February 4, 2023
Canmore, CANADA
“If it takes serving without a shirt, there’s no way we’ll win this contest.”
(Can’t read the full email – click here for the online version.)
A friend and I were swapping stories of our times working as ski “bums” in Whistler, BC and Banff, AB. After regaling a half dozen stories – he remembered a very humorous incident that happened during the time he was bar-tending during Whistler’s Pride Week.
Whistler may well have been one of the earliest resorts to recognize both the earning’s level of the LGBTQ+ community and the power of niche marketing. By creating and marketing a specific week, dedicated to this group, they attracted large numbers of skiers and visitors, during a time of the
winter, when visitation levels were quite low.
That alone – is a business lesson for you. But back to my story.
My friends’ colleagues were manning the many drink stations of a large location that was hosting an evening event with dancing, music etc. They all decided to have a contest to see which station could pull in the most tips that night and they all contributed
to a pot of winnings, for this purpose.
The younger men decided to strip off their shirts and spray their torsos with tanning lotion and glitter. They figured that would attract a far
greater number of patrons.
My friend, who was neither that young, nor that robust, remarked to his even older booth partner; “we are so scr*wed! There is no way we’re going to win this contest by following the lead of the other guys.”
He then told his partner
– I’ve got an idea – I’ll be back in 10 minutes.
When he returned, he had a sign and some posts with roping to create a line. The sign said – “VIP access – only
$20”.
If you’ve ever attended large events; weddings, conventions etc. inevitably, large line-ups build up at the bars serving drinks. And it’s not even a nice queue – but more
like a large herd of people, jostling and maneuvering, attempting to get close enough to get the attention of the harried bartender(s).
My friend decided to create a VIP section, for those who would be prepared to pay extra to avoid such hassle and get served quicker and with less hassle.
It worked. And he and his bartending partner easily won the tip contest that night.
The lesson for you and
your business?
There is always a segment of your customers, clients or patients, who would be willing and grateful to pay more for a “VIP” version of your product or
service.
Your mission this week is to figure out what that could be and then set about offering it as soon as possible.
Until next week,
Stay healthy and focus on profit!
- Hugh
The
“Profit Accelerator” Expert
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