yo-yos for about $1-$1.50, so you could give away one an hour or something like that. Bring a friend for lunch and get a free yo-yo? If two people come in and spend $4 per juice plus something else, they end up spending $12 or more combined – room in those kinds of profits for a promo?

Encourage businesses that are local to promote you as well – Give away coupons to their employees, to their customers, to their suppliers – have each one numbered for tracking – even pay them per new person they send you.

Dirty Mondays – bring in your laundry day. Not literally, but offer to pay for one person’s dry cleaning for the week (to a max amount) for entering in the drawing. Use the local drycleaner – to promote them as well so they may give you some great deals.

Have an “introduction into the neighborhood” promo – For [office tower name or company name]: a FREE (whatever the promo item is) is reserved for YOU – all I ask in return is a chance to say “hello” …

Have a group of people wearing picket signs, holding placards, or sandwich boards “picket” in front of your place to drum up attention. Have funny sayings or headlines and offers on the boards to catch people's attention and get them in the door – offer something free inside or a contest announcement, etc.
Get them to spend more

Prepaid Juiced-Up Card – Like a mini credit card – even rechargeable. Get it so that if they buy 10 juices in advance (or $xxx worth), they get either free juices, cookies, gifts, etc. Getting more money up front for products they have not consumed yet is a great way to put more cash flow into the business, then into more marketing of the business.

Wellness Wednesdays - Lunch and Learns – Have nutritional experts offer to do lunch and teach companies interested in promoting healthy work conditions. It could be paid – supply lunch, juice, and health education. It could be free – offer education and coupons for juices.

Catered lunches – Partner with local delivery and catering company to deliver lunches with juices to companies. Have regular menus with all options faxed out to clients that put their name on the list.

Joint ventures – With your new client list of addresses and names, you can partner with other companies promoting fitness and health-related products and services and endorse them (after checking them out, of course) to your clients. Endorsed referrals are always well received. Have your joint venture partner pay you $xx for every new client you send their way. This is a service to your clients as you are introducing them to products and services they may have never heard of. Offer higher ticket items as well (home fitness centers, massage chairs, hot tubs etc) so the referral fees would also be substantial.
Getting them to come in more often

YournewsletterURL.com – weekly newsletter with a twist. The newsletter could be called Booster News – Boosting your Health, Wealth, and Happiness. Use third-party articles, as well as your own, to fill the newsletter that gets renewed once a week. More regularity means people will come in more often to get a newsletter (or you can only hand them out when someone buys).

For example – have a marketing column, a health column, a joke or positive story column. Run ads, coupons, and specials to get them to bring in the newsletter coupon to redeem. Run ads to test out new products. Have contests. Have other companies run ads and pay you for it – pay for the printing costs with ad revenue. Offer local experts the opportunity to contribute articles. Post these on the website, as well as use them on the print edition. Online can also have affiliate (clickable) ads for health, wealth and happiness products.

Maybe each week you can run a column on a local business you have discovered and like.

Give them free publicity, and you get major kudos for helping out the local business community. Cost on this would be minimal if you sell ad space. You can find people who will help you coordinate all of the above.

Booster News should also be put online (and have people enter their e-mail addresses for more offers). It should also be offered to restaurants, coffee shops, barbers, hair dressers, health stores, gyms, etc. – most of them would be glad to give away a high content newsletter.
Lead generating advertisement idea
LIQUID
COURAGE

[ photo of juice cup]

Give a real boost to your confidence and bank account this year. Scientific research reveals new breakthroughs in your health and wealth (and YES, they are related).

Drop by and get our FREE Liquid Courage Report.

- Discover the 7 steps to losing weight without eating less …

- Uncover the simple way to boost your bank balance …

- 3 timeless techniques to get a hot date …

- And more!

This is available only to those in the _______ office tower. PLUS, if you bring this coupon in before September 30, 2008 - you get a free juice and health snack for lunch!
Advertising or promotion ideas

Whoever said there’s no such thing as a free lunch?

Tired of that “what am I going to have for lunch today” feeling?

Why would these business owners give away $5,000 in Free Lunches?

You could give away 2,500 $3 coupons –or whatever your low end smallest one would be.
Possible partnerships or joint ventures
(with people who are already in,
or visiting, the offices you want to target)

Water cooler sales reps and those who deliver the new bottles – they hand out promotions and coupons all coded so they get a cut on anyone that brings them in …

Couriers – same as above …

Computer repair techs …

Paper shredders …

Office supply delivery people …

Postal office employees (if they deliver to the offices – rather than to a central mail drop) …

People who don’t deliver to the offices – but have the same clients as you are targeting …

Hot dog vendors …

Local restaurants …

And local coffee shops.

    Honestly, if you even implemented half of the above, it would be far and above more than most retail establishments do when they open a new location.

Keep track of clients that come in, get their names and addresses, keep in very regular contact with them, give them good reasons to keep coming back, be creative with how you incent them for their business (they do not owe you their business – you owe it to them to make their investment in you an enjoyable experience – with healthy, top quality products).

Give them variety.

Be different in your promotions (even have a different staff member a week tell a quick story about something unique about them – or something that no one else knows).

Get them in the door, in the door more often, and spending more when they are in the door.

The above techniques WILL work. They have worked for my clients before … and they will work for you, too.

To your success,

Troy White Signature
Troy White
Editor, Small Business Mastery
Supplement to THE TOTAL PACKAGE

Troy White is a top marketing coach, consultant & direct response copywriter based in Calgary, Canada.  He has a powerful approach to growing small businesses and entrepreneurial run ventures on a budget. His FREE Cash Flow Surges newsletter shares tons of great strategies at https://responsivedm.infusionsoft.com/go/sbc/makepeace.

Troy has just launched a new Story Selling program for business. If you love a good story, and want to start using more stories in your marketing, you may be interested in this. https://responsivedm.infusionsoft.com/go/sst/makepeace/

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