Engaging & Entertaining

Clientssince 2009

Brought to you by:

&pawnprincessinsights.com

Flyers In-store

• Theseareflyersthatcanbehandedoutatthestores:eachcustomerthatcomesingetsone.

• Stapleflyerstoeverysalesslip,Pawnticketandextensionreceipt.• Makesurethateachbagisstuffedwithaflyer,sowhensomeonebuyssomethingandit

getsputinabag,theflyerisalreadyinthere.• Theseflyersannouncetheupcomingeventandthediscountsoffered,withdatesand

pictures.• ThisistheMOSTeffectivemarketingforyourmoney.Currentcustomerslovetheseevents.

Flyer Drop

• 4pageflyer-stylemailertothelocalcommunity• Staffhavehanddeliveredflyersintheirlocalneighbourhoods• Leavetheseflyerswithlocalbusinessesforcross-marketing

In-store Poster

• Thereareclickframesineachstorefordisplayingeachevent’sposter• Posterscanalsobeplacedinwindowstoattractattention

Newsletter

• Sendanewsletterviaemailtoallthecustomersinyourdatabase

Radio

• Createradiocommercialsleadinguptoaneventorsaleandtheremote.• Liveradioremotesworkbest.Theybringintonsofclients.• Alotofpawnclientslistentotherockstation,andwealwaysgetagreatresponse

wheneverweusethem.

Pawn Princess Appearance - Pre-visit set up and preparations

www.youtube.com/watch?v=gHsfY87HOP4&feature=youtu.be

You can check out the commercials at this link:

“RyMy Videos”

• ThesearevideosthatthePawnPrincessdoeswithapersonalityfromalocalrockradiostation.

• RyMy(Ryan)isadorkylittleguywhohasacrushonthePawnPrincess.Throughhislovetheycreatevideosthatexplaindifferentevents,promotionsandtheotherservicesthatareoffered.

• ThesevideoscanbeusedoninternalTVLoopsandFacebook.Theradiostationpoststhemontheirwebsiteaswell.

TV Commercials

• WhilethePawnPrincesshasyettodoanycommercialsforTV,thisissomethingthatshecando.

Internal TV’s

• InternalTVscandisplayvideos,dealsoftheday,specialupcomingeventsplusothercommercialsfromcompaniesthatyoudealwithsuchasWesternUnion.

Facebook (Facebook.com/Pawn.Princess)

• UseFacebookdaily,fromjustidlechitchatwithfanstocreatingeventsaroundpromotions

• PawnPrincessforaDayisaFacebookpromotion• PawnPrinceforaDay• PawnPetContest• PawnPrincessAppearances• Sales• “Bepersonal,don’tbecorporate”onFacebook.Engage&entertain!

Word of mouth

• Wordofmouthisthebestwaytomakeanyeventsuccessful.Employeesandcustomerstelleveryonetheyknowaboutevents.

• It’salsoverycommonforcustomersinthestoretocalltheirfamilyandfriends,tellingthemtocomedowntoseethePawnPrincessandget40%OFForafreeloan.

www.youtube.com/watch?feature=player_embedded&v=Y0F66xCki84

www.youtube.com/watch?v=5UtAqGgoPW4&feature=plcp

Watch a sample “RyMy Video” at this link:

Watch a sample in store loop at this link:

Telephone Talk Track

• Leadinguptoanevent,haveallemployeesuseatalktrackforthespecialevent.Example:“ThankyouforcallingCashCanada,Dianaspeaking,canItellyouaboutourPawnPrincessAppearancethisFriday,SaturdayandSunday?”

RoboTalker

• TheRoboTalkerisatelephonesoftwarethatcanbeusedtocalleveryoneinyourdatabasewithareminderthattheiritemsarecomingdue.Youcanalsoaddanyspecialpromotion/eventthatiscomingup.

Billboards

• Useportablebillboardsforlong-termpromotions,suchas“24HourloansareFREE”,or“thislocationnowdoeschequecashing”.Experienceshowsthatchangingthemupforshortertermpromotionscanbeeffective.“ThePawnPrincessIsComing”canbeaneffectivewaytodrawattentiontothelocationleadinguptotheevent.

