One of my favorite things to do with clients is brainstorm about new ideas. I met with a florist the other night who couldn’t really tell me who her target market was. We concluded that although mostly women visit her website and Facebook pages, it is actually men who do most of the purchases. She mentioned that most of those purchases were extreme last minute; The day before their wives or mothers birthday, anniversary, Valentine’s Day, etc. You get the point.
So my suggestion to her was to set up a club for those people in particular. It would be called the doghouse club. Members of the club would pay an annual fee and this florist would take down the dates of their spouses birthday, their wedding anniversary, include Valentine’s Day, and then give them one other date. She would then do an automatic delivery for them so they wouldn’t have to worry about calling her. The membership would be an automatic renewal and those club members would get preferred delivery status.
What married man in their right mind would not take advantage of this type of program? So in just a few minutes we were able to identify one of her target markets, address a major pain point of her customers, and increase sales for her while at the same time decreasing the stress for herself around those particular dates.
Brainstorming with #LYM starts with “what if” and ends up on your bottom line.
Leap Year Marketing
Let THIS be Your Year!