engaging & entertaining clients since 2009
TRANSCRIPT
Flyers In-store
• Theseareflyersthatcanbehandedoutatthestores:eachcustomerthatcomesingetsone.
• Stapleflyerstoeverysalesslip,Pawnticketandextensionreceipt.• Makesurethateachbagisstuffedwithaflyer,sowhensomeonebuyssomethingandit
getsputinabag,theflyerisalreadyinthere.• Theseflyersannouncetheupcomingeventandthediscountsoffered,withdatesand
pictures.• ThisistheMOSTeffectivemarketingforyourmoney.Currentcustomerslovetheseevents.
Flyer Drop
• 4pageflyer-stylemailertothelocalcommunity• Staffhavehanddeliveredflyersintheirlocalneighbourhoods• Leavetheseflyerswithlocalbusinessesforcross-marketing
In-store Poster
• Thereareclickframesineachstorefordisplayingeachevent’sposter• Posterscanalsobeplacedinwindowstoattractattention
Newsletter
• Sendanewsletterviaemailtoallthecustomersinyourdatabase
Radio
• Createradiocommercialsleadinguptoaneventorsaleandtheremote.• Liveradioremotesworkbest.Theybringintonsofclients.• Alotofpawnclientslistentotherockstation,andwealwaysgetagreatresponse
wheneverweusethem.
Pawn Princess Appearance - Pre-visit set up and preparations
www.youtube.com/watch?v=gHsfY87HOP4&feature=youtu.be
You can check out the commercials at this link:
“RyMy Videos”
• ThesearevideosthatthePawnPrincessdoeswithapersonalityfromalocalrockradiostation.
• RyMy(Ryan)isadorkylittleguywhohasacrushonthePawnPrincess.Throughhislovetheycreatevideosthatexplaindifferentevents,promotionsandtheotherservicesthatareoffered.
• ThesevideoscanbeusedoninternalTVLoopsandFacebook.Theradiostationpoststhemontheirwebsiteaswell.
TV Commercials
• WhilethePawnPrincesshasyettodoanycommercialsforTV,thisissomethingthatshecando.
Internal TV’s
• InternalTVscandisplayvideos,dealsoftheday,specialupcomingeventsplusothercommercialsfromcompaniesthatyoudealwithsuchasWesternUnion.
Facebook (Facebook.com/Pawn.Princess)
• UseFacebookdaily,fromjustidlechitchatwithfanstocreatingeventsaroundpromotions
• PawnPrincessforaDayisaFacebookpromotion• PawnPrinceforaDay• PawnPetContest• PawnPrincessAppearances• Sales• “Bepersonal,don’tbecorporate”onFacebook.Engage&entertain!
Word of mouth
• Wordofmouthisthebestwaytomakeanyeventsuccessful.Employeesandcustomerstelleveryonetheyknowaboutevents.
• It’salsoverycommonforcustomersinthestoretocalltheirfamilyandfriends,tellingthemtocomedowntoseethePawnPrincessandget40%OFForafreeloan.
www.youtube.com/watch?feature=player_embedded&v=Y0F66xCki84
www.youtube.com/watch?v=5UtAqGgoPW4&feature=plcp
Watch a sample “RyMy Video” at this link:
Watch a sample in store loop at this link:
Telephone Talk Track
• Leadinguptoanevent,haveallemployeesuseatalktrackforthespecialevent.Example:“ThankyouforcallingCashCanada,Dianaspeaking,canItellyouaboutourPawnPrincessAppearancethisFriday,SaturdayandSunday?”
RoboTalker
• TheRoboTalkerisatelephonesoftwarethatcanbeusedtocalleveryoneinyourdatabasewithareminderthattheiritemsarecomingdue.Youcanalsoaddanyspecialpromotion/eventthatiscomingup.
Billboards
• Useportablebillboardsforlong-termpromotions,suchas“24HourloansareFREE”,or“thislocationnowdoeschequecashing”.Experienceshowsthatchangingthemupforshortertermpromotionscanbeeffective.“ThePawnPrincessIsComing”canbeaneffectivewaytodrawattentiontothelocationleadinguptotheevent.
