As a brand and a business, are you making the most of all your marketing opportunities? Any time you’re out in public you have the chance to promote your brand. When I’m traveling, I’m in and out of airports, and I see and observe a lot of people. Most of what I see is name brands worn as badges of honor in an attempt to showcase status. I am all for enjoying the finer things, but most people are losing out on an opportunity to broadcast their brand to a captive audience for free!
At most airports, 12% of travelers are traveling for business, and those travelers represent 75% of airline profits. That means there’s money in the air. The majority of those travelers choose to advertise a brand with 100% attrition: there’s no return on investment when they’re wearing someone else’s logo. They are missing out on advertisement that could end up being significant in their business.
When I go to the airport I am always wearing a brand that I have direct influence over. Whether it’s a T-shirt or a hat or a jacket, or even a patch or stickers on my luggage, I’m always branded with LXVE. LXVE is my most recognized brand, and I often use it as a introduction to the others. In February alone, I’ve been to Stockton, Los Angeles, Seattle, Oregon, Denver, and of course my home town of Las Vegas. During my travels, four people asked me about my heart, which is the logo for LXVE. They ask because the design is simple yet memorable. Once my logo caught their attention, I gave them an elevator pitch that landed me three out of the four of them as clients in the barbershop.
The elevator pitch is the most important part of the opportunity. Once a great unique logo gets that initial attention, you must convert that attention into a sale, or at least a lead. Here’s an example of my airport elevator pitch.
Lead: That looks like a heart on your hat.
Me: It is actually a picture I took of a unicorn I saw the other day.
Lead: [stares at the heart]
Me: Just kidding, it’s an experienced heart.
Here I’m getting my lead to ask me a question, to keep them in the conversation.
Lead: What is an experienced heart?
Me: Well, i am the proud owner of a barbershop experience like no other. The heart is our logo because we love (lxve) what we do. I’m assuming you get haircuts often?
Now I’m asking a question. I’ll keep asking questions to get them where I need them in order to land the sale.
Me: We have been featured in GQ, People’s magazine, and on some of your favorite celebrities. Everyone raves about the experience. Do you ever get a chance to treat yourself?
Lead: Yes, I do.
Me: Nice, we all deserve it. Especially if can be on a regular basis. But listen, you seem pretty cool, are you ever in Vegas?
Lead: Yes, I actually live there.
Me: Perfect, I would Lxve to show you what all the hype is about. On what days do you prefer to get your haircuts?
Lead: Just depends on my schedule.
This is when I bring out an app where I can type in a client’s number and it automatically sends them a text message that reads “Yo yo! It’s Sosa. Save my number. Happy to connect with you!” This is important because I continue to control the conversation.
Me: Let me get your number so we can set something up. I’ve gotta run and catch my flight, but once I’m settled I’ll message you my schedule, and you can pick a day and time that best fits with your schedule, and come see me for an elevated haircut experience. Safe travels, and great to meet you!
Lead: Thanks, great to meet you.
That’s all there is to it! I normally leave a lot of mystery around meeting me. The desire to know more is usually unstoppable. I consistently roll the dice and leave them wanting more. In about 30 minutes or so, I text back with my scheduling link, sosa.lxvestudios.com. I pair that link with this message: “That’s my booking link, you can select which ever date and time best fits with your schedule to get the perfect haircut and shave. Shoot me a text if there’s any problems. I am super excited to have you in the Shop. Have blessed day and safe flight.”
So what’s the final impact of this marketing? One guest for me is worth $556 per month and over 6k per year. Let me break that down for you. I’ve converted that lead into monthly haircuts and bi-weekly clean ups to keep him fresh for travel at all times. Because of my experience he will LXVE. his haircut. I’ll also teach him how to properly maintain and style the cut. That means I’ll recommend our product line, Lxve Alchemy. The bare minimum for maintenance is the wash and the lotion. After proper maintenance, I show him how to style it, and that’s an introduction to a styling product, like my favorite, the paste. Finally, I give that lead an opportunity to refer one of his friends in exchange for a free haircut.
So there’s an example of capitalizing on every opportunity, just because I wore my logo to the airport. I hope this helps you promote your brand, and if I can be of any further help visit textsosa.xyc and shoot me a text directly. Bless and remember it is all LXVE.