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2. HOOK PRODUCTS BASICS Using favorites to make people come to you
•
Select or develop the ‘hook’ product, use market research, if needed
•
Position and promote the product to the targeted audience
•
Prepare accompanying offerings that you can sell with the hook product to take advantage
of the incoming customers be willing to make little or no money on the hook product
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“The only place where you can get ….”
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“We have the souvenir that you cannot leave Hawaii without ….”
WHAT
WHEN
HOW
E.g.
•
You have or can come up with a ‘special’ product that differentiates you and entices
people to come
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You have nothing special that makes your store appealing, then coming up with a ‘hook
product’ may be a way to go Developing or just promoting existing
products or services that are so wanted or unique that they can attract potential
customers to your store if communicated
We have FREE SLURPEES. Because it’s the 40th
Slurpee anniversary.
So head over to 7-Eleven
TRAFFIC PROMO 2
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Hook products are an item that will attract people to come to you. They do not have to be the most profitable part of your business. They do not even have to sell too much. But,
they must make your store famous and motivate people to come to the store.
Regardless of how much money 7-11 actually makes or does not make on Slurpees, it surely attracts people to their stores or at least it did at some time, and especially if that
product is connected to some special anniversary promotion like the example in the picture above. Whether or not Slurpees are a profitable product, customers who do
come to get it end up purchasing other products that may be more profitable. A lot of these people would not have shown up at the store at all, if they had not said to
themselves: “Let’s go get some Slurpees.”
Slurpees are not the best example in terms of natural products. But we are sure you can come up with analogies relevant for your business. Actually, could you sell Slurpees,
even if that product did not fit your store’s overall concept? Why not ―if it attracts more
potential customers to whom you can subsequently sell other products?
– 2.2 PROMOTION: Traffic Promotions –
Would a hook product work for your business? What are some
possibilities for one?
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3. COUPONS BASICS Using freebies to make people come in
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