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Offline - Company with 500,000 people in front every day. How to sell more? How to get attention?

by dragondf
10 replies
I need to create a marketing plan to an offline business company (yes, it is online, too: facebook, site, etc.). It sells a lot of categories of products. Electronics, mobile phones, appliances, supplement food, perfumes, mattresses, shoes, etc. Something like Best Buy but not so big.

It is located in a Bus Station (metro + bus).

I am planning to use:
1. Radio (there is a radio in this bus station)
2. Pamphlet
3. Each day of the week promotions for 2 or 3 categories..
4. Gifts for people who fill a register. Maybe a pen or anothing cheap thing.
5. Sign resellers (they will work to sell and get comissions)
6. Create a large puppet (mascot) to walk among the people.
7. Use beautiful girls to talk to people about the promotions of the day.

I am talking about 500,000 PEOPLE walking in front of a company, ok?

People are there almost every day. They work, right? They need to pass by there.

What do you imagine I can do in this case?

This is the BIGGEST offline service I got and I really want to make it sells a lot. More sales, more comissions to everyone.



Suggestions?


Update:

I will insert a few pics to give a better idea of the place.
The bus station has not a REAL radio, but a System of Sound (speakers) with music and where you can hear adverstisements.
People in the line, waiting for the bus, will be hearing the speakers.


Please take a look in the Attached files.


There are 4 streets near the Bus Station where I imagined to use Banners to people inside the cars read the promotions.
#500 #attention #company #day #front #offline #people #sell
  • Profile picture of the author Rus Sells
    I think proximity marketing is the perfect solution for you. Google it to learn more.
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    • Profile picture of the author dragondf
      Originally Posted by Rus Sells View Post

      I think proximity marketing is the perfect solution for you. Google it to learn more.
      Hum... I have never read about it before. I will read about it NOW.
      Thank you for your suggestion.
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  • Profile picture of the author savidge4
    No offense really but did you goto the Barnum and Baily school of advertising?

    You really need to look at a few things.

    #1 how does the average walker by get there?
    #2 what would be the best media choices for those people?
    #3 if you could think of 1 offer and 1 only to boost sales what would it be?

    Let me answers those for you...

    #1 THE BUS
    #2 Interior BUS signage - people riding the BUS do not listen to the radio
    #3 FREE DELIVERY on bulky items with INSTORE purchase

    Drop the Circus concepts and find the media that BEST fits the target audience. And then provide an offer that benefits the customer.... they cant get a washer dryer home on the BUS.

    These 500,000 people walking by.. what do they all have in common. they have been working all day, and they just want to get home... but wait, they forgot their anniversary, or their kids birthday or they are late for a family this and that... they need a gift ASAP... your store is full of them. window signage to the same effect would be beneficial.

    Stop "Trying" to think out of the box... get in the box first, THEN manipulate the box later.

    Originally Posted by dragondf View Post

    I need to create a marketing plan to an offline business company (yes, it is online, too: facebook, site, etc.). It sells a lot of categories of products. Electronics, mobile phones, appliances, supplement food, perfumes, mattresses, shoes, etc. Something like Best Buy but not so big.

    It is located in a Bus Station (metro + bus).

    I am planning to use:
    1. Radio (there is a radio in this bus station)
    2. Pamphlet
    3. Each day of the week promotions for 2 or 3 categories..
    4. Gifts for people who fill a register. Maybe a pen or anothing cheap thing.
    5. Sign resellers (they will work to sell and get comissions)
    6. Create a large puppet (mascot) to walk among the people.
    7. Use beautiful girls to talk to people about the promotions of the day.

    I am talking about 500,000 PEOPLE walking in front of a company, ok?

    People are there almost every day. They work, right? They need to pass by there.

    What do you imagine I can do in this case?

    This is the BIGGEST offline service I got and I really want to make it sells a lot. More sales, more comissions to everyone.



    Suggestions?
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  • Profile picture of the author dragondf
    @Rus Sells
    Promity Marketing looks like a good option, but I do not believe we will have people with Blutooth or WIFI "ON" to receive SPAM. I have never read about it in my country. Maybe we can be the first to try it.
    I could not understand how people will receive a message in their mobile phone with something like:
    "Would you like to get a 20% of discount coupon?"

    I am not saying it is not a good idea, ok?
    I am saying it is not common here (Brazil), so I could not know if people have mobile phones addapted to this kind of marketing.

    --

    @savidge4

    No offense. All ideas can be good suggestions.
    Thank you for expose your idea and your point of view.

    1. By bus and by metro.
    2. Pamphlet can be good in this case as they are NEAR the store. And people will be waiting for the BUS or METRO for at least 15 min. I can use this time to talk about the COMPANY or about "How to get Fit" (with a few of our products).
    And people waiting for the BUS will listen the radio. It is a BUS station.

    3. The idea of the FREE DELIVERY is a good idea to BULKY items.

    They are there waiting for the bus. They are wanting to go to home. But as they are consumers, they are waiting for a GOOD promotion to buy anything. Inclusive what they do not need.
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    • Profile picture of the author savidge4
      Originally Posted by dragondf View Post

      @savidge4

      No offense. All ideas can be good suggestions.
      Thank you for expose your idea and your point of view.

      1. By bus and by metro.
      2. Pamphlet can be good in this case as they are NEAR the store. And people will be waiting for the BUS or METRO for at least 15 min. I can use this time to talk about the COMPANY or about "How to get Fit" (with a few of our products).
      And people waiting for the BUS will listen the radio. It is a BUS station.

