Know-How Exchange : Advertising/PR

Start with the basics. Who are you trying to attract to your store (age/demographic/gender)? What exactly are you selling (a regular necessity, a seasonal purchase, or something for special occasions)? What have you tried (and what's worked/hasn't)? What has similar stores in your area tried (and what's worked/hasn't)? What's your budget? What's remarkable about your store (compared to your local and online competition)?

The book I recommend is 1001 Ways to Build Retail Excitement. It's probably in your library. You'll find tons of ideas of low cost and fun promotions to run.

Also, if it is a name brand-- tap your reps for help. They may have coop marketing dollars available too.

Your location will also matter in brining people to the store, regardless of brand. If it's already well-known, however, you've won half the battle. Appeal to those who have made it that way.

Signature event with the well known person? obviously his/her fans will come to the event!

Macy's, Nordstroms, Men's Warehouse and etc. attract customers via quality product, focussed customer service and value-added shopping: Free makeup sittings, sample cosmetics/perfumes/lotions, free image/wardrobe consultations, personal phone calls/emails, exclusive loyalty promotions, free pressing, volume discounts and 2-for-1 sales, quick turnaround on alterations, professional staff, variety, etc.

Can you mimic some of those tactics for your clientele?

EXAMPLE:
I remember visiting a high-end, specialized athletic running store only because they hosted a plantar fasciitis workshop focussing on alternative healing therapies. Weird hunh? Well, they had done other typical athletic-type workshops before, however, I was told this topic was atypical for them, but still exceeded their attendance capacity for both meetings. Also, the attendees did not fit the profile of their typical customer nor its target audience. Eventhough it was a surprise for them to see an unexpected demographic, they were still able to sell braces, orthotics, etc and maybe expand their customer base via niche offerings and services.


EXAMPLE 2:
After a month or two trying to select a motorcycle helmet, I finally went with the store that had the best service and selection. I also did not mind paying a premium since I could have easily saved $80 online (Shoei RF 1000 was awesome from Nebraska to California). But the store's 7-day trial return for exchange policy was too hard to pass on. Not to mention their customer service was top notch. I was so impressed, I happily paid too much for my leathers, too.

I've never been a retailer, but like everybody else, I know a good one when I see one.

Good luck,
Terry