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Interview with John Clark
| Guest post by: Evan Carmichael |
Article Overview: A master of freebies marketing for retail / consumer packaged good companies. Writing about how free sample marketing can revolutionize retail / CPG companies digitally.
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Free Download - May 2012 Top 100 Small Business Experts to Follow on Twitter By Evan Carmichael |
Interview with John Clark
What is the most challenging part of owning your business and how do you get through it?
The most challenging part is being tempted by full figure salaries with benefits, spending time comparing myself to other start up CEO’s with more traction than mine and of course the fear failure. What gets me through it is how much I’m learning by focusing narrowly on generating a profit. I also think I’m as some would say, a glutton for punishment. I recently crashed and burned the past year working on a contest/free sample service business (http://bostinnovation.com/2011/10/07/failed-startup-lessons-from-indivly-founder-formerly-messageamp/).But I’m still working on my own business and I simply refuse to give up. If I have to go to a developing country to continue to operate cheaply for a few months, I’ll do it so I can follow my dreams.
Why did you start your business and who was your first customer?
I started my business because I’ve always wanted to change the world as an entrepreneur.Since I was a kid, I worked for my toys and ran 2 small businesses in middle school.In college I realized that nobody was getting jobs in my graduate year (Babson 2009) so I figured it was left to me to find something. So I set up a deals/coupons and free samples sitehttp://yofreesamples.comto generate revenue for me and to help others doing what they could to get by. We are trying to take this site to the next level with a stealth project called Indivly right now and I’ll go into that later.
How does using sampling and coupons boost retail sales?
Throughout history, sampling is very important for boosting retail sales. Standard Oil, for example, gave millions of kerosenelanterns away to China in the 1890s and to keep the light on what do you need to buymore of - kerosene. This is technically complimentary purchases, but I think you get the point. Coupons follow the same concept but are more of an incentive and only used if someone has intent to buy or the coupon is so valuable that it will “make” them buy.They’re not as effective online unless there is some link to an opportunity to purchase and there usually isn’t.However online sampling, when done right, is a highly effective way to drive purchases offline and online.You have the “reminder” of the product right in your hand.
The most challenging part is being tempted by full figure salaries with benefits, spending time comparing myself to other start up CEO’s with more traction than mine and of course the fear failure. What gets me through it is how much I’m learning by focusing narrowly on generating a profit. I also think I’m as some would say, a glutton for punishment. I recently crashed and burned the past year working on a contest/free sample service business (http://bostinnovation.com/2011/10/07/failed-startup-lessons-from-indivly-founder-formerly-messageamp/).But I’m still working on my own business and I simply refuse to give up. If I have to go to a developing country to continue to operate cheaply for a few months, I’ll do it so I can follow my dreams.
Why did you start your business and who was your first customer?
I started my business because I’ve always wanted to change the world as an entrepreneur.Since I was a kid, I worked for my toys and ran 2 small businesses in middle school.In college I realized that nobody was getting jobs in my graduate year (Babson 2009) so I figured it was left to me to find something. So I set up a deals/coupons and free samples sitehttp://yofreesamples.comto generate revenue for me and to help others doing what they could to get by. We are trying to take this site to the next level with a stealth project called Indivly right now and I’ll go into that later.
How does using sampling and coupons boost retail sales?
What are some of thebenefits of e-sampling for a retail business?
Some of the benefits are the same as with offline samples - increased retail purchases and brand recognition.But offering samples online gives retailers an easy way to collect contact information – especially emails – and you’re reaching a much wider audience.
How can e-sampling boost a Facebook and/or Twitter fan page?
You see a lot of free samples being given away publically by requiring a Facebook Like or Tweet. It can most certainly bring a massive following to your Facebook/Twitter pages. However in the long term making afree sample offering public is risky because you might be only getting “freebie seekers.”A “freebie seeker’s” intent isn’t to buy necessarily – it’s to get free stuff.That can get expensive mailing all those samples out and the retailer gets little in return. Offering samples offline is cheaper for sure, but everyone is online now. We are working on methods to make e-sampling more effective with Indivly.com. Retailers interested in offering samples online can contact me atjohn@yofreesamples.com.
How can e-sampling boost a Facebook and/or Twitter fan page?
Could you provide some current basic consumer retail trends.
Consumer packaged goods companies are starting to sell directly online. Private label goods are on the rise and CPG companies are also spending more than they have in the past on digital marketing. They’re looking for ways to use traditionally effective marketing methods online and samples are highly effective.There’s plenty of data to support that.
