Engaging & Entertaining Clients since 2009

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1 Engaging & Entertaining Clients since 2009 pawnprincessinsights.com Brought to you by: &

2 Pawn Princess Appearance - Pre-visit set up and preparations Flyers In-store These are flyers that can be handed out at the stores: each customer that comes in gets one. Staple flyers to every sales slip, Pawn ticket and extension receipt. Make sure that each bag is stuffed with a flyer, so when someone buys something and it gets put in a bag, the flyer is already in there. These flyers announce the upcoming event and the discounts offered, with dates and pictures. This is the MOST effective marketing for your money. Current customers love these events. Flyer Drop 4 page flyer-style mailer to the local community Staff have hand delivered flyers in their local neighbourhoods Leave these flyers with local businesses for cross-marketing In-store Poster There are click frames in each store for displaying each event s poster Posters can also be placed in windows to attract attention Newsletter Send a newsletter via to all the customers in your database Radio Create radio commercials leading up to an event or sale and the remote. Live radio remotes work best. They bring in tons of clients. A lot of pawn clients listen to the rock station, and we always get a great response whenever we use them. You can check out the commercials at this link:

3 RyMy Videos Watch a sample RyMy Video at this link: These are videos that the Pawn Princess does with a personality from a local rock radio station. RyMy (Ryan) is a dorky little guy who has a crush on the Pawn Princess. Through his love they create videos that explain different events, promotions and the other services that are offered. These videos can be used on internal TV Loops and Facebook. The radio station posts them on their website as well. TV Commercials While the Pawn Princess has yet to do any commercials for TV, this is something that she can do. Internal TV s Internal TVs can display videos, deals of the day, special upcoming events plus other commercials from companies that you deal with such as Western Union. Facebook (Facebook.com/Pawn.Princess) Use Facebook daily, from just idle chit chat with fans to creating events around promotions Pawn Princess for a Day is a Facebook promotion Pawn Prince for a Day Pawn Pet Contest Pawn Princess Appearances Sales Be personal, don t be corporate on Facebook. Engage & entertain! Word of mouth Watch a sample in store loop at this link: Word of mouth is the best way to make any event successful. Employees and customers tell everyone they know about events. It s also very common for customers in the store to call their family and friends, telling them to come down to see the Pawn Princess and get 40% OFF or a free loan.

4 Telephone Talk Track Leading up to an event, have all employees use a talk track for the special event. Example: Thank you for calling Cash Canada, Diana speaking, can I tell you about our Pawn Princess Appearance this Friday, Saturday and Sunday? RoboTalker The RoboTalker is a telephone software that can be used to call everyone in your database with a reminder that their items are coming due. You can also add any special promotion/event that is coming up. Billboards Use portable billboards for long-term promotions, such as 24 Hour loans are FREE, or this location now does cheque cashing. Experience shows that changing them up for shorter term promotions can be effective. The Pawn Princess Is Coming can be an effective way to draw attention to the location leading up to the event. Contest to See WHO Gets to Host the PPA For multi-store locations, run internal contests and incentives for staff with the grand prize being a Pawn Princess Appearance. The contests can be as simple as who has the highest sales for one day, or who has the best score from our Non-Negotiable Customer Service Standards Checklist. Non- Negotiable Customer Service Standards Checklist This is a checklist that Regional Managers can use when they visit their locations. This list reviews items such as: Customer Service Store appearance Staff appearance Inventory levels Is the Loyal Treatment being offered to all customers? Inventory Levels Because of the high sales volume expectations, it is important to make sure that the stores are fully stocked and ready for the sale.

5 Attracting Non-Traditional Customers The Pawn Princess goal is to attract people who normally wouldn t consider shopping at a pawnshop, or people who have a bad impression of pawnshops. Increase new customer counts for pawns and cash sales. Who would be afraid to visit a Pawnshop with a Princess? Promo Briefs This is an internal document that can be used for all staff, and it outlines the details of the events that are happening. It explains to the staff everything they need to know to make sure the event is a success. Here is a list of what s in the Promo Brief: Dates of events Pictures of posters and other materials that are being used, including the dates that the poster goes up and down The Purpose of the event Sales goals for the event Key Features Explanations of the store hand-outs Phone Talk Track Facebook event invitation days Any Radio/ Live Remote and dates Billboards, if they have one for the event or not Fundraisers Bonus and staff incentives Store Appearance tasks

