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Lesson #2: Figure Out How To Whet The Nation’s Appetite
Article Overview: Within the industry, Sanders had come to be respected as a great marketer not just because his own face was plastered around the country. Rather, Sanders understood food and he understood what it would take to whet the nation’s appetite for his food. He was thus able to come up with a number of unique strategies for enticing customers to try his fast-food franchise.
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Free Download - Harland Sanders Quotes By Harland Sanders |
Lesson #2: Figure Out How To Whet The Nation’s Appetite
Within the industry, Sanders had come to be respected as a great marketer not just because his own face was plastered around the country. Rather, Sanders understood food and he understood what it would take to whet the nation’s appetite for his food. He was thus able to come up with a number of unique strategies for enticing customers to try his fast-food franchise.
One of Sanders’ greatest marketing strategies was to keep a mystique surrounding his recipe. While traveling around the country in the 1940s, armed with his pressure cooker and special blend of spices, Sanders’ refused to tell other restaurateurs just what exactly was in his recipe. As a result, they became even more intrigued by the taste.
As the franchise expanded, Sanders continued to carefully guard his secret recipe of herbs and spices, believing that the classified nature of the product was only helping to fuel its growth. After all, is there anyone who does not love a good secret and who is not eager to uncover the truth? The mysterious recipe gave a simple piece of fried chicken a little bit of cachet.
Sanders was so serious about protecting his top secret recipe that in the early days, he would hire two different suppliers to mix up different batches of spices. He would then combine these two batches into his special blend and mail the finished product to his franchisees. Even today, Sanders’ original KFC recipe remains locked up and hidden away in a safe in Kentucky, which only two or three company executives have access to. And, that is exactly how Sanders would have wanted it.
Another successful strategy on the part of Sanders was his early realization of the needs of working moms. He knew that more and more women were entering the workforce, and thus often not having enough time to fulfill their traditional roles of cooking dinner for the family. Once he discovered that, he decided to create easy take-out buckets of his special chicken specifically for busy mothers to be able to take home. He also added a number of side dishes so that they would have a complete dinner to present to their families.
Sanders also understood that in order to attract people to his stores, he would have to be in their faces as much as he could. He thus seized every opportunity to speak to the public or the local media. Whenever a new franchise opened up, Sanders would come to the opening to personally hand out special two-for-one coupons to customers. He would also have his pictures taken with children and speak to local radio and television hosts in order to gain free publicity.
Sanders was not only a trendsetter when it came to his recipes. Instead, he understood that if he was going to be successful, both the taste of his chicken and the flavour of his company would have to be different from the rest. Positioning himself as the company’s brand image was not enough. By adding a mysterious cachet to his product, understanding the needs of his customers, and telling the world about it, Sanders was able to achieve his goals.
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Re: What is your biggest challenge? Today?
- Here are some tips on how to choose the right outsource company for your business:
*Figure out what expectations you have and how you plan to reach them.
*Do a background check on the companies that you have shortlisted.
*Send the company a sample project for them to accomplished so you can gauge their infrastructure and competence.
*Determine if the offshore service provider is financially strong.
*Make sure there are no culture clashes between you and the service provider.
*See if the service provider is one that has plans to build a long-term relationship with you.
Dan Kennedy Marketing Methods
- We haven't sent out the physical letter yet as the person owning the list wanted to make modifications to the letter that we knew would work well but the List owner had a point - it didn't reflect her personality so her clients would know it didn't come from her.
Lesson learned for me. We're back to the drawing board with the list owner more involved in the development of the letter and emails.
I should have known better being a Business Analyst in my day job that you never leave the end-user out.
So Evan we haven't had the opportunity to test any of it yet but it's been a fun process for me to stand back and look at.
Book: Secrets of Six Figure Women
- Secrets of Six Figure Women: Surprising Strategies to up your earning and change your life
Barbara Stanny, 2002
Jacket:
Maybe you've noticed - a subtle trend is gathering steam. Quietly and steadily, the number of women making six figures or more is increasing, and it continues to rise at a rate faster than for men. From entrepreneurs to corporate executives, from white collar executives to free lancers and part timers, women are forging careers with considerable financial success.
Through extensive research and hundreds of interviews, including dialogs with more than 150 high earners whose annual incomes range from $100,000 to 7 million, Stanny discovered that ...they all had certain traits in common:
1) a profit motive
2) Audacity
3) REslience
4) Encouragement
5) Self-awareness
6) Non-attachment
7) Financial knowhow
She amplifies on these in the book itself.
