Ch. 8: Advertising

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

1. The name of the store
2. A brief slogan or signature line
3. A positioning statement that explains what the
   store is all about
4. Contact information (address, phone, Web address,
   etc.)
5. 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 dont always pull.
  Just because its pretty, cute, or clever does
  not mean it actually prompts people to visit the
  store and/or buy.
• Dont 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
Newspaper Placement Options

• 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

6
Types of Promotions

• 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