I just came back from a trip to New York to attend a friend’s wedding; I stayed a few extra days so I could spend some time visiting Manhattan. I love spending time in Manhattan; I think it is the greatest sales and marketing city in the world. One example of what it takes to stand out in NY; I went into Bergdorf Goodman department store and I saw a jacket I liked. I looked at the price tag and the cost of the jacket was $28,000.00. If you want to stand out in the fashion crowd in NY city you need to wear a $28,000.00 jacket!
Having to purchase a $28,000 jacket to stand out is out of me league; I like a more grass roots example of sales and marketing that can be found in the NY Little Italy district. NY Little Italy is a tourist district that contains restaurants and Italian bakeries; like many tourists we took the subway to Canal Street and turned on to Mulberry Street. As soon we entered Mulberry Street we were surrounded by Italian restaurants that are all very similar in look, menu and price. These restaurants know that tourists are key clientele; chances are if you are visiting NY and you are walking up Mulberry Street you are there to eat at one of the restaurants that line the street. I took a look around and made the observation that the restaurants were located over a four blocks and the restaurants closest to Canal Street appeared to be the busiest. My second observation was the restaurants that had an employee standing near the menu and was engaging the tourists while they were making their buying decision were the busiest on the street.
The 3 key marketing tactics that I observed in NY Little Italy district and that I recommend all marketing people should consider are:
– Know your target market and tailor your product to meet the needs of that market.
– A good location is very important if you want constant customer traffic.
– Engage your customers early and often and it will pay off with consistent deal flow.