A Bartercard member would like to entice new customers (cash and Trade) into their business by offering increased perceived value gifts, thereby eliminating having to discount on prices and maintaining price integrity of their products or services.
Necessary tools
• Acquire the necessary credit limit via Bartercard account or a credit limit increase form
• Bartercard’s online Auction site and eMARKETplace
• The Bartercard Online Directory
• An advertisement (preferably with photos).
• Acquire the necessary credit limit via Bartercard account or a credit limit increase form
• Bartercard’s online Auction site and eMARKETplace
• The Bartercard Online Directory
• An advertisement (preferably with photos).
Strategies
1. Purchase small products from other Bartercard members, then package them with your own products/services as a bonus or to enhance your own products/services.
2. Offer your customers the opportunity to select a gift, at an agreed value, from the Bartercard Auction site, eMARKETplace or from a member in the Bartercard’s National Online Directory.
Examples of members purchasing value added benefits using Bartercard.
Case Study 1: A restaurant attracting repeat customers.
Aim/objective:
A restaurant owner wanted to devise a way to attract repeat cash customers to his restaurant.
Method/third party story:
As a means of encouraging repeat customers to this restaurant, the owner created a loyalty program card. The restaurant owner paid a Bartercard graphic artist and printer to produce business card size loyalty cards. The loyalty cards were divided into 10 x patronage boxespurchase 1-night packages, including breakfast. The average spend per person was $20.00 to $25.00, therefore the minimum spend of $30.00 per person on the loyalty program card was a means to increase the average spend per person. The free night in a local resort was awarded when a customer spent a minimum of $30.00 per visit over 10 x visits.
As a means of encouraging repeat customers to this restaurant, the owner created a loyalty program card. The restaurant owner paid a Bartercard graphic artist and printer to produce business card size loyalty cards. The loyalty cards were divided into 10 x patronage boxespurchase 1-night packages, including breakfast. The average spend per person was $20.00 to $25.00, therefore the minimum spend of $30.00 per person on the loyalty program card was a means to increase the average spend per person. The free night in a local resort was awarded when a customer spent a minimum of $30.00 per visit over 10 x visits.
Outcome/conclusion:
This loyalty program resulted in a strategic co-operative marketing exercise for both the restaurant owner and the resort owner to gain extra business. The restaurant owner and the resort owner were able to measure the success of this marketing strategy through this loyalty program. Each loyalty card generated $300 worth of additional cash business for the restaurant. The free night away was perceived as a great reward for existing and new cash customers. Invariably, the patrons who collected and used their free night away at the resort paid for an extra night’s accommodation to extend their stay, thus providing the resort owner with additional cash business.
This loyalty program resulted in a strategic co-operative marketing exercise for both the restaurant owner and the resort owner to gain extra business. The restaurant owner and the resort owner were able to measure the success of this marketing strategy through this loyalty program. Each loyalty card generated $300 worth of additional cash business for the restaurant. The free night away was perceived as a great reward for existing and new cash customers. Invariably, the patrons who collected and used their free night away at the resort paid for an extra night’s accommodation to extend their stay, thus providing the resort owner with additional cash business.
Case Study 2: A mechanic up-sells larger, more expensive car services.
Aim/objective:
A mechanic wanted to devise a way in which to sell larger, more expensive car services without discounting his prices.
Method/third party story:
To entice customers to pay for a more expensive car service, the mechanic included a number of perceived free items in an upgraded car service. These items included a free car detail, a car cleaning pack to sit in the car boot, or a car esky. All the items were purchased on Bartercard.
To entice customers to pay for a more expensive car service, the mechanic included a number of perceived free items in an upgraded car service. These items included a free car detail, a car cleaning pack to sit in the car boot, or a car esky. All the items were purchased on Bartercard.
Outcome/conclusion:
The mechanic was able to measure the success of this marketing strategy through the number of customers who took up the offer of an upgrade.
Case Study 3: A law firm offers a free pest inspection with their conveyancing package.
Aim/objective:
A law firm required a new and inventive marketing strategy to entice new customers to use their services over and above their competitors.
Method/third party story:
Instead of discounting their conveyancing fee, a Bartercard law firm offered a free pest inspection with all of their conveyancing packages. As it is imperative to have one of these inspections completed when purchasing a property, by creating this package it gave the law firm a competitive edge over other law firms within their catchment area. The law firm prepurchased a pest inspection voucher, using Bartercard Trade pounds, and thereafter included this voucher as a free gift with their conveyancing service.
Outcome/conclusion:
The law firm was able to maintain the full cash price for their conveyancing service and not discount their fees, thereby maintaining their price integrity.
