How can a $20,000 fiasco be good for your business?

by Adam Bean on December 4, 2011

If you aren’t up to speed this is part two of the……
As I pointed out in the first post this is a huge opportunity for the business owner in question, all she has to do is look at what has transpired from a different perspective.
The old saying the glass is half full rings true, just like that nice cold beer to the right there.

All right so what have we got to work with? The contact detail of 8500 qualified buyers that are proven to purchase cup cakes on-line!

Oh yeah a “Social” marketers wet dream!

So let’s get into it and get that $20,00 back. Then I am going to show you how this business owner could leverage this so called fiasco to her advantage and crank out some serious exposure and cash.

First off we have to decide what is our main objectives with theses new red hot customer’s? This is going to give us a crystal clear picture of what we need to do.

This is the way I see it.

  • We want to create a low cost way to easily have constant contact with them.
  • We want them on them to become on-line raving fans that will spread our business to all corners of the internet

So let’s get step one nailed down as it is the most important, and then in the next post we will cover the exposure part.

This is what we are going to do when we send out the cup cakes…

We have to get a message out to these 8500 red hot buyers, so we are going to send an envelope with our story inside it with the cup cakes they ordered.

First problem… Getting them to open that envelope so that they see our story.

Here are two sure fire ways to make sure it gets opened. Now before going any further, I can understand that the businees owner in question may be a little gun shy and not want to spend anymore money on this little project. Not a smart way to think but I can understand where she is coming from.

So here is the cheaper way first….

  1. Get a packet full of smooth stones and put one in with each letter! WTF I hear you ask, Beanie you have really lost it this time! Bear with me. When the person get’s their cup cakes they will pick up the letter and feel the weight of it, human nature being what it is they will think… What on earth is in this letter? So they open it to find out! Boom tish first objective completed!
  2. Now if you really wanted to put this thing on steroids you would send your letter out with a fridge magnet or key chain inside (for the weight) with your web-site, Facebook details etc.

This letter shoud be printed on the best paper you can afford. Why I hear you ask? It is just a story and it doesn’t really matter what it is printed on right WRONG.

There is a psychological attachment to something that we feel is of quality. Therefore it is a lot harder to throw something out that we feel has some value (all the horders put your hands up)

Now on this letter we want two things. Our story (the story builds a connection with them) and a call to action, which will be to join our email list.

Now I know what you are thinking…. what is the big deal about getting them on to an email list? After all you keep hearing email marketing is dead right? Let me tell you right now that is BS, email marketing isn’t dead if you do it correctly and add value in each and every email you send your list. The big deal with getting them on an email list is….

The industry average (and we can do much better then average)cash flow for an email list  is $1 per person per month! So if you build an email list form this of say 2000 people, that is an extra $2000.00 cash flow for your business every month, if you get it right!

Are the $$$$$$ sign starting to appear before your eyes?

All right what is next??

The Story

There is a sensational story tied up in this whole fiasco, and with a little bit of poetic licence (we give the truth some scope as Geoffrey Chaucer said in a Knights tale!) we can really make a connection with the people that purchased the cup cakes. Something along the lines of this should spark their imagination….

Hey Joe
Thank you very much for taking up our recent Groupon offer. Can I tell you a funny story about how you came to get our fabulous product at such a sensational price? You see once a month I have Monday morning off, and leave it two my two (now up for sale) teenage kids to run the store. Well one of them was on Facebook (they never get off of the damn thing) and came up with a harebrained scheme to sell our cup cakes for next to nothing on Groupon! Kids you have gotta love them!

You get the idea!

Next we need them to take action after reading our story

Enter the magical piece of string… Now I can’t take credit for this idea, it has to go to Joe Polish and Dean Jackson of the I Luv marketing Podcast. I will put a link to their site at the bottom of this post. When you have finishhed reading and commenting you must get across and check it out.

Attached to the top of our letter is a piece of string. You would say something like this to Joe…

You may be wondering why we have attached a piece of string to this letter? You see it is a magical piece of string, if you tie it on your finger it will remind you to sign up for our list so that you are the first to find out about any more harebrained scheems my two kids come up with!

All right time to kick back and see how many email addresses we collect! In the next post we are going to get these guys to sign their friends up to our email list as well, and join us on Facebook!

What do you think so far? Am I off my head? Or can you see how this might just work?

Cheers Beanie
The Social Tradie

Catch the I Luv Marketing boys here => I luv Marketing


{ 6 comments… read them below or add one }

@KrishnaEverson December 4, 2011 at 9:16 am

I’m with you Beanie… What was it? 8500 targeted cupcake purchasers? Bite the bullet, get the orders out, and make it work for you! There’s a lesson in this for all of us, it’s about systems, and thinking things through, having the right people, and knowing your capacity. But at the end of the day, this is a social media dream! They just need someone on their side (you, perhaps Beanie), to leverage the opportunity to the max! Great post! Krishna 😉

Adam Bean December 5, 2011 at 7:53 am

Hey Krishna
Cheers for the generous feedback, it is much appreciated. There is a huge lesson in this one! The horse has already bolted, so she really needs to make the most of it. The old saying you get what you pay for rings true! She really needs to pay for someone that is right on the ball, and that can come up with innovative solutions to turn this thing around. Otherwise a huge opportunity goes begging! Imagine starting from scratch and trying to find another 8500 customer’s! How much would that cost via, Tv, Radio, Magazines, (Dare I say Yellow Pages!) etc etc

Cheers Beanie

Lisa Wood December 5, 2011 at 9:23 am

I love this idea! Never ever thought to do that – with a string or a rock 🙂

What a brilliant idea to get people onto the newletter list!


Adam Bean December 5, 2011 at 9:53 am

Hey Lisa, I got the string from the I Luv Marketing boys! The rock is mine.

Cheers Beanie

Annie Infinite December 5, 2011 at 8:08 pm

He-he love it Adam! and you could sweeten the deal just a little and tip the odds to your favour again by including a very small incentive to signing up… perhaps a quick no-fail cupcake recipe or something like it 🙂

Adam Bean December 7, 2011 at 8:19 am

Hey Annie, great idea. Incentives always go a long way towards ACTION!

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