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Page 94 AUGUST 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

However and to whomever it is

communicated, you want that message

to inspire purchase activity.

HOW MUCH DO YOU

NEED TO SPEND?

On average, established retailers spend less

than 5% of their annual operating budget for

marketing activities. Most of that amounts to

an investment in some form of advertising, followed

by promotions, and finally public relations. Since

you're just starting up operations,

you should plan to

spend much more, at

least twice what the established

retailer invests

in marketing activities.

All successful promotional activities contribute

an ongoing benefit to business. The longer

you're in business, the better known the store.

As the store develops a reputation as a source

for what it sells, your marketing responsibilities

will ease. You'll still need to do all you can to

keep the store's name before the public, but you

can concentrate your promotional push on motivating shoppers into the store.

As the owner of a start-up, however, you've

nothing to build on. To your potential customers,

your business is a blank page. The store

enjoys no reputation; shoppers don't yet know

what to expect from the business. Your first

marketing challenge is making people aware

you're there and explaining what you offer.

This requires a combination of all 3 elements.�

Wholesale Coffee

• Pods • K-Cups • Whole Bean & Ground • Tea

• Sports Mixes • Equipment • Parts & Accessories

Sell to

Cafés, Offices, Consumers

BiG ProfiTS

www.beanwholesalers.com

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