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12 Creative Ideas Bringing Millions

 12 Creative Ideas Bringing Millions

Creative Ideas Bringing Millions

Idea #1. Attracting customers to the new gym. How to increase value of the “first free workout” offer

Once I consulted an owner of an EMS studio. That’s about smart workouts. 
Maybe you’ve seen an ad where a man wearing a business suit runs on a track and his muscles grow.

 EMS is an innovative simulator. 
So, they used “first free workout” offer to attract customers to the studio. But it didn’t work and nobody came. They didn’t know what to do next. 

They came up to me with this question: “What was wrong with this approach? Nobody was interested in this offer….” Now almost all gyms provide their first visits free of charge. Free visits don’t cause the wow effect, as they did 5-6 years ago. 

This marketing tool is already taken for granted. 
My idea: We printed out certificates with a nominal value - 2000 Russian RUR (RUR). These certificates were distributed to the nearest jewelry stores.

 They were handed out as a bonus to customers of jewelry stores in case of increased average spends. Now, the “first visit” offer had a certain value. Receiving this certificate as a gift, the customer either visited the gym, or shared it with somebody else.

 If you already have money on your account (2000 RUR), why not to use them, and try something new for free? As far as those certificates were handed out only to solvent clients, we generated high quality traffic to this EMS studio. 

Idea #2. Once I proved that giving “coffee for free” is much more
profitable than selling it

 I made a bet with one restaurant owner. 
During one month they had to offer their clients coffee for free. Note: “coffee for free” was a special coupon offer. Printed out coupons were distributed to the nearest businesses.

 Again, these coupons were handed out as a bonus to customers in case of increased average spend. Keep in mind that this method stimulated an increase of average check at these businesses, too. Thanks to these coupons, people were coming to this restaurant.

 First cost of a coupon was 14 RUR average. Even if the guest chose the most expensive coffee, the coupon cost was 18 RUR. But, coupons brought us traffic that was converted into money. Any piece of cake bought to this free cup of coffee compensated for all expenses.

 In fact, the lead cost was 13-18 RUR, this is the first cost of coffee in Russia. Benefits for the restaurant: + they get loyal guests + they get word of mouth and stimulate demand + they get their way to stay ahead of their competitors. Important note: this technique does not work in coffee shops, where the main product is coffee. It works only in restaurants and cafes.

 You can easily use “coffee for free” technique and increase your profit in a month. 

Idea #3. Roulette in a restaurant. Making bets on paid bills
Once I was approached by another restaurant owner and his only question to
me was:

“How to increase traffic to my restaurant?” I suggested him a cool idea that I’d seen somewhere before. That’s how it works: After having their meals and paying the bills, customers have an opportunity to return the money paid.

 Customers go the register and put their bills on the roulette wheel, and if the ball falls on the number of the bill, they get full refund. The waiters take out the money on a tray, the whole process is accompanied by music.

 It looks like a show. A lot of photos in social networks are guaranteed for your place, because the roulette attracts interest and causes wow effect. I really liked this idea. I’ve never seen such a thing before, and I told a lot of people about it. As a marketing tool that stimulates word of mouth, and it works. 

Idea #4. Consulting on franchise packaging and promotion. Beating the market price 5x  Once I scaled my own business to 28 cities.

 It was about fashion my personal brand men's clothing “Bermuda”. I decided that I could scale other businesses, too. At that time, I proposed the idea on making business on franchise consulting to my partner.
 “Well, and how much can we get on this, Vladislav?” she asked. I analyzed the niche and found out that franchise packaging as a service cost 300,000 RUR. 

“Let's do it for 250,000 RUR, because the average price on this market is 300,000 RUR, and we are new entrants,” I replied. 

“I will deal with this only in case we get 1,500,000 RUR and not a penny less,” she said.
 “How so? The highest cost for this type of consulting on the market is 300,000 RUR. How will we offer them doing the same for 1,500,000 RUR?” I asked.

 “If you want, make it on your own. You decide. But it is interesting for me only in case it costs 1,500,000 RUR,” she said at last. We began thinking how to sell the same service for 1,500,000 RUR when it costs 5x less at the franchise consulting market. We analyzed all the competitors. 

All of them offered franchise packaging as a service, but nobody described it in details. Usual franchising proposal included 6 blocks: marketing kit, franchise book, brand book, start-up instructions, marketing strategy, business plan and some other documents. We took each block and described it in details. 

In our case, brand book contained 35 points with thorough descriptions of each. In total, we got 112 points that were crucial for franchise developing. 

We sent our proposal to advertising agencies, calculated our service cost, including the expenses of advertising agency services. On average, it turned out to the amount of 3 to 6 million RUR.

 Next, we started communicating with potential clients. We promoted the idea that our services cost JUST 1,500,000 RUR (this sum is provided as an example), while its real market value was 5 million RUR (112 service points described), besides 300,000 RUR was included for advertising expenses as a bonus. 
Taking into account the fact that the cost per lead (CPL) in franchising is 2,000 RUR, the budget of 300,000 RUR will provide 150 leads.

