Here's some REAL..."Seeds of Wisdom"....

....based on my YEARS of "Marketing" and "consulting";

A fellow (on a different Forum) wanted some advice on how to promote his "Nutritional" business. He said he's tried everything he could think of and was "at his wit's end" and was seeking some advice.

I thought some "SOWPUBBERS' might like to know my response....based on MY helping similar businesses boost their clientele and customers;

Here's my first response to this business owner;
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"TRY CROSS-OVER MARKETING"!

"Cross-Over" Marketing has been a BOON for some of my marketing clients.

"Cross-Over" Marketing is.....

...working with OTHER....NON-Competing businesses who,
(now pay CLOSE ATTENTION as to what I'm about to say)......

..have the SAME "Target Market"....as YOURS....with the MAIN difference being....they are selling a DIFFERENT Product or Service to that "Target Market"!....and....the owners of the OTHER, NON-Competing businesses would NOT mind...."sharing" their client, customer. patient" LISTS....with....YOU! In the interest of;

1) Them providing a GREATER SERVICE to THEIR clientele (patients)
2) Getting MORE EXPOSURE for THEIR business to....YOUR clientele, customers or patients

For example;
"CURVES"..... is a "Fitness Franchise" owned by INDIVIDUALS (not Corporations)....and these INDIVIDUALS can decide how and where their ad and promotion dollars go. PLUS....these INDIVIDUAL owners are VERY INTERESTED in promoting their business and getting more clients AND...getting THEIR NAME out.

So....here's what you can do;

1) Go to a Fitness operation (like "Curves".... but...doesn't have to be "Curves)....and tell them you'd like to offer their members a SPECIAL DEAL on "your stuff" (to help their members reach their goal or "stay healthy" or...help them get into better shape, faster, etc.

YOU will offer to send their members a Special Offer....ON THE FITNESS CENTER'S LETTERHEAD....FROM THE OWNER OF THE FITNESS CENTER!....introducing YOUR business and with a "Special Deal" as an incentive to COME TO YOUR STORE (example; $10 Off a bottle of Dr. Hodges Re-Vie Pep Pills....THIS WEEK ONLY)(Note: NEVER!....and I do mean, NEVER...use "percentages" in ANY of your advertising! "Percentages" will NOT draw anyone!)

2) By the same token (aka "Cross-Over)....YOU....will run a "Special Deal" in YOUR ADS....for the "Fitness Center".... whereby....anyone purchasing a bottle of Dr. Walter's Re-Vie Pep pills....will receive a "FREE INTRODUCTORY SESSION" at the Fitness Center.

Now....this is a Win-Win deal because BOTH businesses will "give something" with the MAIN Idea of offering INCENTIVES....to GAIN customers, clients or patients.

THIS "Marketing Technique" has worked for MANY different types of businesses I've worked this with....starting with my wife's Antique SHoppe....working a "Cross-Over" with an "Interior Decorator".

THINK about...."putting together a Promotion to the Clients of another NON-Competing business....offering an "Incentive" for them to BUY FROM YOU! In return....YOU....will advertise the other NON-Competing business to YOUR customers.

Don Alm
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Thanks for reading,

Don Alm

I also added this "Marketing Tidbit" that I've used numerous times. A different example of "Cross-Over" Marketing.
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What would people LIKE to have that could "SAVE THEM TIME" and TROUBLE....and HELP THEM....in their "GROCERY SHOPPING"?

A "Pre-Printed Grocery List"!

With the NAME & Logo (and address) of the Grocery Store at the top and 4 columns of "Grocery Items" in alphabetical order....

and....

YOUR BUSINESS NAME & ADDRESS at the Bottom and on the Back!

Now....have 10, 000 (or more) of these sheets printed ($25/1,000 = $250) (Have the Manager of the Store tell you how many transactions there are in a week....or 2)

The Grocery Store agrees to put your "Grocery Lists" IN THE BAGS of each and every shopper as they go thru the checkout line. It's FREE to them...and WILL..... help them GAIN some "brownie-points" and APPRECIATION....from THEIR SHOPPERS!

Another "Win-Win"...CROSS-OVER

Don Alm
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Just a "simple" promotion that almost ANY business can use to "gain EXPOSURE".

When I put together my first "Grocery List" for a small chain store....I had advertisers around the edges....on the back and bottom....and printed 100,000.

100,000 copies of anything....is worth a NICE-CHUNK OF CHANGE to ANY business.

The last time I did one of these, the store I worked with had 3,500 cash register transactions A DAY!....and took less than ONE MONTH to go thru 100,000 copies....AND....the GREAT THING about THIS "Money-Making Promotion" (for a Home-Based, ONE-Person business) is....

...."THE GROCERY STORE IS YOUR "PARTNER".....YOUR "Credibility" is NOT Questioned. It's the "Grocery Store" who is "Standing Behind YOU!"

This is why...everytime I've done one of these...I am able to charge a minimum of $500 PER ADVERTISER....and can EASILY get 25 Advertisers to pay ONE-HALF A CENT per Shopping List!

25 x $500 = $12,500
less $15/ 1000 x 100 = $1500 Printing cost

So the NET-NET here is $11,000. Distribution is FREE! The Cashiers stuff the Lists into EACH SHOPPING BAG!

So....use this idea yourself....if your business would like to reach "Grocery Shoppers" (you won't have to print 100,000 for YOUR individual promotion) ....or...use this as a "Quick and Easy" money-maker for yourself.

Make up a "Sample MockUp"....go show the Grocery Store Manager. Get his OK and preferably an "Intro Letter" on the store's Letterhead...to show your potential advertisers....then go "hit the bricks"....showing your Sample and Letter to as many business (and even Professionals and Dentists and Chiropractors) you can find. (These have taken me less than 2 weeks to put together with the hardest part of this being....finding the business owners IN!)

If I can show my Sample and Grocery Store Manager Letter to a business owner (or professional)....9 times out of 10...he pops for the $500.

Don Alm...."Idea-Guy"

[GordonJ]

Thanks for the good seeds.

I did exactly what you say in my golf shops. I shared my customers. We had a guy who made custom fitted and measured clubs, some guy with an embroidery business to make shirts (he made mine for free)...many courses with discounts, a few restaurants, and we even had a small shelf of Nutritional Supplements.

Now at the health club, they started exactly like you describe...and when they found out how popular these supplements were...they opened up a JUICE bar...and it wasn't long before they were looking for a PRIVATE label to sell their own products under...a long long time ago at a place in downtown Akron called, Alexander's Health Foods, there was a lot of private labeling going on as there was at a place in Long Beach downtown known as FERN's. Both places I learned a little about the business.

But back to golf...YES, exactly as you describe...indisputable experiential evidence by MOI...

I gave away cards for a FREE Video analysis, and got cards for all kinds of things, mostly buy one get one free sort of stuff.

Thanks for the seeds of wisdom on this one Don...and with a little bit of Phil tossed in...to twist, turn and tweak it a little...you pert near gave all of us a mini HOW to market plan for a wide range of products.

Thanks Don,

Gordon Jay Alexander

Thanks GJ....last year, I stopped in to see the guy who bought the "Vitamin Shoppe"....trying to interest him in an ad on my Restaurant Menu. He declined but...asked me if I knew of a way to increase traffic. I told him I'd talk to the "Curves" owner and see if she'd like to do a "Cross-Over".

She did and BOTH businesses flourished.

And the "Grocery List" thingee is being done by a friend in another town who works with an "Independent" chain of 5 supers. Couldn't get the "big boys" like Safeways or Albertson's to go along.

Don Alm....reporting from the "Field-of-Battle"