6 Pawn Princess Appearance - During the Event Free Pawn Loans The Pawn Princess offers 30 day FREE (no interest/service charges) pawn loans when she is in the store. As long as the loan is paid back within 30 days, we will NOT charge any fees, just the loan principal. This gets a lot of customers in the door. Why borrow across the street when you can have your loan for FREE? Long term customers LOVE it because they feel like they are being rewarded. The reality is that because the loan has to be paid back in full within 30 days, not many free loans are given. Our experience is that less than 10%-20% redeem their loan within the 30 days to get the loan discount. $10.00 Gift Certificates This is a gift certificate (GC) with NO strings attached. If you only buy something for $7.00, you get it for FREE. Only one is allowed per customer per day. These GC s are personally handed to customers by the Pawn Princess only. This creates a sense of urgency with them, and a chance for the Pawn Princess to have some one-on-one time with each customer that walks in the door. These GC s can be used at any time, they never expire and can even be used on sales items. They can only be used for sales, not pawn pick ups, extensions, or layaways. Sales Discounts The Pawn Princess offers a huge sale of 40% off everything in the store* (excluding jewellery). While we understand that you might lose money on some items, the main goal is inventory reduction, and increased cash flow. (This can be helpful if your business is heavier weighted on loans than sales for revenues). The $10.00 GC can be used with this 40% off promotion. Add a loss leader for sales. For example, we sell DVD s at 5 for $5.00 just to give people another reason to get in the door to buy something.

7 Ring Draw Have a draw to win a diamond ring The customer has to come to the store to enter to win Have the winner take a picture with the Pawn Princess so it can be used for future marketing Limo/Carriage The Pawn Princess arrives in a limo or a high end car with magnets attached to the side to create excitement while they drive around the city. The carriage is used for parades and/or staged outside a store to send the message that something is going on. Pawn Princess Candy The Pawn Princess has candy to hand out to the kids (the adults like it too). Use the candy to give away at every event, including parades. Parades This is a GREAT form of advertising. Parades are normally FREE, tons of people get to see the carriage and the kids love the giveaway candies. To date, the Pawn Princess has been in 4 parades: she won 1st place in one of them and 2nd place in another. The carriage and the Pawn Princess draw lots of attention. Training Training is a major focus for the Pawn Princess, so she uses these events as an opportunity to train employees on Best of Class customer service. She has a pep talk before the event with the daily sales/loan expectations. For example: the staff need to watch how the Pawn Princess interacts with the customers. The Pawn Princess will watch the employees interact with the customers and look for opportunities to train them on the spot. Sometimes the Pawn Princess will interject when a customer is NOT receiving Best of Class customer service. The Pawn Princess also provides post-appearance training. She does this at the end of the day with all the staff, and will discuss things that they should have done and/or should do from now on to help build a better store, better staff and, most importantly, improve customer service.

8 Pawn Princess/Pawn Prince for a Day These events have been a HUGE success. Start by marketing it through various formats of flyers and posters, but Facebook is the main promotional means for this event. To enter the contest, customers have to add a picture of their child to Facebook and get 10 of their friends to like the picture in order to be entered into a draw for a chance to win. For the Princess and her mom, they get to stay at a fancy hotel, get hair, nails and make up done. They also get fancy lunches and dinners, limo tours of the Pawn Kingdom (pawn locations) gift baskets, a professional photo shoot and so much more. For the Prince and his dad, they get to go to a ranch for some campfires, horseback riding, trail hikes, gift baskets and so much more. The Pawn Princess attends both of these events and joins in most of the activities. Pawn Princess Party This is an internal promotion. Run contests for the stores and the store that wins gets a Pawn Princess Party. This party package gets them the whole Pawn Princess Appearance package. The difference is that at the end of the night the Princess takes the staff out for a night of fun on her royal tab. The staff enjoys this because they can bring their loved ones and they get to have a fun night without having to worry about the cost. Most of the staff choose bowling or Karaoke and dinner. This helps create a sense of unity within the store. Employee Lunch Have a contest the day of the event: the winner will have lunch with the Pawn Princess. These contests are fast and normally short lived, but they create a sense of urgency to win right away. Sometimes it s fun to do this without a contest if you know that you have a hard working employee with a princess of their own. The Pawn Princess will take the employee via limo to pick up their daughter, and take them for a nice princess lunch. Staff Engagement It is important to us to have the staff be engaged and entertained while doing the appearances, so in the past the Pawn Princess has asked them to join her by: - Dressing in Pawn Princess Shirts - Wearing jester hats (she used to have a Sales King and a Wise Wizard in costume to play along with the Pawn Princess) - Have internal contests. For example, Pass the Buck : this is where the first employee to do a sale gets $50.00, but the next person that does a higher sale gets to take that $50.00 from the first employee. We keep it going all day, and at the end of the day the person with the highest sale gets to keep the $ The events also bring in increased productivity; this is great for the pocket book at the end of the week.

