Intermediary Customer Purchasing from the Product Producer
Sell Steps: Sell steps include the activities Intermediary customers take in selling and delivering the product to their customers. These activities include their own customer recruitment and product delivery.
Experience: Enhance the experience the customer has with the product
4. Entertain the customer while waiting for or using the product
Add entertainment as addition to the main product
|LidRock produces miniature CDs with music and eventually movies and sells them to restaurants, movie theatres and theme parks who use them to sell merchandise and increase exposure. Sbarro, one of LidRock's customers, says the gimmick encourages positive response from the pizza chain's young target customers. Movie theatres purchase the promotional discs to help them to sell high-margin soft drinks. The CEO has forged agreements with major entertainment companies to ensure that the programs are mutually beneficial. The company will eventually put out full length movies on the disc that will only remain active for a set period.
|Verizon's Airfone unit introduced JetConnect instant messaging and text messaging service last year. United so far has the system on about 80 planes. It allows fliers to check weather, news and stock listing, play games and use the messaging services for $5.99 per flight.
|Wireless chips are used to create local area networks or LANs. LANs are popular in coffee houses and other public places. User go into these "hot spots" and surf the Web without plugging into a telephone jack.
|New Internet-wired gasoline pumps that offer news updates, travel tips and ultimately e-mail or stock tips are entering the market through smaller, independent gas stations.
|One company that hits the moneyed masses is Captivate Network. It equips elevators in office high rises with flat panel TV screens and sells advertising spots which it mixes with programming from major media company partners. Given people's tendency to avoid eye contact in elevators, and the very low likelihood of their pulling out reading material, the ads become an almost welcome diversion.
<<Return to Sell Steps