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Page 90 AUGUST 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

That good will benefit the store. When the public

knows you as an active, caring member of

the community, some will go out of their way

to support the store.

PUTTING THE 3 ELEMENTS

TOGETHER

We'll get into specifics of using

these components of a marketing

program shortly. For now, start

thinking in terms of how you

want to present your business to

the buying public. Consider what you need to

accomplish in these areas. No matter what you

sell, you want to tap every public relations avenue

available to you to create awareness of the

store. Approach promotions as a way to provide

shoppers with an incentive that compels them to buy from you. Finally, you'll reinforce

the awareness you create with these tools with

advertising to reach the people you've already

identified as your core customers.

In an effective marketing program these 3 components

reinforce and contribute to the effectiveness

of one another. The savvy retailers uses

PR to get the name out there, devises an instore

promotional event or some other activity

as a motivator, and then invests in advertising

to tell the right customer why he should shop at

the store. The mechanics of an effective marketing program

are far more complex, but all entail awareness,

activity, and motivation.

AWARENESS IS THE BUILDING BLOCK

OF THE ENTIRE EFFORT.

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www.usacostumers.com

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