Contest to See WHO Gets to Host the PPA

• Formulti-storelocations,runinternalcontestsandincentivesforstaffwiththegrandprizebeingaPawnPrincessAppearance.

• Thecontestscanbeassimpleaswhohasthehighestsalesforoneday,orwhohasthebestscorefromourNon-NegotiableCustomerServiceStandardsChecklist.

Non- Negotiable Customer Service Standards Checklist

• ThisisachecklistthatRegionalManagerscanusewhentheyvisittheirlocations.Thislistreviewsitemssuchas:

•CustomerService •Storeappearance •Staffappearance •Inventorylevels •IstheLoyalTreatmentbeingofferedtoallcustomers?

Inventory Levels

• Becauseofthehighsalesvolumeexpectations,itisimportanttomakesurethatthestoresarefullystockedandreadyforthesale.

Attracting Non-Traditional Customers

• ThePawnPrincess’goalistoattractpeoplewhonormallywouldn’tconsidershoppingatapawnshop,orpeoplewhohaveabadimpressionofpawnshops.

• Increasenewcustomercountsforpawnsandcashsales.• “WhowouldbeafraidtovisitaPawnshopwithaPrincess?”

Promo Briefs

• Thisisaninternaldocumentthatcanbeusedforallstaff,anditoutlinesthedetailsoftheeventsthatarehappening.Itexplainstothestaffeverythingtheyneedtoknowtomakesuretheeventisasuccess.Hereisalistofwhat’sinthePromoBrief:

•Datesofevents •Picturesofpostersandothermaterialsthatarebeingused, includingthedatesthatthepostergoesupanddown •ThePurposeoftheevent •Salesgoalsfortheevent •KeyFeatures •Explanationsofthestorehand-outs •PhoneTalkTrack •Facebookeventinvitationdays •AnyRadio/LiveRemoteanddates •Billboards,iftheyhaveonefortheeventornot •Fundraisers •Bonusandstaffincentives •StoreAppearancetasks

Free Pawn Loans

• ThePawnPrincessoffers30dayFREE(nointerest/servicecharges)pawnloanswhensheisinthestore.Aslongastheloanispaidbackwithin30days,wewillNOTchargeanyfees,justtheloanprincipal.

• Thisgetsalotofcustomersinthedoor.WhyborrowacrossthestreetwhenyoucanhaveyourloanforFREE?

• LongtermcustomersLOVEitbecausetheyfeelliketheyarebeingrewarded.• Therealityisthatbecausetheloanhastobepaidbackinfullwithin30days,

notmanyfreeloansaregiven.Ourexperienceisthatlessthan10%-20%redeemtheirloanwithinthe30daystogettheloandiscount.

$10.00 Gift Certificates

• Thisisagiftcertificate(GC)withNOstringsattached.• Ifyouonlybuysomethingfor$7.00,yougetitforFREE.• Onlyoneisallowedpercustomerperday.• TheseGC’sarepersonallyhandedtocustomersbythePawnPrincessonly.This

createsasenseofurgencywiththem,andachanceforthePawnPrincesstohavesomeone-on-onetimewitheachcustomerthatwalksinthedoor.

• TheseGC’scanbeusedatanytime,theyneverexpireandcanevenbeusedonsalesitems.Theycanonlybeusedforsales,notpawnpickups,extensions,orlayaways.

Sales Discounts

• ThePawnPrincessoffersahugesaleof40%offeverythinginthestore*(excludingjewellery).Whileweunderstandthatyoumightlosemoneyonsomeitems,themaingoalisinventoryreduction,andincreasedcashflow.(Thiscanbehelpfulifyourbusinessisheavierweightedonloansthansalesforrevenues).

• The$10.00GCcanbeusedwiththis40%offpromotion.• Adda“lossleader”forsales.Forexample,wesellDVD’sat5for$5.00justto

givepeopleanotherreasontogetinthedoortobuysomething.

