When first going into malls across the country, Chick-Fil-A
sandwich shops probably did more for business by handing out free
chicken samples than anything else. Who could resist a chunk of
fried white chicken meat, lightly coated, offered to you on a
toothpick from a tray dressed up with a doily? Samplers returned
as customers, just as the company knew they would.
A specialty condiment company that hocked homemade jams and
mustards at street fairs in Texas grew fantastically. They were
awfully generous with the samples, spread on good crackers and
fresh bread. Didn't loads of people take advantage of the free
food? Sure, but soon they were a mainstay at bazaars and big
events, always with their spread of mustards and jams. People
tasted the product, loved the handsome jar labels, and bought
them up. How much could it have cost them to open up10 or 15 jars
during an event?
A classic selling dilemma is the need to help customers over the
decision-making hump. Are they sure your product is worth their
hard-earned money? This is your chance to eliminate the risk.
It's the "free trial-offer" solution.
A baker I knew had earned a place in history when her recipe for
Fudge Pecan Pie was published in Good Housekeeping Magazine.
Still, people hesitated over the twelve-dollar price tag. She did
two things: she served pieces by the slice. At a buck-fifty, it
was easier to swallow. But swallow they did, and often walked out
with a whole pie. Once the fudge pie or cherry or lemon chess pie
was already cut, she offered thin slices from the remaining pie
to people humming and hawing over a purchase. Never tasted
strawberry pie? Oh, you can't live another day until you've
tasted mine. This is the first time you've bought our famous
bread pudding? I'll put another one in the bag so you won't have
to return quite so soon.
Pride in her baked products, combined with some marketing genius
and a little southern charm, made her bakery a winner.
What if your business doesn't sell food?
Vendors at trade shows are spending huge sums on decking out
booths and rented suites with food themes. A company I worked for
spent weeks developing a chocolate theme. Chocolate everything,
down to huge printed photographic murals of chocolate chips
adhered to the walls. During the trade show they hired girls to
pass out printed menus of the tantalizing chocolate desserts in
the company's suite. Did it work? Agents hoarded into the suite.
Listening to a pitch on long distance service was simply more
enjoyable while nibbling chocolate truffles. They did a booming
business that day.
The winter holidays offer an ideal time to tempt browsers into
the store with the smell of hot cocoa. A cool cup of lemonade is
a fun way to attract shoppers to a summertime sidewalk sale. I
think there's nothing nicer for weary shoppers than a discreet
table set up with coffee and cookies. It's a lovely gesture and
one of the cheaper efforts you could ever make at developing good
will and customer loyalty.
About the Author
Lisa Lake provides marketing advice and writes web copy, sales
letters, articles, ads, and press releases..See her free tips at
http://MyAdBlaster.com and catch advice from the staff at
http://InternetWriters.com Quick turnaround on writing from
classified ads to ezines and ebooks. Reach Lisa at
lisa@drnunley.com or 801-328-9006.