There is a new member of our family. Her name is Elly and she is a stuffed bear - from Build A Bear.
It is my daughter Gina's SIXTH such bear. SIX BEARS! When I was a kid, I'd was lucky if I had a bath towel stuffed with old newspapers formed in the shape of a bear. (Well, not quite!)
If you have not been to Build A Bear, it is a store in shopping malls where kids go in and can create, stuff and then dress their own bear. The concept is a thing of beauty on so many levels and is very well executed.
The price of the basic bear is pretty low but notice I said "basic" bear. There are what seems to be a zillion add on items for your to accessorize your bear. Some are inexpensive and some are crazy expensive - for a stuffed bear that is! By the time you leave the store, you might have well had a real child it costs so much!
The "experience" of Build A Bear is what sells the whole concept. The kids get to pick their own bear, a stuffed "heart" is put inside the bears' chest, the bear is given a name, the kid dresses it, they are given a birth certificate and the bear is put into a large carrying box in the shape of the house.
In addition to the regular mall traffic the store gets, they also host kids birthday parties. Think about all the positive financial ramifications of doing that!
There are tons of powerful marketing and profit lessons in my short little tale. Can you figure out what they all are? Come on! Put your thinkin' cap on and post your answers here. But, more importantly, figure out how you can put the Build A Bear strategies to work in your business.
Have a great weekend!
Kick butt, make mucho dee-nero!
~Dave Dee
PS: Okay, I'm going to spill the beans...
I'm just about to embark on a massive lead generation postcard campaign. You can see where I got the postcards and the strategy by going to: http://www.davedee.com/newwave.html
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