I'd like to share the story of a new yogurt shop that opened in our neighborhood, because I think it provides some great marketing lessons we can all learn from.
The minute Yogurt Shop That Could
This minute yogurt shop opened recently in a sell space that has been home to some ice cream shops over the past few years. None of the ice cream shops were successful in that sell space for any length of time.
My guess is this is partly due to the location, but probably has more to do with their lack of marketing and establishing a strong brand.
The minute Yogurt Shop Passed The Branding Test
The minute yogurt shop seems to have a leg up on the branding end. It's called Diy Yogurt and you admittedly get to serve yourself the yogurt and add your own toppings.
This is a unique idea (a exact marketing advantage) and kids in particular seem to get a kick out of serving themselves and choosing and sprinkling the toppings on their yogurt by themselves.
So right there, the brand name (Diy or Do-It-Yourself) is consistent with the yogurt store's uniqueness.
Good job marketing so far.
They're Using Smart Marketing Techniques
The second thing they did right was to distribute 50% off coupons to all the homes in the immediate vicinity of the store. The coupons were valid on two exact dates and were used to announce the grand opening.
Smart marketing.
We were made aware of the shop and we were given an incentive to give it a try, which we did, along with many other population - the shop was packed with population when we visited. They also gave us a frequent buyer card that entitled us to a free yogurt after purchasing 10.
A good start on generating repeat business.
Now they've done three things right.
But guess what?
They Made One Potentially Fatal Mistake
That's where it stopped. It's been over a month since we went in for the 50% off trial and I haven't seen or heard whatever from Diy Yogurt since. And not surprisingly, we haven't been back. And you know the saying ... Out of sight, out of mind.
Perhaps they're doing other marketing that I just haven't seen. But my guess is they probably are not.
They're expecting Me to remember them.
And as any good marketer knows, you've got to effect up again and again and again and Again. You can't rely on your customers or prospects to remember you - you have to remind them you're there.
I'll be appealing to see how long this minute yogurt shop lasts. I hope they do well. It's a unique idea that I think has a lot of merit. Plus their yogurt is pretty tasty!
You've Got to Follow-Up Follow-Up Follow-Up!
But without consistent marketing they may end up like all their predecessors in that space, and, like the majority of new businesses ... End up shop because they just weren't able to make sufficient sales to keep the enterprise going.
If you have a great stock or service, and there is a market for what you're selling, there's no infer your enterprise can't be a success.
But if you don't have a marketing plan with ongoing, consistent follow-up in place, the chances of you succeeding are slim.
You need to be out there reminding population over and over and over again that you're there for them. So when they're ready to buy, they remember you, and they bring you their business.
I encourage you to take a look at your marketing efforts. Do you have a marketing plan in place, with consistent marketing follow-up scheduled?
A marketing plan with many ways to keep reminding your prospects that you're ready, willing and able to help them so they won't forget about you like I forgot about the minute yogurt shop?
If not, I encourage you to take time now to generate that marketing plan and put it into action.
The success of your enterprise depends on it.
successful Marketing Requires follow Up