Lawn Care Maintenance and Mowing Business: The Generosity Factor
Hard work without talent is a shame, but talent without hard work is a tragedy."
- Robert Half
There are always the nay sayers who mock the suggestion that giving away a free lunch with no strings attached is futile.
I think it depends.
Take a fancy steak restaurant for example. Yup, it would cost a lot to give away 500 free steak dinners in just one week. It wouldn't be unreasonable to suggest it could cost as much as $10,000.
But if those steaks are cooked just like the person wants and taste exceptionally good, hundreds of those people could turn into regular customers.
That means that the cost to get those customers is much lower with that "free lunch" method than through most other advertising approaches.
Any lawn care maintenance business owner could use this idea. Most won't.
Here's a story of a supermarket that did steal this idea.
With their new location up and running and in need of new customers in their new location, they gave away 5,000 quarts of milk, 5,000 pounds of butter, 5,000 cans of peaches and 5,000 packages of napkins.
Was this crazy?
You might be thinking how could they afford to give away all of those products. The money lost from doing so would be massive.
Hold on. Let me finish the story.
This supermarket created and printed up 5,000 coupon books. In each book were four coupons.
Each coupon was good for one week of the month. The first week was for a free quart of milk. The second week was for free butter. The third week was free peaches and week four was for the napkins.
No purchase was necessary to redeem these free items using the coupons. There were truly no strings attached. This was a genuine free lunch.
They mailed these coupon books to 5,000 selected families in the surrounding neighborhoods.
More than 3,000 coupons were redeemed the first week and nearly 4,000 by the fourth week.
Here's the kicker. Almost every person also bought groceries while they were there redeeming their free lunch.
The following fifth week with no free lunch coupons and also no other form of advertising, over 4,000 people shopped in that supermarket spending a total of over a half million dollars that week.
This is something to think about and I call it the "Generosity Factor".
Until next time...
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