Think Creatively For Better Marketing
By Terry Brock
Dateline: Dublin, Ireland
Expand your mind and build your business. As a small business owner and independent business person (aren’t we all in today’s world?) you can grow enormously by looking around and seeing what successful companies are doing. I’m in Dublin, Ireland, as I type this finishing up a round-the-world trip to see some best practices in marketing and business procedures.
The other day I flew into Dublin from London’s Luton Airport. To get here I chose the most profitable carrier in Europe today---Ryanair. This incredible airline learned from Southwest Airlines in the United States how to run an airline business in today’s tough aviation industry. They are succeeding wildly with an approach that is very profitable but also has some good food for thought for you and me in our businesses.
I’m upset with Ryanair now (more on that later) but I still see some great opportunities to learn and grow. Ryanair (see www.ryanair.com for details on their low prices) flies jets around Europe at incredibly low prices. They have been known to fly as low as 1 Great Britain Pound (about US$1.80 in today’s exchange) each way. The taxes alone cost more than that. What Ryanair does is offer flights that are incredibly low and then they make their money in other creative ways.
This is the key for you and me. Think about what you’re offering and how you can add on other items. These are often called “back-end” products or an upsell. Ryanair makes their money from a variety of ways and they save costs a lot.
You and I can do similar marketing activities in our business to make money in alternative, creative ways that enhance and support our main revenue line. If the competition is charging cut rate prices, we can think creatively for better marketing by offering other options for people to be involved with us.
Listen to what Ryanair is doing. They offer insurance on their flights where they make money. They sell the beverages and snacks. They also sell advertising space for others. These tactics, and more, are employed by many other airlines in today’s world. Ryanair goes beyond this in their work.
They work with cities to offer service into an area where the city has been declining. If the city will make certain concessions and provide cash to Ryanair, the city not only gets the service but some special promotions. This boosts attendance at conventions and more.
Ryanair also has arrangements with hotels and transportation companies. By making these services available, Ryanair makes money from passengers after they leave the plane. This is thinking creatively for better marketing. Think about it for a moment: When you fly to a new city, often you’ll need transportation to the convention center, a hotel or more. Why wouldn’t an airline partner with a ground transportation company that can continue the service for passengers? And by the way, Ryanair refuses to call their passengers “Passengers.” They call them guests---just like a hotel.
Ryanair also partners with hotels to provide special rates for guests (both Ryanair guests and the hotel’s guests). These are just a few examples of what Ryanair is doing to go outside their main business to generate revenue. By attracting a large group of customers, they make that large group available to others for the betterment of both customers and their new partners.
Think about others with who you could partner that offer complimentary services to your core target market. You can benefit your customers more by aligning with select, carefully chosen partners. Your partners then can open up their customers to work with you. Everyone wins.
Ryanair does make money in another significant way that bothers me---a lot. They charge a lot for any weight you have in luggage over 10KG (about 22 pounds). I found that I had to pay approximately an additional $150 each way on a short trip because of my luggage with this round-the-world trip. Ugh! I would have been better off flying another airline. Yes, I knew there would be a charge but I don’t usually carry a scale with me to weigh my luggage! Next time, I’m flying another airline if I am going to be on an extended trip.
Yet, even with my own frustration at the extra cost, I have to admire Ryanair for their approach. The flight attendants have always been friendly and cheerful to me (I’ve flown them before on trips to Europe). They seem to have a better-than-average attitude towards making “guests” feel welcome once you’re on the plane.
All of us can learn in business to think beyond our core revenue. Partnering with complimentary businesses can yield great revenue for both parties and help the customers ease the flow.
Now, if I could just get Ryanair to reduce charges for luggage when I am flying---now that would really be customer service!
________________________________________
Terry Brock is a marketing coach who helps business owners market more effectively leveraging technology. He shows busy professionals how to squeeze more out of their busy days using the right rules and tools. He can be reached at 407-363-0505, by e-mail at terry@terrybrock.com or through his website at www.terrybrock.com.
Copyright © 2006, Terry Brock, All Rights Reserved Internationally. No portion may be reprinted or used in any way without prior written permission. Permission granted to Business Journals to use in regular publications.
