Page 0041

Page 40 FEBRUARY 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

Continued from last issue...

TO BE EFFECTIVE,

AN AD MUST DO 3 THINGS

Every advertisement should accomplish 3

things for the store: tell shoppers who you are,

where you are, and why they should care. The

last part is what gets them to the store. When

you place an ad, it should motivate people to

visit the shop. It may be for the weekend sale

you're sponsoring or because you've got the

best selection of whatever it is you sell. Your

advertising communicates something about the

store to potential shoppers. The goal, of course,

is to communicate something so alluring that

they rush out to respond with their wallets. The

message should define a tangible benefit the

consumer will enjoy only by shopping with

your store. That could mean a low price, the

first chance at new merchandise or the latest

style, or an opportunity to consult with an expert

to find the right solution for a special need.

An effective ad has an impact, even if it only

makes shoppers aware of the new store in

town.

The quality and appearance of your advertising

contribute to consumers' perceptions of the

store. Anything that comes across as cheap,

cluttered, or pushy works against what you're

trying to achieve. Spend what it takes to do it

right.

There are many places to take your spending

discussed below. Before deciding on any, consider

the merits of each in terms of a total campaign,

comprised of different elements, each reinforcing

the messages carried in the others,

and all working together for the good of your

store.

SIGNS ARE THE MOST EFFICIENT

FORMS OF ADVERTISING

The cheapest and most necessary form of advertising

is the sign that hangs outside your

storefront. It should be neat, easy to read, and

well lit. If the store name doesn't readily define

the nature of your business, list what you sell

on the sign. When your business sits on a street,

always give the store phone number prominent

display on the sign. Some retailers treat their

windows as a second sign, identifying the store

with name and logo or highlighting what the

store sells. Every sign should be neat and easy

to read from a reasonable distance; across the

street or across the mall corridor. If you're not

an artist yourself, hire a professional sign

painter to do the job. Unless you're selling vegetables

from a roadside stand, your homey

touch won't help your endeavor. The sign

comes to be considered as much a symbol of

the business as what you stock and sell. You'll

probably be living with it for a long time. Make

sure it says all you need to say in the best way.

A sign works for the store every day. People

walk or stroll by, and there it is announcing

your name and what you sell to all who pass

that way. After a while, though, people get used

to it and that sign becomes part of the landscape.

continued...

FORUM WORKSHOP

Operating Your

RETAIL STORE´┐Ż RE T A I L

S T O R E

Operating

Your

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