9 Tim Hortons/Cactus Club Tim Hortons is a huge coffee/doughnut shop all over Canada. The Pawn Princess has stood at the drive-thru window and purchased coffee for the next 20 cars in line. She got to personally speak to every customer about our locations, gave them all a $10.00 GC and asked them to visit. Cactus Club is a restaurant that is fairly higher end. We have purchased dessert for 20 tables, which the Pawn Princess personally delivered. She introduced herself and asked the customers to come down and visit the store, while also providing a $10.00 GC. Do this during the events to increase foot traffic in the stores. This allows the Pawn Princess to personally touch (affect) individuals, and the low cost of doing this is much more effective than mass media advertising. Arrangements need to be made with the food establishment to make this happen, as some restaurants have rules about not soliciting their clients. Phone Talk Track Have the staff answer the phone with a talk track for that day For example: Thank you for calling Cash Canada, Diana speaking, did you know that the Pawn Princess is here today? The customer will ask what it s about and the employee will then have the opportunity to invite the customer down and tell them about the current deals. Radio Remotes Set up a live radio remote for while the Pawn Princess is visiting. Sometimes she will interact with the DJ during the remotes and get to personally tell people about the event. The radio DJ invites people down, tells them about the sales, the FREE loans and the GC s. Provide remote fact sheet for DJ s with info about the promo and the business. Facebook The day of the event, the Pawn Princess announces that she is on her way and discusses the deals of the day. Post pictures throughout the day of the Pawn Princess interacting with customers. Post special items on Facebook that are GREAT deals. Invite customers to come visit. Photo Opportunity A lot of parents bring their kids to come and get their picture taken with the Pawn Princess. Having the Pawn Princess in the carriage with the kids and even some adults is great for photos. Ceiling Signs These ceiling signs are about 2 feet by 3 feet and they hang from the ceiling with the Pawn Princess picture. The first set tells everyone that she is coming to visit soon, while the second set is put up during the event to display what she is offering. We hang tons of them all over the store so that they can t be missed.

10 Street Appearance The Pawn Princess (or a staff member if the store is busy) will stand on the sidewalk and wave at traffic driving by. Tons of people will pull over to see what is going on! This has turned tons of passers by into buying customers. Sometimes the Pawn Princess will dance outside on the sidewalks with customers. Adding speakers with a radio and microphone to talk to people walking by is a great attention grabber. Inflatable Arm Man/Woman These can be effective to attract customers attention when driving by. Grand Opening The Pawn Princess shows up for store grand openings or when a new manager takes over a store. Charity Work The Pawn Princess hosts hot dog sales to raise funds for a local organization called the Boys and Girls Club or your organization of choice. She also raises funds for different towns that have kids organizations. She hosts Bike Sales 3 times a year, and $10.00 from each bike sold goes to her charity. Flower Giveaways The Pawn Princess will give each lady that comes into the store on Valentines Day a flower. Sometimes, on random days, she will give flowers away just because she wants to make people smile. Pawn Princess Mugs These are mugs that the Pawn Princess uses as giveaways for her customers and sometimes employees. She also sells these mugs to customers and 100% of the proceeds go to charity. Creating WOW Moments The Pawn Princess likes to find ways to create WOW Moments when she is visiting in hopes of showing our employees how it can be done. A WOW Moment is when you go above and beyond your clients expectations. Most of these moments are as simple as helping someone out to their car with their product. An even bigger WOW would be giving a customer their loan back for FREE, just because. Of course, this is only done with approval from upper management. The Pawn Princess has given back thousands of dollars in loans that were in pawn for over a year, and all it cost the customer to get their stuff back was $1.00.

11 Facebook.com/Pawn.Princess Pawn Princess Appearance - After the Event Up to 300% of Increased sales* ($19, 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 Will Customer Retention It is not only important to increase your new customer count: customer retention is equally as important. Giving away FREE loans and having the sales are great ways to keep your current customers happy. We all know happy customers talk to their friends, and, in return, you will increase your new customer counts. Testimonials Getting testimonials from customers is a great way to see if you have achieved your desired results in providing Best of Class customer service. It is also important to get testimonials from your employees. AAR (After Action Review) Spend some time doing After Action Review on how the experience was for the staff. Did the staff enjoy the program, do they think it was a success? Do AAR for the store: were the numbers what we expected? Do marketing AAR: did we use the right marketing tools for this particular promotion in this city? AAR helps us to see what was done right and in what areas we could improve. Facebook It is very important to add pictures of the events to Facebook as they are happening. Customers love seeing themselves on Facebook with comments on what is going on. Try to comment back to every fan that posts a comment, even the bad ones. Pawn Princess Certification A location that has completed a Pawn Princess Insights Package will be considered successful when every employee demonstrates that they are customer focused and always willing to smile while they help customers. The location will be awarded an official Pawn Princess Certification which includes: A link on the Pawn Princess website A Pawn Princess Certification decal to proudly display in their window *increased volume will reduce sales margins (i.e.) 8% vs 26%.

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