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Page 88 AUGUST 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

PROMOTION MEANS

DEVELOPING TRAFFIC

Promotion, on the other hand, won't cost you

nearly as much as advertising. It has more to

do with developing a reputation for you and

your business, and creating excitement around

the store. The bottom line is still generating

sales, but with promotion you can be a little

freer in what you do. Effectively handled, promotion

spotlights the store and what you're

selling by giving people a reason to come to the

store, and reason to buy once there. With advertising

you deliver a message to the consumer

through the medium of choice.

Promotion fills that message with activity and

excitement that help create the awareness that

makes people want to visit the store.

PUBLIC RELATIONS CREATES

FAVORABLE IMPRESSIONS

Public relations, the 3rd component of

the marketing troika, keeps your store

name before the public in a positive

way. It's advertising you don't pay for, and free

publicity for your promotions. You should use

public relations as an indirect form of advertising and

promotion to create favorable perceptions

of you and your store. By intent, public

relations should reach a much wider audience

than advertising and promotions. Good PR will

have a residual effect on business, so you won't

be able to gauge its impact within a week or a

month. When people think well of you as an individual,

they'll admire what you're doing in

your business.

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