Kirkland’s Best Prospecting

What Costco taught us about new business

I, like many others, am a big fan of Costco. I love a good deal, as well as any place where you can purchase lobster tails or a couch under the same roof. A good deal is the lifeblood of midwesterners — and Costco is the place to find them.

You might be wondering, “What does Costco have to do with marketing agencies?” At Jetblack Creative, we’re trying our best to emulate them.

Free sample strategy

One of Costco’s claims to fame is its free samples. Sure, they make shopping more enjoyable because you’re getting little snacks along the way, but it’s smarter than just that. Because many, if not most people don’t want to make a bulk purchase when they aren’t familiar with the product.

In the same way you wouldn’t buy a car without a test drive, people want to try a free sample of cheese before they commit to a twelve-pound bag of cheddar.

At Jetblack, we see marketing the same way. Working with outside marketing firms is an investment, and we think people should get a free sample before they buy the twelve-pound bag.

That’s why we do small pro-bono projects with people and companies a) who we want to work with or b) who want to work with us. This isn’t just OUR strategy, it’s what we often recommend for clients if their business is structured in a way where it’s possible.

Kirkland’s Best

Another key aspect of how Costco does business is their Kirkland’s Best brand of private-label products. These are outstanding quality products sold at a fraction of their brand-name prices. Most people have heard about the Grey Goose vodka example - Kirkland’s best vodka looks and tastes remarkably like Grey Goose, but is significantly cheaper.

This is where Jetblack fits into the marketplace. We give brand-name quality work at Kirkland’s Best price points. You don’t need to pay big agency prices for outstanding marketing services.

As you look for marketing partners, ask yourself — do you need Grey Goose or will Kirkland’s best do the trick? You can either buy more marketing services with the same budget, or you can use the savings elsewhere in your business.

Let’s talk

If this sounds interesting to you, let’s talk. We’d be glad to help you with your marketing, copywriting, and communications needs. You can reach me at aaron@jetblack.work.