Page 131 - Open Soource Technologies 304.indd

Unit 5: Strings

below Ticketmaster rates. With 50% of their revenue coming from their tour dates, this has Notes
had a huge impact on their bottom line.
They also borrowed a page from the playbook of the Grateful Dead in the arena of recordings.
Where most bands jealously guard every single note that emanates from their amplifiers, String
Cheese Incident took the Grateful Dead policy of permitted taping of live performances to a
whole new level. Just recently the band started selling downloads of its live concerts through
a dedicated website (sciontheroad.com) for about $10 per show.
Click-and-Mortar Marketing at its Best
Anyone it is ever been to a concert before knows that the big bucks lie in the merchandise
and CDs for sale at the venue. But how many concertgoers do not have the cash in hand, or
desire to fight the crowd to wait in line? By driving their offline fans to theirweb site they
have racked up some pretty impressive numbers.
CD sales rack up $2.9 million per year. Merchandising and ticket sales another $2.9 million
per year. That’s another $5.8 million that smaller bands never see.

And String Cheese Incident is not content with the traditional profit centres associated with
bands either. They have taken Click-and-Mortar growth to a whole new level.
Recently they saw an unmet need in the marketplace and set up a travel agency with a partner
that helps fans plan trips for SCI and 20 other bands on the road. That little “side business”
is good for another $1.45 million per year — all of which is done online!
If a “Grateful Dead style” band whose fans thrive on live experiential concerts can use the
Click-and-Mortar approach to create a 725% increase in gross revenues, what could you do
with your small business?
Coaching Corner:
• How could you expand, extend, or multiply the benefits that your offline clients experience
by bringing them online?
• How could you make your clients, lives easier (thereby increasing your goodwill with
them and creating raving fans) through online ordering, scheduling, or organization?

• Primarily offline right now … what products/services could you offer online that would
complement your offline products/services?
• Primarily online right now … what physical product/service could you offer your clients
(either yourself or through a strategic partner) that would add incredible value and lock
your clients in for life?
When you take the time to develop a solid Click-and-Mortar growth strategy for your small
business, you will be able to dominate your market niche no matter how badly your competition
is floundering around.
Questions:
1. Explain Client-Centric Service with Click-and-Mortar touch.
2. What is the Client-Centric Service within Click-and-Mortar touch?

Self Assessment

Multiple choice questions:
4. ................ strings interpolate variables and expand the many PHP escape sequences.
(a) Double-quoted (b) Single-quoted
(c) Both (a) and (b) (d) None of these

LOVELY PROFESSIONAL UNIVERSITY 125