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Marketing ideas mainly used by every retailer:

1. Create a calendar for customers with your shop's name and address on it.
2. Print the products you sell or services offered on the back of your business cards.
3. Always carry business cards with you. Give them freely and ask permission to leave them in places your
target market may visit.
4. Join a trade association or organization related to your industry.
5. Have a drawing for a product or a gift certificate. Use the entry forms to collect customers' mailing
6. Develop a brochure of services your shop offers.
7. Conduct monthly clinics about a product or service you offer or schedule semi-annual seminars on related
"how-to" information for your industry.
8. Print a tagline for your business on letterhead, fax cover sheets, e-mails and invoices.
9. Develop a website to showcase your products, services and location. Use a memorable URL and include it
on all marketing materials.
10. Include customer testimonials in your printed literature.
11. Promote yourself as an expert by writing articles or tips on topics related to your industry.
12. Submit to the local newspaper, trade journal or other publications.
13. Host an after-hours gathering for your employees and their friends/relatives.
14. Provide free t-shirts with your logo to your staff to wear.
15. Send newsworthy press releases as often as needed.
16. Create an annual award and publicize it.
17. Develop your own TV show on your specialty and present it to your local cable station or public
broadcasting station.
18. Create a press kit and keep its contents current.
19. Use an answering machine or voice mail system to catch after-hours phone calls. Include basic information
in your outgoing messages such as business hours, location, website, etc.
20. Join a Chamber of Commerce where you can network with area business owners.
21. Hold an open house. Invite prominent city officials and the press.
22. Get a memorable local or toll-free phone number.
23. Place ads in publications your market reads. Be sure to reach the non-English speaking market as well.
24. Distribute specialty products such as pens, mouse pads, or mugs with your store's logo.
25. Advertise in creative locations such as park benches, buses, and popular Web sites.
26. Improve your building signage.
27. Get a booth at a trade show or expo attended by your target market.
28. Give a speech or volunteer for a career day at a high school.
29. Sponsor an Adopt-a-Highway area in your community to keep roads litter-free.
30. Donate your product or service to a charity event or auction.
31. Have a Yellow Pages ad listed under your main industry and in related categories.
32. Volunteer your time to a charity or non-profit organization.
33. Create a loyalty program to reward existing customers.
34. Create an opt-in email or print newsletter for your customers. Fill each edition with specials, tips and other
timely information.
35. Send hand-written thank you notes to important customers every chance you get.
36. Use brightly colored envelopes and unique stationary when sending direct mail pieces.
37. Show product demos or related videos on a television on the sales floors during store hours.
38. Book a celebrity guest for an event at your store. Use people in your industry or television news anchors or
local authors.
39. Create window displays in locations away from your shop. Airports, hospitals, and large office buildings
occasionally have display areas they rent to local businesses.
40. Team up with a non-competing business in your area to offer a package promotion.
41. Pick the slowest day of the week to hold a one-day sale.
42. Create a warm, welcoming waiting area for your customers.
43. Provide extra customer service training for your staff.
44. Sign up for a newsletter or join online discussion groups in your industry.
45. If possible, loan your facilities to other groups for a meeting place.
46. Create a unique lapel pin based on the products you sell to wear at meetings.
47. Choose a regular customer to spotlight as a Customer of the Month. Create a brief write up to submit to the
local newspaper about the customer and be sure to give he or she a copy of the article as well as have one
framed to hang in the store.
48. Pair up slow moving items with related products and repackage as a special buy.
49. Start a blog. Write about your industry or detail in-store happenings.
50. Offer your customers discounts for each referral they provide.

