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In 1985, they changed the paid newsletter the “Insider Report” to the now iconic “Fearless Flyer,” which is free & still remains the primary form of advertising for them today.
Did you catch that? The PRIMARY form of advertising. A newsletter. If you need help with a newsletter check out this resource,
Another thing that Trader Joe’s does masterfully is introduce “new”. There is always something new there.
Why does “new” matter? Because a bored client or customer will go somewhere else just to get “new”. I mean people always are asking “Hey, What’s New?”… They never as “What’s the same since I saw you last?” Right???
Here is just a smattering of their “new”:
- In 1997, they started consistently introducing about 10 new items every week.
- Brought in flow-through registers, enhancing the logistics of lines without compromising the quality of conversations
- They added handles to their paper bags.
- Added fresh cut flowers
- Private labeling of grocery items
- Made a commitment to eliminate artificial trans fats from all private label products (already not allowing the use of artificial colors, artificial flavors, artificial preservatives & GMO ingredients
What does this have to do with your business? Everything!
- Are you constantly looking to add new products or services and removing the ones that don’t sell?
- Are you always looking for ways to improve your process and client journey?
- Improving existing products
- Make a commitment to continually act on your mission be eliminating or adding products or services?
Author of the book “Systematic Magic, 7 Magic Keys to Disnify Any Business”
Author of the new book “Tales From the Customer Service Crypt. 10 Tales of Customer Experiences So Poor, They Should Be Buried In a Crypt For All Eternity. AND 47 Actionable Strategies, Questions, or Tactics You Can Use Right Now to Improve Your Client / Patient Experience
For more on Disney Style Service and small business marketing or having Vance speak at your next event or meeting, check out the free special report “Systematic MAGIC, How to Disnify Any Business”. Vance Morris is a Walt Disney World Resort Management Alumni, having spent 10 years as an executive in the Resorts. He runs the only Disney Service & Direct Response Marketing business on the planet. Here he coaches companies to create Disney Style Service Systems and then monetize them through direct response marketing. He is also the longest reigning GKIC Marketer of the Year. He can be reached at www.DeliverServiceNow.com or vance@deliverprofitsnow.com .
For speaking engagements, please visit www.vancemorris.com
