Archive for the 'Case Study' Category

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How To Market Your Restaurant On The Internet

Dr Marc Dussault -How To Market Your Restaurant-1I recently spoke at the 2010 Food Services Australia Show. I presented a summary of “How To Market Your Restaurant To Fill Your Empty Tables”. This all came about because of the 2010 Exponential Entrepreneur Of The Year Winner, Gavin Buckett, also known as the Gourmet Guardian, Australia’s premier Food Safety Specialist and HACCP Certification Expert who put me in contact with the show organisor.

One of the things I didn’t have time to cover is why a restaurant needs to be on the Internet – trust me, it’s not what you think!

Watch this 3-minute video to find out what 95% of people on the Internet don’t know… that can make the difference between a restaurant full of paying customers and one filled with empty tables.

Exponential Entrepreneur Of The Year Winner Shows How It’s Done: Leveraging Case Studies

Sam Kritsotakis of Eskae Jeweller recently won one of six prestigious Exponential Entrepreneur Of The Year Awards. After-the-fact people often look ‘back’ and realise how obvious it is… Which is why I wanted to share with you one of the many Exponential Marketing Strategies we’ve taught him – leveraging case studies. Click on the hyperlink to read the case study that Sam has created.

You’ll quickly get involved in the situation his clients were faced with, one that is often quite intimidating for people who are focused on getting married or celebrating an anniversary. Making the right decision when it comes to customised jewellery is not easy. Sam, with his private studio makes the process personal, intimate and stress-free.

Leveraging case studies is one of the many exponential strategies I teach my Business Mastery Platinum Program Members to help them grow their businesses leveraging the 1 Percent Improvement Doctrine that wins them awards, but more importantly wins their clients hearts.

Antimimeticisomorphism: A Bra Example

Today’s short YouTube Video shows you what an antimimeticisomorphic marketing person can come up with to promote women’s bras and undergarments. It’s tasteful, different and gets people’s attention by INVOLVING them in the process.

From 0 Sales To SOLD OUT In 3 Weeks

Today’s post is yet another example of how the little things make a BIG difference. As you probably know, I love dogs even though I don’t have any because of my ‘jet set’ lifestyle… Recently, I visited the puppies and dogs at Paddington Pups Doggy Day Care in Brisbane (video below). While I was there, I made a few suggestions to Bree Robbins, Paddington Pups owner and Platinum Program graduate. Here’s how she went…

From ZERO Sales To Sold Out In 3 Weeks

Paddington Pups is a Doggy Day Care and Pet Supplies shop. Since we specialise in dogs, I got my hands on Cesar Millan’s the Dog Whisperer Series 1 and 2 DVD sets to sell at the shop. I was excited to be able to stock these for my clients since I know (first hand) that several of them have training and obedience issues with their dogs.

When I ordered in the first and second series I also ordered a “Display Stand”. I was expecting this to be big so it would stand out. However when it arrived, it was not only tiny, it didn’t say anything about the second series. I was quite disappointed to say the least.

After over two weeks, I hadn’t sold a single DVD series.  Now you might be thinking that’s fine but this was the end of November, early December which is the perfect time for people to purchase gifts like this for themselves and/or friends and family.

That’s when Marc came in for a visit and you know what that means – exponential ideas galore!

Marc suggested that I create a bigger, more obvious display to highlight this popular and much sought-after product.

As with anything Marc suggests, I thought about it and discussed it with my husband. Later that night, Ross was on Google looking for a good quality image we could use to create own display poster.

Next he went to our local print shop had the poster printed and laminated in A3 format all for under $50.

Within the next 3 weeks, I sold 4 copies of season one and 6 copies of season two at full price with no discounting. That’s what’s powerful about Marc’s advice. Most consultants would discount the price whereas Marc thinks one step ahead – the ONLY reason no one bought the DVDs was because they didn’t know I had stock. Marc knows The Dog Whisperer Series is a high-value item that is sought after and does not require discounting to sell.