Contest to See WHO Gets to Host the PPA
• Formulti-storelocations,runinternalcontestsandincentivesforstaffwiththegrandprizebeingaPawnPrincessAppearance.
• Thecontestscanbeassimpleaswhohasthehighestsalesforoneday,orwhohasthebestscorefromourNon-NegotiableCustomerServiceStandardsChecklist.
Non- Negotiable Customer Service Standards Checklist
• ThisisachecklistthatRegionalManagerscanusewhentheyvisittheirlocations.Thislistreviewsitemssuchas:
•CustomerService •Storeappearance •Staffappearance •Inventorylevels •IstheLoyalTreatmentbeingofferedtoallcustomers?
Inventory Levels
• Becauseofthehighsalesvolumeexpectations,itisimportanttomakesurethatthestoresarefullystockedandreadyforthesale.
Attracting Non-Traditional Customers
• ThePawnPrincess’goalistoattractpeoplewhonormallywouldn’tconsidershoppingatapawnshop,orpeoplewhohaveabadimpressionofpawnshops.
• Increasenewcustomercountsforpawnsandcashsales.• “WhowouldbeafraidtovisitaPawnshopwithaPrincess?”
Promo Briefs
• Thisisaninternaldocumentthatcanbeusedforallstaff,anditoutlinesthedetailsoftheeventsthatarehappening.Itexplainstothestaffeverythingtheyneedtoknowtomakesuretheeventisasuccess.Hereisalistofwhat’sinthePromoBrief:
•Datesofevents •Picturesofpostersandothermaterialsthatarebeingused, includingthedatesthatthepostergoesupanddown •ThePurposeoftheevent •Salesgoalsfortheevent •KeyFeatures •Explanationsofthestorehand-outs •PhoneTalkTrack •Facebookeventinvitationdays •AnyRadio/LiveRemoteanddates •Billboards,iftheyhaveonefortheeventornot •Fundraisers •Bonusandstaffincentives •StoreAppearancetasks
Free Pawn Loans
• ThePawnPrincessoffers30dayFREE(nointerest/servicecharges)pawnloanswhensheisinthestore.Aslongastheloanispaidbackwithin30days,wewillNOTchargeanyfees,justtheloanprincipal.
• Thisgetsalotofcustomersinthedoor.WhyborrowacrossthestreetwhenyoucanhaveyourloanforFREE?
• LongtermcustomersLOVEitbecausetheyfeelliketheyarebeingrewarded.• Therealityisthatbecausetheloanhastobepaidbackinfullwithin30days,
notmanyfreeloansaregiven.Ourexperienceisthatlessthan10%-20%redeemtheirloanwithinthe30daystogettheloandiscount.
$10.00 Gift Certificates
• Thisisagiftcertificate(GC)withNOstringsattached.• Ifyouonlybuysomethingfor$7.00,yougetitforFREE.• Onlyoneisallowedpercustomerperday.• TheseGC’sarepersonallyhandedtocustomersbythePawnPrincessonly.This
createsasenseofurgencywiththem,andachanceforthePawnPrincesstohavesomeone-on-onetimewitheachcustomerthatwalksinthedoor.
• TheseGC’scanbeusedatanytime,theyneverexpireandcanevenbeusedonsalesitems.Theycanonlybeusedforsales,notpawnpickups,extensions,orlayaways.
Sales Discounts
• ThePawnPrincessoffersahugesaleof40%offeverythinginthestore*(excludingjewellery).Whileweunderstandthatyoumightlosemoneyonsomeitems,themaingoalisinventoryreduction,andincreasedcashflow.(Thiscanbehelpfulifyourbusinessisheavierweightedonloansthansalesforrevenues).
• The$10.00GCcanbeusedwiththis40%offpromotion.• Adda“lossleader”forsales.Forexample,wesellDVD’sat5for$5.00justto
givepeopleanotherreasontogetinthedoortobuysomething.
