Specialists, How to Advertise Part II

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Industry expert Bob Graham continues his advice on advertising on a shoe string budget for the retail specialist.   (Part I of the article is here).

Bob Graham
Bob Graham, Promotions the Work

As retailers, we tend to box customers into the same category; “It’s all about price.” But that is just not the case. Sure, you have to be competitive but like my father used to tell me, “Son, there is an ass for every seat.” In other words, there are lots of buttons that can cause people to make a purchase. Some of them want this or that but I guarantee you that most of your customers have one thing in common. They want to feel appreciated.

A few years ago there was a manufacturer who marketed their products by forming these close personal relationships with their dealers. These guys became wildly successful and their dealers supported them through thick and thin but when they decided to sell their stuff to a big box store, dealers felt betrayed and not appreciated. Not long after they went into decline. The lesson one should take from this is: Make every customer feel appreciated!

Look at the phenomenal success of social mediums such as Facebook and Twitter. Their success is built on the personal relationships that people desire. It’s finding other people with common interests, sharing thoughts and making them feel like an insider to your group that you network with. This social media has become so powerful that it is changing the leadership of Countries that have been held down by despots and dictators for decades. Use it to reach out to your customer base by interacting with them and making your business known in the community. It is common to think that just because a business had been around for some time, that most everyone knows who you are, what you do and want to do business there. Maybe, IF you’re the only game in town that’s true to some degree but you’re also vulnerable to someone new coming in and stealing your customers away from you. A business is kind of like a living entity. It is always changing and evolving and it is imperative to keep in contact with your customers to let them know about those changes and that you appreciate the continued business they do with you.

The direct mailed flier with customers and addresses gleaned from your sales data base is still the best way to communicate. In 33 years of business and with a data base of over 25,000, maybe 50 people or less asked to be removed from my mailing list. And, I mailed everyone on the list something every 8-12 weeks like clockwork.

But retailers are also discovering effective ways to use Email without irritating customers. A Harris poll of computer users reveals that, out of those who are receiving unsolicited bulk Email, 42 percent want to stop receiving it. According to Al Bredenberg Founder of EmailResults.com, “Spam is such a controversial subject that I urge businesses to only use permission-based email. The risks to the company’s business and reputation are just too great. Make sure that no one is placed on any email list without their explicit permission. One should not have to ask to be removed from an email list they never asked to be on in the first place.” So are there ethical ways to use email to reach your audience on the Internet? Yes. I recommend the following spam-free methods for getting your message out without making enemies:

Build your own house email lists.
Collect email addresses at your Web site, at trade shows, on product registration cards, during sales and telemarketing calls, or at other points of contact with customers and prospects. Make sure that everyone on your list knows exactly how you will use his or her email address. Your own in-house email lists are a valuable asset.

Start an announcement list.
This is a simple in-house email list designed to keep you in touch with your Internet audience. Use it for distributing company news, new product releases, special promotions, and announcements of personnel changes or other items of interest to your company’s contacts.

Publish a free email newsletter.

Usually this is done by sending them discount coupons and specials. Email can be a slippery slope because some customers will look at any Email you send them as unwanted or spam.

One last thing that is admittedly, somewhat controversial but none the less, part of my staff’s job, was following up after the sale by calling every one of their customers. This is also, a good resource for mining new customers.

To sum it up. To the degree that you accomplish creating these personal relationships with your customers by making them feel appreciated can determine how successful you become. Those who do it smartly, while operating their business skillfully will become more successful than one can imagine.

I guarantee it!

Graham served for 10 years as MERA President, VP and Secretary/Treasurer.  He is now Director of Marketing at Promotions that Work.  He founded the Breakers Mobile Electronics store in Oxnard, CA and has over 45 years experience in retail.

Source:  Bob Graham, Promotions that Work

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3 Comments

  1. Great article’s. Good tips, and good basic advise. The best thing ALL retailers can do now is to have a ONE-ON-ONE with customer’s. That makes them FEEL special-what a good point!

    Plus, this is a GOOD refresher for keeping in front of previous customers.

    Thanks for the common sense!

    Vicky Scrivner
    Santa Fe Auto Sound

  2. One more thought about price based consumers; I have found that most consumers focused upon price do so because they do not know anything else about the product. Give your consumer something else to focus on, and price becomes less of a priority. Does a $49 speaker sound different from a $199 speaker? Show it. Talk about it. DEMO IT IN A CAR! Change the focus. Increase the sale.

  3. Bob,

    I can think of a few companies that meet the circumstances you described.

    The “special” in specialty retail is how retailers ought to make their consumers feel.

    Great stuff !!!

    Ray Windsor
    German Maestro

Comments are closed.