Once I had my new poster up in full view of my clients, several confirmed they didn’t know I had The Dog Whisperer Series with Cesar Millan. In fact, most confirmed what I thought – that they hadn’t been able to find them anywhere.

So not only was I not selling any, I had clients WILLING AND LOOKING for the product I had in stock.

That hurts just writing it. I don’t know about you, but I want to sell as much inventory as I can, as quickly as I can. I consider myself a smart woman, but clearly I wasn’t being smart about this product promotion even though in hindsight it’s self-evident.

That’s what I appreciate about Marc’s advice – not only does he have a view from the ‘outside’, he understands people who buy. His Exponential Mindset is all about making it easy for people to buy from you.

Thanks Marc for your help once again – Come back again soon!

Bree Robbins
Business Entrepreneur

Heinz ketchup packet gets redesign

I don’t know about you, but every once in a while something like this comes around and you want to reach out and shake  Matt’s hand – for doing something that was so obvious, but took so much time and effort…

The ketchup packet has been around for more than 40 years, and complaints about it for nearly as long: too messy, too small, too hard to open.

Continue reading ‘Heinz ketchup packet gets redesign’

The customer is not always right

Recently, I attended the 2010 Vancouver Olympic Winter Games and I came across this story about one of Canada’s top franchises that banned a disruptive client from its stores.

I don’t know the details of the story, but I like the fact that the retailer made the decision it wanted to make – to get rid of a disruptive client.

Continue reading ‘The customer is not always right’

Institutional Advertising Versus Call To Action Marketing

A lot of people ask me what the difference is between institutional advertising and call to action marketing. Simply put, institutional advertising is brand building and is only recommended when you have MILLIONS or BILLIONS in your marketing budget.

Call to action marketing I don’t even call it advertising because it’s unilaterally focused on getting suspects to convert into prospects (take an action to show their interest in your product/service/offer) or prospects into clients (give you their money).

A friend of mine, Andrew Powell of Montreal, Canada asked me this outstanding question with the added twist that his company, Bogdon & Gross Furniture has been building furniture for over 80 years, using the tagline “Handcrafting your dreams since 1927” and the e-mail signature “Canadian manufacturer of solid, hardwood furniture and supplier of Koosh ® mattresses – the world’s first high resiliency, soy-based foam Mattress.”

So here is the short version of the answer – something I cover at our Exponential Business Building and Internet Marketing Bootcamps

Continue reading ‘Institutional Advertising Versus Call To Action Marketing’

Antimimeticisomorphism Example: Trunk Car Wash

If you’ve seen one car wash, you’ve seen ’em all, right? Well, not quite.

Consider the dynamic duo of Tiki and Alice, a pair of African elephants at the Wildlife Animal Park in southern Oregon. This pair of pachyderms is currently doing double-duty as car wash attendants. Actually, Tiki and Alice are the car wash.

Car Wash - Elephant

Car Wash - Elephant

Simply roll up your vehicle and these elephantine employees will blast away the grit and grime via high pressure water emanating from their trunks. Then the 39-year-old elephants adroitly finish the job with sponges. (Turtle Wax, alas, is not available.)

For motorists, the elephant car wash is a sure-fire way to get up close and personal with animals that actually dwarf a Chevy Suburban. Meanwhile, Wildlife Animal Park is using this new revenue stream to weather the tough economy: an elephant-rendered car wash will set you back US$20.

Park organizers say another motive behind the scheme is to promote conservation through education. As well, the elephants’ handlers claim Tiki and Alice are actually having fun washing cars. (Did we mention they’re charging 20 bucks per vehicle?)

Still, hats off to Wildlife Animal Park for coming up with such a novel way to bolster the bottom line – especially considering Tiki and Alice work for peanuts.

For this restaurant, it’s NOT about the food

Whenever I ask most people what business they’re in, I usually get an incoherent rambling about what they do (and they wonder why they’re struggling for new clients… but that’s a discussion for another day!) Then I ask then what’s important to their clients and 9 times out of 10 they have no clue. If only they understood it as well as this restaurant does -> it’s not about the food!