Why is sampling one of the better ways to market your company?
The consumer sees sampling as reducing their risk.Before they spend their dollars on something, they get to try it out first.Free samples are “interactive” – not just a bunch of words telling you to buy something. Consumers also get a sense that the company offering the product has a strong belief in it – that it’s good and they want everyone to try it.
The internet offers wider exposure for a product – more people to try.And it can be done efficiently and cost effectively.If you are interested in hearing how we can close the sample loop for your company send me an email atjohn@indivly.com.
Consumer packaged goods companies are starting to sell directly online. Private label goods are on the rise and CPG companies are also spending more than they have in the past on digital marketing. They’re looking for ways to use traditionally effective marketing methods online and samples are highly effective.There’s plenty of data to support that.
Why is sampling one of the better ways to market your company?
The consumer sees sampling as reducing their risk.Before they spend their dollars on something, they get to try it out first.Free samples are “interactive” – not just a bunch of words telling you to buy something. Consumers also get a sense that the company offering the product has a strong belief in it – that it’s good and they want everyone to try it.
The internet offers wider exposure for a product – more people to try.And it can be done efficiently and cost effectively.If you are interested in hearing how we can close the sample loop for your company send me an email atjohn@indivly.com.
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About the Author: Evan Carmichael RSS for Evan's articles - Visit Evan's website Click here to visit Evan's website   May 2012 Top 100 Small Business Experts to Follow on Twitter November 2011 Top 50 Startup Experts to Follow on Twitter October 2011 Top 40 Green Experts to Follow on Twitter October 2011 Top 50 Marketers to Follow on Twitter December 2011 Top 50 Home Based Business Experts to Follow on Twitter |
Related Forum Posts
Re: New forum - online businesses!
- Thanks Evan for this great Interview and I will be pleased to be part of the new forum on online businesses!
Woman Profile - Jacqueline Cochran!
- Thanks! I haven't heard of her before. I'll have my team look into her story and see if we can put something together. She's on the list now along with Rachel Ray, Debbie Fields and Julie Aigner-Clark - it looks like we have a lot of women in the pipeline!
Keep the suggestions coming!
Re: Greetings Hi from John Alexander at SearchEngineWorkshops
- [quote="Mal Tindle":28os1n82]Hello John,
Welcome to the forum, I hope you enjoy your time here. We are a friendly bunch and with your background you have a lot to bring to the table.
I very much look forward to seeing you around the topics and sharing your experiences with us,
best wishes,
Mal.[/quote:28os1n82]
Thanks so much Mal for the welcome. I'll hope to help where I can.
Best wishes,
John Alexander
The Game Inventor's Guidebook
- by Brian Tinsman, 2002
I checked this out of my local library today and its pretty interesting... didn't address what I wanted to know, which was how to actually design an online gaming system (indeed this doesn't cover online games at all), but for board games etc. it's pretty good.
Here's the TOC:
1. How they diid it:
Trivial Pursuit
Magic, the Gathering
Dungeons & Dragons
Pokemon Trading Card Game
Interview with an inventor
Interview with a publisher
2. How the industry works
1. What's in it for you
2. How new games happen
3. Anatomy of a publisher
4. Markets for games
3. Games and companies you should know
1. Mass market games you should know
2. Mass market companies you should know
3. Hobby games you should know
4. Hobby companies you should know
5. American specialty games and companies you should know
6. European specialty games and companies you should know
4. Self publishing
1. What am I getting into
2. Before you print
3. After you print
5. Selling a game step by step
1. How to invent a game
2. Game design
3. Game development
4. Targeting publishers
5. Before you submit
6. Eight submission strategies
7. Contacting publishers
8. Protecting your property
9. What to do if they don't say yes
10. What to do if they do say yes!
11. The game industry's dirty little secret
6. Resources and examples
Publishers and mnufacturers
Distributors
Brokers
Game conventions and trade shows
Industry publications
Sample query letter
Sample record of disclosure
Sample licensing agreement
Sample option agreement
Re: 40 cents per dollar is spent in a franchised business
- Hi Kevin and John:
I definitely agree that it's a personal choice, but what makes it hard is that it is in essence a business decision as well. the mixture of the two and the weighing of each aspect makes it a difficult choice for me to understand.
John, what kind of things go into the due diligence part? i think there must be more beyond understanding the nature of each franchise...such as the fit of the franchise with respect to location etc.
owning a no-frill pizza franchise in a ritzy lifestyle-conscious neighborhood might not be as good as say a healthy juice-bar type of franchise etc. any market research help available out there?
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