Research is the answer
Donut lovers have been hassling me to find out why Krispy Kreme was run out of town in Canada so here is the answer. By the way, “run out of town” was used for dramatic purposes and is not to be taken literally!
The answer……. Coffee! That’s right KK made a fundamental error when assessing the Canadian market. It would appear that a particular type and quality of coffee was more important to Canadians than KK thought. So Canadians thought the donuts were OK but didn’t like the coffee! Tim Horton’s was once again safe with Canadian customers.
So the take home message is never to assume anything about your customers. Find out! Are you making similar assumptions about your customers? If yes, you may need AP Marketing Works help. Call or email us and let AP Marketing Works help you work out your customers’ buying behaviour.
Most asked marketing questions from small business #4
What type of promotion is best for small business?
Everything in small business depends on your specific customers. What may work for one business doesn’t always work for another business.
You need to know the following.
- How do your customers expect to hear about you? E.g. yellow pages, website, newspaper etc.
- How easy or difficult is it to explain your product or service?
- Is your product best promoted visually?
- What promotion are you already undertaking that’s working?
For example if your product is a visual product then advertising on the radio won’t necessarily be helpful for you. Print advertising utilising good photography may be best. If on the other hand your product needs to be tasted or tested for people to buy then having samples available might be the best form of promotion. For more ideas about promotion options you may like to order Marketing On a Shoe String downloadable e-book. (over 60 pages of great tips and ideas).
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