Go on and click on the hyperlink (they don’t allow it to be embedded) and then ask yourself, one simple, yet exponential question:

What’s MOST IMPORTANT to my clients?

If you can answer that question, then you know where your focus should be.

I know this sounds too simple , but watch the video again and just listen to what the clients are saying and the RESULTS it’s producing.

Case closed.

Retail Sign Humour

A good sense of humour never hurts, unless of course if you’re INsignificant!

Exponential Marketing Strategies include the use of humour as long as it is tasteful, relevant and ADDS to the customer experience as this one plain does with a tongue-in-cheek approach. Think of ways you can re-phrase want you do using puns and other linguistic skills – we teach them at Unleash The Speaker Within as well as in our Killer Kopywriting and Konversation WorkshopsContact us if you want to take laughs and giggles and turn them into sales!

Big Mens Clothing For The Significant Man

Big Mens Clothing For The Significant Man

Sexy Actresses A Case Study of Management By Metrics

In a recent BBM Magazine, I came across this article  that stated that the underrated Hollywood hotty Naomi Watts is apparently the world’s most bankable actress.
The 41-year-old, who’s hot scene in Mulholland Drive, helped the box office rake in an estimated $44 for every $1 she was paid for her last three major films. That means in terms of bang for your buck, she’s the actress producers and directors turn to. What does this have to do with Management By Metrics?

Everything. If you’re in business, what metrics are you managing? What are you tracking to make sure you get your optimal return on investment? You’d be surprised who’s on the Hollywood’s MOST BANKABLE LIST and who’s not…

Naomi Watts - Most Bankable Actress

Naomi Watts - Most Bankable Actress

The list’s top spots are notably filled by many actresses willing to accept a lower salary than A-list stars like Angelina Jolie – who was named Hollywood’s highest-earning actress by Forbes earlier this year.

Jennifer Connelly, 38 – who previously won a Best Supporting Actress Oscar, BAFTA and Golden Globe for her role in 2001’s ‘A Beautiful Mind’ – took second place making an average $41 per dollar she was paid. Meanwhile, Rachel McAdams finished third by turning low-budget films like ‘Red Eye’ and ‘The Notebook’ into hits.

Forbes.com’s Top Ten Best Actresses for the Buck:

1. Naomi Watts – made $44 for each $1 paid
2. Jennifer Connelly – $41
3. Rachel McAdams – $30
4. Natalie Portman – $28
5. Meryl Streep – $27
6. Jennifer Aniston – $26
7. Halle Berry – $23
8. Cate Blanchett – $23
9. Anne Hathaway – $23
10.  Hilary Swank – $23

This blog is all about seeing your business from a different perspective – which is called antimimeticisomorphism. When you come across different metrics in other industries, jot them down and consider using something similar in your business to determine what’s actually working versus what’s really not.

Sure Angelina Jolie may be prettier, sexier and more famous, but if you were INVESTING in a movie, who would YOU hire?

Hmmm….

That’s the point – sometimes in business we make the decisions we LIKE to make, not the ones that are the most profitable…

And you thought this was a lightweight blog post… Gotcha!

Gotcha thinkin’!!!

Retail Risk Reversal

Sometimes people think that retail businesses have limitations when it comes to Exponential Marketing Strategies. They do and they don’t. It’s just a matter of how you Twist The Kube! Andrew Powell of Montreal Canada knows this only too well and sent this link to a Canadian retailer who has taken the Exponential Marketing Strategy of risk reversal to an extreme… Check out this short article that proves that an Exponential Mindset still wins the game!

Retail Risk Reversal

Click on this link -> Retailer reverses risk to below zero!

Antimimeticisomorphism Example: Felony Franks

There are many instances when I get into a stream of consciousness ‘trance’ and really fun stuff happens. Sometimes I think people think it’s just fun and games, but it’s not – every single one has the opportunity to become a ‘business model or concept’ – here is one example that proves that when you run with something, you can make it into a viable business that really stands out above the crowd!

