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Page 54 OCTOBER 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

Don't leave the ad placement up to the newspaper.

Request that your ad run in the section of

the paper you expect your customers will read

most closely: for example, the business section

if you're selling office equipment, or the society

pages if you specialize in fine china. Run the ad

in the same place on the same day every week.

After a while, the people you want to reach will

turn there automatically to see what you're offering this week.

Print advertising should always present shoppers

with a compelling reason to visit the store.

The message may be a new product,, a sale

price, or a 3-day event, but the ad should convey

a sense of urgency that will motivate the

shopper. In competitive industries, retailers

often use "laundry lists" of product names, key

features, and prices in their print ads. The mes- sage is simple and direct: Here's what we're

selling and here's what it will cost you. Other

retailers highlight a particular product at an attractive price

as a means of attracting as many

customers as possible to the store. Some larger

retailers feature "loss leaders": products they're

selling at or below cost to attract shoppers into

the store. Once there, they hope to step shoppers

up to a higher-priced product, or get them

to buy something that's not on sale. Whatever

strategy you use, your print ads should always

promote a particular item and event, and the

store in general.

If mail-order sales figure

prominently in your business

plan, you'll probably be placing

your ads in a variety of specialty publications,

"buff books" that cater to the interests of a

highly specialized audience. �

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