I hope they do well. It's a unique idea that I think has a lot of merit. Plus their yogurt is pretty tasty!

You've Got to Follow-Up Follow-Up Follow-UP!

But without consistent marketing they may end up like all their predecessors in that space, and, like the majority of new businesses ... closing up shop because they just weren't able to make enough sales to keep the business going.

If you have a great product or service, and there is a market for what you're selling, there's no reason your business can't be a success.

But if you don't have a marketing plan with ongoing, consistent follow-up in place, t

I'd like to share the story of a new yogurt shop that opened in our neighborhood, because I think it provides some great marketing lessons we can all learn from.

The Little Yogurt Shop That Could

This little yogurt shop opened recently in a retail space that has been home to several ice cream shops over the past few years. None of the ice cream shops were successful in that retail space for any length of time.

My guess is this is partly due to the location, but probably has more to do with their lack of marketing and establishing a strong brand.

The Little Yogurt Shop Passed The Branding Test

The little yogurt shop seems to have a leg up on the branding end. It's called DIY Yogurt and you actually get to serve yourself the yogurt and add your own toppings.

This is a unique idea (a definite marketing advantage) and kids in particular seem to get a kick out of serving themselves and choosing and sprinkling the toppings on their yogurt by themselves.

So right there, the brand name (DIY or Do-It-Yourself) is consistent with the yogurt store's uniqueness.

Good job marketing so far.

They're Using Smart Marketing Techniques

The second thing they did right was to distribute 50% off coupons to all the homes in the immediate vicinity of the store. The coupons were valid on two specific dates and were used to announce the grand opening.

Smart marketing.

We were made aware of the shop and we were given an incentive to give it a try, which we did, along with many other people - the shop was packed with people when we visited. They also gave us a frequent buyer card that entitled us to a free yogurt after purchasing 10.

A good start on generating repeat business.

Now they've done three things right.

But guess what?

They Made One Potentially Fatal Mistake

That's where it stopped. It's been over a month since we went in for the 50% off trial and I haven't seen or heard anything from DIY Yogurt since. And not surprisingly, we haven't been back. And you know the saying ... out of sight, out of mind.

Perhaps they're doing other marketing that I just haven't seen. But my guess is they probably are not.

They're expecting ME to remember them.

And as any good marketer knows, you've got to follow up again and again and again and AGAIN. You can't rely on your customers or prospects to remember you - you have to remind them you're there.

I'll be curious to see how long this little yogurt shop lasts. I hope they do well. It's a unique idea that I think has a lot of merit. Plus their yogurt is pretty tasty!

You've Got to Follow-Up Follow-Up Follow-UP!

But without consistent marketing they may end up like all their predecessors in that space, and, like the majority of new businesses ... closing up shop because they just weren't able to make enough sales to keep the business going.

If you have a great product or service, and there is a market for what you're selling, there's no reason your business can't be a success.

But if you don't have a marketing plan with ongoing, consistent follow-up in place, th

ittle yogurt shop seems to have a leg up on the branding end. It's called DIY Yogurt and you actually get to serve yourself the yogurt and add your own toppings.

This is a unique idea (a definite marketing advantage) and kids in particular seem to get a kick out of serving themselves and choosing and sprinkling the toppings on their yogurt by themselves.

So right there, the brand name (DIY or Do-It-Yourself) is consistent with the yogurt store's uniqueness.

Good job marketing so far.

They're Using Smart Marketing Techniques

The second thing they did right was to distribute 50% off coupons to all the homes in the immediate vicinity of the store. The coupons were valid on two specific dates and were used to announce the grand opening.

Smart marketing.

We were made aware of the shop and we were given an incentive to give it a try, which we did, along with many other people - the shop was packed with people when we visited. They also gave us a frequent buyer card that entitled us to a free yogurt after purchasing 10.

A good start on generating repeat business.

Now they've done three things right.

But guess what?

They Made One Potentially Fatal Mistake

That's where it stopped. It's been over a month since we went in for the 50% off trial and I haven't seen or heard anything from DIY Yogurt since. And not surprisingly, we haven't been back. And you know the saying ... out of sight, out of mind.

Perhaps they're doing other marketing that I just haven't seen. But my guess is they probably are not.