Pawn Princess Appearance - During the Event

Ring Draw

• Haveadrawtowinadiamondring• Thecustomerhastocometothestoretoentertowin• HavethewinnertakeapicturewiththePawnPrincesssoitcanbeusedfor

futuremarketing

Limo/Carriage

• ThePawnPrincessarrivesinalimoorahighendcarwithmagnetsattachedtothesidetocreateexcitementwhiletheydrivearoundthecity.

• Thecarriageisusedforparadesand/orstagedoutsideastoretosendthemessagethatsomethingisgoingon.

Pawn Princess Candy

• ThePawnPrincesshascandytohandouttothekids(theadultslikeittoo).• Usethecandytogiveawayateveryevent,includingparades.

Parades

• ThisisaGREATformofadvertising.ParadesarenormallyFREE,tonsofpeoplegettoseethecarriageandthekidslovethegiveawaycandies.

• Todate,thePawnPrincesshasbeenin4parades:shewon1stplaceinoneofthemand2ndplaceinanother.

• ThecarriageandthePawnPrincessdrawlotsofattention.

Training

• TrainingisamajorfocusforthePawnPrincess,sosheusestheseeventsasanopportunitytotrainemployeeson“BestofClass”customerservice.

• Shehasapeptalkbeforetheeventwiththedailysales/loanexpectations.Forexample:thestaffneedtowatchhowthePawnPrincessinteractswiththecustomers.

• ThePawnPrincesswillwatchtheemployeesinteractwiththecustomersandlookforopportunitiestotrainthemonthespot.

• SometimesthePawnPrincesswillinterjectwhenacustomerisNOTreceivingBestofClasscustomerservice.

• ThePawnPrincessalsoprovidespost-appearancetraining.Shedoesthisattheendofthedaywithallthestaff,andwilldiscussthingsthatthey“shouldhavedone”and/orshoulddofromnowontohelpbuildabetterstore,betterstaffand,mostimportantly,improvecustomerservice.

Pawn Princess/Pawn Prince for a Day

• TheseeventshavebeenaHUGEsuccess.Startbymarketingitthroughvariousformatsofflyersandposters,butFacebookisthemainpromotionalmeansforthisevent.

• Toenterthecontest,customershavetoaddapictureoftheirchildtoFacebookandget10oftheirfriendsto“like”thepictureinordertobeenteredintoadrawforachancetowin.

• ForthePrincessandhermom,theygettostayatafancyhotel,gethair,nailsandmakeupdone.Theyalsogetfancylunchesanddinners,limotoursofthePawnKingdom(pawnlocations)giftbaskets,aprofessionalphotoshootandsomuchmore.

• ForthePrinceandhisdad,theygettogotoaranchforsomecampfires,horsebackriding,trailhikes,giftbasketsandsomuchmore.

• ThePawnPrincessattendsbothoftheseeventsandjoinsinmostoftheactivities.

Pawn Princess Party

• Thisisaninternalpromotion.• RuncontestsforthestoresandthestorethatwinsgetsaPawnPrincessParty.• ThispartypackagegetsthemthewholePawnPrincessAppearancepackage.The

differenceisthatattheendofthenightthePrincesstakesthestaffoutforanightoffunonherroyaltab.

• Thestaffenjoysthisbecausetheycanbringtheirlovedonesandtheygettohaveafunnightwithouthavingtoworryaboutthecost.

• MostofthestaffchoosebowlingorKaraokeanddinner.• Thishelpscreateasenseofunitywithinthestore.

Employee Lunch

• Haveacontestthedayoftheevent:thewinnerwillhavelunchwiththePawnPrincess.• Thesecontestsarefastandnormallyshortlived,buttheycreateasenseofurgencytowin

rightaway.• Sometimesit’sfuntodothiswithoutacontestifyouknowthatyouhaveahardworking

employeewitha“princess”oftheirown.ThePawnPrincesswilltaketheemployeevialimotopickuptheirdaughter,andtakethemforaniceprincesslunch.

