12 diagonal ways to increase sales
Com
plicating m
arketing
So you want to sell more?
But you can’t cut prices…
(yeah, I understand that.)
…and you don’t feel like bribing your distributor
(damn!)
let’s complicate this…
12
diagonal ways
to increase sales
#1 increase the dose
per consumption
[people rarely pay attention to the amount of product they really use,
and tend to go...
#2 increase the dose
per pack
[while this tactic effectively reduces the number of sales, it increases current revenues
at...
#3 increase your category share per user
#4 increase the
number of
usage occasions
[start from your product and
find something complementary]
#5 increase
the frequency
of usage occasions [ “Use Calgon in every wash” ]
#6 get your current users to
upgrade to a new product
#7 increase the number of
users within your
current households
#8 get former consumers to
come back to your product
[122 years of Hovis to reignite the love]
#9 get people to
change the place where
they buy a product
[ eg. Polident is competitively stronger in supermarkets,
but m...
#10 get people to use your product with
something they’re already using
[ how many jars of Nutella are used at crepes
stan...
#11 get people to quit a product from a
different category and replace
it with yours
[ the real competitor of Baci Perugin...
#12 create an entirely
new market that
requires your product
[ Sudoku. The greatest luck for the pencils industry ]
12
diagonal ways
to increase sales
12
diagonal ways
to increase sales
what’s #13?
tell me at itscomplic8ed.wordpress.com
Thanks to susan_d_p, Sudhir, Dayland S, Carven and Tim Psych
for allowing use of their beautiful pictures under license
itscomplic8ed.wordpress.com
@stefanoaugello
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It's complicated - 12 diagonal ways to increase sales

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12 diagonal ways to increase sales that don't require you to cut prices

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  • susan_d_p: http://www.flickr.com/photos/susan_d_p/2312440043/sizes/l/in/photostream/
  • Sudhir: http://aryasudhir.blogspot.com/2010/05/softdrink-cans.html
  • Dayland S: http://www.flickr.com/photos/dayland/2434131623/sizes/o/in/photostream/
  • Carven: http://www.flickr.com/photos/carven/2902284936/sizes/o/in/photostream/
  • Tim Psych: http://www.flickr.com/photos/01-17-05_t-m-b/2156513671/sizes/l/in/photostream/
  • It's complicated - 12 diagonal ways to increase sales

    1. 1. 12 diagonal ways to increase sales Com plicating m arketing
    2. 2. So you want to sell more?
    3. 3. But you can’t cut prices… (yeah, I understand that.)
    4. 4. …and you don’t feel like bribing your distributor (damn!)
    5. 5. let’s complicate this…
    6. 6. 12 diagonal ways to increase sales
    7. 7. #1 increase the dose per consumption [people rarely pay attention to the amount of product they really use, and tend to go with a suggested or simple dosing]
    8. 8. #2 increase the dose per pack [while this tactic effectively reduces the number of sales, it increases current revenues at the expense of potential future purchases that might benefit a competitor]
    9. 9. #3 increase your category share per user
    10. 10. #4 increase the number of usage occasions [start from your product and find something complementary]
    11. 11. #5 increase the frequency of usage occasions [ “Use Calgon in every wash” ]
    12. 12. #6 get your current users to upgrade to a new product
    13. 13. #7 increase the number of users within your current households
    14. 14. #8 get former consumers to come back to your product [122 years of Hovis to reignite the love]
    15. 15. #9 get people to change the place where they buy a product [ eg. Polident is competitively stronger in supermarkets, but most denture cleaners are sold in pharmacies]
    16. 16. #10 get people to use your product with something they’re already using [ how many jars of Nutella are used at crepes stands all over the world every day? ]
    17. 17. #11 get people to quit a product from a different category and replace it with yours [ the real competitor of Baci Perugina is a dozen of red roses]
    18. 18. #12 create an entirely new market that requires your product [ Sudoku. The greatest luck for the pencils industry ]
    19. 19. 12 diagonal ways to increase sales
    20. 20. 12 diagonal ways to increase sales what’s #13?
    21. 21. tell me at itscomplic8ed.wordpress.com
    22. 22. Thanks to susan_d_p, Sudhir, Dayland S, Carven and Tim Psych for allowing use of their beautiful pictures under license
    23. 23. itscomplic8ed.wordpress.com @stefanoaugello

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