Table of Contents
Intro: Welcome to the era of the six-figure woman
1. The Queen in the Countinghouse
2. The Lowdown on low earners
3. Raising the bar
4. Strategy 1: The Declaration of Intention
5. Strategy 2: Letting go of the ledge
6. Strategy 3: Get in the Game
7. Strategy 4: Speak Up
8. Strategy 5: The Stretch
9. Strategy 6: Seek Support
10. Strategy 7: Obey the rules of money
11. Claiming our power
Appendces:
Resources and websites
Tips for getting out of dent
Investing Basics: Wealthbuilding 101
Importance of web accessibility
- Can’t imagine life without WWW? For the millions of people with disabilities in the world, the web is more than a mouse-click away. With most websites — including government sites — failing to provide even minimum levels of accessibility, equal opportunity for all is still far from a reality.
A report commissioned by the United Nations recently found that many of the websites tested met even the most basic accessibility standards for the disabled. “The results were very disappointing. It is important for commercial, legal and moral reasons that websites put in place a strategy for accessibility,” said Alex Metcalfe of Nomensa, the agency which tested leading websites in five different sectors across 20 countries for the UN.
In order to reach the minimum standards — tested against the Web Content Accessibility Guidelines (WCAG) — websites needed to provide adequate text descriptions for graphical content so that visually impaired people could ‘read’ pictures. They also didn’t follow industry web standards for programming code, meaning the foundations for web accessibility simply were not there.
But why don’t more firms keep accessibility in mind? Companies, especially those in e-commerce, just don’t realise the market potential. For just 10% more cost, they can increase access and improve bottomlines. Making a site accessible doesn’t mean replacing attractive graphics with an austere look and a big typeface. The aim is to formulate criteria so that organisations can make their web initiatives accessibility-standards compliant. Some simple changes — such as describing graphics and audio using text, allowing the user to increase typesize or change background — can make a site friendly to those with disabilities.
Till then, small tasks like making a railway reservation or checking their bank balance will be out of bounds for the millions who are disabled in the country. Everyone of us should strive and put in our effort to make it possible.
Re: Ideas For Business
- [quote="Lucy Wu":3fl43lbq][u:3fl43lbq]We actually had 2 ideas in mind.[/u:3fl43lbq]
one would be to resell pastries we buy from large food corporates like "Costco" and then reselling for a higher price.
The second idea is more complex. We were planning on starting a website, where we do online business of selling used products from ourselves and others who sell it to us at a lower price. We could make fliers advertising our website around Toronto too. The only problem to this idea is that we do not have enough money to buy the products from the people that want to sell their products.
- If we did the second idea, it could be international. Then again, the budget problem for shipping.[/quote:3fl43lbq]
Hi, Lucy:
You are on the right track by considering your options and interests and by researching the methods and costs and by seeking input from active businesspeople.
Regarding your first idea, that one is good for basic experience. I think it would be a good introduction to business responsibilities and dealing directly with customers. Nothing beats in-the-field training and experience.
I don't think it would be a big moneymaker if you are simply marking up an existing product. Also, it is more labour and time-intensive.
Your second idea has quite a bit of potential, I believe. Your challenge is setting up the website, the business, the bookkeeping and the distribution process, including oth shipping and tracking.
As far as the cost of purchasing product for resell goes, you might start by advertising within your own families and circles of influence (neighbourhood, school, community groups) that you are starting up this business and are looking for donations of unwanted items to sell. As students, you could offer to exchange a service for the items: you will cut their grass, wash their car, do some form of easy, quick labour in exchange for a few saleable items.
Around your communities, you could advertise in a similar way, but instead of exchanging services, you could just say something like, we are starting this business and are looking for items to help us get started. If you have any unused items you want to get rid of that are in saleable condition, we will gladly take them (or, we will haul them away free...) - something along those lines.
I would be very careful about buying things to resell unless you know for certain you are buying them at a very low cost. That's the other thing. You could advertise that you will by used stuff and you could simply negotiate a drastically low price. If they won't sell it to you at that low price, don't buy it.
The first thing, though, is a business plan. Figure out all that you have to do to set up such a business, including anticipated costs, then do some figuring to see if your group can manage it.
GT :-]
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by: Erin Ferree, Small Business Branding Coach
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