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Creating a Fish Bowl Marketing Campaign | |
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The Street Fighter
Fishbowl
By Jeff Slutsky and Marc Slutsky
Knowing who your customers are allows you to
update your customer base and grow your
business. Many businesses attempt to acquire a
customer list, but fail to take full advantage
of that list once they get it.
One of the easiest Street Fighter ways to
find out who your customers are is by offering a
business card drawing when they visit your
store. What you can do is put a fishbowl on your
counter, and anybody who comes into your place
of business can place their business card in
there for a chance to win a prize. According to
Patrick Stein the general manager of a Chi Chi's
restaurant in Maumee, Ohio, who has been using
the fishbowl for several years, says, "The
fishbowl is instrumental in building our data
base which allowed us to increase our sales
through direct mail."
The following process can increase your
chance of collecting the cards and take full
advantage of the names you collect.
- Have an attractive bowl - Too many
companies use a cardboard box or a cheap
piece of plastic as a means to collect the
cards. Spend a few dollars and find a bowl
that will look good on your counter.
- Create a professional looking sign - To
draw attention to your fishbowl create a
sign which explains what prize the customer
will win by having his business card picked
from the fishbowl.
- Train your employees - Make sure your
employees are trained so they know how to
respond to your customers and remind them to
drop their business card in the fishbowl.
That will ensure more of your customers
participate in the drawing. Be sure to keep
it out in the open so the customer can see
it and it becomes a constant reminder to
your employee to get more participation.
- Incorporate in your database - When the
fishbowl starts to fill up, take the names
and add them to your database. Over a period
of time your database of names will grow to
a substantial number.
- Keep in contact - Now that you have a
growing list of names, it is critical to
think like a Street Fighter and keep in
contact with everyone in your database. Not
only does this allow you to remind your
customers about you, but also it makes it
more difficult for that customer to go to a
competitor. Also, make sure you are
consistent in keeping in contact. Try to do
it at lease once a quarter. This can be
accomplished by a direct mail piece, phone
call or a newsletter.
- Special offer - When you make contact
with people in your database, have some kind
of special offer for that customer to visit
your store in the near future. Remember, it
is less expensive to get a regular customer
to buy from you again, than it is to find a
new customer.
Street Fighter Action Plan
- Get a fishbowl on your counter to collect
business cards.
- Create an attractive sign to let the
customer know what prize they could win.
- Train your employees so they constantly ask
your customers to drop their business cards in
the fishbowl.
- Once you collect the business cards add
those names to your data base.
- Make sure you keep in constant contact with
the names in your data base.
- Create a special offer when you contact
those customers.
| Street Fighter Marketing, Inc. |
467 Waterbury Court, Gahanna OH 43230
Phone: 614/337-7474 Fax: 614/337-2233
Questions? 1-800-SLUTSKY (758-8759) |
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Success Stories
A major fast food chain suffered declining same store sales due
to
intrusion by two major competitors opening in the market for the first
time. Sales declined 23 percent. Street Fighter was brought in to develop
and implement a “quick deployment” plan-of-attack. Store-level
management and trained managers and franchisees learned to promote
their locations via a number of community opportunities, at very
low
cost. Over a period of 90 days, the stores rebounded with a 22 percent sales
increase. ________________________ ________________________
Paid media no longer produced the same return on investment that it
did in the recent past for a nationally-recognized franchise company.
Street Fighter Marketing developed local marketing tactics and
implemented them in four pilot market areas, resulting in a 40 percent
increase of customers tracked to LSM and Street Fighter Methods
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