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How To Add Point Of Sale Marketing To Your eNewsletter
Low on gas, I pulled into a gas station. At the pump
I tried to pay using my credit card and to my surprise it worked!
I mean that with an exclamation sign because here in Miami, FL most
gas stations require you to "pay inside" as the pump sign
reads.
After I'm done squeezing the hose for every last fraction
of a gallon, I holster the pump and look for my receipt. I'm expecting
the "Do you want a receipt" command flashing in the pump
screen but instead I get "Would you like a car wash?"
and three choices "clean, super clean and is that your car?"
I select the obvious one "Is that your car?" print my
receipt and move on to car wash machine.
Where am I going with this, you ask...I'll tell you.
I pulled over for a tank of petrol with all the intent in the world
of filling up, grumbling about the cost of gas and continuing on
with my day. I had no idea I needed a car wash. With a simple suggestion,
at the precise point in time, I spent an additional $6.99 for a
car wash I did not realize I needed. This is called Point of
Sale Marketing, a.k.a. POS.
Point Of Sale Marketing is powerful, suggestive and highly effective.
It increases sales by perfecting the art of suggesting an additional
or complementary product or service at the point of purchase. Would
you like "biggie" fries with your order for an additional
.39 cents?
Now, this is not a new or revolutionary marketing strategy as I'm
sure you know.
Where it becomes interesting and relevant for us is when you apply
POS to your eNewsletter marketing strategy.
First of all the fact that you are delivering, or thinking about,
an eNewsletter with relevant and valuable information is your opportunity
to put to work one of the most subtle and effective ways to suggest
a need for a service or product. With that said...
How to add POS Marketing to your eNewsletter?
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Product
eNewsletter: If you are satisfying the original need for
your eNewsletter, which is to deliver content of value to the
reader, then you are in the prime position to "suggest"
the purchase of an add-on to the existing product by simply
offering it.
Example: You sell soap operas
to the world and your eNewsletter delivers the most important
thing a producer or network VP needs to consider your product.
That is, viewer ratings and market share data. After you present
the facts needed, then you can proceed with your POS offer.
Would you like a customized presentation about the results and
revenue projections of "They Only Live Young Once"
in your country? Click here to contact...you see, pure POS.
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2. |
Service
eNewsletter: As above, once the original reason for subscribing
is satisfied, then you are at point where you can ask, offer
or show why your services are something they need.
Example: You are a consultant
that sells solutions that improve organizations, cut costs and
add to the bottom line. You deliver an eNewsletter where you
provide CEOs, VPs and upper management with advice and solutions
to problems based on your experiences. You present your advice
and then offer a tool to help solve that particular problem
for free. If your advice is on target and the tool of use, you
have just become someone the CEO wants to meet with. Again,
satisfy the original need and then suggest the additional product
or service. Click
here to see a live example. |
Back
to the gas station example, give them gas and then suggest the
car wash. They subscribe to your eNewsletter to get advice,
help, and acquire information or updates. Once the need is satisfied,
your company is placed in the position to suggest your service
or product.
As always, we are here to help. If you are interested in starting
or improving on your eNewsletter program contact
us. |
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Bottom Line:
If
you give the readers what they want then you are in the perfect
spot to offer them something new.
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Marcos
J. Menendez
President
Loop Consulting Group- creates eNewsletters that help
our clients improve communications and increase sales.
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