SPREADING THE WORD (without going broke)

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You may not realise it, but you are not only in the retail business. You are in the expectation management business. All customers come into your shop with a set of expectation. They have a perceived impression in their minds as to what the shop is all about.

There is no point in having the best products, the best prices, the best staff, the best shop – if no one knows you exist. Too many businesses are the world’s best secret. Don’t let yours be one of them.

As a retailer, learn how to maximise your local area marketing (LAM). This book leads you through the steps on how to do it.  It covers:

• Before You Start Marketing
• The easiest marketing plan ever for a small business operator (just answer 7 questions…)
• Defining Your Market
• Positioning
• Creating a Competitive Advantage
• Recognising the Customer Types
• How to Sense and Filter your Customers
• Need for a Marketing Calendar
• Create a Tracking Plan
• What Marketing Vehicles to Employ
• Up Close and Person
• Business Cards
• Customer Questionnaire
• Telephone Demeanour
• Bag Stuffers
• Viral Marketing
• Publicity Contacts
• Referrals
• Advertising Basics
• Newspapers
• Radio
• TV
• Billboards
• Telemarketing
• Magazines
• Direct Mail
• Developing a Website
• Cyber marketing
• Promoting for Fun + Profit
• Promotion Checklist
• The 5 BIG questions
• Competitive Promotions
• Non Competitive Promotions
• Holiday and Seasonal Promotions
• Events that Emphasise Sales
• Setting Up Successful Sales
• Naming Your Sale
• Running a Great Sale
• Choosing Sale Merchandise
• Advertising and Promoting Your Sale
• Preparing Your Store for the Big Event
• Analysing theSuccess of Your Sale Event