Know-How Exchange : Strategy

Obviously you must advertise--even if you were in town you would have to advertise. Equally as obvious is the primary selling point: quality at half the price, stressing actual dollars that would be saved in comparison to shopping at other stores-in town or not.

Aside from advertising you can use premiums to drive traffic. One idea is to give a gas card with, say, $10 on it to all those who make a purchase, promote free delivery within a certain radius of the store, if assembly is required, perhaps free assembly. The gas card works on a couple levels: it overcomes one of the possible obstacles to go out to your store, one that has increased as top consumer issue over the past year, and that's the cost of gas (I don't know how far you are from town, so maybe gas costs are not a major issue), but gas prices are top of mind with almost all consumers right now. Another reason the gas card is attractive is that you can give it to them on the spot--instant reward. Or you could combine two of these--the card and free delivery. Don't know what kind of margins you're working with, but those are some ideas to drive traffic, at least as an introductory offer, to get consumers in the door Once they are in the door, ya gotta sell 'em and keep 'em coming back.

At any rate, those are some of the cuff ideas.

BL

i live in the land of a jacob jabs, home of American Furniture- the 1st or 2ns largest furn store in the country-- depending on who's survey you read. And have had the pleasure of working (selling to) with them. They are wonderful to deal with and I can't stress their credibility.

His ads "brand" are the exotic animals in his ads. Build your brand-- whatever it it. When I had a big meeting with his buyer my daughters first words were, "did you see the tigers" "no" and she replied "then what good are you" (ouch)

But it is a lesson-- having a tiger lay across a sofa has nothing to do with selling a sofa, but it works. It has nothing to do with his name. American Family Warehouse. But even my 15 yo daughter (who is now 21) knows it works.

My point, pick a theme and run with it All of his commercials work. And you don't have to do commercials/ But before you rule them out-- tap on your reps for coop dollars-- u may have more to spend than you think.
Then be lazar sharp in your focus. and Make a plan for the year. If you have a college nearby when school starts, and are low price-- this is where you should be speaking. If its June, and we are heading to the wedding season-- speak here. I just got married (yesterday!!) and American Furniture has mailed me their postcard 3 times-- I could have had a bridal registry for furniture (but at this age, I can sell him extras)/ But we are planning on relocating and I wish he was in FL.

I love the book "creating retail excitement". its in your library-- at least in an older version. Create an experience -- American furniture has subways in their stores. As well as sales. cookouts u name it. He will bring you in.

Its not about price. Price is important, but price alone won't bring them in.

Nearly every market has one, a furniture or car seller who decides to cash in on low rent overhead. In almost every instance the advertising budget is huge.

That being said, there are advertising plans and there are great advertising plans. Be creative, one company I know offers low cost bed and breakfast accomodations (she also owns the b&b) to couples who are coming for a romantic furnature shopping trip.

Work with your other local businesses. People may make a big trip to one store to save on furniture. If they can make one trip and save on many related things (appliances, rugs, etc.) then you can create an "outlet" experience.