Pawn Princess Appearance - During the Event
Ring Draw
• Haveadrawtowinadiamondring• Thecustomerhastocometothestoretoentertowin• HavethewinnertakeapicturewiththePawnPrincesssoitcanbeusedfor
futuremarketing
Limo/Carriage
• ThePawnPrincessarrivesinalimoorahighendcarwithmagnetsattachedtothesidetocreateexcitementwhiletheydrivearoundthecity.
• Thecarriageisusedforparadesand/orstagedoutsideastoretosendthemessagethatsomethingisgoingon.
Pawn Princess Candy
• ThePawnPrincesshascandytohandouttothekids(theadultslikeittoo).• Usethecandytogiveawayateveryevent,includingparades.
Parades
• ThisisaGREATformofadvertising.ParadesarenormallyFREE,tonsofpeoplegettoseethecarriageandthekidslovethegiveawaycandies.
• Todate,thePawnPrincesshasbeenin4parades:shewon1stplaceinoneofthemand2ndplaceinanother.
• ThecarriageandthePawnPrincessdrawlotsofattention.
Training
• TrainingisamajorfocusforthePawnPrincess,sosheusestheseeventsasanopportunitytotrainemployeeson“BestofClass”customerservice.
• Shehasapeptalkbeforetheeventwiththedailysales/loanexpectations.Forexample:thestaffneedtowatchhowthePawnPrincessinteractswiththecustomers.
• ThePawnPrincesswillwatchtheemployeesinteractwiththecustomersandlookforopportunitiestotrainthemonthespot.
• SometimesthePawnPrincesswillinterjectwhenacustomerisNOTreceivingBestofClasscustomerservice.
• ThePawnPrincessalsoprovidespost-appearancetraining.Shedoesthisattheendofthedaywithallthestaff,andwilldiscussthingsthatthey“shouldhavedone”and/orshoulddofromnowontohelpbuildabetterstore,betterstaffand,mostimportantly,improvecustomerservice.
Pawn Princess/Pawn Prince for a Day
• TheseeventshavebeenaHUGEsuccess.Startbymarketingitthroughvariousformatsofflyersandposters,butFacebookisthemainpromotionalmeansforthisevent.
• Toenterthecontest,customershavetoaddapictureoftheirchildtoFacebookandget10oftheirfriendsto“like”thepictureinordertobeenteredintoadrawforachancetowin.
• ForthePrincessandhermom,theygettostayatafancyhotel,gethair,nailsandmakeupdone.Theyalsogetfancylunchesanddinners,limotoursofthePawnKingdom(pawnlocations)giftbaskets,aprofessionalphotoshootandsomuchmore.
• ForthePrinceandhisdad,theygettogotoaranchforsomecampfires,horsebackriding,trailhikes,giftbasketsandsomuchmore.
• ThePawnPrincessattendsbothoftheseeventsandjoinsinmostoftheactivities.
Pawn Princess Party
• Thisisaninternalpromotion.• RuncontestsforthestoresandthestorethatwinsgetsaPawnPrincessParty.• ThispartypackagegetsthemthewholePawnPrincessAppearancepackage.The
differenceisthatattheendofthenightthePrincesstakesthestaffoutforanightoffunonherroyaltab.
• Thestaffenjoysthisbecausetheycanbringtheirlovedonesandtheygettohaveafunnightwithouthavingtoworryaboutthecost.
• MostofthestaffchoosebowlingorKaraokeanddinner.• Thishelpscreateasenseofunitywithinthestore.
Employee Lunch
• Haveacontestthedayoftheevent:thewinnerwillhavelunchwiththePawnPrincess.• Thesecontestsarefastandnormallyshortlived,buttheycreateasenseofurgencytowin
rightaway.• Sometimesit’sfuntodothiswithoutacontestifyouknowthatyouhaveahardworking
employeewitha“princess”oftheirown.ThePawnPrincesswilltaketheemployeevialimotopickuptheirdaughter,andtakethemforaniceprincesslunch.