Six ways to attract and keep customers
The following six strategies will help you attract and keep customers:
1. Offer quality products: Good quality is the most important reason cited by consumers for buying directly
from farmers. Successful marketers keep customers with repeat sales of quality products.
2. Cultivate good people skills: Attitude is critical to your business success. A personal inventory of your
skills, interests and goals will help determine your personality and ability to relate to a wide mix of customers.
People skills are essential to direct marketers. Even with a sincere interest and desire to work closely with your
customers, if you are not a people person your chance for direct marketing success is slim. If you dont have
the people skills needed, see if another family member might shine where you dont. Dont be surprised if one
of your children turns outs to be a sales star.
3. Know your customers: Tell them that you appreciate their business. Each of us values someone who calls us
by name or inquires about us or a family member. The potential customer is more likely to purchase from
someone who takes the trouble to offer a personal touch.
4. Use attractive packaging: Packaging may help make the sale for some products. You may want to
reconsider your package and label. Any holiday season may also provide you an opportunity to spice up your
regular product with a special touch.
5. Let customers try samples: Sampling is a very successful way to draw new customers to your product.
Taking a taste of a product might convince someone that price doesnt matter for a really good-tasting item.
6. Be willing to change: Consumers are always looking for new products. Hundreds of thousands of new food
products will be introduced in the United States this year. The changes in many of the products, while often
minimal, offer something new or different to attract customers. You may need to change your product, your
package, your advertising or display to increase your appeal to customers. Grocery stores have found that
bringing in new products and more frequent remodeling is essential to the success of their businesses. Monitor
your competition and be willing to consider changes and new products based on your judgment, experience and
your read of your customers. In conclusion, we recommend that you spend time thinking about the comments
and suggestions you have received from your customers throughout the season. Whatever you observe can help
with decisions about changes you can make to improve your services and expand your sales.
Sales Promotional Techniques:
Consumer sales promotion is a marketing technique that is used to entice customers to purchase a product. The
promotions typically last for a set period of time and are used to achieve a specific purpose, such as increasing
market share or unveiling a new product. A number of promotional techniques are commonly used by product
manufacturers and sellers.
Providing free samples is a technique used to introduce new products to the marketplace. Samples give the
consumer a chance to see how well they like a product or try something they otherwise would not normally buy.
Local bakeries can hand out their new creations at a farmer's market. Manufacturers of scented candles can give
away samples at a local gift shop. Sampling is sometimes used as part of a larger marketing campaign that
includes local newspaper or radio advertising.
Free Trial
A free trial is a way for a consumer to try a new product while eliminating risk. It may be used when a product
is unique to the marketplace, which can make consumers leery of trying it out. This technique is commonly
used in television infomercials where the buyer has 30 days to try the product, during which time he can return
it for a full refund if he's not satisfied.
Free Gifts
Free gifts entice consumers to make a purchase by including a bonus along with the product. The gift may be
included in the outer part of the product packaging to serve as a visual attraction. It may also take the form of a
prize inside the package. As an example, a local food company could place cash or gift cards inside random
packages of its products.
Contests offer the customer a chance to win prizes like cash or store merchandise. For example, an electronics
retailer could hold a karaoke contest at its store, while using local celebrities as judges. The contestant who is
voted the winner would receive a prize such as a piece of audio or video equipment. Being creative helps
generate more buzz about the contest, and ultimately, the product you are trying to sell.

Special Pricing
Special pricing is used to offer consumers a lower price for a period of time or to purchase in multiple
quantities. For example, a retailer may offer a product that normally costs 50 cents at a price of 3-for-99-cents
during the promotional period. Manufacturers often provide funds to the store to subsidize the price reduction.

Sales Promotion Methods
Consumer Sales Promotion Techniques
-Encourage/stimulate customers to patronize a specific retail store or to try a specific product.
Usually reduce the purchase price or offered as cash. Need to state the offer clearly and make it easy to
Handout...Awash in Coupons...
Looks at the volume of coupons (323 billion) and the poor redemption rate (less than 3%). Looks at more
innovative media to deliver coupons (currently over 80% are delivered via the Sunday paper) store by the
products, as customers exit the store based on purchases...discussed delivering coupons to customers as they
enter the store, using a card that swipes to indicate past purchases. Past buying behavior is the best predictor of
future buying patterns!! Also discussed that they may be delivered via TV, in conjunction with an
Users only redeem coupons they would ordinarily purchase. 75% of the coupons are redeemed by consumers
who would buy the brand already.
Stores/marketers are honoring competitors coupons etc. Stores often don't have enough of the couponed item in

