12 diagonal ways to increase sales

Complicating marketing

So you want to sell more?

But you can’t cut prices…(yeah, I understand that.)

…and you don’t feel like bribing your distributor

(damn!)

let’s complicate this…

12

diagonal ways

to increase sales

#1 increase the dose per consumption

[people rarely pay attention to the amount of product they really use, and tend to go with a suggested or simple dosing]

#2 increase the dose per pack

[while this tactic effectively reduces the number of sales, it increases current revenues at the expense of potential future purchases that might benefit a

competitor]

#3 increase your category share per user

#4 increase the number of usage occasions

[start from your product and find something complementary]

#5 increase the frequency of usage occasions [ “Use Calgon in every wash” ]

#6 get your current users toupgrade to a new product

#7 increase the number of users within yourcurrent households

#8 get former consumers to come back to your product

[122 years of Hovis to reignite the love]

#9 get people to change the place where they buy a product

[ eg. Polident is competitively stronger in supermarkets, but most denture cleaners are sold in pharmacies]

#10 get people to use your product with something they’re already using

[ how many jars of Nutella are used at crepes

stands all over the world every day? ]

#11 get people to quit a product from a different category and replaceit with yours

[ the real competitor of Baci Perugina is a dozen of red roses]

#12 create an entirelynew market that

requires your product[ Sudoku. The greatest luck for the pencils

industry ]

12

diagonal ways

to increase sales

12

diagonal ways

to increase sales

what’s #13?

tell me at itscomplic8ed.wordpress.com

Thanks to susan_d_p, Sudhir, Dayland S, Carven and Tim Psychfor allowing use of their beautiful pictures under license

itscomplic8ed.wordpress.com

@stefanoaugello