This is the first substantive mailing on this new line.
About the July convention in Las Vegas. I'm doing a bit of cost and results analysis here -- I'll be publishing this on a web site so you can refer to it there. When it is published I'll send out the link.
There will be about 7,000 visitors. Most of them are owners or managers of independently owned health food stores. This is the biggest convention every year for this group.
There are about 15 hours of visit time in two days. (15 x 60 = 900 total minutes)
If we spoke personally to every visitor, or tried to give every visitor SOMETHING, we could devote about (900 minutes divided by 7000 visitors) .128 minutes each, or about 8 seconds each.
Clearly we won't be doing that.
Here is the one web page which describes the most current HOT marketing work I'm on right now -- looking for someone to help us with positioning our products and offers, and someone to design the label
I've added a lot to that page just a couple hours ago 0-- if you have read it before, do go back -- it has new and vital stuff on it now.
No matter how we divide up our time, and the number of visitors, I think we have to plan for three types of "contact" plus the fourth hot prospect for a hotel room visit.
1. Some number of people will see our booth, or the entry in the convention program, and maybe check out our web site. My guess is that such a small percentage of people will do that that it is hardly worth estimating a number. But, there could be some. The most basic thing we must have in place is ONE web page that gives them a complete story (probably www.ayurceutical.com ) and a ZenCart that is absolutely capable of accepting their one-click visit where they can register a name and address and then: a) ask for information, or b) pay with their credit card so we have an accurate address and name, some small amount, say $10.00, for which we will send them a $50 package of stuff -- certainly including samples of product, even salable jars. That pack will probably include one of the new custom-cover TWTH books.
2. Some number of people will at least slow down as they walk past the booth and pick up something, or accept something handed to them. It is not likely that 7,000 visitors would each do at least this much, but we can certainly accommodate 7,000 people who slow down, stop and pick up "something." That something must be interesting and not very expensive. It could be a "free sample" of cream. I expect soon to have some options on how to package samples -- we may get a sample in a tube that costs us as little as $0.05 each, even with some text on it, or connected. Whether it is this tube, or a card, or some combination, I'll refer to this as the "quick pack." That is a "pack" of stuff we can have in large quantity, say 7,000 available, and this must be stuff that could be "picked up" from the table without our personal attention, or handed to someone who doesn't show that he has enough time for talk. It is important to "let them go along." People have a mind-set to "move through" the convention -- feeling some duty to walk every aisle. They will walk, but they certainly don't have time to spend at every booth. What we need here is some "package" that won't fall into separate pieces -- a pack that allows the guy to fill in his name and address in return for a promise of our sending more information, or even a gift. We can't compete with the big guys giving away $50 packages -- but we can offer those who are interested a taste of what we will give them in a mailing.
3. The most vital pack we will hand out would be only to those who you consider show a genuine interest in one or more of these terms:
Exclusive Agency Opportunity
India as source of product
Ayurvedic and homeopathy as source of concepts
MSM as a "transdermal" and as "organic sulfur" and as being in a proprietary form
Sulfur as a skin nutrient and found only in organic form in MSM
Those would be the hot button areas we should push. I expect soon to contract for a "positioning" service that will give us advice on what words or images we should use that will most likely get good responses. That positioning is a new section I've added to a page you may have already read, and which you should now revisit and reread -- particularly the "pop up" window on "positioning." Read carefully, you'll find it.
I'd like to drill any going to ask questions which will get good emotional responses to those hot buttons.
When and as you get a good response, you want the visitor to invest enough time to fill in a name card, or almost all of them will have business cards, for them to give you a card, check off something (they have to do something to outflow their proof of interest) and then we give them the second literature pack.
That pack is not yet designed, but it should all fit into a 9x13 VL envelope and will include whatever we can get produced and pack in. I figure the cost of producing that pack we should be able to hold to about $5 for printing and paper costs.
If we get 1,000 people who show this type of interest, there would be a $5,000 budget item for this -- we will have to commit ourselves in advance to whatever number we think we will need. Spending $5,000 in advance, for a set of literature? Well, this can then also double as the pack we send to those who inquire from the web site -- and should be designed with that in mind. I might "outsource" this to Marty Kassowitz. Cliff Woods may also have some input.
There may be a final few who are SO hot to do something with us that they warrant a special invitation to visit, even in the hotel room, to talk things over with Babu or Karl, or someone else.
For these people I will put together a large pack, but I will also expect to close these people for at least a $500 payment for an exclusive agency in some area. My target is to get 20 of these exclusive agency agreements signed and paid during those two days -- that will take more than just me doing that selling.
The pack, itself, need not contain a lot of expensive products since I don't expect to be able to process a credit card. I can accept a check, but I don't want to deliver a lot of goods this way.
The question comes up as to whether we will sell any of the bottles of our VL products we take along. That will be fine to do and that can be to anyone who shows that interest.
I'll be writing much more on this line -- this is a quick start.
