| Have you ever gone to a fast food restaurant and | | | | dollar amount. You could also offer discounted lift |
| ordered a "value meal" a fixed price combo that | | | | tickets or lodging at popular ski resorts. Combine the |
| usually includes a sandwich, fries, and a beverage? | | | | ski sale with a waxing service and adjustments the |
| Chances are, you have. What you may not have | | | | following season, a great way to get them back in |
| realized, however, is that your lunch was an example | | | | your store a year from now. |
| of one of the most powerful marketing tools your | | | | No matter what type of business you're in, you could |
| business has: strategic packaging. | | | | put together a package that will give you a |
| Most business owners don't appreciated or | | | | competitive edge. For example, mechanics could |
| understand how easy and powerful packaging can be | | | | include an oil change with every comprehensive break |
| in their business and marketing activities, regardless | | | | job or car wash coupons with every tune-up. You |
| of the type of business they're in. Strategic | | | | could also offer products along with your service: a |
| packaging is simply the combining of products and | | | | dentist could offer a new toothbrush with every |
| services to make what you offer to your | | | | cleaning; a hair salon could offer shampoo and |
| marketplace so irresistible, so incomparable, so | | | | conditioner samples with every haircut. The |
| compelling that it becomes almost impossible for your | | | | possibilities are endless. |
| prospects and customers to say "no." | | | | Your challenge and goal in your business is to identify |
| The essence of packaging is to give such a high | | | | and focus on all the different products or services |
| perceived value, people cannot help but want to buy. | | | | you can package together to make a more |
| This not only attracts new customers, but also helps | | | | appealing, exciting, value-oriented purchasing |
| you sell more to existing ones. | | | | proposition. |
| How do you get such a good value? First you have | | | | Strategic packaging gives you four competitive |
| to identify what I call "the cycle of business life." This | | | | advantages: |
| is simply the logical progression of buying activities | | | | * It makes your product unique, different, more |
| that people will normally engage in prior to, during, | | | | appealing. While everyone else is offering a generic |
| and after they buy your product or service. | | | | commodity, you're offering a unique proprietary |
| Think about your typical customer. Write down | | | | package. You're offering a different configuration, a |
| everything they're likely to buy prior to calling, visiting | | | | different look, a different combination. More value for |
| your business, or Web site. Next, determine what | | | | the customer's dollar. |
| they buy and how much they usually spend. Write | | | | * It makes decision-making easy. Your customer |
| this all down. Write down or input into your database | | | | doesn't have to wonder where to go for his or her |
| everything they're likely to buy afterward, both | | | | next purchase. It creates a turnkey operation. |
| products and services. | | | | * It's guarantees the consumer that he or she can |
| Now ask yourself, how can I combine my product or | | | | trust all the elements of the package. Remember, |
| service with the item that normally coincides with or | | | | always guarantee the package you're offering. |
| follows mine. For example, suppose you sell sporting | | | | * It gives the customer, greater value. Instead of |
| goods. It's winter, so skis are probably going to be a | | | | having to cut your profit margin on your product or |
| big seller. What else is the consumer likely to buy | | | | service, you can get full profit on your product when |
| right before, during, or after purchasing a pair of skis? | | | | you throw in two or three other products or |
| How about a pair of ski boots or a ski jacket? They | | | | services that you reduce your profit margin on. |
| might be thinking about buying a ski hat or a pair of | | | | When you offer strategic packaging your customers |
| gloves. A little further down the line, they might be | | | | get a very high perceived value, because they feel |
| interested in lift tickets at nearby ski resorts | | | | they're getting savings across the board on all the |
| Any of these items or follow-up services could be | | | | products they're getting in the package. It's a win-win |
| used in a packaging or add-on strategy. For example, | | | | situation. Your prospects and customers get the |
| you could offer a free pair of top-of-the-line goggles | | | | value they want and you improve your bottom line. |
| with every pair of skis you sell. Or, you could include | | | | Copyright©2006 by Joe Love and JLM & |
| a set of poles with any ski purchase over a certain | | | | Associates, Inc. |