1001 Ideas to Create Retail Excitement

1001 Ideas to Create Retail Excitement: Revised EditionAcknowledgments Preface: Meeting the Marketing Challenges of the Twenty-first Century Chapter 1 The Changing Face of Retail . . . and You Are in the Driver's Seat Chapter 2 You Can't Go It Alone Improving the Retail Neighborhood A National Trade Association Chapter 3 Tracking the Trends to Stay Ahead of the Pack Chapter 4 Gathering the Data to Help You Make Your Marketing Decisions Obtaining Your Data Locally Generated Research What Information Your Local Research Should Develop Understanding Research Formats Get to Know Your Competitors Sample Mini-Questionnaires Sample Questionnaire to Send to a Former Customer Sample Telephone Scripts Single Day Business Analysis Chapter 5 Developing a Marketing Strategy and a New Age Sales Force Selecting the Right Product Line Setting a Sound Pricing Policy Making It More Convenient to Shop the Store Making the Most of Your Sales Force Chapter 6 Establishing a Winning Customer Service Program Chapter 7 Looking Good from Your Front Windows to the Back of the Store Start with Your Sidewalk . . . Then the Signs, Awning, and Canopy . . . Look at the Windows Enter the Front Door Inside . . . a Customer Friendly Store In-Store Signs That Sell Merchandise Other Parts of the Big Picture Look to Your Suppliers as Your Partners Chapter 8 Making the Big Decision: Which Programs to Conduct Matching the Promotion to the Customers Answering the Five Big Questions Making the Final Decision Chapter 9 Creating Exciting Holiday and Seasonal Promotions Getting Maximum Exposure and Optimum Results The First Quarter of the Year The Second Quarter of the Year The Third Quarter of the Year The Fourth Quarter of the Year Be Sensitive to Religious and Ethnic Holidays Chapter 10 In- Store Special Events That Draw Customers An Annual Event: Your Anniversary Live Entertainment Celebrity Personal Appearances Designers' or Supplier Presidents' Appearances Events That Emphasize Product Sales Other Crowd-Pleasing Events Health Screenings Promoting Your Special Events Chapter 11 The Right Sale for the Right Place The Easiest Sale to Structure Thirty Sales That Will Build Traffic Promoting the Value of Your Sales Program Customer Promotion Calender Chapter 12 Everyone Loves a Contest Everything You Need to Know About Running a Sweepstakes Make Your Games of Chance Pay Off with Increased Sales Using Skills Contests to Draw Customers Chapter 13 Sports as a Promotional Vehicle Sports Personalities' In-Store Appearances Ticket Giveaways Exhibits at the Store Major Sporting Event Atmosphere At the Arena or Stadium A Potpourri of Other Opportunities Use Your Suppliers' Connections Chapter 14 Building Repeat Business and Incremental Sales Rewarding Your Customers Rewards/Savings Card Program Frequent Buyer's Program Structuring Your Frequent Buyer's Program Guidelines for Setting Up the Program Keeping the Frequent Buyer Happy Develop New Avenues for Repeat Business Sample Letters to Send to Frequent Customers Chapter 15 Cross Promoting and Other Ways to Extend Your Visibility Cross Promote with Other Stores Cross-Promoting Techniques Short-term Cross Promotions Extending Your Presence to Other Locations Product Shows Open to the Public Chapter 16 Good Community Citizenship Is Good Business Charitable and Nonprofit Organizations Make a Personal Commitment Sponsoring High Visibility Community Events Supporting Local Contests and Competitions Other Civic Projects to Support If a Disaster Should Strike Chapter 17 Marketing Your Restaurant Creating Exciting Promotions and Events Go After Tourists and Business Visitors Chapter 18 Making the Internet Work for You Start an E-mail Program Your Web Site Chapter 19 It's David Versus Goliath: Small Retailers Take On the Chains Chapter 20 Innovative Steps Retailers Are Taking to Attract Customers Chapter 21 Getting Publicity Exposure in the Local Media Organizing Your Publicity Program Do-It-Yourself Publicity Program Working with Radio Stations Working with Televison Channels Working with Daily Newspapers Working with Other Media in the Community Chapter 22 Samples of Materials to Send to Media to Get Publicity Pitch Letter/E-mail to Local Media to Cover In-Store Event Media Advisory to Send to Encourage Coverage of an Event Sample Fact Sheet Sample Press Release Pitch Letter/E-mail to Send to Media to Arrange Interview with Store Owner Pitch Letter/E-mail to Send to Television Producers to Demonstrate New Products on Show Pitch Letter/E-mail to Attempt to Arrange a Live Remote Letter to Media to Make Them Aware of Your Availability as a Source of Information Letter to Radio and Television Promotion Directors Offering to Provide Prizes for Contests Letter to Radio and Television Programs That Give Gifts to Guests And Don't Forget Your Supplier Press Releases Chapter 23 Using Advertising and Other Paid Services to Promote Your Store Organizing Your Advertising Program Delivering Your Message There Are So Many Other Ways The Most Effective Advertising Chapter 24 Need Help? Index