So, I am more than a little hooked on NBCs Heroes. I have been since the first episode. While I am of course addicted to the mystery and suspense of it all (did they already save the cheerleader to save the world? Or is that still to come?), I am also totally in awe of the marketing strategy of the show. My bet is that the powers-that-be at NBC had their marketing figured out before they wrote the first script. And their very well thought out plan is the reason why I'm addicted. Every week leaves me wanting more.
It sounds simple doesn't it? Give your clients what they want and then have them come get it again. And again. This is the simple approach that has launched great businesses, as described in Mark Joyner's bestseller The Great Formula.
Joyner lists the steps as first find a thirsty crowd (your target customers); give them a glass of water (your service or product); and then serve them a second glass (future sales of the same or related service/product). It is this "second glass" that makes or breaks your ability to retain loyal, or even fanatic clients.
In the salon and day spa industry, this second glass can be various things:
- Upsell a conditioning treatment for a basic cut and style customer
- Recommend at home skin or hair care with instructions and products they can purchase only from you. (More on private labeling your brand in later posts).
- Sell a series of your services (micorderms or glycolic peels are common)
- Capture their e-mail so you have the opportunity to tell them about exclusive "second glasses" only available to VIP clients (who include everyone on your email list.)
Whether it is a TV show or your talented services, a marketing plan that plans for the serving of a second glass will keep 'em coming back. Do you have a favorite second glass that you like to serve to your clients?
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