Marketing by walking around

Hi,

Who is your best prospect? Can you describe them? Can you say, without looking, what shoes they are likely to wear? Most companies don't know this fundamentally important piece of information. So you cannot afford expensive market research. There are alternatives. One is "marketing by walking around." At DJs, Brian Walsh - the man who ushered in "there's no other store like David Jones" - insisted that senior management man the tills for several hours per week, serving customers. American Express have been known to use senior management as telephonists when contacting large numbers of cardmembers by phone. Brian Walsh was able to spot a DJ's shopper walking down the street. Can you spot your prospects at 100 yards?


Cheers!

Michael Kiely