Page 0071

Page 70 OCTOBER 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

Unless you're sponsoring a special event for

special customers - by invitation only - consider the telephone dial off

limits for promoting the start-up. It's one thing to

take orders

by phone, and another to try and get them.

There has been so much backlash against telemarketing

in recent years with all the talk of

telephone scams, that a telemarketing program

can do little, if anything, to enhance the stature

of the new retail business. When an advertising

venture draws negative responses, it's hurting

the very business it was meant to help.

BE AWARE OF THE EMERGING

MEDIA CHOICE

As new information technologies present themselves

and become the norm in American households, they'll present you with many

more ways to take your message directly to

shoppers. Some will offer you the ability to target

your message to a particular group with

even greater precision than direct mail does

today. Others will provide innovative ways to

reach the broadest possible audience in hopes

of attracting the few who will buy from you.

Already the stage for the promotional future is

being set with tests of new marketing tools.

The growing popularity of home

shopping ushers in the potential

for shopping any store from anywhere

by telephone, fax, or computer. Many

on-line services now carry scrolling electronic

billboards that tout products and stores. Activate

another screen and users can learn more

from the store, and place an order.�

ATTENTION RETAILERS

SHORT + LONG TERM

BUSINESS LOANS

For:

Working Capital, Purchases, Equipment, Business Line of Credit

4.5%

www.retailersbank.com

From MANY PROGRAMS

AVAILABLE

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