How would I market a business where most customers only come back once?
I'm helping a business think up ways to market their stunt driving experience business. It costs nearly nearly $300 for the most expensive package, but there are two other cheaper options. This is kind of expensive for four hours of entertainment, but it's a huge rush for people. This is something a customer does once, typically. However, the company offers advanced stunt driving, too, in case customers want to come back to learn how to do new stunts. I think the cost is the same, but I don't know for sure.
That should tell you basically how the business works. How would one market such a business? It needs to be new sales, mostly, because repeats are probably hard to come by. In Canada, the company has plenty of business and it took it 2-3 years to build the business up to where it is today. The company has had events in Dallas for a year, I think, but they're not getting as many customers as they'd hoped. They've had the most success with groupon-type promotions, I think.
What are some good ways to promote a business like this?
Thanks so much for your help.
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How about a 5 touch greeting card campaign including a thank you, birthday, holiday, and 2 or more promotional cards through out the year? Gifts can be included with the cards. And incentives for referrals.
You have a few options...1. Increase Customer Value
This is where you offer upsells and cross -sells to your customers (this is of course while they are in the process of booking a stunt driving lesson. Think if McDonald's.) Ask people if they want to upgrade to the xyz package for only x amount more. Offer pictures, videos.
2. Network With Other Businesses in Related Industries
You promote me and I promote you type of thing. Think about sky diving, bungee jumping, rock climbing, paragliding, etc.. I'm not familiar with this niche, but you want to align yourself with other types of businesses your target audience are likely to frequent.
3. Set Up Booths at Trade Events
There are all kinds of trade events year round. Find the ones you're likely to see your target audience frequent and set up a booth.
4. I'm assuming this is a big establishment. If that's the case, they should turn a room into a meeting place or a place where people can book for banquets, birthday parties, etc.. They could even have parties centered around stunt driving lessons for everyone in the party. This will get the business ultimately more customers.
5. This company should be getting their customer's email addresses at the very least. This way you can email them of special events.
You really got to think outside the box on this one.
I find delivering "Added value" with ongoing options Help my consultancy practice. On completion of a project I always offer existing clients short ongoing telephone or short email advice for no charge. These short exchanges often develop into fresh assignments.
My friend has a resturant she often invites old customers for free early evening snacks and a glass of wine. This cost is off set by those who stay and eat for the evening and good will from those who return at a later date.
To Give is to receive.
I would be happy to work with you on a direct marketing campaign -- postal, email, phone or any multichannel combination -- to help drive traffic to your events. Campaigns driven around the holidays, Fathers Day, Graduation, etc. would be ideal.
Simply run a promotional package for the first group of customers who patronize the product and if possible introduce an 'after sales' service in addition to the promotion. I believe this will encourage and motivate people to increase your turnover.
Sky diving seems to market their product in a couple different ways that Prove work. One: they sell the full experience offering Videos, Photos, and Courses. Bringing something back home to show the Facebook friends, and family is a great way to influence new customers. Two: Gift certificates. Just like a store. One of the best gifts you can give is the gift of a new experience. Check out http://www.skydiving.com/, they have a similar market to fill, and seem to do a good job of it.
Sounds like a fun business.
You need to first understand the target customers or buyer personas. The more you understand who and why they buying this service, the easier it will be to implement a strategy coupled with the right tactics to reach your goals.
For a business like this, every customers experience is an opportunity to capture content and leverage the social networks they each have.
Without knowing enough about the business I would do a campaign that records every customers experience. Use a go pro in the car or something and when the customer is done, provide a link to the video that they can share with their social networks. Add some type of referral incentive to encourage them to promote it more. Customers will love sharing their video.
This is just one strategy.
Would love to work on this with you as it's right in our niche.
Give me a shout and we could talk it through more if you like.
Actually to me it sounds pretty cheap for 4 hours of excitement. I have threw away 300 bucks on a lot less many times but the problem here is if YOU think it is expensive then your marketing reflects that. So get it in your head that it is a GREAT VALUE and an EXPERIENCE you will want to tell your friends about.
This just begs for video, I am sure you make videos for all your customers so do a daily highlights video and put it on you tube and make sure you start with action, then do short interviews with the customers (nothing sells as good as a testimonial).If you don't already do it put cameras in the cars to capture your customers experience from not only outside the car but from inside too.
Post these everywhere, get the local newscaster to come out for a free ride and they can film and show it on the news.
This sounds like a fun product to market, I would even do some local stunt shows for free at local tracks just for the advertising value. There is a world of ways to market this. Revel in it, its rare not to have to sell a boring product like most of us!
I would agree with Kyle and Hazel.
You are in a niche market, so I do not think price is an issue (especially in the US with a 300 millions consumers market. There are a lot of sport driving experience (formula, Ferrari, Porsche...) that are more costly in smaller markets (especially here in France) and seem to work.
So if I was their communications director, I would try a three fold approach :
Corporate or package (smartbox or equivalent) is definitively a way to explore as your activity can make a very surprising gift.
Then I would explore the journalists. You are on a very specific activity that appeal to car or driving connoisseur. So a press trip with a selected group of journalists (car, entertainment...) could get you some very positive cover in media read by driving fans .
And I would also explore the endorsement : As you are talking about stunts, try to have a well known Hollywood stunt man and use him as a reference. If he could be present when you do your press trip, this would even increase the leverage of your operation.
Finally always remember you are in a niche market (not one of a single try customers) and you then need specific programs or actions, do not spend money on mass media, that would be a waste of budget and time. And of course, all this applies to both On Line and Off line media.
Wish you the best and a great Thanksgiving.