Staff Engagement
• Itisimportanttoustohavethestaffbeengagedandentertainedwhiledoingtheappearances,sointhepastthePawnPrincesshasaskedthemtojoinherby:
-DressinginPawnPrincessShirts -Wearingjesterhats(sheusedtohaveaSalesKingandaWiseWizardincostumetoplayalongwiththePawnPrincess) -Haveinternalcontests.Forexample,”PasstheBuck”:thisiswherethe firstemployeetodoasalegets$50.00,butthenextpersonthatdoesahighersale getstotakethat$50.00fromthefirstemployee.Wekeepitgoingallday,andat theendofthedaythepersonwiththehighestsalegetstokeepthe$50.00 -Theeventsalsobringinincreasedproductivity;thisisgreatforthepocketbookattheendoftheweek.
Tim Hortons/Cactus Club
• TimHortonsisahugecoffee/doughnutshopalloverCanada.ThePawnPrincesshasstoodatthedrive-thruwindowandpurchasedcoffeeforthenext20carsinline.Shegottopersonallyspeaktoeverycustomeraboutourlocations,gavethemalla$10.00GCandaskedthemtovisit.
• CactusClubisarestaurantthatisfairlyhigherend.Wehavepurchaseddessertfor20tables,whichthePawnPrincesspersonallydelivered.Sheintroducedherselfandaskedthecustomerstocomedownandvisitthestore,whilealsoprovidinga$10.00GC.
• Dothisduringtheeventstoincreasefoottrafficinthestores.ThisallowsthePawnPrincesstopersonallytouch(affect)individuals,andthelowcostofdoingthisismuchmoreeffectivethanmassmediaadvertising.
• Arrangementsneedtobemadewiththefoodestablishmenttomakethishappen,assomerestaurantshaverulesaboutnotsolicitingtheirclients.
Phone Talk Track
• Havethestaffanswerthephonewithatalktrackforthatday• Forexample:“ThankyouforcallingCashCanada,Dianaspeaking,didyouknowthatthePawn
Princessisheretoday?”Thecustomerwillaskwhatit’saboutandtheemployeewillthenhavetheopportunitytoinvitethecustomerdownandtellthemaboutthecurrentdeals.
Radio Remotes
• SetupaliveradioremoteforwhilethePawnPrincessisvisiting.SometimesshewillinteractwiththeDJduringtheremotesandgettopersonallytellpeopleabouttheevent.
• TheradioDJinvitespeopledown,tellsthemaboutthesales,theFREEloansandtheGC’s.• ProvideremotefactsheetforDJ’swithinfoaboutthepromoandthebusiness.
• Thedayoftheevent,thePawnPrincessannouncesthatsheisonherwayanddiscussesthedealsoftheday.
• PostpicturesthroughoutthedayofthePawnPrincessinteractingwithcustomers.• PostspecialitemsonFacebookthatareGREATdeals.• Invitecustomerstocomevisit.
Photo Opportunity
• AlotofparentsbringtheirkidstocomeandgettheirpicturetakenwiththePawnPrincess.• HavingthePawnPrincessinthecarriagewiththekidsandevensomeadultsisgreatfor
photos.
Ceiling Signs
• Theseceilingsignsareabout2feetby3feetandtheyhangfromtheceilingwiththePawnPrincess’picture.
• Thefirstsettellseveryonethatsheiscomingtovisitsoon,whilethesecondsetisputupduringtheeventtodisplaywhatsheisoffering.
• Wehangtonsofthemalloverthestoresothattheycan’tbemissed.
Street Appearance
• ThePawnPrincess(orastaffmemberifthestoreisbusy)willstandonthesidewalkandwaveattrafficdrivingby.Tonsofpeoplewillpullovertoseewhatisgoingon!Thishasturnedtonsofpassersbyintobuyingcustomers.
• SometimesthePawnPrincesswilldanceoutsideonthesidewalkswithcustomers.Addingspeakerswitharadioandmicrophonetotalktopeoplewalkingbyisagreatattentiongrabber.
