How to fill the "Donut Hole"?
How to fill the Marketing "Doughnut Hole"?
Your products sell well outside cities via distribution centers but inside city limits (the not-so-scientifically named "Doughnut Hole"), not so well due to customers buying from Mom & Pop shops.
What's the best way to gather market research on these Mom & Pop shops? How do we discover what they have that we don't, short of sending someone to each place? Is there a more cost-effective method?
How do we fill that marketing hole?
Your products sell well outside cities via distribution centers but inside city limits (the not-so-scientifically named "Doughnut Hole"), not so well due to customers buying from Mom & Pop shops.
What's the best way to gather market research on these Mom & Pop shops? How do we discover what they have that we don't, short of sending someone to each place? Is there a more cost-effective method?
How do we fill that marketing hole?
Replies to This Discussion
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Permalink Reply by Bob Knorpp on -
Are you talking about reaching end customers or reaching businesses with your product. The distribution center part of the question is throwing me off a bit.
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Permalink Reply by Chris S. Cobb on -
Reaching end customers.
What's the best way to gather market research on the Mom & Pop shops?
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Permalink Reply by Bob Knorpp on
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I'd be very interested in this myself. Short of getting figures from various distributors on what is being bought by these shops (they have to be buying from somewhere) I can't think of any reliable resource for measuring what they are selling to consumer. I would imagine they are playing very close to the vest on their actual figures. And I would even guess that many times their actual sales figures go unreported anywhere to avoid taxes.
I put a call out on Twitter. Hoping someone will pop in with another suggestion.
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