      3. The idea of the FREE DELIVERY is a good idea to BULKY items.

      They are there waiting for the bus. They are wanting to go to home. But as they are consumers, they are waiting for a GOOD promotion to buy anything. Inclusive what they do not need.
      If they are waiting for the bus, they are not going to turn around and goto the store. You have to think branding. so not only IN the bus but the exterior of the BUS as well maybe an option ( 15 minutes of watching buses and the stores message drive by ). I don't know about Brazil, but the most expensive advertising you can do ( in my market anyways ) is Radio.

      You need to think in terms of getting into their daily routine. They get on the bus they go to work. they got of off work they get on the bus. There is a closes cycle there that you need to break.

      Does the store sell items that are needed on a daily basis? TP, Milk, Baby food? Introducing the idea of saving time by stopping and getting the essencials before they get home. You are trying to change a behavior... a pattern. one that you want them to include using the store.

      On the way home it would have to be one heck of an offer to make me miss my bus and have to wait what 30 more minutes... an hour for the next one? And I just cant believe you could make that kind of offer on a daily basis, probably not even once a week. You need to look LONG TERM.

      Again you need to focus on branding.. you need to develop one hell of a Mardi Gra team ( or Carnival team ). You need to be so a part of these people lives that when they think of a product.. they think of you. not that you will understand, but if in the USA if I were to say "I in need a cheap tv" most people will respond "Walmart". You need to develop the same thing.
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  • Profile picture of the author dragondf
    They usually can be approached while they are going to the line. So, they come from somewhere else and by walking go to the BUS/METRO STATION. I imagined it could be a good option to get them in the entrances of the bus station.

    About radio: in fact it is not a radio. It is a kind of speakers\ht installed in the bus station. People will hear it because they will be doing NOTHING in the line. Just waiting the bus to open its doors.

    "
    Does the store sell items that are needed on a daily basis? TP, Milk, Baby food? Introducing the idea of saving time by stopping and getting the essencials before they get home.
    "

    No, it does not.


    "in the USA if I were to say "I in need a cheap tv" most people will respond "Walmart". You need to develop the same thing."
    For this reason I am trying to create promotions to different categories each day. So, it can be there in a daily basis. People need to know that tomorrow that price will not be there anymore.




    I have just updated the FIRST topic with a few pics of the place. Maybe it can help to give a better idea of the area.
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  • Profile picture of the author Rus Sells
    Proximity marketing via Blue tooth or wifi is all permission based so the user doesn't get spammed at all as they either choose to accept or reject.

    While it hasn't taken off in the USA it's been used for several years now in the EU so it definitely isn't something new.
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    • Profile picture of the author savidge4
      Here is what I think you are missing. What you are thinking of doing ( going out handing out fliers, having "daily" specials" ) is not sustained marketing. If you do that or 2 weeks and have some success that's great, but what happens the week that you don't?

      That type of marketing, and you being a person / company are placing yourself into a position that can be replaced with an employee. There is no reason to pay you more than what you are worth, if they ( the management, can replace what you do with an employee at what $3.00 an hour ( 6 reais )?

      I would think you need to look at sustainable marketing concepts. ones that work when there physically not someone there to hand out a piece of paper. Sure there is a loud speaker system.. and that's great but again.. if you are waiting for your train are you going to turn around and go to the store? The answer weather you like it or not is probably no.

      What you need to look at doing is getting in on the pre purchase side of big ticket items. day after day if the potential customer sees your signs. sees you sell this that and the other. Their Refrigerator breaks down. All those signs kick in, AND its easy for them to stop in after work, on their way to the train. Make the purchase and get free delivery, and then go home. Its painless for them. its not an ordeal its, CONVIENIENT.
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      • Profile picture of the author dragondf
        Originally Posted by savidge4 View Post

        Here is what I think you are missing. What you are thinking of doing ( going out handing out fliers, having "daily" specials" ) is not sustained marketing. If you do that or 2 weeks and have some success that's great, but what happens the week that you don't?

        That type of marketing, and you being a person / company are placing yourself into a position that can be replaced with an employee. There is no reason to pay you more than what you are worth, if they ( the management, can replace what you do with an employee at what $3.00 an hour ( 6 reais )?

        I would think you need to look at sustainable marketing concepts. ones that work when there physically not someone there to hand out a piece of paper. Sure there is a loud speaker system.. and that's great but again.. if you are waiting for your train are you going to turn around and go to the store? The answer weather you like it or not is probably no.

        What you need to look at doing is getting in on the pre purchase side of big ticket items. day after day if the potential customer sees your signs. sees you sell this that and the other. Their Refrigerator breaks down. All those signs kick in, AND its easy for them to stop in after work, on their way to the train. Make the purchase and get free delivery, and then go home. Its painless for them. its not an ordeal its, CONVIENIENT.

        I have to thank you for all your considerations.

        I am trying to creating something that will work for a long time. But I think it is a good idea to create a way to make people REMEMBER the company for its promotions or for what it sells.
        If the products are not big, people can get them and go with them in hands. If BIG, it is a good idea to deliver.

        I am trying to think in options.

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    • Profile picture of the author dragondf
      Originally Posted by Rus Sells View Post

      Proximity marketing via Blue tooth or wifi is all permission based so the user doesn't get spammed at all as they either choose to accept or reject.

      While it hasn't taken off in the USA it's been used for several years now in the EU so it definitely isn't something new.

      To say you the truth, I think the Proximity marketing is amazing and can be really very very useful to me. I think I do need to buy a hardware and start a few tests.
      Do you have any recommendations?

      I have just whatched a few youtube videos about it.
      No paper. I do not need to pay BEATUFIFUL girls, etc.

      I loved this idea, man. If it works I will be here to ask your paypal's account.
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