Inflatable Arm Man/Woman
• Thesecanbeeffectivetoattractcustomers’attentionwhendrivingby.
Grand Opening
• ThePawnPrincessshowsupforstoregrandopeningsorwhenanewmanagertakesoverastore.
Charity Work
• ThePawnPrincesshostshotdogsalestoraisefundsforalocalorganizationcalledtheBoysandGirlsCluboryourorganizationofchoice.
• Shealsoraisesfundsfordifferenttownsthathavekids’organizations.• ShehostsBikeSales3timesayear,and$10.00fromeachbikesoldgoestohercharity.
Flower Giveaways
• ThePawnPrincesswillgiveeachladythatcomesintothestoreonValentinesDayaflower.
• Sometimes,onrandomdays,shewillgiveflowersawayjustbecauseshewantstomakepeoplesmile.
Pawn Princess Mugs
• ThesearemugsthatthePawnPrincessusesasgiveawaysforhercustomersandsometimesemployees.
• Shealsosellsthesemugstocustomersand100%oftheproceedsgotocharity.
Creating WOW Moments
• ThePawnPrincesslikestofindwaystocreateWOWMomentswhensheisvisitinginhopesofshowingouremployeeshowitcanbedone.
• AWOWMomentiswhenyougoaboveandbeyondyourclients’expectations.• Mostofthesemomentsareassimpleashelpingsomeoneouttotheircarwiththeir
product.AnevenbiggerWOWwouldbegivingacustomertheirloanbackforFREE,justbecause.Ofcourse,thisisonlydonewithapprovalfromuppermanagement.
• ThePawnPrincesshasgivenbackthousandsofdollarsinloansthatwereinpawnforoverayear,andallitcostthecustomertogettheirstuffbackwas$1.00.
Pawn Princess Appearance - After the Event
Up to 300% of Increased sales* ($19,049.20 vs. $4,471.10) in a mature store.Up to 100% in Increased loans ($8,000 vs $3,000).10% to 20% of FREE Pawn Princess Loans Redeemed within FREE Period.Increased Good WillCustomer Retention
• Itisnotonlyimportanttoincreaseyournewcustomercount:customerretentionisequallyasimportant.
• GivingawayFREEloansandhavingthesalesaregreatwaystokeepyourcurrentcustomershappy.Weallknowhappycustomerstalktotheirfriends,and,inreturn,youwillincreaseyournewcustomercounts.
Testimonials
• GettingtestimonialsfromcustomersisagreatwaytoseeifyouhaveachievedyourdesiredresultsinprovidingBestofClasscustomerservice.
• Itisalsoimportanttogettestimonialsfromyouremployees.
AAR (After Action Review)
• SpendsometimedoingAfterActionReviewonhowtheexperiencewasforthestaff.• Didthestaffenjoytheprogram,dotheythinkitwasasuccess?• DoAARforthestore:werethenumberswhatweexpected?• DomarketingAAR:didweusetherightmarketingtoolsforthisparticularpromotionin
thiscity?• AARhelpsustoseewhatwasdonerightandinwhatareaswecouldimprove.
• ItisveryimportanttoaddpicturesoftheeventstoFacebookastheyarehappening.• CustomersloveseeingthemselvesonFacebookwithcommentsonwhatisgoingon.• Trytocommentbacktoeveryfanthatpostsacomment,eventhebadones.
Pawn Princess Certification
AlocationthathascompletedaPawnPrincessInsightsPackagewillbeconsideredsuccessfulwheneveryemployeedemonstratesthattheyarecustomerfocusedandalwayswillingtosmilewhiletheyhelpcustomers.ThelocationwillbeawardedanofficialPawnPrincessCertificationwhichincludes:• AlinkonthePawnPrincesswebsite• APawnPrincessCertificationdecaltoproudlydisplayintheirwindow
Facebook.com/Pawn.Princess
*increased volume will reduce sales margins (i.e.) 8% vs 26%.