I think what will distance viewers is to realize they don’t have the kind of money to pour into their business for new fixtures, signage, plasma screens, registers and computers. And really, who needs to scan a barcode for a one-off shop that has very limited skus? We’re talking a shop for chocolate dipped strawberries here.
Contrary to the many pundits saying to lower prices, add discounts and coupons I ask, “How high is up?” Can you bundle some products or add a service to make more profit? That’s all you should be concentrating on: how to increase profits – not play Santa Claus with your markdowns.
Retailers, monitor your open rates of your email blasts. If they are below 30% it probably is due to your messaging. Make your message all about the customer using “you” and “your” and eleminate “we” and “I.” Come up with five things your customers could use quick advice on. Start a contest that uses your products. Be creative.
Sure, Via is a product that is surely targeted to the larger fast food and vending machine market which is a big; somewhere between 17 and 21billion. Yes that’s with a B. So who wouldn’t want a branded Starbucks cup of coffee out of a vending machine at your mechanics or hospital waiting room over the swill that had been sitting on a burner for two days?
Point of this blog is you can spent millions on having the prettiest business but if you can’t follow that up consistently with as exceptional an experience as your fixtures, what good are you?
crowne-yellow
The next morning, the bar was reset to yellow liquid in the martini glasses. In retail you are known more for your compromises than your designs, products or store design.
The Times wouldn’t allow me to hand deliver it but I added a personal message and a press kit. I called up a few days later to enquire if they received my gift. The writer told me, “Bob, gifts are strictly forbidden.” I said, “Well you didn’t throw it out did you?” “No,” she said, “we all enjoyed the chocolate frosting. It was really good.” The story ran and we had a large audience.
The only way your store will standout from your competitors, that your crew will be different than any other, that you’ll make a profit as we come out of this stubborn recession is to learn to sell better. That comes from having a process, being coached and tracking results.
The secret to making angel/devil advertising work is to infer about the other business without saying the other guy is rotten. For example, some coffee houses fought Starbucks by relentlessly saying Starbucks beans were burned. This turns customers off. Even if some may believe it, it comes across as sniping.
If you’re new here, you may want to subscribe to my RSS feed. Thanks for visiting!An article in today’s Wall Street Journal titled, Restaurants Burned by Deep Discounts, said in part, “as several chains prepare to report second quarter earnings in coming weeks, Wall Street is bracing for news that price cuts not only ate [...]
As to the actual ad, the blowup porn doll approach seems confused. Go with me here. If this is indeed an ad for a target demographic of young men, and you want them to eat them, are they in turn like the woman pictured? So should this be an ad in West Hollywood rather than West Madison, WI?
