Miller's Monday Morning Message
presented by ACM Consulting Inc.
Andrew Miller on strategy, operations, life balance and everything in between
Toronto – August 15, 2011 – Last week I was walking through the town of Hunstville, Ontario with my family and noticed a brilliant marketing idea by a local shop owner. He owned a bike store and obviously wanted to not only attract customers for his bikes, but also his other products. He had bike racks mounted to the outside of his store to display his bikes to people who walked by on the sidewalk. On the surface, this seemed like a creative way to showcase the bikes. However, upon further reflection, I realized that this was a brilliant way to showcase the bike racks! So I mentioned to the owner that I thought this was a great idea and he replied "I have sold about three times more bike racks than before I had them mounted outside." What? A low-cost marketing idea that has more than tripled sales? What an amazing accomplishment. And these racks were no small potatoes, the two models mounted to the front of the store cost in the range of $400 each and were top-on-the-line brand names. It shows us that no marketing idea is too simple and even the most basic ideas can yield results. This story also shows us that we should always be on the lookout for new ideas and new ways to market our products and services. Package things a little differently, shows complimentary products together, or find other creative ways to attract attention. Think of the small bike shop owner and displaying his bike racks outside for everyone to see. People now walk by the store and think, "I need a new bike rack for the car and here are two right in front of me, I should go in and take a look." Sometimes the best ideas come from the most unlikely places.
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