Wouldn’t it be nice to generate additional revenues without paying salespeople a dime? Simple, recruit customers to sell for you. Clothing retailer Men’s Wearhouse has done just that as it prepares for the busy prom season. The company has created a Prom Reps program in which prom customers are transformed into word-of-mouth marketers. Their job is to promote Men’s Wearhouse as the place to rent tuxes for prom. The payoff? If a rep is responsible for 10 tux rentals, his tux is free. Men’s Wearhouse even provides reps the capability to track their performance online.
This idea is outstanding! Word-of-mouth can be a powerful channel for reaching teenage boys, particularly for a purchase that many of them may have never made before. In the absence of prior experience, prospective renters are likely to place heavy weight on recommendations for tux rental outlets from people whom they know. Can you think of ways to enlist your customers to help promote your company? If you explore this approach, be prepared to answer the question that your customers would almost certainly ask: What’s in it for me? In the case of Men’s Wearhouse, the prom reps are typically going to be high school students who may be thrilled if they are spared the outlay for tux rental.
If one of my sons was attending prom this year, I would strongly encourage him to go to work for Men’s Wearhouse… at least for prom season!