On the lines below, list the types of merchant "people magnets" that would make excellent Cross-promotion partners for your business. That is, their customer also would also be an ideal prospects for you. You're not looking for specific merchants, but, rather the industry they belong to for example, you might list "Dry Cleaner." You would not list "Joe's Cleaning Service"
HOLIDAY/EVENT
SPECIFIC PEOPLE MAGNET EXERCISE
Write down logical people magnets that would roach potential
customers for the following specific holidays and events'.
JANUARY: NEW YEARS, MARTIN LUTHER KING DAY
Part One -- On the lines below, list 10 retail merchants in your area that could be potential Cross-Promotion partners:
Part Three -- Out of the ones you already know;
go back and put a check mark in front of the ones where the owner or' manager
is already your customer
10 Steps
for Setting Up the One-Way Cross-Promotion
Step #1: ___________________ Hopefully, the first Cross-Promotions you do, you'll already know the person in charge.
Step #2: ___________________It is extremely important to use actual samples rather than machine copies or scratching a rough draft on a yellow legal pad. It seems to lend a stamp of approval, since someone else has already done it.
Step #3: ___________________ Position it as a nice "surprise" for his/her customers when they've paid their bill. It is an opportunity for him/her to show their appreciation for their business, and it doesn't cost him/her anything. (see page ? for more detail)
Step #4: ___________________ Distribution should usually be one week, two at the most After two weeks, cross promotion partners often loose interest in the pro gram
Step #5: ___________________ This is so you know how many special certificates to print Probe to get an accurate number
Step #6: ___________________ Also, if the manager or owner wants, get several sizes of his or her signature with a black felt tip or ball point pen (Don't use blue; it won't reproduce properly when printed)
Step #7: ___________________ Perhaps $2.00 $5.00 in value
Step #8: ___________________ Explain that you realize bag stuffing or distributing certificates is a little bit of extra work for the employees, so when you come back with the printed pieces, you will also provide value cards for all the employees
Step #10: ___________________ Display samples of the pieces so that your employees know what to look for Also, if your group has other stores that might be getting some of these certificates, be sure to inform them
Very Important -- Be sure you include the proper
disclaimers in all of your certificates to avoid miscommunication and eventual
violation of a customer. Something along the lines of:
"Hi! I'm Jeff Slutsky, the owner of Jeff's Store on Main Street. I've got something here that I thought was pretty interesting and thought you might like to see it."
(At this point, you wait for the question about the cost, which will happen about 99% of the time. When you're asked, "Well, it sounds pretty good, but how much will it cost?", you respond with...)
"Well, let me ask you a question. If It were free, would you do it?"
At this point, you have approval, but you're not finished yet. You need to take care of some details. Get the weekly customer count (if it's the type of business whose regular customers come in weekly), "How many customers do you run through here In a week?"
"Oh, about 1000."
"Great. By the way, have you been down to my place lately?"
"No, I haven't"
"Well, I'll tell you what. I would like you to be my guest when you get a chance. Here is a special card good for a free dinner."
(Sign the card, date it, and hand it to him/her.)
"I need a good copy of your logo, preferably black on white, if you have it."
"How about using the one on our letterhead?"
"Perfect. Oh, how would you like your name to appear on the special 'Thank you' Certificate?"
"Ah, that's John Smith, Owner."
"Great. Would you like your signature on there, too? Your customers might really like that."
"Sure, why not."
If he/she wants a signature, get it in a couple of different sizes using a black felt tip pen on white paper. (Don't use blue or pencil. It won't reproduce properly.)
(Set up the time.) "Let's see. Today is the 10th, so how about If I get your 1000 special 'Thank-You's' to you by the 25th and you hand one to each of your customers from the 26th through the 31st?"
"No problem."
"By the way, how many employees do you have?"
"There are about 27 In all."
"Well, I realize that It's a little more effort for them to personally bag stuff these special certificates for each of your customers, obviously we just can't have a stack of these sitting on the counter. So, when I return with your 1000 special "Thank Yours', I'll also bring for you 27 two for one's for your employees. Okay?"
"Great Thanks!"
"Hey, it was really nice meeting you, and I'll see you
on the 25th."
HAS TO GET PERMISSION FROM THE BOSS
Sometimes you might be dealing with a manager that can make a decision about things that are free, but still wants to get permission from the boss. When this happens, your chances of getting this promotion lessen greatly, because you have to rely on someone else to explain the idea on your behalf, and of course, there is no way they can do as well as you can. There Is a way to bring them around without having to wait for permission from the boss.
After they have asked you "How much does it cost?", and you respond with,
"If it were free, would you do it?", they might then say something like, "Sure, but I have to talk to my boss first."
At that point, you ask two questions. "I can certainly understand that you want your boss to be aware of this great opportunity. Let me ask you this. Other than getting permission from you boss, Is there any other reason why you wouldn't be able to give me the 'go-ahead' right now?"
(usually there isn't)
"Well, is there any reason why you think your boss wouldn't want to do it?"
"No, but I really need to get his/her permission before I can do anything like this."
"Oh, I totally agree. Let me suggest this. Why don't we get the ball rolling now, arid, in the meantime, you get hold of your boss. If there's any problem at all, just give me a call. Fair enough?"
This will help in about half of those types of situations. Once the manager has made the commitment, usually they don't even need permission. If they do, of course, they're going to really sell it for you since they made that commitment. Once you get agreement, continue on as you would normally do by finding out the customer count.
If you don't get agreement, set a time when the manager
will have a decision, then follow up. You might want to get a copy of the
logo at this time, so you can follow up by phone. If you get approval,
you save yourself a trip. Also, forget the signature in this instance.
Use the name and title only.
With a Cross Promotion special 'Thank You' certificate, your point of distribution is generally through merchants where the cross-Promotion Value Card, your point of distribution is generally trough major employers, educational institutions, and associations or organizations.
The two major differences between the Cross-Promotion special 'Thank You' certificate and the Value Card is that the Value Card is generally a (1) lower liability offer than the special 'Thank You' certificate and (2) can be used repeatedly
In producing the long form value card, there are usually three different types of groups the cards are addressed to. They are:
Part One – On the lines below, list five major employers in your community, five educational institutions and five associations or organizations. After each one, write how many employees, students, or members, each one has.
Major Employers
COMMUNITY INVOLOVEMENT "LOW LIABILITY" EXERCISE:
Part One -- On the lines below, make a list of organizations in your community Try to think of the ones that are very active, and have great support from their members some of the nonprofit ones that are very active,
Part Three -- Place a check mark in front of the number where the person you have written down comes into your store on a somewhat regular basis
Part Four -- Of the groups where you have written
down members in the right margin but have not placed a check mark in front
of, look at them once again This time, instead of coming into your store,
place an "X" in front of the number of those people that you may see somewhat
regularly through other means, like social events, church, PTA, etc
COMMUNITY INVOLVEMENT
"BIGGIE" EXERCISE
Part One -- On the lines below, list at least five nonprofit events that might be considered for your one-time-a-year "biggie" high liability program.
Part Two -- Of those you've listed above, circle
the numbers of those nonprofit organizations where you are friendly with,
and already know, a person or two in that organization.
Part three -- Of those numbers you've circled,
put a check mark in front of those who are your customers and shop at your
location.
Part One -- List up to five disasters or emergencies that your community experienced in the last several years, that received a great deal of local publicity. (i.e. major fire, flood, tornado, accidents, disease.)
Part Two -- Pick up to two on your list and
write down a promotion that you could have done that would have benefited
the victims while helping your business.
