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Successful Marketing Requires Follow Up
I'd like to share the story
of a new yogurt shop that opened in our neighborhood, because I think it
provides some great marketing lessons we can all learn from.
The Little Yogurt Shop That
Could
This little yogurt shop
opened recently in a retail space that has been home to several ice
cream shops over the past few years. None of the ice cream shops were
successful in that retail space for any length of time.
My guess is this is partly
due to the location, but probably has more to do with their lack of
marketing and establishing a strong brand.
The Little Yogurt Shop
Passed The Branding Test
The little yogurt shop
seems to have a leg up on the branding end. It's called DIY Yogurt and
you actually get to serve yourself the yogurt and add your own toppings.
This is a unique idea (a
definite marketing advantage) and kids in particular seem to get a kick
out of serving themselves and choosing and sprinkling the toppings on
their yogurt by themselves.
So right there, the brand
name (DIY or Do-It-Yourself) is consistent with the yogurt store's
uniqueness.
Good job marketing so far.
They're Using Smart
Marketing Techniques
The second thing they did
right was to distribute 50% off coupons to all the homes in the
immediate vicinity of the store. The coupons were valid on two specific
dates and were used to announce the grand opening.
Smart marketing.
We were made aware of the
shop and we were given an incentive to give it a try, which we did,
along with many other people - the shop was packed with people when we
visited. They also gave us a frequent buyer card that entitled us to a
free yogurt after purchasing 10.
A good start on generating
repeat business.
Now they've done three
things right.
But guess what?
They Made One Potentially
Fatal Mistake
That's where it stopped.
It's been over a month since we went in for the 50% off trial and I
haven't seen or heard anything from DIY Yogurt since. And not
surprisingly, we haven't been back. And you know the saying ... out of
sight, out of mind.
Perhaps they're doing other
marketing that I just haven't seen. But my guess is they probably are
not.
They're expecting ME to
remember them.
And as any good marketer
knows, you've got to follow up again and again and again and AGAIN. You
can't rely on your customers or prospects to remember you - you have to
remind them you're there.
I'll be curious to see how
long this little yogurt shop lasts. I hope they do well. It's a unique
idea that I think has a lot of merit. Plus their yogurt is pretty tasty!
You've Got to Follow-Up
Follow-Up Follow-UP!
But without consistent
marketing they may end up like all their predecessors in that space,
and, like the majority of new businesses ... closing up shop because
they just weren't able to make enough sales to keep the business going.
If you have a great product
or service, and there is a market for what you're selling, there's no
reason your business can't be a success.
But if you don't have a
marketing plan with ongoing, consistent follow-up in place, the chances
of you succeeding are slim.
You need to be out there
reminding people over and over and over again that you're there for
them. So when they're ready to buy, they remember you, and they bring
you their business.
I encourage you to take a
look at your marketing efforts. Do you have a marketing plan in place,
with consistent marketing follow-up scheduled?
A marketing plan with
multiple ways to keep reminding your prospects that you're ready,
willing and able to help them so they won't forget about you like I
forgot about the little yogurt shop?
If not, I encourage you to
take time now to create that marketing plan and put it into action.
The success of your
business depends on it.
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