Staff Engagement

• Itisimportanttoustohavethestaffbeengagedandentertainedwhiledoingtheappearances,sointhepastthePawnPrincesshasaskedthemtojoinherby:

-DressinginPawnPrincessShirts -Wearingjesterhats(sheusedtohaveaSalesKingandaWiseWizardincostumetoplayalongwiththePawnPrincess) -Haveinternalcontests.Forexample,”PasstheBuck”:thisiswherethe firstemployeetodoasalegets$50.00,butthenextpersonthatdoesahighersale getstotakethat$50.00fromthefirstemployee.Wekeepitgoingallday,andat theendofthedaythepersonwiththehighestsalegetstokeepthe$50.00 -Theeventsalsobringinincreasedproductivity;thisisgreatforthepocketbookattheendoftheweek.

Tim Hortons/Cactus Club

• TimHortonsisahugecoffee/doughnutshopalloverCanada.ThePawnPrincesshasstoodatthedrive-thruwindowandpurchasedcoffeeforthenext20carsinline.Shegottopersonallyspeaktoeverycustomeraboutourlocations,gavethemalla$10.00GCandaskedthemtovisit.

• CactusClubisarestaurantthatisfairlyhigherend.Wehavepurchaseddessertfor20tables,whichthePawnPrincesspersonallydelivered.Sheintroducedherselfandaskedthecustomerstocomedownandvisitthestore,whilealsoprovidinga$10.00GC.

• Dothisduringtheeventstoincreasefoottrafficinthestores.ThisallowsthePawnPrincesstopersonallytouch(affect)individuals,andthelowcostofdoingthisismuchmoreeffectivethanmassmediaadvertising.

• Arrangementsneedtobemadewiththefoodestablishmenttomakethishappen,assomerestaurantshaverulesaboutnotsolicitingtheirclients.

Phone Talk Track

• Havethestaffanswerthephonewithatalktrackforthatday• Forexample:“ThankyouforcallingCashCanada,Dianaspeaking,didyouknowthatthePawn

Princessisheretoday?”Thecustomerwillaskwhatit’saboutandtheemployeewillthenhavetheopportunitytoinvitethecustomerdownandtellthemaboutthecurrentdeals.

Radio Remotes

• SetupaliveradioremoteforwhilethePawnPrincessisvisiting.SometimesshewillinteractwiththeDJduringtheremotesandgettopersonallytellpeopleabouttheevent.

• TheradioDJinvitespeopledown,tellsthemaboutthesales,theFREEloansandtheGC’s.• ProvideremotefactsheetforDJ’swithinfoaboutthepromoandthebusiness.

Facebook

• Thedayoftheevent,thePawnPrincessannouncesthatsheisonherwayanddiscussesthedealsoftheday.

• PostpicturesthroughoutthedayofthePawnPrincessinteractingwithcustomers.• PostspecialitemsonFacebookthatareGREATdeals.• Invitecustomerstocomevisit.

Photo Opportunity

• AlotofparentsbringtheirkidstocomeandgettheirpicturetakenwiththePawnPrincess.• HavingthePawnPrincessinthecarriagewiththekidsandevensomeadultsisgreatfor

photos.

Ceiling Signs

• Theseceilingsignsareabout2feetby3feetandtheyhangfromtheceilingwiththePawnPrincess’picture.

• Thefirstsettellseveryonethatsheiscomingtovisitsoon,whilethesecondsetisputupduringtheeventtodisplaywhatsheisoffering.

• Wehangtonsofthemalloverthestoresothattheycan’tbemissed.

Street Appearance

• ThePawnPrincess(orastaffmemberifthestoreisbusy)willstandonthesidewalkandwaveattrafficdrivingby.Tonsofpeoplewillpullovertoseewhatisgoingon!Thishasturnedtonsofpassersbyintobuyingcustomers.

• SometimesthePawnPrincesswilldanceoutsideonthesidewalkswithcustomers.Addingspeakerswitharadioandmicrophonetotalktopeoplewalkingbyisagreatattentiongrabber.

