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Old June 26, 2007, 02:39 AM
Tim Thach
 
Posts: n/a
Default Re: Help w/email-related list business idea, pls

Hi Diana,

Thanks for allowing me the opportunity to chime in here with some thoughts of my own.

***DISCLAIMER***

I have not put this plan into action. Therefore, I cannot promise nor attest to any results.

I was doing some research on the SowPub archives and other places for ideas like this. Most came from Don Alm. Thanks Don!

Anywho, I’ll give you what I’ve got so far, and my personal sticky wickets.

Get out ye olde telephone book. Go to the Restaurant section and start dialing. Ask the restaurant if they have daily specials. If not, move on. If they do, ask what are they offering on which days and what is the price. Also, ask for the name of who is in charge of deciding what their daily specials will be. Write that name down along with the restaurants name and phone number. Make a list of 10 restaurants. On your computer, make a “daily special” template for each business day of the week with plenty of room around the border for advertisements. Now you have a good template to build on as an example to show your prospects.

Determine/create demand: Call or visit local business offices. Speak with the office manager or equivalent. Have an example of what they would be receiving. If you’re not going to visit the offices, then ask them to accept an email from you or direct them to your website that will show them the example. Ask them if they are interested. If so, document their name, the date, business name, etc. This is IMPORTANT; ask them how many people they think will see the menu. This is key also; ask them if they prefer see specials from any particular restaurants. Take notes! You’ll use all of this information later. Ask them to clear it with the boss/owner and tell them that you’ll call back later (if needed) to see if it’s a “go.” Remember those restaurants you contacted before for their daily specials? You can call them again for the same information so you are ready to start sending your email/faxes once an office signs up.

Build this up until you have what you think is an accept distribution level. (i.e. one hundred offices, with a circulation of 500 viewers.) Your distribution network is now in place. Also, in a lot of businesses, there are many offices. Make sure you have a way for others to opt-in. You may want to consider having a “home delivery” version too. That’s in case the office workers want to know who’s offering what specials for dinner for their families.

Now I need to create two categories of payers; Sponsors and Advertisers.

The Sponsors are the restaurants which pay a low monthly fee per xxx distributed. They also have to provide what their daily specials are going to be at least 10 days in advance. They should also include any further customer enticements and meal pricing.


Monday 6/25/07
Fred’s Fabulous Fish Fingers and Chips
Beer batter shrimp/ all you can eat
$7.95 (includes free medium drink!)

La Fiesta Grande
Any Combo Platter
$5.95 (includes free antacid)

Los Angeles Class Submarines
Our nuclear powered spicy chicken sub
$3.95 (free if you can finish it before it finishes you!)

Etc.

If you’re going to use a fax, the problem (as I see it) is that this format requires daily sending. Though, I’m almost sure that if you use an e-fax service, they can schedule fax deliveries for you. If you go the email route, your autoresponder fixes that, because you can schedule email delivery.

Okay, back to the Sponsors. You’re going to have to SHOW them what you’re going to distribute. In your example or mock-up, show them the format in which you would be broadcasting. If possible, have their restaurant featured in first place as an example. List other real, local, restaurants along with theirs. This is a “me too” tool of persuasion.

Tell them the number of interested business and estimated circulation. Tell them how many offices specifically requested daily specials from them. Offer them at least two different pricing plans, (i.e. 3 months, 6 months, or 12 months.) Then ask them which plan they would like to purchase. (Assume the sale.)

Now work out the way they will provide you with the information you’ll need from them (what’s special on what days and how much, etc.)

Wash , rinse, repeat.

I would run this for a few of weeks to build up your sponsors and iron out the delivery bugs. Then I’m gonna get out my big guns and go for the big $$. That’s right, we’re talking about the Advertisers now.

You OWN this tool booth to gainfully employed, well paid, CONSUMERS. Do you think Fast Freddie’s Fine Family of Fords is gonna pay, and pay well for this laser targeted, existing/active/current, and growing distribution network of yours? Yes indeedy! Who else can you name? Fitness centers, tax preparers, doctors, dentists, and on and on.

Reaching out and capturing the Advertisers. As I said, I haven’t actually put this plan into action. And there are a lot of ways to reach out to businesses. But, here’s how I would do it.

Capture any hard data from your autoresponder or e-fax service pertaining to the number of contacts, frequency of deliver, etc. Also include your estimated circulation. Go to www.elance.com and pay a copywriter to create your marketing letter to the Advertisers. Since you’ll be including your hard data along with good copy, this should be an easy sell to any business. Send your marketing letter through snail mail, or UPS/FED EX. I would simply address it to the Marketing Office. i.e. FFFF of Fords, ATTN. Marketing Office, etc. I would include your pricing plans in the body of marketing letter. Don’t forget to include an example of the daily menu fax/email with most (not all) of the ad-space on the menu filled with local business adverts. Cut and paste ads from your local phone book, or even better, your on-line local telephone directory.

This is my personal sticky wicket. What in the world do I ask businesses for when they do sign up? I have to have a copy of their advertisement in order for this to work. But I don’t know what exactly I should ask for. Their .pdf template of their ad? I just don’t know. Sorry.

Finally, make sure to have your business contact info and opt-out info on the bottom of the menu form.

Well, that’s as far as I’ve got in my plan. Build it up, sell it, and make another program in another city, wash, rinse, repeat, retire.

I sincerely hope that I’ve helped out.

P.S. Radio station guides for car rental businesses? Why not?! Again, thanks Don Alm!

Tim
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