Marketing Lesson From Homeless Vendors
A certain humanitarian organization tried to support homeless people by offering them a way to raise money for their upkeep. The homeless became vendors of the Sunday daily and they could walk in the streets on Sundays with huge bandies of papers to sell in order to earn their commission.
They worked so hard that they sold up to 810 papers per an individual. These became better as they realized that they could make more sales from the middle of the road and standing at the intersections.
At these intersections, many people stopped and they got a chance to sell many of their papers as they walked up and down while holding their papers.
After sometime, the city council was up against them and local ordinance banning their selling was passed. The newspaper company highlighted the violation of the 1st and 14th amendment rights that protected the vendirs.
Though not much has been achieved, the National Congress passed a bill that illegalized the prevention of such sells on roadways and not intersections. Much is expected to take place as from next week to see the vendors into their normal duties after the bill was signed by Governor Mike Easley on Sunday 17th August.
Although the local ordinance did not illegalize selling of newspapers from sidewalks but only from the intersections, the number of vendors at the sidewalks started declining Sunday after Sunday till we could see none.
It was later reveled through an article from one of the papers that after the ordinance was effect in many of the towns, the number of papers that were sold by individual vendors drastically reduced to 6 copies per 6 hours.
You may be wondering where we are heading to but from this experience by these homeless vendors, we can derive important marketing lessons.
From the above experience, the enactment of the local ordinance deprived the vendors a free and easy access to their targeted customers at the intersection.
For this location, they could easily run up an down with their papers as the vehicles pulled over and have them buy their papers.
When they were only permitted to sell from the sidewalks, their selling rate reduced and they stopped. This is the major marketing lesson you were to learn from them.
Like the homeless vendors who were quick to realize that they had to stay in front of their targeted customers at the intersections, you need to apply this in internet sales in order to succeed.
Dealing in cheaper ads owing to the reason that they are inexpensive, can be likened to selling of papers from the sidewalks which ended up failing.
Furthermore, you should not be prompted to run any ad because it is the only one available to you.
Using an ad should be rather determined by placing it on a strategic location, accessible by your targeted customers. It will be better to stop running an ad if you can not afford those locations and search for other second best locations.
It will be a waste of money running an ad on an inexpensive location which is unfit for both your products and you just because you can not afford a fit location.