Inflatable Arm Man/Woman

• Thesecanbeeffectivetoattractcustomers’attentionwhendrivingby.

Grand Opening

• ThePawnPrincessshowsupforstoregrandopeningsorwhenanewmanagertakesoverastore.

Charity Work

• ThePawnPrincesshostshotdogsalestoraisefundsforalocalorganizationcalledtheBoysandGirlsCluboryourorganizationofchoice.

• Shealsoraisesfundsfordifferenttownsthathavekids’organizations.• ShehostsBikeSales3timesayear,and$10.00fromeachbikesoldgoestohercharity.

Flower Giveaways

• ThePawnPrincesswillgiveeachladythatcomesintothestoreonValentinesDayaflower.

• Sometimes,onrandomdays,shewillgiveflowersawayjustbecauseshewantstomakepeoplesmile.

Pawn Princess Mugs

• ThesearemugsthatthePawnPrincessusesasgiveawaysforhercustomersandsometimesemployees.

• Shealsosellsthesemugstocustomersand100%oftheproceedsgotocharity.

Creating WOW Moments

• ThePawnPrincesslikestofindwaystocreateWOWMomentswhensheisvisitinginhopesofshowingouremployeeshowitcanbedone.

• AWOWMomentiswhenyougoaboveandbeyondyourclients’expectations.• Mostofthesemomentsareassimpleashelpingsomeoneouttotheircarwiththeir

product.AnevenbiggerWOWwouldbegivingacustomertheirloanbackforFREE,justbecause.Ofcourse,thisisonlydonewithapprovalfromuppermanagement.

• ThePawnPrincesshasgivenbackthousandsofdollarsinloansthatwereinpawnforoverayear,andallitcostthecustomertogettheirstuffbackwas$1.00.

Pawn Princess Appearance - After the Event

Up to 300% of Increased sales* ($19,049.20 vs. $4,471.10) in a mature store.Up to 100% in Increased loans ($8,000 vs $3,000).10% to 20% of FREE Pawn Princess Loans Redeemed within FREE Period.Increased Good WillCustomer Retention

• Itisnotonlyimportanttoincreaseyournewcustomercount:customerretentionisequallyasimportant.

• GivingawayFREEloansandhavingthesalesaregreatwaystokeepyourcurrentcustomershappy.Weallknowhappycustomerstalktotheirfriends,and,inreturn,youwillincreaseyournewcustomercounts.

Testimonials

• GettingtestimonialsfromcustomersisagreatwaytoseeifyouhaveachievedyourdesiredresultsinprovidingBestofClasscustomerservice.

• Itisalsoimportanttogettestimonialsfromyouremployees.

AAR (After Action Review)

• SpendsometimedoingAfterActionReviewonhowtheexperiencewasforthestaff.• Didthestaffenjoytheprogram,dotheythinkitwasasuccess?• DoAARforthestore:werethenumberswhatweexpected?• DomarketingAAR:didweusetherightmarketingtoolsforthisparticularpromotionin

thiscity?• AARhelpsustoseewhatwasdonerightandinwhatareaswecouldimprove.

Facebook

• ItisveryimportanttoaddpicturesoftheeventstoFacebookastheyarehappening.• CustomersloveseeingthemselvesonFacebookwithcommentsonwhatisgoingon.• Trytocommentbacktoeveryfanthatpostsacomment,eventhebadones.

Pawn Princess Certification

AlocationthathascompletedaPawnPrincessInsightsPackagewillbeconsideredsuccessfulwheneveryemployeedemonstratesthattheyarecustomerfocusedandalwayswillingtosmilewhiletheyhelpcustomers.ThelocationwillbeawardedanofficialPawnPrincessCertificationwhichincludes:• AlinkonthePawnPrincesswebsite• APawnPrincessCertificationdecaltoproudlydisplayintheirwindow

Facebook.com/Pawn.Princess

*increased volume will reduce sales margins (i.e.) 8% vs 26%.

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