4 Containers. Add 2 More. It was another aha marketing moment at the grocery store.
In the “The 7 Fastest Ways…” marketing course I tell a story about a photographer who created a $20,000 wedding photography package. If a customer should happen to purchase this “whopper” package, I believe the photographer and her husband take a few days, and travel to the honeymoon location to photograph the bride and groom at whatever exotic resort the newlyweds choose. She and hubby would have a “paid for” mini-vacation. Nice!
The photographer who created this expensive package did so simply to make her other wedding photography packages look affordable. She was absolutely certain no one would ever purchase a $20,000 photo package.
Surprise! During the first year she offered her extravaganza collection of images, three different couples each purchased the $20,000 package. Now think about it, what would’ve happened if she had never created that “whopper?” Here are a few…
1. She would forever find herself working harder to sell her $4,000 and $5,000 and $6,000 photo packages.
2. She never would have sold any $20,000 packages.
3. She would continue to believe the most anyone would spend on a basic package would be $6,000.
4. She and her husband would not have had the chance to visit fabulous resort areas while essentially having the trip paid for by the customer.
5. Because family and friends purchase additional photography albums, these large orders always go way beyond the initial purchase.
Oh yes, I forgot to mention. Her average initial order for the “smaller” wedding photo packages also increased.
Time Machine Time
All right, I just got out my Time Machine, and after it is had a moment to warm up, you and I are going to take a quick time-trip back 150 years. Okay the contraption is up to temperature, let’s climb in.
The year, 1871. Aaron Montgomery Ward, is convinced that farmers throughout the Midwest would purchase products by mail-order. Then the Great Chicago fire destroyed the building where he warehoused his merchandise. He had to save money for another year, and start from scratch. His business didn’t begin to take off until 1874 when he began selling to the farmers through the local Granges.
In 1875 with a stroke of genius, he added a money back guarantee to his product lines. This new marketing tool had been in use in department stores in the large cities. It had never before been tried in mail order. It worked!
A decade later Richard Sears and Alvah Roebuck created a successful pocket watch mail-order business until Roebuck bought out Sears in 1889. Fortunately the divorce didn’t last long, and the two reunited to create Sears, Roebuck and Company in 1893 to compete with Aaron Montgomery Ward.
I always thought it was Richard Sears and Alvah Roebuck who created the concept of selling merchandise in three quality levels – good, better, best. It turns out the Sears, Roebuck and Company went through several owners over the years, and it wasn’t until 1928 that then president Robert Wood thought up the good – better – best plan. He designed it for the new Sears retail stores.
Wait a minute, let me push the “go forward” button here in the Time Machine, so we can land at the deli counter in the grocery store to which my better half and I traveled this past Saturday morning.
Here we are. Look! There. On top of the cold-case cooling the deli salads. Someone has placed 6 containers. Last week there were only 4 containers – 8oz, 16 oz, 24 oz, and 32 oz.
Now we can see an 80 oz (5 pounds), and a 160 oz (10 pounds) container.
Hmmm. I’ll bet the store didn’t sell as much chicken salad, and pasta salad, and whatever kind of salad in the past as they will now.
So back to our wedding photographer. If she had never offered that enormous photography package, she would never have known people would spend that much money. This begs the question, what kind of “whopper” are you not yet offering? Now what can you offer that you”know” is way too expensive?