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Ch. 8: Advertising

Ch. 8: Advertising. Why you have to WOW your customers The basics of advertising How to choose the advertising medium(s) you will use Inexpensive ways to advertise on a tight budget How to create a successful promotion How to build fun into a promotion The value of a promotion checklist.

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Ch. 8: Advertising

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  1. Ch. 8: Advertising • Why you have to WOW your customers • The basics of advertising • How to choose the advertising medium(s) you will use • Inexpensive ways to advertise on a tight budget • How to create a successful promotion • How to build fun into a promotion • The value of a promotion checklist

  2. Turning Negatives into Positives • Whoever gets the complaint “owns” it until it is resolved. • Never fight with a customer; hear them out • Address the problem immediately. • Let your “make-up offer” be a WOW! • Recognize the lifetime value of the customer. • Turn the WOW into WOMA – Great word-of- mouth advertising.

  3. Retail Advertising Content • The name of the store • A brief slogan or signature line • A positioning statement that explains what the store is all about • Contact information (address, phone, Web address, etc.) • Dates of the event (if advertising a particular sale or promotion)

  4. The Rules of “Pulling Power” • The more specific the ad, the better it will pull. • Features tell, but benefits sell. • If the merchandise is “better” (higher-end), the ad must be “better” (classier, more sophisticated). • Beautiful, award-winning ads don’t always pull. Just because it’s pretty, cute, or clever does not mean it actually prompts people to visit the store and/or buy. • Don’t change the ad style or concept just because you are tired of it; the customers may not be. It takes time to build up recognition.

  5. In big-city dailies Regional or zone editions Special sections Weekly sections Multiple, “rate saver” ads In other publications Weekly suburban or small-town papers Regional newspaper groups Shoppers Magazines Newspaper Placement Options

  6. Competitive The “bests” In search of the (store name) woman/man Running/walking events Bed races “Ugliest gift” Art shows (for kids or adults) Non-competitive Book signings Lunch at or “on” the store Hosting seminars Using store as meeting place for groups, clubs Charity nights Celebrity appearances Themed costume days Open house/trunk show/demo day Types of Promotions

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