Thinking outside the box
A novel idea was to take coupon books door-to-door and try to sell them off as a way of getting more business in the pizza joint. At that point, I was willing to try anything. I had expected them to use scientifically targeted direct marketing lists, but I was open for any new strategy. As long as it was something that we hadn’t tried before, it might be worth a shot.
It turned out to be the best thing that we had tried! People throw out free coupons all the time, but if you have good salesman selling them a coupon book at the door they will do their best to use every coupon up on your product. At the prices we were selling pizzas, we would not make much money off of each new customer, but it didn’t really matter – there were so many new people coming in that we didn’t know what to do with them! It turns out that direct marketing lists aren’t the solution. Good door-to-door salesman are!
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