Case Study: Harry Rosen’s 10 Smart Marketing Strategies – Part 1 of 3
Want to be a smarter marketer?
Then watch what other smart marketers do…and borrow their marketing strategies.
Case in point: I received a smart direct mail letter the other day.
It was from Harry Rosen, a high end clothier I frequent.
That apparently simple 4-paragraph letter represents 10 smart marketing strategies you can borrow for your own business.
And I’ve summarized the first 3 of them below, just for you!
Marketing Strategy #1: Build A List
The only reason Harry Rosen could send me this direct mail letter is because I’m on their list.
That means they invested the time and effort to set up a system for capturing my contact info at some point in their sales process.
Have you invested the time and effort to set up a system for capturing your prospects’ and customers’ contact info at some point in your sales process?
That’s the only way you can be smart like Harry Rosen, and keep in touch with your people later on!
Marketing Strategy #2: News Jacking
Harry Rosen is smart enough to know to start with the conversation already going on in the prospect’s mind.
That’s why they did NOT begin the letter by talking about THEIR business.
Instead, they began the letter by talking about MY business…and by ‘business’ I mean ‘what’s going on in my world’.
In this case, they use a marketing strategy called news jacking.
Here’s how you use news jacking:
- Find a hot news topic that’s affecting your prospects.
- Find a connection between that news topic and your offer.
- Begin your interaction with the prospect by reminding them of the news story and why it matters.
- Use the news story to ‘bridge’ to your offer.
Here’s how Harry did it:
“When I take a look around the world, I see that it’s the same everywhere: countries trying hard to jump-start their economies. Canada is no exception. At Harry Rosen, we’re inspired by their efforts and have decided to follow suit (temporarily) and embrace the notion of our own fiscal stimulus. We are calling it Harry’s Stimulus Package…”
See what they did?
- They found a hot news topic: stimulus packages.
- They found a connecting between that topic and their offer: they’ll offer their own stimulus package.
- They began their interaction with the prospect by talking about the news story and why it matters.
- They used the news story to ‘bridge’ to their offer: “Look! We have a stimulus package too!”
Stories are irresistible to people…especially when they impact their lives.
So news jacking a current-events story is a super smart marketing strategy for ‘hooking’ your prospects’ interest…and then bridging into your offer.
Marketing Strategy #3: Create Widgets
I learned this marketing strategy from direct-response-marketing legend Dan Kennedy.
In Harry Rosen’s case, their everyday offer is that they have a physical store I can walk into at any time, look around at my leisure, and potentially buy some slick duds.
That’s a pretty general offer…and ‘general’ is never as good a ‘specific’ when it comes to offers.
That’s why it was smart for them to create a ‘widget’…a specific package or offer.
They named their widget “Harry’s Stimulus Package”.
They gave it features, such as “a $50 credit on your next purchase of $200 or more before tax”.
They gave it a deadline.
They created a way to activate the widget.
And so on.
Why did they go through all the effort of creating a widget?
Why not just stick with their everyday offer of “walk into our store at any time, look around at your leisure, and potentially buy some slick duds”?
Because once you have a specific ‘bundle’ of goods or offerings, once you have a widget, it makes your job much easier when it comes to your marketing messaging.
For example, you can more easily build in things like scarcity or urgency (which you’ll learn about in a later post).
A widget also gives you specific features and benefits and times and conditions to talk about.
Creating widgets is even more important if your core business offering is general in nature…such as a service like landscaping, or life coaching, or shipping.
But as soon as you create a widget (e.g., SpringTime Pruning Package), you have yourself a tangible ‘thing’ that your prospects can wrap their head around more easily…
…especially since you’ll have created specific marketing messaging about that specific bundle of services and value.
Stay Tuned For Marketing Strategy #4 to #10
Like I said, Harry Rosen’s apparently simple 4-paragraph letter represents 10 smart marketing strategies you can borrow for your own business.
Stay tuned for marketing strategy #4 to #10!
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