Page 0079

Page 78 AUGUST 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

To all of them, you're a service provider, the reliable source

for a set group of products. Good

customer relations requires nothing more than

it takes to be a good neighbor. Treat people with

respect, recognize their individuality,

provide a quality

product backed by service,

and let them know you appreciate

their business.

They'll thank you for it with

their continued support.

THE PROMOTIONAL PUSH

After you've completed your planning,

hiring, training, purchasing, and setting up,

an even greater challenge awaits you:

THE PROMOTIONAL PUSH.

The push is actually a 3-pronged marketing

program entailing advertising, promotion,

and public relations. For the moment, think of

the 3 as separate but equally important facets

of a cohesive whole. Your efforts in each of the

areas impact the effectiveness of the others.

They also set the pace and parameters of your

success.

The promotional push will make or break your

store. It's critical to your future as a specialty

retailer that you understand the dynamics of an

effective marketing program, and how to take

full advantage of the advertising and promotional

vehicles available to you. This section

outlines those options so you can effectively

plan your promotions for opening day and beyond.

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