Market To The Woman Of The House! By Mark Matteson
In the summer of 2004, my wife, Debbie, "told me" we were going to hear Michael Bublé, the 25-year-old jazz-singing phenom make his U.S. debut at the Moore Theater in Seattle. I said what I usually say when she speaks to me in "that tone": "Yes, dear." (According to one study, women make 75% of all consumer goods buying decisions in the home; like we needed a study to know that!)
The concert was incredible. He got a standing ovation. During his show he told a wonderful story:
"When I was 17 years old, I was trying to get a chance to play in the hottest club in Vancouver, B.C. The club owner said emphatically, 'No!' After the pain of rejection wore off, I asked, 'Why not?'
"He frowned and said, 'You're just too young, kid. Come back when you are 21 years old.'
"It was the saddest day of my life. I knew I could play that club and do great. I just needed a chance. I told my Mum what happened and she said, 'Let's go talk to your granddad, maybe he can help.'
"I replied, 'He's a plumber! How can he help with this problem?'
"She ignored my argument. Grandpa listened and then thought for a moment and finally said, 'Let me go have a word with him.'
"I thought to myself, 'What's he gonna do, threaten him with a plunger?'
"He came back later and said: 'It's all set. You have one chance on Friday night. Knock 'em dead!'
"I was in shock. 'How did you convince him, Grandpa?'
"He smiled and said: 'Oh, I told him I would put all new fixtures in his club FREE if he gave you a shot. I also told him, if you do good, he's gotta let you come back!'
"That was my big break. That club launched my career and recording contract."
The club provided the perfect Marketing Venue for him. In 2006, he had his first No. 1 hit song. Starbucks sells his CDs; he does commercials for them. He's all over TV. He has arrived. He owes it all to a plumber who set him up for success -- a plumber who understands how to negotiate and market.
What kind of Marketing Gravity do you employ? When customers call you, it's a different dynamic than when you call them.
One contractor, Dave Jones Plumbing, in Madison, Wis., has a large plastic gift bag with the company contact information on it that its plumbers leave behind for the woman of the house. The bag includes:
- A plunger for every bathroom with the company logo on the handle;
- A rubber cap "snaffler" to open jars with company logo (who needs a man around with one of those in the kitchen!);
- A unique scrub brush (so nails don't get broken) with company logo;
- A pen with company logo; and
- My favorite, the "Shopping List," a 3-by-8 notepad with a magnet on the back to stick on the fridge. It has a long list of every category of things you would find in a grocery store on the back of each piece of paper and a "To Buy List" on the front to make shopping more efficient!
I wonder if they have Michael Bublé playing on the stereo when they do the installation? Hmmm….
Mark Matteson of the Pinnacle Service Group can be reached by phone at 877/672-2001, by fax at 425/745-8981, by e-mail at [email protected] or visit his Website at www.mattesonavenue.com.
His new e-book, "101 Stories to Make You Laugh, Cry or Think," will be available in September.
When customers call you, it's a different dynamic than when you call them.