Mr. Michael is a famous acute son. He saw my eyes staring at the window, drinking coffee slowly. He seemed impatient. I understand his feelings at this time, but can not solve the problem what is urgent, it needs long-term perspective.
Michael was an old friend of mine in an American dessert shop. This time he asked me to find me. I asked me to help him. His dessert shop was not good at business. Day, he had a free cinnamon roll test, poster also posted, two shop assistant also stood in the doorway for a few days, but not many customers into the shop to taste it, at the moment, he was worried about it.
I took the coffee and looked out of the window. I was not idle. I was watching the people coming and coming in the street. I found that most of the pedestrians were not interested in the free trial. They almost didn't look at it, but they sang the American country music on the street side of the dessert store. The beggars in their sweatshirts were interested, stopped listening, throwing money, and applauding. The Kung Fu began to make a lot of people, and the more it was, the more Michael's dessert shop was cold and depressed, and my old man, Michael, mumbled, "my shop." No customer is affected by that beggar. He must be driven away. His voice had just fallen. Suddenly an inspiration burst out in my mind. I was not excited. Why can't we work with that beggar outside? Michael was surprised to see me, we can use that beggar's popularity to drive your dessert store's passenger flow, and lend the beggar's hand to the passers-by to pay the coupons for the dessert shop cinnamon rolls. However, we must weaken the marketing trail. First, we should change the free trial to free, and then design a story logic. The whole story is reasonable, and the logic of the story is designed to call for good deeds in the Michael dessert store, and today van beggar has a free taste of cinnamon rolls for the beggar's money and money.
I said here, Michael screamed, repeatedly praise, decided to do so. I went out to find the beggar, said the beggar, said it to the beggar, and promised that he could eat a free dessert at our dessert shop every day, with a focus on the benefits of this cooperation, although it was a matter of fact, though Business behavior, but for beggars is not a bad thing, and a lot of benefits, on the one hand, he can not spend money every day to eat delicious dessert, and more important, through such cooperation, can greatly increase the income of his begging. After listening to my words, the beggar agreed at once.
It is not necessary to do so much. Only two kinds of materials are made. One is a free voucher given by a beggar to a passer-by, and the other is a hand-painted set of cards placed in front of a beggar.
Free voucher theme copy:
It's faster than God to give you a blessing
A love, a moment of sweetness
(with small copywriting)
The handwritten vertical brand theme copy in front of a beggar.
Thank you and Michael's dessert shop
(with small copywriting)
Free tasting coupons are offered by beggars for charity, and they tell passers-by to taste desserts for free to Michael's dessert, and the passers-by can go to the store to taste cinnamon rolls free of charge.
In this way, we did the activity for two days, and the result was better than I thought. The dessert store was full of guests for two days, and the passenger flow continued. In addition to tasting, more is the consumption. In fact, these are all in my anticipation, to my expectation, second days, this matter was reported by the local mainstream media. Michael's dessert shop is so hot on the Internet that it is so hot, the fire is in a mess, Mr. Michael laughs open the flowers, and the beggar certainly makes a full bowl, the income is several times in the ordinary days, and after that, it can also eat dessert free of charge. For him, he falls a big pie on the day. I also have been interviewed by many local marketing media because of this case, and then I have been looking for more people to help me. If I am in China, I must be rich, but not abroad, the reason is not to be said.
In fact, the reason why this matter can be achieved even exceeded our expectations, mainly in the following aspects.
First, to cater to the audience's curiosity, or to boil down to a "strange" word, strange, strange, will arouse the audience's attention, this thing, for the audience, they are the first time to see, help beggars can eat so delicious cinnamon rolls.
Second, this can be done, to a large extent, because "love has encountered a cheap Heart", standing in the angle of the passer-by, to beggars to give 50 cents, but also to eat the value of 100 cents in cinnamon rolls, as a good man, and got the benefits, why not?
Third, this event can eventually expand from a point to a point. The most important reason is the continuous fermentation of events. Whether it is for marketing innovation or because of touching the public welfare, it is a news event that is sublimated from a commercial promotion, and it is the key to the success of this event as a marketing staff.
By the way, I also got the privilege of getting to Michael for free to eat dessert every day, but I had never met the beggar, Michael said, he had come several times, but it had not come...
