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Page 92 AUGUST 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

Shoppers must know where you are and what

you sell before they can even consider visiting

the store. You generate awareness with everything you

do related to the store, from hanging

a sign to making an appearance on the local

talk show to discuss the new season's merchandise.

Building awareness requires that you

keep your name before the public through

every means available, from printing your logo

on shopping bags to donating prizes in the

store name to the local charity drive.

The promotional activity is more directly related to

the business of selling. Your responsibilities, as

business promoter, require that you

conceive of and create ways to interest the buying

public in the store and what it sells. That

encompasses everything from how you display

merchandise in your showroom to participating in

off-site business opportunities like trade

shows for consumers. Sales events, in-store

demonstrations, giveaways, contests, and previews all

give shoppers a reason to visit your

store.

Unless the shopper is made aware of what

you're doing, though, these will all prove fruitless efforts.

You motivate through your public

relations and advertising efforts. PR helps tell

people, "I'm here, this is what I sell, come check

it out." Advertising carries a specific message

developed to stimulate sales. That message can

be general - "Just arrived, a limited selection of

the newest styles" - or specific - "Tomorrow

only, 10% off everything in the store."

The message may also be carried

to only a select group of buyers

through direct mail.�

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