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Newsletter #884: The “Give Them a Reason to Come In” Issue

[Welcome back to the Damn, I Wish I’d Thought of That! newsletter. This is text of the great issue all of our email subscribers just received. Sign yourself up using the handy form on the right.]

The more people you get through your door, the more chances you have to earn new fans, customers, and conversations. A few opportunities to do it:

1. To take a nap
2. To learn something
3. To save them a trip
4. Check it out: Black & WTF

1. To take a nap

Get people in the door by giving them a unique experience they can’t get at other stores. At New York’s Coco-Mat — makers of handmade mattresses — they invite you to stop by, get lunch (they serve it every day), and even take a one, two, or three-hour nap. And the best part: There’s no catch. You’re welcome to leave without buying anything and there’s no pressure. And it’s all because, as founder Paul Efmorfidis says, when it’s time to invest in a mattress customers will think of them first (and he guarantees they’ll tell friends about the napping experience).

The lesson: You already sell great stuff — so what can you do in your store to encourage customers to come in, try it out, and tell a whole bunch of friends about it?

Learn more: Daily Mail

2. To learn something

Brick and mortar stores have a huge advantage over the online folks: A venue to host real-life events. Go to any REI store, for example, and they’ll have an amazing list of outdoor and athletic-themed classes you can take. Some have a small fee, but most are open to the public at no cost. This fantastic program means each and every store is more than just a place to buy stuff, they’re a place for outdoor enthusiasts to learn something new and meet others like them.

The lesson: Giving fans and customers a chance to learn something useful (and not just buy something) is a great way to get them through the door.

Learn more: REI

3. To save them a trip

One way to get more people in the door is to save them a trip to somewhere else. A partnership between Marco’s Pizza and Family Video is doing just that. In more than 350 Family Video stores, Marco’s is opening a pizza shop. Walk-in customers are able to place a pizza order while browsing for a movie, and folks in a rush can call ahead for both. It’s a great partnership that helps both Marco’s and Family Video — because as great as Netflix and Hulu are, they still can’t get you a pizza.

The lesson: A smart partnership can help you keep happy customers coming in by pulling off something your competitors just can’t do.

Learn more: PSFK

4. Check it out: Black & WTF

Check out this great blog of old black and white photos that prove we were taking goofy pictures long before the internet age.

Check it out: Black and WTF

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