X Marks the Spot... (and Uncle Shep's Marketing 101)

I've had a few enquiries from people wondering if I'm going to put the system that drives my "X marks the spot" promotion on sale through Lucky Designs in the near future. To be honest - although the promotion has worked really well, and brought me a lot of visitors (384 freebies claimed this week!) - it's really such a simple script that my conscience wouldn't let me get away with charging people L$ for it ;)  ...so, for the benefit of anybody who would like to "roll their own" version of this promotion, here's a basic script:

string prize = "Blue Leather Underbust Corset"; string magic_phrase = "I Love LapGirl Lingerie"; string prize_message = "Enjoy your gift!"; default {     state_entry()     {         llListen(0, "","","");     } listen(integer channel, string name, key id, string message)     {         if (llToLower(message) == llToLower(magic_phrase))         {             llGiveInventory(id,prize);             llInstantMessage(id,prize_message);         }     } }

(See! I told you there wasn't much to it!!)

Simply make yourself a nice prim "X" (or whatever), drop it on the ground, insert this script, (and your prize item, obviously), and then tweak the parameters at the top of the script to suit. Note that the prize name is case-sensitive, so be careful when entering it. The "magic phrase" - on the other hand - isn't case-sensitive... but I'd avoid using any punctuation in there if I was you; it'll only confuse people!

Finally, spread the word about the promotion - and your magic phrase - then wait for the stampede ;)

Now, here's the bit that people often overlook: A stampede of people heading into your store is all well and good... but how do you convert that traffic into L$, and an interest in your other products?

Well - for best results - always give away a freebie that's an obvious accessory to something else in your store ... and make sure that the vendor for this "pay-for" item is close to the freebie collection point, so it becomes an easy impulse buy.  ... Emphasise the connection between the items by putting up posters of both things being worn together (or, if you're really keen, hang around the store while the promotion is running, wearing that outfit yourself! ... not that *I* ever do that at LapGirl boutique!!! *cough*).

More strategically, if the thing that you give away for free is perceived by your customers to be more valuable than the thing you're trying to get them to pay for, then you'll find that the prize claimant is *much* more likely to pick up the "pay for" item on impulse than they would be if things were the other way around. Example: Sales of my "Blue Leather Lace-front Panties (rrp L$45)" *soared* when I started "giving away" a free "Blue Leather Underbust Corset (rrp L$75)" via this promotion... there's a psychology of "well, hey, I got the expensive part of this outfit for free, so I might as well just pay those few extra L$ and get the whole ensemble..." . You should never under-estimate the value of selling a *lot* of cheap items, rather than just a few *expensive* items. Lots of "cheap" sales soon add up!

 

^^^^ See! it works!! - This is a chunk from my SL transaction log on Sunday night, taken just after the "Blue Leather Corset" promo went live. Suddenly, there's a *big* interest in Blue Leather panties! ;) (Names obscured here to protect the innocent!)

Obviously, this advice is specific to an example where you're using this scheme to promote a clothing store - though you can probably adapt the general idea to other lines of merchandise.

One important warning here: this psychology BREAKS DOWN if people get the idea that everybody else in-world is going to be given this exact same offer. When a cheap outfit is made available to the entire population, it stops being an "exclusive bargain" or a "clever shopping decision", and starts becoming... well... just a cheap outfit. DON'T put up a big poster at the front of your store, saying "stand near the X, say the magic words, and get a free dress". Instead, use channels that offer some kind of "perceived" exclusivity to get the word out about your promotion - your store update group, your blog, the chair-hopping groups; places like that. The notion of exclusivity sells!

And, as a last resort, even if you don't manage to convert the flow of people into an immediate flow of L$ ... then at the very least, console yourself with this thought: you've put some sample products into people's hands. People will be trying out your product, discovering the quality of your merchandise first-hand, and gaining familiarity with your store. You've had a burst of the green-dot effect. You've reminded people that you exist. All of this is good.

So, there you have it... a free promotion tool, and some free SL marketing advice too! ...Now go make some L$! ;)

(Of course, if you *do* discover that this idea makes you unfeasibly rich, I have a tip-jar set out near the entrance of Lucky Designs...  *grin*)