It's complicated - 12 diagonal ways to increase sales
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Transcript of It's complicated - 12 diagonal ways to increase sales
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