Posted by: Troy White
April 29, 2008
Issue #406

Think Creatively and Grow Rich

In this issue:

• The proven model for marketing breakthroughs …

• 8 unusual ideas for a specialty chocolate business that can and should be applied to your business …

• 7 Loyalty building breakthroughs to transform a niche retail store …

• And Much More!

Fellow Business Builder,

As I mentioned last week, one of the big areas for breakthrough marketing ideas comes from completely unrelated industries.

So, if you are a realtor - - find ideas from the restaurant business.

Or if you are a restaurant owner, look to the information marketing business for ideas.

Now, at first glance, the businesses above seem to have absolutely NOTHING to do with one another … but that’s the beauty of it.

If you have to think about it, put it on paper, and actually stretch to find ways to make them fit – then you are most likely doing something 99.99% of the population (i.e. your competitors) would NEVER even think of doing.

Which is where breakthroughs happen.

Let’s have a look at two different industries who filled out the survey. 

Now, before you read the industries chosen and start thinking “That’s not what I do … this doesn’t apply to me …,” remember to think far outside of the box here – it DOES APPLY TO YOU.

Make it fit – real breakthroughs do not come from within your industry – they come from far removed businesses from your own.

1. Chocolate Company. 

They run a small Belgian chocolate retail store in an upscale strip mall.  At first glance, this sounds like a cut and dry typical business that you see in many retail environments.  Highly competitive, low transaction sizes – and unsure of how they can differentiate themselves. 

Let’s look at the customer base first:

• With the exception of Valentine’s Day (half of annual sales are on Valentine’s Day), the majority of buyers are women.
• The average purchase price is probably $20 or under.
• Many companies will buy chocolates as corporate gifts.
• They are typically sold on the type of chocolate and where it is made.
• They buy based on personal taste.

Ideas for growth

• International / National /  Regional Travel and Adventure Tours - - Connoisseurs are always looking to further their knowledge, experience base, and adventures within their chosen area of interest.  Chocolate lovers are passionate about chocolate – and you have a prime chance to put together tours and adventures unlike anything they have ever experienced.  Put together travel packages and tours to the factories in Belgium.  Visit other chocolate factories all across the world.  Partner with travel agencies that specialize in local tours where you would like to visit.
• Willy Wonka spin off – Golden Ticket Prize – Get some media buzz going and put together some Golden Tickets that are hidden in your chocolate packages.  You can gift them chocolates, travel packages, gift certificates to other establishments (ones that you joint venture with and they give your chocolates away through the tickets).
• Partnership with Fitness Club -  It is proven that dark chocolate is good for your health, so why would you not be partnering with fitness clubs (women targeted ones are best)?  Offer free classes to their members on the health benefits of chocolates, how to incorporate chocolate into your fitness routine, etc. Give away white papers or special reports on the use of chocolate to improve their fitness results. (The report, of course, has coupons to get them buying into your monthly continuity program.)
• Membership Program – With your regular monthly membership program, they get $XX worth of chocolate every month, a new chocolate product you found that they would be interested in, interviews with experts, stories of how chocolate has helped people lose weight, heal their aches and pains, etc.
• Make Your Own Chocolate classes – One-off small classes to get people into your store, making their own chocolates, and trying a few new things.  This should also focus in on the difference in chocolates, taste testing, wine and food matching, etc.
• Chocolate School – This is for the serious chocolate lover.  A full year long series of courses and adventures for those who want to take their hobby to the next level.  They either want to get involved in the chocolate business as a pastime, a part-time business, or a full time career. 

  Alternatively, they may just want to take their hobby seriously and are willing to invest the time and money into their education.  Weekly and monthly classes. Taught by yourself, by outside experts, and through video classes and sessions by international experts. 

  This could have quarterly classes that teach you how to make seasonal chocolate baking – cookies, Christmas baking, Easter goodies, premium hot chocolate drinks, liqueur type chocolate cocktails, food matching, and gourmet catering using chocolate as your centerpiece. 

  Doing a quick search on Google showed me a chocolate school that offers 24 very high priced classes – obviously there is a need and a base that is willing to pay.

• Chocolate for health educational classes and marketing programs - (I was at the Women’s Business Exposition this weekend and watched in amazement as crowds of women pushed their way close to a booth that was promising “healthy chocolate.” Their pitch was good – the promise – even better!)
• Corporate Customer Appreciation Programs – One of the best gifts you can give customers (and prospects) is food. It is proven to be a very well received gift, and will result in higher sales and loyalty.  Put together a chocolate-of-the-month program for their best customers.  They would buy the program as a gift for their customers. So, instead of giving away yet another golf shirt or golf hat, you gift them a yearly subscription to the chocolate of the month club which delivers fresh chocolate to their office once a month.

2. Educational toy retailer. 

Selling different kids’ toys that help hungry young minds eager to learn.

