A very good Mexican expression goes something like this: If you do not show it, you won't sell it! Simple? Yes and no. This phrase is a testimony to the need to invest in advertising, but all advertising options are not equal in costs and in results.

Furthermore, some initiatives may work for certain type of businesses where as other might not deliver the expected results. One of these options is mass advertising. Mass advertising deals in great numbers. So if you sell to a large array of customer, this might be the avenue for your company. But even though mass advertising produces great results, it also costs a lot. So if your company is not there yet, there are alternatives to help you along the way.   

Another phrase that is very commonly used is: It is less expensive to sell to your existing clients than it is to get new ones. This is so important that most companies nowadays have a customer support department which makes sure that the clients are satisfied with the overall experience, but also aims at keeping existing clients and sells more to them.

Now if we combine these two statements, we have the basis of our advertising strategy: sell more to our existing clients. How? By being proactive.

Firstly: Know your clients. Make a list of your clients which includes characteristics helping you understand who they are and what do they purchase.

Secondly: Know their needs. You are selling shoes? They will need purses, suitcases or belts.

Thirdly: Create a soft-sell campaign. What is soft-sell? It is selling without selling. A free informational conference, the new fall collection arrival, official opening, 5th anniversary, etc... These are all excuses to get people involved in your business without thinking about purchasing. These will create a buzz and make you stay in contact with your clients, creating a community that is fun to be part of. But once you start, you need to keep going. With only one initiative, the costs associated with this effort will be maximal and the results will be minimal.

Fourthly: Involve the surrounding of each of your clients into these activities. Everyone has friends, family and other contacts. Tap into them. This is the basis of network marketing.

You would like to find out how to apply this strategy to your business? Do not hesitate to contact us. It would be our pleasure to be part of your success.

 

Stéphane Elmaleh-Riel, MBA
President - Senior consultant

 

Email: info@groupe-principio.com