This is a continuation of the following thread:
Big Advertising Ideas on a Small Budget
Signage - What do I mean by signage? I am talking about any signs you use. Outside the store, store window, inside the store, product signs, it can even apply to "signs" on a website.
Signage is the most misunderstood and underutilized advertising technique. It is hard for me to explain the importance here without pictures, but let me give it a shot.
Signs can consistently create the largest sales over any other medium. They direct people where to go and encourage people to buy. Here are the 5 essential sign elements:
1. Inform the customer
2. Sell (use words like: must have, great buy, great value, etc..)
3. Educate (Teach the customer about the product(s) and why they need it)
4. Entertain (grab attention, be funny, cute, or humerous)
5. Emotionalize (use pictures of dogs or kids)
Direct Marketing is the #1 resource among successful retailers
Common sense marketing AKA Rule of the Obvious:
"The more you know about your customer, the easier it is to sell to them"
Don't waste your time targeting everyone. Know what your customer does, where they live, what they value and what they like. Collect as much information as you can from your customers. Most customers will give you plenty of information, only 8% won't give you anything.
The best use of direct marketing is preferred customer programs. Make your customers feel special, honor your best customers, give something back to them, get them talking.
Use Birthday cards. People love feeling special on their birthday. Send them a discount on their Birthday.
Coupons work! But you need an expiration date. They work best when they expire in the near future, about 7-8 days. Fixed discount coupons tend to work better than percentage discounts.
Occasionally you will get a customer who hates your business; it happens to everyone. They are miserable, cause you a lot of trouble, and what do they say... "I am going to tell all my friends how bad your store is and tell everyone not to buy from you" ... Don't worry, these types of people have no friends.
What should you know about your customers:
Who - the vitals
When - when do they buy? early, late, 9-5?
What - what can they buy from you?
Where - where can you reach them? phone, email, snail mail?
How - know the different customer price levels. Are they someone who buys at regular price? You love these people. Do they buy with incentives? These customers are good too. Do they only buy with insider pricing (20% off)? Do they only buy when 40-50% off? You don't particularly like these people and don't always target them, but you need them. You will always have stuff to get rid of. Do you have bottom feeders? It is essential to know which customers fit into which price category.
It's not about sending slick ads, send 'friendly reminders'
In many industries, the best direct mail is modified long copy.
This is al etter, to your customers that is about or less than a page long. It should contain 5-6 short paragraphs, no more than 5-6 sentences each. In each paragraph, have a keyword or phrase that grabs attention. Put these in bold or italics.
Have a p.s. that has a call to action.
What happens when people receive this letter? They read from the bottom up, skimming your keywords and phrases.
.. great
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