Customer base:

• Concerned parents who want their child to have any advantage possible when it comes to learning.
• Willing to invest money in education.
• Want their kids to excel, and are willing to support them along the way. (Every parent wants their kids to do well, but fewer are willing to invest the time, money and effort to help their kids accomplish that.)
• Above average income.
• Educated themselves.

Ideas for growth

• Toy of the month club. A monthly membership program that ships a surprise toy (wrapped up like a present) to the child every month. Each toy is educational and age appropriate. This is a simple twist on the CD or book of the month club, but would be absolutely loved by both kids and adults alike.  Who wouldn’t love a present every single month delivered to their door? 
• Niche Toy-of-the-month club – Separate days for puzzle lovers, sea monkeys, construction builders, brain teasers, math puzzles, geography games, etc.  The child chooses which type of educational game they want delivered to them.
• Wise Old Owl letter campaign. Kind of like a Dear Abby column, but for inquiring young minds who want to learn something. This could easily be an added value service the company provides to their customers and prospects. The child can write in about anything and everything they want to know, and then get written back with the correct answer. Once a month, the questions and answers (or just the best ones if there are too many) are put into a monthly newsletter that goes out to customers and prospects.  The kids get to see their names in print in the newsletters, and they get letters addressed to them in their mailbox.
• YouTube for kids – Show them how smart you are.  Help the kids (and parents) put together video clips of your child performing their favorite tricks, memory games, spelling recitals, talents, etc.  Show them how to post to YouTube (or your own private version of YouTube).  Have a studio set up to make this quick and easy to do, and to get them into your store, which always leads to more sales.
• Try before you buy days.  Have one day a week or month where the kids can come into your store and try out your best and most popular toys. Let them play with all the different ones – they will ultimately find one or two they “cannot go home without."
• Travel trips and educational excursions - - Parents of young children are always looking for ways to keep their kids entertained with healthy endeavors.  I know with our twin 7-year-old girls, they are always looking for the newest adventure, and we are always looking for new things to do.  Dinosaur bone digs, horse ranches, special behind-the-scenes zoo trips –  anything that combines teaching and fun is a perfect addition to the mix.  Become the hot place for parents to go to find unique travel packages and ideas they can take their kids on. Keep the kids happy and the parents’ wallets will follow.
• Birthday club – What child doesn’t love a gift?!  For their birthday, send them a card with either a gift certificate for something to buy, a gift, or a gift certificate for a local kid-friendly restaurant or play-park.

NOTE: You probably noticed some common themes in the ideas for growth? Good! That is one of the secrets to using marketing like this. 

Look for ways to add to the experience side of the equation – and put much less emphasis on the actual retail transaction.  How can you make the experience more fun, more frequent, more of something that they cannot find anywhere else?  The typical sales transaction is quite boring – give them something that they will be proud to tell their friends, family, and associates about.

I realize that the examples are quite unique, the ideas generated somewhat unusual – but the question to you is …

How CAN they be MADE to work for you?

To your success,

Troy White
Editor, Small Business Mastery
Supplement to THE TOTAL PACKAGE™

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A Final Note:

If you have specific subjects you would like addressed, or have any comments on what you have seen here, please submit a comment below and I will see how I can help.

"Don’t wait. The time will never be just right.”

–Napoleon Hill

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4 Comments »

1. Comment by Sharon B. — April 29, 2008 @ 1:41 pm

   Thank you, Troy–great article! I am having to be extra creative on a tighter budget this year–I do landscaping and the recession has cut my client base almost in half. Your suggestions have given me a couple of great ideas that I never would have even thought of.–On the flip side, having fewer clients means I can also devote more time to starting my copywriting business as well,  so it’s going to be an interesting year. I can’t wait to get started!

2. Comment by Jennifer — April 29, 2008 @ 2:20 pm

   I haven’t created a product yet. I think that is where I am stuck. Believe I can sell almost anything, yet I feel knowledgeable about sensory integration and education and how it feeds young minds, based on personal experience. Want to write a book, or ebook, and have written several articles, but am stuck. Don’t know if it is procrastination, or that I feel I don’t have a degree in occupational therapy, but I know there is a market there. Where do I start? Please don’t laugh at this question.

3. Comment by Glen Kohlenberg — April 30, 2008 @ 1:58 pm

   Great post and Ideals Troy that has me thinking about our business. Any tips for the contractor crowd for home improvements. Thanks

4. Comment by Steve Cundiff — April 30, 2008 @ 11:35 pm

   Glen,

   I actually have a client of mine doing this in San Diego; monthly newsletter with home improvement ideas the homeowners can complete themselves to add value to their homes. Then over time, like Troy said, add a question and answer session.

   Then simply include an invitation to a special class at the shop to show them how to complete the projects from the newsletter "hands on".

   This will get clients interested in home remodeling in your door, giving you their full attention. Then it’s simply a matter of selling them on how much easier it would be to have you do the work for them.

   Just a thought, hope this helps

   Steve