Clearly,
Our Work was Cut Out for Us...
For
our event, we decided to focus less on "hoopla"
and more on getting the desired result for our client.
Having
done some research in the industry, we knew that a big
concern for car buyers was the whole experience. Having
to deal with a sales rep... haggling... hassling and
not knowing if you were getting a decent deal.
We
got the dealer to agree to mark the lowest price he
was willing to accept, right on the windshield of every
car on the lot. No ridiculous claims of "below
our cost" or "$100 under dealer invoice."
Just the lowest price they were willing to accept for
each car. A price that would ensure the buyer a good
deal, while preserving adequate margin for the dealership.
We
billed it as their bottom line sale. "No
haggling, no hassling, just the very best price on
every vehicle in stock, marked right on the windshield."
We
had no tents, no hot dogs and no baseball players.
We set no attendance records. But the people we attracted
were car buyers. As a result, they sold 32
cars that weekend. The dealer was stunned.
The
Focus Makes All the Difference
The
first agency focused on getting as many people as
possible to the dealership, with the hope that some
would buy a new car. And some did.
But
rather than focusing on people who wanted hot dogs and
autographs, we focused our promotion exclusively
on those who wanted to buy a car with no-haggling and
no-hassling. And that's exactly who we got.
You've
Heard the Expression, "Be Careful What You Ask
For, You Just Might Get It"? This is a Classic
Example of That Dynamic in Action
When
putting together a promotional products campaign...
first determine the actual result your client
is looking for. Do they really just want to bring traffic
to their trade show booth as they told you? Or do they
really want to attract qualified people to their
trade show booth, capture their contact information
and follow up with them in order to close sales?
You
can create a promotion that will do either. But your
focus will determine their results and your likelihood
or a reorder.
If you need help creating promotions that work
for your client, call Blaise Drake & Company toll-free
at 1-800-494-2721 or click on the appropriate
link below to see what Top Secrets can do for
you. Test-drive any of our systems risk-free in your
business for one full year. If it doesn't produce
for you, send it back for a full refund.
-
If you're a business owner in need of ideas and strategies, turn on your speakers and click
here.
-
If
you're a salesperson in need of more
sales and clients turn on your speakers
and click
here.
Sincerely,
David Blaise
Top Secrets of Promotional Products Sales
