Question

Topic: Strategy

F&b Industry Supplier - Promotion Ideas Needed

Posted by Anonymous on 3/9/2008 at 1:39 AM ET 250 Points
We are a start up company that provides table lighting solutions to hotels, restaurants and spas. The product we sell is an alternative to traditional candle, which is safer, more user friendly with longer burning hour...its a product that sells itself, the only downside is the price. it could be 3-8times more expensive per burning hour. we launched a one week free trial last month and the result was not bad. but since it was a small scale one and the accounts acquired resulted from this promotion limited to only a few of them though the success rate was nearly 70%. i reckon for this kind of products, what we need to employ is experience marketing, so that people would turn you down only after looking at the price. after they have been using the product, they see the goods of the product, then its up to them to say whether its worth to pay extra in return to have better quality products. the question is, apart from free trial, what else can be done to boost sales? its small start up company without much resources.. would be great if anyone can help out! many thanks!!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 3/9/2008 at 9:55 AM Accepted
    It sounds like the key benefit you're selling is safety. If so, I'd focus on the subset of your market that's kid-friendly. Your selling point would be the safety you provide reduces the likelihood of injury or damage or lawsuit.
  • Posted by CarolBlaha on 3/9/2008 at 10:26 AM Accepted
    You'll go crazy trying to sell the huge number of restaurants on a one by one basis. Instead of the free trial, do a buy 4, get 5 free-- or a bakers dozen. The people to get to are the new restaurant owners-- those who haven't invested in candle holders. I'd get with restaurant supply companies that are selling the rest of their table tops and sell thru them.

    Carol
    Sell Well and Prosper tm
  • Posted on 3/10/2008 at 12:05 PM Accepted
    I would spend some time on promotional materials if you haven’t already. Before putting these together take in to consideration what’s most important to your customers. You may be pushing safety as the key sale feature but quality and atmosphere may be of more importance to them (at least to the customers willing to pay your price).

    Find your focus and stress how it will benefit them. If its atmosphere & quality, discuss the products ability create a unique experience for their customers and hire a photographer to compile a photo album of the product in its element using real customers. Talk about its warranty, how it’s made, and its past performance. If your focus is safety, stress how it will avoid fires, protect insurance premiums, and keep customers safe. Build its value so that when price comes up it isn’t as much of an issue. Of course you can blend them all together but highlight the most valuable point.

    Also, was there a difference in positioning of the hotels that said yes and the others that turned you down? Targeting your market will increase your efficiency if you are “pounding the concrete” on a daily basis. Also, send a version of your materials through the mail as a precursor to your phone and personal contact. Lastly, when the sale comes down to talking numbers, I would be sure to calculate in the longer burning hour if there is relevant number there.

    With that said, hotel, restaurant and spa distribution companies are a must.

    Hope this helps, Good Luck =]
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