 Conversion in franchising is about 2%.
 In fact, it means you get 3-4 franchisee contracts. 

So, the advertising budget of 300,000 RUR is enough to sell 3-4 franchises. And if, for example, the average cost of a beauty salon or fashion store is 3-4 million RUR, then this offer becomes more than just attractive.

 No need to open another branch, wonder whether you get profit or not. When opening a new store you always depend on people, personnel, have to invest money in advertising, spend your time to find the premises and control the process, etc. Every business owner knows that there are lots of problems with opening new branches. 
And in advance, you never know the figures and the exact profit, it’s impossible to take into account all the factors.

 Our proposal was: “To open a new branch, you will spend 3,000,000 - 4,000,000 million RUR. And here you invest 1,500,000 RUR, and we will build a franchise network for you. Besides, you have 300,000 RUR for advertising expenses as a bonus. So you may capitalize the company much faster.” And we succeeded with this beating the market offer.

Idea#5. Magic phrases to use with your customers. No matter whether you sell land lots or anything else

We all forget about affiliate programs. There are people who have already become our clients, and they can be our agents. Your customer database is made up of people who are already loyal to you. 

You can offer them completely different things. You can offer them to buy your company stock, become your franchisee or your agents, and make money with you.

 Besides, you can offer them to buy your club card and create a certain community. If you already have an audience, you need to engage it constantly.

 It can be monetized. At the expense of your loyal audience, you can move mountains: create new markets, enter new markets with other offers, scale your business. 
People in most cases do not use what they have. They come up with some new methods, they are looking for new tools, while they have 5,000 people in their database, and they absolutely do not communicate with them. 

And when some customers leave your business, nobody pays attention. The easiest way to return a person to your business is to ask: - What shall we do so that you buy from us? - What shall we do so that you come back to us? - What shall we do so that you become our regular customer? These magic phrases work for 100% with customer databases, too. 

One of the most valuable assets in each and every business is a database of contacts / clients / leads. Every person has needs. If he bought a house or a plot, then he needs services in construction, installation, decoration, sewage, digging a pool, etc.

 Recommend them your partners’ services. There are people who invest in real estate. Offer them other interesting projects that will generate income in the future. You can always offer something, make the most of your available resources.

Idea# 6. An easy way to attract a high-margin business investor
If you have a high-margin product, then there is an easy way to attract
investors to your business.

For example, your business is selling clothing, you buy dresses for 800 RUR, and their average retail price is 4,000 RUR. 

You can negotiate with fashion stores and display them in their showrooms on 50 / 50 conditions: where 2,000 RUR goes to the store’s owner and 2,000 RUR goes for you.

 That’s an interesting offer for the fashion store because: - they expand the product range, - they get extra profit and advertising you make - more people come to them thanks to your traffic.

 Calculate the benefits: First cost of the dress was 800 RUR From each sale you earn 1,200 RUR You do not pay any rent or salary, therefore, there can be no bankruptcy. The only question is time it will take to sell these dresses. 

You can display a collection of 20 dresses at one showroom. The most popular sizes are S, M. 
Each dress goes in three pieces. That is 40-60 dresses per one showroom. 800 multiply by 40 dresses = 50,000 RUR. That is the sum you need to invest to provide one showroom with dresses. 30% per annum is considered as a very good passive income for any investor.

 If we take 50,000 RUR investment, 30% per annum brings 15,000 RUR per year. 15,000 rub. / 12 = 1,200 RUR. That is what your investor will get from you per month. Therefore, two dresses must be sold per month in order to provide investor’s 30% per annum. 

This is more than realistic and at the same time the investor doesn’t take any risk, the money is in the product, and you do not pay any rent or salary. This is a low risk investment. 

Idea#7. When seller offers to buy goods for the price cheaper than client expects  

Typically, shop assistants are trying to offer the product which is a bit more expensive than the one client wants to buy, thus raising the profits. 

But, if you think about it more closely, it is more profitable to offer clients some goods cheaper than they expect to buy.

 Imagine a situation. A man came to the household appliances store. A shop assistant approaches him and asks: -What are you looking for, sir? - I need a laptop. - How much do you expect to pay? - 30 ,000 RUR. - And what will you use this laptop for? - For office work - Good.

 I would suggest you a good one for 25,000. The buyer is shocked. Usually managers try to sell something more expensive than you ask for, but here they are offering a cheaper one. Of course, the client becomes loyal to this manager. 

But the most interesting thing comes later. After presenting the laptop for 25,000 RUR and stating that it’s just up to client’s needs, the manager says: - You still have 5,000 RUR saved. Let's pick up a laptop case for your safety and some accessories, for example, computer mouse. You can also take insurance. 

As a result, the client gets a laptop that suits his needs, and a lot of extra. The client happily leaves your store. Thus, the store got a higher profit than it would be in case the client had bought one laptop for 30,000 RUR. Why so? It's simple: the margin on computers is much less than the one on accessories. 

