The NBA Offers Some Of The Greatest Entertainment On Earth… Here’s How To Make It Even Better.
The NBA May Be A Billion Dollar Entertainment Empire…
But That Doesn’t Mean It Can’t Be Made Even Better.
By Rich Harshaw
Note: This article is part of Monopolize Your Marketplace’s ongoing “Outside The Lines” series, which feature ideas, strategies, and case studies from OUTSIDE the remodeling industry, with suggestions of how to implement those ideas into your contractor marketing efforts.
One Sunday afternoon in 1979, my dad sat me down in the living room for a life changing father-son talk. “Son,” he said in the most patriarchal tone he could muster, “I am about to show you something that will have a profound impact on your life. You must hold what you are about to see as sacred.” My nine-year-old mind raced with anticipation as I speculated what family treasure might be bestowed upon me.
My dad then walked over to the TV, pulled the knob to the “on” position, used the pliers to change the channel (you know what I’m talking about!), and I caught my first glimpse of “Dr. J,” otherwise known as Julius Erving, the greatest player in the history of basketball. My eyes bugged with Christmas-like wonder as dad explained to me the difference between mere mortal basketball and how the Doctor operated on the court.
At least that’s how I remember it. I was hooked immediately.
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The Artists Are Starving Because They Fail To Implement The Simplest Marketing Technique: Name Capturing.
If You Fail To Capture Contact Information From Prospects,
You’re Killing Future Sales—And You Don’t Even Know It.
Written by Rich Harshaw.
Note: This article is part of Monopolize Your Marketplace’s ongoing “Outside The Box” series, which feature ideas, strategies, and case studies from OUTSIDE the remodeling industry, with suggestions of how to implement those ideas into your own contractor marketing efforts.
A few years ago, a guy from a local Chipotle knock-off called “Planet Burrito” dumped a stack of coupons off at my office. Each paper in the stack actually included three separate coupons… two of them were for “Buy One Get One Free” and the other for “Free Entree With Drink Purchase.” Since their burritos cost about $7 each, the coupons were actually worth quite a bit. In fact, the bearer of the “Free Entree With Drink” coupon could actually walk in there and eat a full meal (with a drink, of course!) for a paltry $1.66 including tax.
So what did we do? Naturally, half my staff and I ate at Planet Burrito for free or half-price for most of the next month. It wasn’t our fault the guy gave us practically infinite coupons. We actually started to feel a little bit guilty. Especially when we looked around and saw that most of the other customers were getting out of there for less than two bucks.
So… did Planet Burrito ever once ask me for my name, address, or email? Of course not! They did have an offer on the back of the coupons for a free cruise drawing. Unfortunately, the part where you fill in your name was opposite of the coupons that the cashier would tear off (leaving nowhere to write your name if you did want to enter the drawing), and the cashier never did ask us to fill anything out.
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There Is A Ton Of Cash Sitting In Your File Cabinet Just Waiting To Be Liberated.
Dentists Are Notoriously Lousy Salespeople.
If A Patient Doesn’t Come Back For Additional Treatment,
They Don’t Do Anything. Unfortunately, You Don’t Either.
Written by Rich Harshaw
Note: This article is part of Monopolize Your Marketplace’s ongoing “Outside The Box” series, which feature ideas, strategies, and case studies from OUTSIDE the remodeling industry, with suggestions of how to implement those ideas into your business and contractor marketing.
Dentists are notoriously lousy marketers, which probably explains why we get so many of them calling us looking for help. Understandably, they’re always anxious to find as many new patients as possible. After all, the more new butts in the proverbial seat means more teeth to fix and more money to make.
But new patient generation isn’t where the real money is in dental marketing—it’s in their file cabinets.
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