Excellent attention getters. Labor costs are usually high.
Frequent User Incentives:
Major airlines, helps foster customer loyalty to a specific company. Credit card companies. Trading stamps-Co-
ops back in England, foster retail loyalty.
Blockbuster's new credit card offers company products based on card usage. Cindy Crawford "Why wait for
whats coming to you" Co-Branded with immediate rewards...this is what is very appealing about this
card...immediate reward, as opposed to having to build up points for an air flight etc.
Airlines have had to raise the threshold of their award programs 35,000 from 20,000, 2 free round trip tickets
due to $3+trillion liabilities Long Distance telephone also offer free air miles, >$25/mo = air miles Frequent
User cards are used to collect information for companies enabling them to better.
Point of Purchase Display:
Outside signs, window displays, counter pieces, display racks. 90% of retailers believe that point of purchase
materials sell products.
Essential for product introductions. Also with 2/3 of purchasing decisions made in the store, they are important.

Free Samples:
Stimulate trial of product. Increase sales volume at the early stage of the product life cycle and obtain desirable
distribution. Most expensive sales promotion technique.
Not appropriate for mature products and slow turnover products.
Money Refunds/Rebates:
Submit proof of purchase and mail specific refund, usually need multiple purchase for refund. Helps promote
trial use, due to the complexity of the refund, it has little impact.
Customers have a poor perception of rebate offered products.
Used extensively in the Auto and Computer industry.
Premium Items:
Offered free or at minimum cost as a bonus. Used to attract competitors customers, different sizes of established
products. Gas stations give free glasses--basics buy!! McDonalds premium items are considered collectors
items by some! Flintstones program last year with McDonalds. Burger King with the Lion King movie Last
summer the following tie-in premium programs.
o Casper with Pepsi, Pizza Hut, Choice Hotels
o Congo with Taco Bell
o Batman Forever with McDonalds, Kelloggs, Six Flags, Sears
o Pocahontas with Chrysler, Nestle,General Mills, Burger King
o Mighty Morphin with McDonalds
Cents-off Offer:
Strong incentive for trying a product-very similar to coupons, but are a part of the package.
Consumer Contests and Sweepstakes:
Consumers compete based on their analytical or creative skills. Must be accurate or you will anger
customers/retailers. Sweepstakes are prohibited in some states.
Trade Sales Promotion Techniques
Push Policy emphasizes promotions focused on the next intermediary. Trade Sales Promotion Techniques-
stimulate wholesalers and retailers to carry products and to market them aggressively. Producers use sales
promotion techniques to encourage resellers to carry their products and to promote them more effectively.
Allowances and Discounts:
o Merchandise...reimburse for extra retail support, i.e. advertising, shelf space
o on cases ordered in specific period.
o Finance...Paying for financial costs/losses associated with consumer sales promotions.
Cooperative Advertising:
Manufacturer agrees to pay a certain amount of retailers media.
Training of Sales Staff
At no charge (most of the time) Part of public relations, a broad set of communication activities used to create
and maintain favorable relations between the organization and its publics:
government officials
society in general
Need to cultivate effective media relations, and targeting publicity to key markets are viewed as the highest
Publicity and Advertising compared
Publicity is primarily informative
Advertising is informative and persuasive
Publicity is more subdued
Publicity does not identify the sponsor
Publicity is free
Publicity is part of a program or print story and appears more objective
Publicity is not subject to repetition
Publicity is more credible
Little control over publicity
Dealing with Unfavorable Publicity
Discusses how Pepsi dealt with the Syringe incident, using primarily publicity to overcome bad publicity.
Bad news receives much attention in the media. Need to deal with bad publicity.
First, need to try to reduce the # of incidents that produce negative publicity (effective TQM etc.), use policies
and procedures to cover negative publicity.
Expedite coverage as opposed to blocking it. Avoid rumors and misinformation.
Limitations of Using Publicity
Media must judge publicity to be news worthy, timely, interesting and accurate.
Cannot control the content or timing.May delete the most important part.