The margin on accessories is around 100-500%, while on computers it’s just 5-10%. Consequently, by offering a laptop cheaper and making up-selling by means of accessories, they earned much more. At the same time they got a loyal client, as he was satisfied. That’s a very cool tool.

Idea #8. Selling objects of art

When I lived in China, I bought 60 paintings (as an example) for 1,000 RUR in equivalent to Russian money. In St. Petersburg, they cost about 10, 000 RUR each. 

I did not want to be engaged in speculation and decided to create some interesting, and socially significant project I came up with an idea of the Social Arts Center named after Vladislav Bermuda. People who entered this Arts Center paid membership fees. Let's consider the situation in which the membership fee is from 50,000 to 100,000 RUR. 

People who paid this fee had an opportunity to sell all these paintings at an average market price. I had one condition: These members had to donate 20% of the selling price either to children, or to old people, or to domestic animals shelters. Each painting was signed by "Vladislav Bermuda".

 This meant that the person who bought the painting became a benefactor, since 20% of its price went to social needs and charity. That was a win-win case. I wasn’t engaged in speculation. I made a socially significant project and earned money from selling membership fees. Club members got a ready high-margin product to sell and the strategy how to sell.

 Buyers felt themselves as benefactors. It was a story about vanity and social significance. This was an idea on how to turn a usual purchase of paintings into a socially significant and interesting project.

Idea #9. Goldfish

Imagine a situation. You put an aquarium fish into a plastic bag with water and present it to children at the school yard next to your pet shop. 

The kid comes home with this “floating gift”. Any parent knows that it’s good to have pets in order to teach children how to care and raise their responsibility. 
And the fish is the best choice ever. 

Unlike a dog, a snake or a cat, fish doesn’t bark, there isn’t any wool all around the house, it doesn’t squeak, it doesn’t feel lonely when there is no one at home, and it doesn’t make it on the carpet, you know. Import fact: you have to apply some stickers on the plastic bags with your pet shop contacts. 
Where then do mothers go to buy an aquarium? Of course, to the nearest pet shop.

 In addition to the aquarium they need fish food. Perhaps, mothers will be glad that their children brought a fish, and not a cat or a dog from the nearest trash can. Thus, traffic is generated to the pet shop.

Idea #10. Engagement and personification

For example, shampoos for blond hair only, shampoos for dark hair only. Coca Cola named "Dasha", "Vasya", "Katya". 

A person sees a product and thinks that it’s made especially for him: “For the blue-eyed”, “For the brown-eyed”. The product is the same, but made for each person individually. 

Another example: when you send emails to 5,000 people, and call each person by name, the openability of letters will be 3-4 times more than with noname approach. Each person is involved in different groups: those born in Moscow, those who moved, got divorced, became parents, teenagers' fathers, dog breeders and others. 

And when the client sees a product with elements of personification and his/her belongings to particular group of people, the product becomes more individualized. It is accepted differently, as if it was made specifically for him/her. 

Do you remember in childhood that pins with names printed on them? The same thing. Useless thing, but there was my name on it, I had to take it for sure. Engagement and personification works especially well in ad-campaigns throughout the web, as far as they attract much attention. 

Idea #11. The art of rumor making

Once I was approached by a restaurant owner with a request on how to attract people to their place. You know, I believe that rumor advertising is very effective.

 Creating rumors is a delicate process and a cool marketing tool. How to create rumors? In this case, I came up with “a rumor in a minibus” idea. Specially trained people were riding in a bus, the final stop of which was our restaurant.

 Those people were pretending talking loudly on the phone, telling somebody how cool that restaurant was, and how delicious the meals were. Other people riding the same bus and hearing that, were interested in visiting that restaurant, because they immediately felt hungry. Further on, the traffic increased, because there were lots of people riding this route every day.

 Rumors spread instantly, attendance increased. The same effect can be achieved by means of another well-known tool, but perhaps you haven’t heard about it yet.

 To promote any product, you need to create some kind of illusion of product demand. For example, if people come to beer shops and ask for the same brand of beer for some period of time, then the owner of that beer shop will try to search through the web to find that particular brand of beer and to order it to his shop. 

In this case, you need to be the only one with this brand name in the search results on the Internet for the traffic to go for you. Thus, you can create your product demand and consumer activity.

Idea #12. Cashier hostess

Two years ago, I heard a story from my partner.
 He increased the turnover of a supermarket by more than 15% due to one non-standard decision. This non-standard decision was a competition among cashiers called “Cashier Hostess”. 

Cashiers were allowed to decorate their workplaces the way they wanted, they could even dress up as they wished. And the winning “Cashier Hostess” was the one who would decorate the cashier better than others.

 As you’ve already got, a word of mouth worked out again. And in a few days new customers from all over the city were coming to see what’s new in that supermarket. In the current economically hard time, the main value of any company is the team thinking outside-the-box.

 These people have to be appreciated and any of their ideas even crazy ones should be put into practice. After all, if you do only what others do, then you will have only what others have.

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