Antimimeticisomorphism Example: Felony Franks

Starting A Business In A Recession

As I explain to my clients – a recession is the best, easiest and least expensive time to start or grow a business. At our Advanced Business Mastery and Exponential Business Building Bootcamp, I explain exactly WHY this is the case and HOW to leverage it. That is a discussion well beyond the scope of a blog post, but if you’re keen to peak into a recent Bootcamp, check out this segment called How To Recession-Proof Your Business.

Let’s look at a few recession success stories:

The Walt Disney Company

In the summer of 1923, Walt Disney arrived in Los Angeles to find a distributor for one of his first animations. With America two months into a recession this seemed, at best, hopeful. But by October 1923 Walt Disney had signed a contract with a well-known film distributor. The deal marked the formal beginnings of a film studio which started in a garage, went on to survive the stock market crash of 1929 and today The Walt Disney Company is one of the world’s biggest entertainment businesses in the world.
The Walt Disney Company was not the first to launch in a recession. Of the 30 companies on the Dow Jones industrial index, 16 started in a downturn. Household names like General Electric, Kodak, Hewlett Packard, Microsoft and Burger King all launched in tough times. So did some of the most successful
products—the iPod, Sellotape and Monopoly.
There are some advantages to launching a company in a recession. Start-up costs are lower, with real estate, computer equipment and labour more abundant and cheaper. Also in a recession there is less competition so less advertising is needed to get people’s attention—all of which, undoubtedly, helps the
a company to grow in its early years or helps an existing company get a lead on its competitors.

Geelong’s Gym Fabulous Fun Foto!

Whenever you do something within your business, you should take advantage of turning it into a FUN activity and then leveraging it as a marketing tool – like Geelong’s Gym did recently when they put up their new sign as part of their corporate facelift and branding makeover. They got their staff up on the scaffolding and turned it into a fabulous fun foto opportunity!

Geelong's Gym Puts Up New Sign!

Geelong's Gym Puts Up New Sign!

The key is to have FUN and capturing that on ‘FILM’…

Geelong's Gym Reveals New Sign!

Geelong's Gym Puts Up New Sign!

It’s worth hiring a professional photographer to get it right. You want to capture the emotion, fun and enthusiasm of the event…

What do you have coming up that you can turn into a Fun Foto opportunity?

Thank You Goes A Long Way

Exponential Marketing Strategies are so simple that often people discount them as not effective, influential or otherwise important to consider. “Mistake, BIG mistake” – Remember Julia Roberts in Pretty Wowan? Here is Belinda Cohen from Inspired Reality’s version of this principle.

How To Grow Your Business Exponentially

“I am forever preaching to my clients and those who I present to, the importance of continual marketing.  What I mean by this is continuing to demonstrate that you care for and value your clients after the sale has been done and the money received.  Interestingly enough, I recently had this reinforced in a very positive way in my own business.

Earlier in the year, I was contacted by a former workmate to see if I was interested in doing some consulting work for his company.  After the usual meetings the job was confirmed and I undertook approximately two weeks of work for his team to support them in a project that had deliverables at Board level.  The job was straightforward, I completed the work and was paid.

A couple of weeks after completing the job, I wrote an email to my former workmate thanking him for thinking of me and telling him how much I had enjoyed the work and assisting his team.  For me this was simply part of the process of completing the job and coming full circle.

What a wonderful surprise I got when he wrote back not only with positive feedback about the work I had done, but then asking what capacity I had to assist further as they had ‘plenty more’ of that type of work – so much so he enquired as to whether I would be interested in coming on board as a part-time employee!  Whilst the permanent role was not for me, we negotiated an outcome that worked well for both of us and I am now going to assist as a contractor 2 days a week until the work is completed.

They are a great client so I am already enjoying work with them, but more importantly it simply reinforced for me the power of ‘thank you’ in the context of marketing and positive client relationships.”

I know this seems simplistic and self-evident, but y’know what?

Most people don’t do it.

First, they have NO SYSTEMS to make this automatic. They don’t include them in what I call their Pathways To Profits™. Second, it’s rarely done AUTHENTICALLY.

