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Would You Like Fries With That?
Encouraging Add-on Sales
At Museums and Museum Stores
by Katherine KhalifeAn earlier version of this article was reprinted in Management Insight
(Museum Store Association), Spring 2001
McDonald's classic up-sell line is something to keep in mind in all aspects of your marketing efforts. Add-on sales can make a big difference in your organization's financial success -- and often all it takes to make an additional sale is a personal suggestion.
If visitors enjoy their experience at your museum they naturally want to "buy more of it," so be sure to give them that opportunity. Here are seven simple ways to encourage add-on sales:
1. At your admission desk, have souvenir guidebooks for sale that visitors can purchase along with their tickets. And if photography is allowed at your institution, offer film and disposable cameras too.
2. The admission desk is also the place to hand out promotional coupons for your shop or restaurant. Visitors who might otherwise skip these parts of the museum are more likely not to overlook them if they're clutching a coupon for a free cup of coffee or a discount.
3. At the end of each tour, be sure to have guides encourage a visit to the museum store. It sounds obvious but, then again, fries on the menu are obvious too. It never hurts to remind people of what you have to offer.
4. Have shop personnel suggest the purchase of a museum membership, a video, or even a souvenir shopping bag to each buyer as they check out. And make certain that every package that goes out the door contains a flyer promoting your online store and a few items available by mail order.
5. At special events, have ticket sellers offer free admission for the day along with the purchase of a membership.
6. If your site offers food service, don't forget to promote it to every group leader and tour operator who calls to book a tour.
7. Has your institution published a cookbook? Have it prominently on sale in your food service area and ask waitstaff or cashiers to make a point of suggesting it to all patrons.
Not all of these ideas, of course, will be right for your organization, but they should at least get you thinking. What add-on sales opportunities are right in front of you every day that you haven't been taking advantage of?
Whatever your answers are, remember that the key to success with add-on sales is the personal suggestion. And while every suggestion certainly won't result in a sale, every add-on sale you do make will be a sale you wouldn't have had otherwise.
Now, how about a shake to go with those fries?
Copyright © 2000-2001 Katherine Khalife All rights reserved.
For reprint permission, please e-mail info@museummarketingtips.com
Katherine Khalife is a writer and consultant specializing in museum marketing, customer service and heritage cultural tourism. See the Services section for information about her workshops and other services.
