Page 0057

Page 56 OCTOBER 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

In many retail specialties, mail order is the most

competitive part of the marketplace. Unless

yours is a one-of-a-kind store catering to a select

customer base, you can lose your hide

going head to head with national mail-order retailers.

Price is their only game; if your price

isn't the lowest among the ads, you won't get

the sale. If you must rely on mail order, you'll

be advertising in specialty publications. Use the

ads there as a forum for promoting the unique

selection at your store and the specialty aspect

of the business. If your category is restricted,

enough people will respond just because they

know your store is a source for the special

products they need.

ADVERTISING ON THE AIRWAVES

IS DIFFICULT TO MASTER

Advertising on commercial airwaves,

be it radio or TV, can

prove a more difficult process

for the retailer. For one thing,

commercial advertising on television in

general, and radio in the major markets, is

even more expensive than putting your

message in print, and the need for advertising

frequency is greater. Once it appears, the print

ad remains accessible to your audience as long

as the paper or magazine is around the house.

With broadcast media, however, the inattentive

consumer may miss your full message the first

time he or she is exposed to your ad. And

there's no guarantee everyone you want to

reach is listening or watching any single time

the ad airs. In order to reach them all, it must

run several times throughout the day, or week.

The expense quickly adds up.

FBcampaigns

Your Business Needs

SOCIAL MARKETING

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