A Marketing Challenge For Y'All

Great thread this :-) You know, I've been surfing around the AARP website recently and see that there are a number of enquiries from retired people who have computers at home, who are looking to supplement their income using their computers .... and here you are looking for a way to put an optician's records into a database .... hmmm; there's just gotta be someone in your area with those types of qualifications to get the job done; and to keep it updated!

Margaret

> Thanks, but that's not a service I want to
> get into. It shouldn't be TOO hard to find a
> couple or three semi-responsible kids to do
> the footwork, especially with Tom's contacts
> at his kids' school. (Though I'm not sure
> how high the grade levels go.) I guess a
> bored housewife/househusband wanting to get
> out of the house for awhile is also a
> possibility.

My initial thoughts were to use kids. But seeing as most people think, "Kids means I get it done for cheaper," I didn't want to be one to promote "slave" labor. - If you're going to pay kids, pay them the same you would pay an adult because they are doing the same job.

> I guess I should have added "in one
> sense" to the end of my sentence. I
> suppose it depends on your definition (at
> least, in this instance) of the work
> "push". In any case, the point
> here, I think, is whether or not Tom
> EMPHASIZES the fashion aspect over other
> benefits. It probably depends on the
> patient. In general, I would guess 'no';
> but, if Tom knows the person is particularly
> interested in fashion or he can make an
> educated guess based on appearance or
> something they say, then I'm sure he would
> talk up that particular "benefit".

It shouldn't depend on the person because he can't know what each person wants before they walk in the door. Pushing the Fashion Aspect is designed to get 'em in the door - it's a marketing angle. Not something to be talked about after they get in the door.

For instance, at the end of "The Matrix" Keanue Reeves puts on a pair of glasses. Those who see a sign in Tom's window which reads, "The Matrix Glasses Sold Here" will either think of Keanue's glasses or the glasses the agents wear. And if they want either of those types of glasses they will walk in the door.

> Yes, we're all agreed on that. :-> I
> doubt he would do this himself, so it would
> be a matter of whether there was enough
> demand to justify hiring someone P/T (or
> on-call F/T) to do the driving. Or, perhaps
> he could use OPR -- like the dry cleaner's
> deliveryman -- in exchange for a cut.

You doubt he would do this himself? Why wouldn't he?

See, it's this reluctance to DO anything that lead to my previous comment about him wanting a Magic solution.

I can understand if he is busy. But, it appears he is not busy.

But what if a customer walks in the door while he is visting a customer?

In that case I say, "take care of the pizza in the oven." In other words, look after the certain customer - the one in front of you - instead of foregoing them in favor of a phantom maybe customer.

Look. I understand a reluctance to not want to travel to see a customer. But if it generates more sales, right?

And if he is that concerned about it - specially if it is merely a pickup for a repair - then outsource it on an as needed basis. No need to hire anyone. Just call someone (courier you've done a deal with) to do the pickups. (See below for another solution.)

> Maybe I'm dense or I just need to go to bed,
> but I'm not getting just who these
> commissioned salespeople would be. Business
> owners or commissioned salespeople in other
> industries (e.g., insurance, cars,
> clothiers, jewelers) who would make
> referrals and/or hand out flyers or coupons?
> Or just Joe or Jane Citizen who may or may
> not be employed elsewhere? Or...? Could you
> flesh this out a bit more?

They aren't professional salesmen or women. They are normal people who want to make a few extra bucks. - Stay at home moms or dads, people who do many things (like me), and so on.

As I mentioned in my P.S.... there is a business in my area that advertises, "Make $80 - $120 for 8 to 12 hours work just dropping off and picking up catalogs."

Those who respond to this ad and go with it, put the catalogs in letterboxes. On this catalog is a key-coded order form and a request to leave the catalog outside a few days later. The "walkers" then pick the catalogs back up and forward the orders to the company whose catalog it is. The company then delivers the ordered products and sends the walkers their cut.

It would work the same for Tom...

A PROVEN flyer - the flyer does the selling. People who want to make a few extra bucks would drop the flyer off. If it was for glasses repair, then any pickups could also be done by those who drop off the flyers. So no need to use a courier.

Not only would some initial business be had, but also residual business as someone's glasses need repairing 3 or 4 months later. The walker and Tom both win.

IF the success of the flyer was extraoridinary - was able to make several hundred dollars per week for a person in their area - then Tom might even be able to "sell" areas for a fixed sum and then an ongoing yearly license fee (but now I'm getting ahead of myself).

Clearer?

Michael Ross

Just thought I'd give a brief update. Not that much has happened, but I did talk with Tom earlier this evening.

He does plan to do some sort of Christmas-themed window display. He likes the little tree that looks like an eye chart, which Margaret emailed to me (http://www.luckenbooth.com/images/windowtest.gif). But, it's a small GIF file, and he wants me to enlarge it -- presumably 8 1/2" x 11", but maybe bigger -- so he can just tape it to the window. I just tried resizing it in PSP6 (which I don't have much experience with), and it got all blurry 'cuz the resolution isn't fine enough. Anyone have any suggestions? Margaret?

He wasn't real thrilled with the barter idea, but I think I need time to sit and explain the possibilities to him better.

He liked the idea of the "house-call" to travelers at local hotels/motels, as long as they are pretty close. I think he is even open to making "office-calls" to busy execs, though not right away. He did make the point that he is rather limited as to what he can do, both physically and legally, away from the store.

He thought of a couple more other merchants whose lists he may be able to rent or be endorsed to. I'll try to get him to follow up on that as soon as he gets back from Ohio.