Dateline: Dublin, Ireland
Expand your mind and build your business. As a small business owner and independent business person (aren’t we all in today’s world?) you can grow enormously by looking around and seeing what successful companies are doing. I’m in Dublin, Ireland, as I type this finishing up a round-the-world trip to see some best practices in marketing and business procedures.
The other day I flew into Dublin from London’s Luton Airport. To get here I chose the most profitable carrier in Europe today---Ryanair. This incredible airline learned from Southwest Airlines in the United States how to run an airline business in today’s tough aviation industry. They are succeeding wildly with an approach that is very profitable but also has some good food for thought for you and me in our businesses.
I’m upset with Ryanair now (more on that later) but I still see some great opportunities to learn and grow. Ryanair (see www.ryanair.com for details on their low prices) flies jets around Europe at incredibly low prices. They have been known to fly as low as 1 Great Britain Pound (about US$1.80 in today’s exchange) each way. The taxes alone cost more than that. What Ryanair does is offer flights that are incredibly low and then they make their money in other creative ways.
This is the key for you and me. Think about what you’re offering and how you can add on other items. These are often called “back-end” products or an upsell. Ryanair makes their money from a variety of ways and they save costs a lot.
You and I can do similar marketing activities in our business to make money in alternative, creative ways that enhance and support our main revenue line. If the competition is charging cut rate prices, we can think creatively for better marketing by offering other options for people to be involved with us.
Listen to what Ryanair is doing. They offer insurance on their flights where they make money. They sell the beverages and snacks. They also sell advertising space for others. These tactics, and more, are employed by many other airlines in today’s world. Ryanair goes beyond this in their work.
They work with cities to offer service into an area where the city has been declining. If the city will make certain concessions and provide cash to Ryanair, the city not only gets the service but some special promotions. This boosts attendance at conventions and more.
Ryanair also has arrangements with hotels and transportation companies. By making these services available, Ryanair makes money from passengers after they leave the plane. This is thinking creatively for better marketing. Think about it for a moment: When you fly to a new city, often you’ll need transportation to the convention center, a hotel or more. Why wouldn’t an airline partner with a ground transportation company that can continue the service for passengers? And by the way, Ryanair refuses to call their passengers “Passengers.” They call them guests---just like a hotel.
Ryanair also partners with hotels to provide special rates for guests (both Ryanair guests and the hotel’s guests). These are just a few examples of what Ryanair is doing to go outside their main business to generate revenue. By attracting a large group of customers, they make that large group available to others for the betterment of both customers and their new partners.
Think about others with who you could partner that offer complimentary services to your core target market. You can benefit your customers more by aligning with select, carefully chosen partners. Your partners then can open up their customers to work with you. Everyone wins.
Ryanair does make money in another significant way that bothers me---a lot. They charge a lot for any weight you have in luggage over 10KG (about 22 pounds). I found that I had to pay approximately an additional $150 each way on a short trip because of my luggage with this round-the-world trip. Ugh! I would have been better off flying another airline. Yes, I knew there would be a charge but I don’t usually carry a scale with me to weigh my luggage! Next time, I’m flying another airline if I am going to be on an extended trip.
Yet, even with my own frustration at the extra cost, I have to admire Ryanair for their approach. The flight attendants have always been friendly and cheerful to me (I’ve flown them before on trips to Europe). They seem to have a better-than-average attitude towards making “guests” feel welcome once you’re on the plane.
All of us can learn in business to think beyond our core revenue. Partnering with complimentary businesses can yield great revenue for both parties and help the customers ease the flow.
Now, if I could just get Ryanair to reduce charges for luggage when I am flying---now that would really be customer service!
________________________________________
Terry Brock is a marketing coach who helps business owners market more effectively leveraging technology. He shows busy professionals how to squeeze more out of their busy days using the right rules and tools. He can be reached at 407-363-0505, by e-mail at terry@terrybrock.com or through his website at www.terrybrock.com.
Copyright © 2006, Terry Brock, All Rights Reserved Internationally. No portion may be reprinted or used in any way without prior written permission. Permission granted to Business Journals to use in regular publications.
posted by Terry Brock @ Monday, May 01, 2006
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