I was talking with a mate of mine today who is a well-known marketing guy. He’d read the entry about the car window signage
and I was asking his if he ever recommends things like that to his clients.
I was also interested to know if he thought the price was too high or too low.
His answer was fascinating:
1. He recommends everything to his clients – “Try everything!” he tells them.
He says some things work for some business, others don’t. He has 1 client who pulled in a huge client from a $30 ad in one of those free community newspapers. The same client gets no joy from a $4,000 ad in the big city papers.
“To be successful all you have to do is test and measure. If it works, keep doing it. if it doesn’t work, stop doing it. 95% of businesses have no idea what brings in the business,” was his advice.
All you need is the right customer to see you’re sign and it can explode your business.
2. Re our price being too high or too low – he told me it was a stupid question! (Bit rough I know!).
“Nothing to do with price. If the car window signage pulls me in $100,00 worth of profit a year then I’d happily pay $50,000 for the back windscreen to be covered.
If the window signage pulls in $1.50 in business then I wouldn’t want to pay $2 for it.”
“It has nothing to do with the price, it’s all about the value.”
Hope that’s been of interest.
Keith
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