Tom actually brought up the possibility of getting a small loan (for purchase of the computer/software/printer) before I did. He had some objection to the credit line (I can't remember what), even though a local bank gives special rates to members of the Chamber of Commerce.

Regarding the publicity opportunities, I started talking about the "fashion makeover" thing on Oprah, but I think we got sidetracked. (Tom loves to talk and we get off on tangents and sometimes forget to go back to something. Know what that's like?) I did suggest that he may want to focus on an upscale, fashion-conscious, niche market. On the other end, I mentioned the "Christmas gift to the community" idea, offering products/services to the underprivileged and low-income families, etc. He has serious reservations about getting involved in welfare situations -- "it's dangerous", he said. I didn't press him, 'cuz he was late for dinner and we had more to discuss.

However, he does have a soft spot for kids, and he quoted some statistic about how many kids (65%?) in the average classroom can't see the blackboard. Because of this, he has often thought of doing some sort of program to make sure that every (local) kid got proper eyecare/wear. Sounds like a pretty big project, and I'm not sure he could finance it alone even in an average year. Hmm, maybe we could head up a special fund-drive... If we got enough donations, he might only need to donate his time. Tom & his wife already donate a lot of time/money/effort for their kids' school.

That reminds me... Tom said that it is illegal in NJ to give away a free exam. I don't remember if he specifically said "eye" exams, or if it was medical exams of any sort. Theoretically, though, it would be legal to only charge a buck, or a penny.

Oh, and I was quite mistaken about the arrangement between Tom and Ramy. Tom does indeed control the price of eye exams. (Ramy's concern, of course, was that giving a lot of discounts on exams would "cheapen" people's perception of his services.) In fact, Ramy gets paid $X/day, regardless of how much/little business comes in. Actually, if it goes over a certain volume, he gets a bit extra. But, the bottom line is that Tom controls all the pricing. On the other hand, he's gotta pay the doc, even if the doc has no opportunity to bring any money in.

That's it, for now. Thanks again, everyone.

Chris

Hi, Chris - :-)) - well, if he's just going for a paper copy pasted on the window, then perhaps it could be redesigned using a word-processing program. I think I would take it up to A3 size or bigger, though - because it's going to loose the effect a bit. There will be a local photocopy shop which could achieve this fairly cheaply.

That would allow a bit more creativity with "parcels" round the foot of the tree and some cut'outs of specs on the floor!

The other way to do it might be to get window paints and a student (ha!) and paint the tree on the window - have to be able to do mirror imaging, tho!

Anyway, I'm quite tickled that he liked it at all!

Keep us posted, Chris!

Happy thanksgiving.

Margaret

Chris,

You got some terrific ideas for your friend on this board. Your friend should be excited about trying many of the different ideas that were presented.

I have a friend I've known for years who is always struggling to get more local business so he doesn't have to travel so much. For a while I tried to help him with ideas to generate the business he says he wants.

After a while I noticed that none of my ideas were implemented either because he was too "busy" or he wasn't willing to change the way he was doing things. So we are still friends but I don't give any marketing ideas and he continues to travel more than he says he wants to.

I've had the same experience with family members. The ones you really want to help the most often appreciate it the least (like friends and family members)...while at the same time people who don't know you (personally) are willing to pay you thousands of dollars for these same ideas and are excitied about getting and using them.

So now I remember a saying by a guy I heard on a Jay Abraham tape (I can't think of his name).. if after presenting your marketing ideas they aren't salivating...move on to the next one (even if they are friends or family)

Ron Ruiz




"The Business Fastlane" Top Secret (and Often Unusual) Ways People Are Really Earning Money

Good advice, Ron. Thanks.

And the guy you're thinking of is Harry Pickens, from Jay's Protege seminar(s).

Talking about the initial "interview"/consultation with a prospect, once you've given them a bunch of ideas, he says "if they're not shocked or salivating, you don't want 'em as a client." (I was just listening to those tapes again last week.) 8^]

Regards,
Chris

> Chris,

> You got some terrific ideas for your friend
> on this board. Your friend should be excited
> about trying many of the different ideas
> that were presented.

> I have a friend I've known for years who is
> always struggling to get more local business
> so he doesn't have to travel so much. For a
> while I tried to help him with ideas to
> generate the business he says he wants.

> After a while I noticed that none of my
> ideas were implemented either because he was
> too "busy" or he wasn't willing to
> change the way he was doing things. So we
> are still friends but I don't give any
> marketing ideas and he continues to travel
> more than he says he wants to.

> I've had the same experience with family
> members. The ones you really want to help
> the most often appreciate it the least (like
> friends and family members)...while at the
> same time people who don't know you
> (personally) are willing to pay you
> thousands of dollars for these same ideas
> and are excitied about getting and using
> them.

> So now I remember a saying by a guy I heard
> on a Jay Abraham tape (I can't think of his
> name).. if after presenting your marketing
> ideas they aren't salivating...move on to
> the next one (even if they are friends or
> family)

> Ron Ruiz

That's it, Harry Pickens.

What he says is so true. I've seen
it over and over.

Those are great tapes, aren't they?

Ron

> Good advice, Ron. Thanks.

> And the guy you're thinking of is Harry
> Pickens, from Jay's Protege seminar(s).

> Talking about the initial
> "interview"/consultation with a
> prospect, once you've given them a bunch of
> ideas, he says "if they're not shocked
> or salivating, you don't want 'em as a
> client." (I was just listening to those
> tapes again last week.) 8^]

> Regards,
> Chris