Some years ago, the marketing team behind Toys ‘R’ Us in the United States, had a great idea. It provides a lesson, which everyone reading this can benefit from.
Here’s what they did
They sold Pampers, in store, at cost price.
Clever eh?
They were easily the lowest priced Pampers anywhere. So, eager parents rushed to Toys ‘R’ Us to buy them. These busy parents usually went along with their young children. The children would naturally head straight for the section where their favourite toys were and then ask their parent for a toy. A kid in Toys ‘R’ Us, who spots a toy they really want, will try everything to get their parent to buy the toy.
- Did every parent cave in and buy a toy? No.
- Did enough parents make additional, high profit purchases as a result of the zero profit Pampers offer? You bet!
Here’s where you come in
When was the last time you did something creative with your marketing?
One of the reasons so many small business owners find that their marketing is ignored, is because it’s too linear. Too predictable.
Here’s a suggestion. Have a think about the magic behind that Toys ‘R’ Us Pampers offer and see if it sparks an idea, which you can adapt for your business.
You may surprise yourself… and your customers.
Here are some tips to help you find creative answers for your business.