Business
Kratzmich Sales All Year Long
I
Rabbi Issamar
Ginzberg
Monetized Intellect
Consulting
The Ba’al Eitza and
Acclaimed
Marketing Expert
718 971-5220
[email protected]
www.issamar.com
have a long term client who called me last week
others. There’s even a great book called “wacky
to thank me for helping him with his online
days” which discusses how to start a holiday of
business where he made a whopping $500,000
your own.
last year. He made most of his sales during the
And for each of those days, publicity events
gift-giving end of November and December
are prepared weeks or even months in advance,
which we refer to as “Kratzmich Season.” No, I
with thousands of media advisory companies,
don’t get a percentage of his profits, thanks for
pitching products for specific purposes based
wondering. But I’m happy to watch a yungerman
on the media calendar of each particular
succeeding in business, baruch Hashem!
publication. For example, if I know that Forbes
Now that it’s already February, his sales have
is doing a health related issue in mid- June, I
tapered off again, and he’s selling only 3 - 5% of
would want my health related tschoktcke profiled
the daily volume he was selling last year. He’s not
in that issue’s article. At the very least, I’d like an
sure what he can do for his business for the next
ad placed there, since it ties in with the subject
half year. Packing and shipping boxes is tedious
instead of just being random and irrelevant to the
but ultimately doesn’t take much time. As he said,
issue before or after.
“There’s nothing I can do but wait for Kratzmich
By targeting one day a month where we will
Season again.”
seek to create media buzz around one of his
After listening to his analysis of his business,
products, we want to build consumer demand-what he sees as pushing demand, and the
from the buy side-- and be’ezras Hashem, sell
direction that would be best for him, here’s what
many more products as his item becomes more
I told him:
and more mainstream.
“Essentially, what you need is Kratzmich once
Sodastream is a company that has recently
a month, right?”
become very mainstream here in Israel after
He chuckled and agreed. But he also kind of
many years of trying. When you pass through
thought I was kidding. I wasn’t. Over the next
Ben Gurion Airport, there’s a huge display of
half hour or so, I guided him through some of
empty Coca-Cola (and Pepsi, etc.) bottles and a
the thinks he could do to generate more business
small machine that says: “This machine makes
all year long.
as much soda as all these bottles- without the
One of the ideas was hiring someone I know
waste!” This is a great marketing strategy.
to do PR for his products. I don’t mean PR as in
Of course, Coca-Cola went ahead and sued
paying the local Jewish publication to put in an
them, unhappy with the Sodastream marketing
item about your grand opening; I mean real PR.
tactics. But did they win or lose? I don’t know,
It’s unpaid for, legitimate PR in national media
as I haven’t followed the story. But even if they
that drives interest in a product.
did lose, you can be sure of one thing: Being sued
Once, I arranged for a different client to get
by Coca-Cola was certainly good for Sodastream
PR, which ended up with his product on a
marketing-wise because it underscored their
very prestigious media outlet “Good Morning
point.
America” for its uniqueness-- and he promptly
You, too, can have Kratzmich Season several times
sold out of every last machine in stock.
a year. How? That’s a vital question to ask yourself.
There are calendar markers like Mother’s Day
which are well known, and some lesser known
SEE ALL RABBI ISSAMAR GINZBERG’S BUSINESS
ones like “National Cheesecake Day.” There’s
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