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Page 84 AUGUST 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

If you're to be successful, you must use whatever

means are freely available to tell the world

about the store, and then spend to generate

buying interest out of that awareness from the

select few.

The alternative is ... Well, there is no alternative. To

fail at marketing is to fail at retail.

It's that simple and that final. What if you

open the store and nobody shows up? Ignore

your promotional push, and you'll find out.

Your entire retail venture depends on how well

you meet this marketing challenge. Your campaign,

or strategy, warrants as much of your

time and attention as everything else about

your business, including the business plan.

There's a basic difference to the function of the

business plan and the marketing strategy,

though. The business plan is about successive

goals, a conceptual road map of where you

want to take your business. When you reach

one goal, you set your sights on the next. Your

marketing strategy is all about the process of

getting there. It's the itinerary of what you

must do to move from business goal to goal. If

the plan is a map, then your marketing strategy

guides you to where to fuel up. Miss enough of

those stops and you ain't going nowhere.

You wouldn't trust a travel

itinerary to memory; if you

did, you'd probably miss a

stop. That's why it's important to

develop your marketing strategy into a

written document. Committing your plans to

paper will help you organize the varied activities the effort

requires.

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