Are most of your marketing campaigns used for direct sales? If so, why not mix it up? Try using your next mailer to offer advice or a helping hand instead. It’s a great way to sell products and deepen customer loyalty at the same time.
Just look at Home Depot. Why do you think it offers free seminars on do-it-yourself projects? Sure, seminars offer great advice, but they also generate additional sales for the home improvement giant. Attendees learn about a new product or technique, then while they are excited and motivated to try something new, they buy materials for completing one of those projects while they are right there in the store.
Think about all the products that get sold from a seminar on sponge painting, for example. Out of one event, the retailer might sell things like:
- paint rollers
- rolling pans
- paint brushes
- edging tape
- edging blades
They will probably also sell a bunch of unrelated items such as light bulbs, lawn fertilizer, and kitchen drawer hardware pulls, too.
Think about the products and services that you offer. What educational materials could be developed around those products? How could seminars, newsletters, even tips and tricks postcards promote sales indirectly by offering ideas and solutions and letting customers get excited enough to try them or develop their own ideas?