And its not just knowing who “you are”…or who your small business is..but its knowing who your “customers are”.
You’ll enjoy this summary of a story I read in the Wall Street Journal of a guy who “gets it”. Makes a great small business marketing lesson that everyone should read.
In a ski resort town frequented by the affluent, 42-year-old Ed Mumm invested $500,000.00 in creating a giant sandbox and stocking it with bulldozers, earth-movers and other heavy equipment….for people to play with.
Think giant Tonka® toys come to life. “DIG THIS” is, at the moment, pending Mumm’s franchising plans, the only heavy-equipment playground in America. For $280.00 to $650.00, you can get an hour or two on board any of the equipment you like, maybe the Caterpillar 315CL Hydraulic Excavator or the 115-horsepower bulldozer.
Customers range from corporate executives to doctors to an 84-year-old woman. One man got a day at Dig This as his 60th birthday present.
There are instructors to assist, but you get to push the one ton boulders around the obstacle course, up an 8 foot ramp and shove ‘em off the top….dig a trench….build a mountain of dirt. Corporate clients are using this for ‘team building exercises’. He’s even thinking about creating a save-your-marriage experience with tandems of therapists and equipment operators guiding couples through excavation exercises requiring good communication.
The Caterpillar dealer who sold Mumm the equipment says “It’s fun for somebody who lives in a pin-striped suit to get out there, make noise and kick up dust – and re-telling the adventure around the water cooler.”
The higher up the affluent ladder you go to get customers – and going higher is, itself, a Trigger – the less they need, want or are interested in products or services, the more bored they are with the ordinary; they buy Experiences.
This guy is completely in the Experience business…he knows who he is…who his customers are…he “gets it“.
He follows a well-traveled path already blazed by companies creating faux circuses for people to be performers in, letting pilots fly WW II bombers, amateurs work as chefs in a top restaurant for a night, or be spies (an example in my Affluent book).
If Mumm’ll double his prices, embrace the “no boundaries” reality described in my book, and market our way, he’ll do fine. (If he averages as little as $2,000.00 a day, that ought to net close to $500,000.00 a year. VERY franchiseable too.)
BUT THE TRIGGER-TACTIC FOR EVERYBODY does not require abandoning your existent business to create an entirely new experience business; create Experiences in your present business and/or marketing your small business for your customers/clients.
CONVERTING FROM SELLING PRODUCTS & SERVICES TO CREATING EXPERIENCES can definitely create more profit, publicity and prominence in 12 months than in the previous 12 years!
DO YOU “GET IT”? Leave me a comment today about how you “get it” in your business.