Recently I was on a long flight from Canada back home to Orlando and thinking about different and unique ways to promote the Leather series. Just as I was about to be served my small cup of water and miniscule bag of pretzels it hit me. "What if component producers made a drawer organizer for closet companies?"
I am assuming that most closet companies feature displays AND many of them buy components from more than one source. Imagine calling up one of your closet customers and asking them their inside dimensions for one of their displays. After getting the dimensions you custom router out an MDF shape organizer that stores keys, their wallet, belts and coins and send it to your customer at no charge. After they put this organizer in the display they are sure to show it off to home owners as an option. Chances are that when the job is sold they will then be sure to order the parts from your company. This is a unique what to keep customer loyalty or to sway a company to start buying components from your company.
But why leather 3D Laminate?
I am assuming that for most consumers who choose to spend a few thousand on a closet that this type of customer may also spend a bit on shoes, hand bags and belts. If you think of a closet storing these items many of them are leather. By incorporating DACKOR Leather series into an island top, desk top or crown moulding it creates a unique custom look that fits.
Whats new with Leather?
In addition to stock Leather Brown and Leather Black, DACKOR is willing to stock other leathers with only a 300Ly order versus our standard 600Ly customer order quantity. We would like to stock Leather items like crocodile, ostrich, and different shades of Leather. By decreasing our custom order quantity we may be more able to stock different colors to strengthen the series.
Leather Black
Leather Brown
This newsletter goes out to all, won't everyone do it?
Over the past two years of writing this blog I have noticed that only a fraction of people I send it to actually open and read it. If you are one of those few that do read this then you are part of a very small group who are looking for new ways to market 3D Laminate components. I think we all know that in business there are two types of companies....those that lead and those that follow. While its impossible to offer this Leather series only to one company, by being an agressive and first moving company is the key to success for many. For your competitors, and for ours, the volume of Leather orders may not warrant adding it to their line. They may not recognize the impact of such marketing and may miss the bigger picture. They may mistakenly think "Well its small volume.... "
The Marketing Term for this situation:
Our Leather series may never sell in huge volume and to date we've spent more on samples than we have had sales.... We believe that for us it helps to solidify DACKOR as a leader rather than a follower. But what can our Leather series do for you? There are a lot of marketing terms that you may be familiar with such as "Loss Leader" referring to merchandise sold at a loss to pull in customers or the "Pink Spoon" which refers to the free sample to entice customers. But what do you call an item sold at profit that is in small volume yet it hooks the larger order? I haven't quite located this marketing term however it may be called an "attraction tool" or maybe instead of "Loss Leader" we could coin this marketing technique the "Gain Leader". So under my definition of "Gain Leader" you would introduce an item that is more profitable than your other parts yet it Leads the sale. So your customers would order your "Gain" item..."The Leather" and then it would lead to the rest of the Chocolate Pear, White or whatever color the closet was done in. You might require your customers to order the entire job with you to get the Leather drawer insert, for example.
CONCLUSION:
Well I hope that you have found this article to be more than a sales intro for our Leather series but mind opening in terms of marketing...
If you found this article helpful be sure to shoot me an email. Or if you'd like to get right into it.... be sure to contact our company for a sample roll. Order Samples
