Killer Auto-Service Strategy

Sunday, March 27th, 2016 | by Michael Keesee | Comments

Dan works many a years in a company as a financial analyst. But one day, he is fired. He searches for another replacement job for weeks. But with no luck.

Frustrated, he decides to be his own boss and open his own business. But his new business idea confuses many. Its nothing remotely related to finance and spread sheets. Out of the blue, Dan decides to launch an auto-service business.

He buys the equipment and announces to the world that his “Dan’s Oil Changes” is open for business. But the start is slow. He doesn’t get many customers. That all soon changes when Dan changes his marketing strategy. › Continue reading

Wizard Trip

Saturday, March 26th, 2016 | by Michael Keesee | Comments

This will be a short post.  I had the pleasure of spending the last week with the Wizard of Ads in Austin, TX.  I reconnected with some old friends and made some new ones.  I encourage you to check out Wizard Academy and take a class.  It was amazing to be surrounded by a group of people who love and understand marketing as they do.  I have a couple of sites you should check out.

Check out the classes at Wizardacademy.org.

Learn about the Wizard and the partners at RHW.com

Also, I learned this week that Ankesh is publishing a second book!  More to come on this.

Pen Rumblings

Sunday, March 13th, 2016 | by Michael Keesee | Comments

George Safford Parker was getting fed up of the unreliable ink pens that were available in the market, so he decides to make his own pens. He forms the Parker Pen company with another partner. During the next century, the Parker Pen company sees everything: from 2 world wars to the great depression. But they still show stellar growth year after year. New pens are invented constantly. The company sells its pens in all corners of the world. The pens are available everywhere. They are available on racks in all kinds of stores: from grocery stores to drug stores and even in discount stores.  The good times couldn’t last though… › Continue reading

Babysitting Dynasty

Wednesday, December 30th, 2015 | by Michael Keesee | Comments

Kate starts a babysitting service in her town. She realizes that she can’t afford to advertise. She has no money. But she won’t grow rich if no one knows about her. So Kate draws up a strategic plan to advertise her business for free.

Her goal is simple: to get as many people to spread the word about her services. Her plan is two pronged. › Continue reading

Competing with Cheaper Copy-Cats

Sunday, July 27th, 2014 | by Michael Keesee | Comments

Competing with Cheaper Copycats

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Henry drops out of college in September 2002 to start his own video-editing company. To buy equipment at a low cost, he logs onto ebay.com. But soon discovers that no one is selling the equipment he wants.

So Henry finds a video equipment company that carries the products he wants. On a whim, he posts an auction for that same product the day he receives it. Eight bids and seven days later, Henry sells the video equipment for a small profit. He soon does some calculations and figures that he can make more money buying and selling hard-to-find video equipment on ebay.com than by starting his own video- editing business.

His calculations prove to be correct and Henry ends up selling 70 different types of video equipment for a grand total of $500,000 in gross sales within 1 year. But others get a sniff of his success and try to copy his system. › Continue reading

Leveraging the elections

Friday, June 28th, 2013 | by Michael Keesee | Comments

kThe US elections are over. However, Becky is still a bit tizzy with all the free publicity she received because of the elections.

Becky owns an steakhouse.   About 2 months before the elections, Becky starts a contest at her restaurant that generates some free publicity for her.

All diners are given a choice of 2 ketchups they can use with their meals: The Heinz or the W ketchup. John Kerry’s wife, Tereza Heinz Kerry is the heiress of the company that makes Heinz ketchup. While W ketchup is made by a republican supporter who didn’t want to eat the Heinz ketchup and support the democrats. › Continue reading

The telemarketing experiment

Wednesday, May 1st, 2013 | by Michael Keesee | Comments

tmD. H. is a consumer researcher. He conducts an experiment on telemarketing that is quite noteworthy.  Callers call residents in a neighbourhood and ask if they would allow a representative  to their homes to sell them cookies. All the residents are told over the phone that proceeds from the sale of cookies would go towards the supply of meals for the needy.

This standard solicitation approach generates a mere 18% agreement. 18 out of 100 people agree to see a representative at their homes.

D. H. then tweaks the telemarketing script a bit. › Continue reading

Starting with a Bang!

Friday, February 8th, 2013 | by Michael Keesee | Comments

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Here is a story about a fast growing restaurant chain.  They grew to over 400 restaurants in 20 short years. Over the years, they have fine-tuned a system that makes sure that they generate a lot of buzz before they open for business in a new town. They make sure that they are a success even before they open up.

How do they do that?

Some time before opening, This restaurant will join the Chamber of Commerce in the town. By being a member, they gain access to all the other members. Then, they send a note to all the members of the Chamber of Commerce, inviting them to come for a free meal before it opens up to the rest of the town.

Many of these members, who are business owners and have a good standing in the community, show up for the free meal. It almost becomes like a Chambers get together. The restaurant does its best in impressing these businessmen and women. They provide great food and a terrific service. And they create a festive mood by decorating the restaurant.

As a result, the night makes a killer impression and gets the whole town talking about the new restaurant. It become a hit restaurant in the new town even before they open up for business.

Action Summary:

°    Give away samples of your product freely to generate a buzz. It’s worth one night’s worth of free food to create a buzz.

°    Reach the influential people of the society. Impress people who are well respected in the society, or are well respected in their field of business, and word about your products will spread.

°    Gather people to an event and give them a memorable day, and they’ll become loyal to you.

Competing with Cheaper Copycats

Tuesday, January 15th, 2013 | by Michael Keesee | Comments

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Henry drops out of college in September 2002 to start his own video-editing company. To buy equipment at a low cost, he logs onto ebay.com. But soon discovers that no one is selling the equipment he wants. So Henry finds a video equipment company that carries the products he wants. On a whim, he posts an auction for that same product the day he receives it. Eight bids and seven days later, Henry sells the video equipment for a small profit. He soon does some calculations and figures that he can make more money buying and selling hard-to-find video equipment than by starting his own video- editing business. › Continue reading

“Selling Down” Sales Process

Monday, November 5th, 2012 | by Michael Keesee | Comments

bbbThere is a store that only sells one thing: billiard tables. It carries all kinds of billiard tables. You might be surprised to know the different kinds of billiard tables that are made.  The price of each table varies too. One can buy a billiard table for as low as $200 to as high as $3,000!

All the salesmen in this store are very knowledgeable. They know everything about the game and even more about the tables. They are trained in a sales system. They would show the customer the $329 table first. They would reveal the features and benefits of that table one by one.

Then they would point to another table and say: “This table here is a bit pricey and costs more than $329 but it also has more benefits.”  They would then compare the 2 tables and people would get interested in the more expensive table.  After all, people buy the billiards table just once and might as well select the better one!  The salesmen would then show a few more expensive tables and see if the customer gets interested in them or not.  This process generated a handsome average sale of $550!

One day, the owner of the store asks the salesmen to change their entire selling system. › Continue reading