Using Continuity In Your Business For Guaranteed Income
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We could easily spend days talking about the masterful marketing techniques of the cruise industry. If you’ve never been on a cruise and you get the chance, you should take it. There are great marketing and business lessons to be learned on cruises. Just watching and paying attention to how they market everything and thinking about how it pertains to your business can make the cruise so worthwhile.
This isn’t about selling you onto a cruise. This is about lessons learned just by watching what others do. The cruise industry is an industry that really capitalizes on what they do.
First, they work with a very targeted audience, whoever is on their ship. Now as a business owner, you might be thinking that’s only about a couple of thousand people, and you’d be right. So it’s important to the cruise line to capture that market and make the most of it every time they leave the port area.
One of the ways they capitalize on their numbers is by using continuity strategies. Take for example drinking on a cruise. They offer a drink of the day, every day. It’s a different drink every day and it comes in a souvenir cup. They charge you about $1.50 to $2.00 more for the drink in the souvenir cup, but you get to keep the fun cup they served it in.
Now, it’s a cruise, so you have to remember, people are on vacation. Most people will have a drink, or two, while they’re on vacation. Not everyone will drink alcohol so the cruise line also offers a soda club for guests. The point is, by offering this little bonus at just a small cost, they monopolize on the limited market available to them.
The cruise ships have a variety of services like this. They offer things like wine clubs, dinner clubs and soft drink clubs. They also offer pictures and all kinds of items you can buy just so you can remember your time on their ship. They provide all of these things at a small additional cost to you. So, even if only a small percentage of the people take advantage of their offer, and even if it’s only a dollar or two more per person, those additional profits can add up very quickly.
What extra services can you offer in your business that could get you a little more profit from clients who are already paying you for other things? What are the conveniences or little things you can provide your clients, for just a little bit more money than they’re already paying? Where is the hidden money in your business? Find it. Deliver these little conveniences or bonuses for that little bit more and see your results, and your profits, really soar.
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About the Author
Diane Conklin is an author, entrepreneur, coach, consultant, event planner, speaker and copywriter. Diane is a direct response marketing expert who specializes in showing small business owners how to integrate their online and offline marketing strategies, media and methods, to get maximum results from their marketing dollars. Diane also shows entrepreneurs and small business owners how to outperform their competition by measuring their marketing, and strategically use multi-media campaigns to stand alone in their marketplace as the go-to provider for their products and services.
She is the co-founder of Complete Marketing Systems and for more than 15 years has been showing small business owners how to start, build and grow Information Marketing businesses where they take knowledge they already possess and turn it into passive, ongoing, leveraged profits.
Through her company, Complete Marketing Systems, Diane helps event promoters market, plan and manage their live events, workshops and seminars, using cost effective, multi-step marketing strategies that put butts in seats, without the promoters losing theirs. As an Event Marketing & Planning expert, Diane has planned and produced multiple events grossing over $1,000,000.00.
As a business and marketing strategist, Diane has been involved in numerous campaigns grossing over $1,000,000.00 in sales several times in her career.
Diane has proprietary home study systems, coaching programs, and provides done-for-you services in the areas of Social Media, Information Marketing, Direct Response Marketing, Direct Mail and Event Marketing, Planning and Management.
As a speaker, Diane has shared the stage with the likes of Joan Rivers, George Foreman, Dan Kennedy, Bill Glazer, Lee Milteer, Harry Dent, Lee Phillips, Fabienne Fredrickson, James Malinchak, Dov Baron, Peggy McColl, Marshall Sylver, Alex Mandossian, Marie Forleo, Barbara Corcoran and many others.
Diane was voted Information Marketer of the Year for her innovative marketing strategies and campaigns.
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