Apple's flagship store in China failed to open at 7 AM sharp.
The crowd went wild. They went so wild that Apple pulled the 4S off the Chinese market because of safety concerns. Don't you just have to wonder how a product can do that - and do that in the country where it is made? How can you get some of that mojo?
Obviously, you don't want people rioting in front of your shop. What you want is people who want your product or service so bad, they'll line up to get it. Would that be good? Here are two secrets from the iPhone 4S "splash and retract in China."
Apple China Secret # 1: Scarcity.
It is no secret that somehow, Apple always seems to screw up and manages to not make enough of the product they are introducing to meet immediate demand. I'm not saying that was the intention with the China situation. However, if you look at the big picture, Apple is getting amazing worldwide advertising (free publicity) from the customer riots.
How can you apply that to your shop, business, service or product? Well, you may not be able to apply it with the power Apple (intentionally or not) applies it. You can use terms in your advertising like: "Available for a limited time." You could say, "Our supply likely won't last past Saturday," (as opposed to saying, "Sale ends Saturday").
People respond to lack by taking action. It works every time. It works on you and it works on me, even if we know we're being manipulated.
Apple China Secret # 2: Unique product feature.
Apple introduced the 4S with the major improvement being SIRI. SIRI is the feature where you can ask your iPhone a question and it will answer you. It works well, and it is the future of all electronic devices - you'll soon be conversing with your toaster.
How can you apply that to your repair business? OK, so you're not going to be adding a feature so your customers can talk to their used car, any time soon. What CAN you do?
Offer a remote start kit on the market right now. Why? People want remote start for safety and to pre-heat or pre-cool their car. Get a banner made with a bright yellow background, and black letters: "Remote Start Sold Here" and your phone number.
Let's imagine you have a submarine sandwich shop. Are they lining up to get in the door? Somewhere in your city or the next city, they are lining up at some sub shop. Go there, eat there. Don't be jealous, be smart. Spend some time analyzing WHY. Ask customers why.
In our town is a sub shop where they line up out the door. The shop is famous for Pastrami. It is great quality with no grizzle. They cook it right. They pile it high. Do they give it away? No, absolutely not! They get a premium for it. People will pay for what they believe to be a unique service or product.
You can also look outside your immediate industry for "outside the box" ideas. For example, you have a sub shop, but you know and admire an exceptional retailer. Go there and analyze that business. You'll be surprised.
WARNING:
iphone5 ケース
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