They're expecting ME to remember them.

And as any good marketer knows, you've got to follow up again and again and again and AGAIN. You can't rely on your customers or prospects to remember you - you have to remind them you're there.

I'll be curious to see how long this little yogurt shop lasts. I hope they do well. It's a unique idea that I think has a lot of merit. Plus their yogurt is pretty tasty!

You've Got to Follow-Up Follow-Up Follow-UP!

But without consistent marketing they may end up like all their predecessors in that space, and, like the majority of new businesses ... closing up shop because they just weren't able to make enough sales to keep the business going.

If you have a great product or service, and there is a market for what you're selling, there's no reason your business can't be a success.

But if you don't have a marketing plan with ongoing, consistent follow-up in place, t

homes in the immediate vicinity of the store. The coupons were valid on two specific dates and were used to announce the grand opening.

Smart marketing.

We were made aware of the shop and we were given an incentive to give it a try, which we did, along with many other people - the shop was packed with people when we visited. They also gave us a frequent buyer card that entitled us to a free yogurt after purchasing 10.

A good start on generating repeat business.

Now they've done three things right.

But guess what?

They Made One Potentially Fatal Mistake

That's where it stopped. It's been over a month since we went in for the 50% off trial and I haven't seen or heard anything from DIY Yogurt since. And not surprisingly, we haven't been back. And you know the saying ... out of sight, out of mind.

Perhaps they're doing other marketing that I just haven't seen. But my guess is they probably are not.

They're expecting ME to remember them.

And as any good marketer knows, you've got to follow up again and again and again and AGAIN. You can't rely on your customers or prospects to remember you - you have to remind them you're there.

I'll be curious to see how long this little yogurt shop lasts. I hope they do well. It's a unique idea that I think has a lot of merit. Plus their yogurt is pretty tasty!

You've Got to Follow-Up Follow-Up Follow-UP!

But without consistent marketing they may end up like all their predecessors in that space, and, like the majority of new businesses ... closing up shop because they just weren't able to make enough sales to keep the business going.

If you have a great product or service, and there is a market for what you're selling, there's no reason your business can't be a success.

But if you don't have a marketing plan with ongoing, consistent follow-up in place, t

n over a month since we went in for the 50% off trial and I haven't seen or heard anything from DIY Yogurt since. And not surprisingly, we haven't been back. And you know the saying ... out of sight, out of mind.

Perhaps they're doing other marketing that I just haven't seen. But my guess is they probably are not.

They're expecting ME to remember them.

And as any good marketer knows, you've got to follow up again and again and again and AGAIN. You can't rely on your customers or prospects to remember you - you have to remind them you're there.

I'll be curious to see how long this little yogurt shop lasts. I hope they do well. It's a unique idea that I think has a lot of merit. Plus their yogurt is pretty tasty!

You've Got to Follow-Up Follow-Up Follow-UP!

But without consistent marketing they may end up like all their predecessors in that space, and, like the majority of new businesses ... closing up shop because they just weren't able to make enough sales to keep the business going.

If you have a great product or service, and there is a market for what you're selling, there's no reason your business can't be a success.

But if you don't have a marketing plan with ongoing, consistent follow-up in place, t

I hope they do well. It's a unique idea that I think has a lot of merit. Plus their yogurt is pretty tasty!

You've Got to Follow-Up Follow-Up Follow-UP!

But without consistent marketing they may end up like all their predecessors in that space, and, like the majority of new businesses ... closing up shop because they just weren't able to make enough sales to keep the business going.

If you have a great product or service, and there is a market for what you're selling, there's no reason your business can't be a success.

But if you don't have a marketing plan with ongoing, consistent follow-up in place, the chances of you succeeding are slim.

You need to be out there reminding people over and over and over again that you're there for them. So when they're ready to buy, they remember you, and they bring you their business.

I encourage you to take a look at your marketing efforts. Do you have a marketing plan in place, with consistent marketing follow-up scheduled?

A marketing plan with multiple ways to keep reminding your prospects that you're ready, willing and able to help them so they won't forget about you like I forgot about the little yogurt shop?

If not, I encourage you to take time now to create that marketing plan and put it into action.

The success of your business depends on it.