When it is done with sincerity and genuine goodwill, the results are well… Exponential.

By that I mean someone’s business can double or triple in 12 to 24 months ‘easy’. The reason is that EXISTING CLIENTS are easier and LESS EXPENSIVE to sell to than as yet unknown prospects.

Yeah I know. You’ll get around to doing it. I hear that all the time.

If you want to really step up, consider one of our Business Mastery Momentum Memberships that will get you MOTIVATED to ACT and FOLLOW THROUGH on ideas, principles and strategies like this.

Imagine following through on a strategy like this every week… Imagine every day – what would that do to your sales?

Check out this short YouTube video to find out what Exponential REALLY means!

Peter The Baker Is At It Again!

This is so obvious it’ll make you smile. It’s from Peter the Baker who will be getting his website up and running soon… This is exponentially valuable for anyone who deals with people who want ‘FREE samples’…

_____________________________________________________________________________

Every week people ring and ask me what type of products I produce and just
about all of them ask if they can have a free sample… so remembering
something that you did when you had your print shops, I came up with this…

“OK I will give you a free sample if you buy a cake from me. That way you get $25.00
return free from your outlay of one cake. That way we both win. I sell a
cake and they get a sample…

If they don’t agree I don’ bother giving away $25.00!

Sometimes it’s the SIMPLEST IDEAS that create the greatest value… There is beauty in the elegance of simplicity!

How To Lose 33% Of Your Sales In 30 Seconds

As an eternal optimist, I rarely focus on the negative, but today’s an exception worth sharing. Monica and I spent 2 days at a ’boutique hotel’ on the Southern New South Wales coast this weekend. The property was magnificent, Internet broadband was fast, the breakfast sublime. So what could be negative about that?

The owners and staff had an ‘edge’ to them that each time we requested something, their tonality was such that it was felt that we were putting them out, disturbing them or otherwise inconveniencing them.

Monica and I thought it was just our acute sensory perception, but this morning at breakfast, the waitress broke the camel’s back with another guest when she ‘forced us out’ of the breakfast ‘house’. She said we had and I quote “We need you to leave so we can close up here.” WITHOUT explanation or apology.

The guest was stunned – I was stunned. Monica was stunned. Continue reading ‘How To Lose 33% Of Your Sales In 30 Seconds’

How To Get FREE Advertising AND Help People

Every once in a while a company thinks outside the square and does something out-of-the-ordinary and gets extra-ordinary results – that’s what the Exponential Mindset is all about. Today’s post is one such example how FedEx got MILLIONS of dollars of advertising for ‘FREE’ by being a good corporate citizen.

FedEx Prints Free Resumes

You can read the CNN article by clicking here —> FedEx Prints FREE Resumes – I heard about it on TV = FREE Advertising… Of course they have to actually PRINT the CVs, but the point is that chances are people will print MORE than 25 copies, they will appreciate the gesture and will COME BACK later.

It’s a win-win-win strategy. Totally Exponential and Brilliant!

What can YOU do to help people who are desperately looking for a job?

I am going to be launching a ‘job seekers’ package next week. It’ll be FREE and my GIFT to help people get back to work by finding a better job faster.

We ALL need people to get back to work!

Self Promotion 201

In a recent post, I showed you what www.BrightLights.com.au put on their service vehicles to enhance their self promotion. Not to be out-done, The Lone Drainer And Pronto sent me these photos… How many Exponential Marketing Strategies can you count across all the images?

Self-Promotion Strategies

The Lone Drainer And Pronto!

The Lone Drainer And Pronto!

The Lone Drainer And Pronto!

The Lone Drainer And Pronto!

The Lone Drainer And Pronto!

The Lone Drainer And Pronto!

The Lone Drainer And Pronto!

The Lone Drainer And Pronto!

The Lone Drainer And Pronto!

The Lone Drainer And Pronto!

Go ahead and count how many Exponential Marketing Strategies there are in these photos – I count at least 7…