Know-How Exchange : Advertising/PR

My advice - don't do it unless you know the business you are shifting to your merchants is coming from competitors, or you can realize savings in operating expenses on the others days.

For example, if you can have a smaller staff on Monday or Tuesday because you shift business to Thursday (and you don't need to increase the staff on Thursday), then you have a net sum gain by paying less total wages for the week. If all you accomplish is shifting already existing business from other days to Thursday, and the Thursday business is conducted at a lower price, then you have not accomplished anything except finding a cure for your loneliness at the expense of profits

If you can take business from other areas of town and competing merchants, then it is a good thing. For example. If a cleaners can promote .50 cleaning for a shirt (Thursdays only) and this draws customers away from other cleaners then you have the net sum gain you need to pursue this strategy.

Other than discounts, few things attract consumers to most merchants. However, in a nearby town, they have a small and casually organized custom car show the third Thursday of every month and it draws a ton of people to a retail and restaurant district that would otherwise be nearly vacant on that day. It is a nice way to get people into the area and it is great exposure for the merchants.

Best of Luck, JohnnyB.
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Is Thursday a slow day for everyone? Make sure you've done the research. The goal, I assume, is to get people to come back ever time. Do you really want to move all of Monday's business to Thurday?

It's not that you can't do it but I remember the Younker's store by my house. DEAD until the sale date. Why even have regular prices if everyone waits and they know when it's coming?

"one button hole cleaned free with each button"


Michael

Coupons do work -- and doesn't canabolize other sales-- it just moves people to action. When I was with Pizza Hut, we would warn the stores when the newspaper inserts would hit-- cause they'd staff up to handle the influx. It would be immediate, even though the coupons were not for one day. It didn't mean the day after was dead, it just moved people to act.

A savings Thursday is no different than a store giving seniors a 10% discount on one day a week. But, as other posters state-- it gets watered down as a stand alone promo.

I would make it a "festive Thursday" combining it with other events that give more reason for people to come to the area. That on top of a group of stores all giving savings- would make this a destination.

As far as the drycleaner. I'd feature the things we keep thinking we'll bring in but don't-- thus capturing biz they don't currently have. Like quilt or drapery savings one day only. Or fusion market with another store-- bring in your cleaning and get a coupon for dining. Or have a scissor guy in there sharpening. Or a tailor making quick repairs at 1/2 price.

Have you ever gone to a store on Tuesday because you needed your cleaning by Thursday only to discover that you will pay more because it is Tuesday and not Thursday? I'll bet it didn't make you happy.

I wouldn't do this unless something specific is highlighted each time and timed to seasonally call people to action. Winter sweater special near the beginning of spring. Curtains in time for spring cleaning, etc. But, doing this every week makes it hard for a dry cleaner to target the specials in a way that will increase sales rather than take sales from other days. This seems more like a once monthly type of thing.

suggested taglines for their specials:

"taken to the cleaners special"

Are you thinking that this event is more of an event than a sale? Like a way to draw people to this location each week? Music, food, activities for kids, etc. What about combining a "taken to the cleaners" special with some sort of contest or game. Best "home" remedy for stains? Or a small art/photo display that draws people in. For me, I like to shop and do business where I know and trust the operator/staff, especially with drycleaning. At first this event may just bring people in to meet and greet, but later lead to sales.

If there are too many coupons as in the pizza industry i think people get trained to only buy when the new coupons hit the streets.
Come up with an event based discount instead of a coupon based discount.