Willow rose I have read some of your posts and you seem a smart cookie... However the above.... Is you not thinking this through... that or lack of understanding... They had an amazing day! They made money and booked many more customers. Am wondering if you missed the point? :idea:
Sorry renewing my vows in sunny sicily so no SG for a while hence delay
The vast majority of experiential loss leading marketing events are invitation only so that you only target those you deem a suitable client base. The problem with in store campaigns using this model is that you can't target a particular sub section of the public as your doors are open.
On a high street you end up with an influx of inquisitive & aimless people. The psyche of those who attend is not conducive to the goal. I wouldn't attend the launch of a polish whatever the free gift - my customers wouldn't either - we're busy people hence the disposable income. Those that would are likely to be on a limited income or equally those who wouldn't dream of a regular salon beauty regime but would see the freebie purchasing perk as a luxury one off treat.
This isn't just my opinion. There have been quite a few large CBA studies on in store marketing initiatives of this kind & the general consensus is: great for brand awareness/instant sales rubbish for long term appreciation & patronage. Services marketing is far more complex than product marketing.
Whilst courting these prospective "clients" my launch would be disruptive, invasive & loud. Add to this the fact that many find hard selling distasteful - I certainly do - and I am likely to alienate my existing customer base.
Even if the launch sold 100+ V. Well, the profit percentage is fine, but the £ figure is inconsequential when compared to using the diverted staff on paying clients or promoting pretty much any other retail product I stock. This coupled with the stock issues mean it just isn't cost effective to promote V to that extent. I'm very happy with V. But in my opinion it is not worth a dedicated marketing budget & day long event.
Geeg states everyone offered a free service has returned to her forever more. She is considered the top of her field. They return for her expertise & it isn't really comparable with an unknown beautician offering a forgettable but free & hastily applied file + polish in a wirral salon.
It's good to have fun. But I'm in business to make money. 3 months from now were they to assess the medium term impact this strategy had I would suspect the answer would be pretty much nil. I am doubtful that the low value spur of the moment appts booked in a pressurised atmosphere will actually translate into new permanent clients. Certainly marketing history suggests it doesn't work.
As a side-note there is a real trend for suggesting someone lacks knowledge when there is a difference of positions. Not good :sad: