Marketing 101 on the street
Everyone knows that selling hot dogs on a New York Street corner is a dog-eat-dog world, what with competition from other vendors as well as traditional brick and mortar restaurants that can be found everywhere. So to survive and thrive in this rough-and-tumble world you need to know something about marketing. Take our friend here in this picture, a resilient entrepreneur, and look at what a great job of marketing he has done, lessons to be learned by all.
- Location, Location, Location – Notice how this entrepreneur has set up right on the corner for potential high traffic and visibility.
- Brand Awareness – Note the branding message Sabrett, one of New York’s finest hot hogs, located on umbrellas. This high visibility approach is done to get the message out and create as much awareness as possible.
- Product Lines – Note the multiple product lines Hot Dog, Hot Sausage, Hot Pretzel, Hot Knish and Beef Patty. This product mix is designed to both attract different segments from a snacker who just wants a pretzel to someone who wants a hot sausage and even cross selling..”Would you like a pretzel to go with that dog?”
- Merchandising- Notice how well this entrepreneur merchandises his products, Photos for the food, actual bottles of drinks (and notice the variety, not just Coke or Pepsi) and if you look close enough you can see the fresh pretzels right where you check out and pay (spontaneous purchase).
- Customer Service – Notice how this entrepreneur is face to face with his customer, it creates a great opportunity for warm human contact.
All in all this vendors marketing efforts are concise, aligned and designed to take a potential customer from brand awareness to purchase in a very short time. Lessons to be considered in the new year.