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Page 76 OCTOBER 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

You want to generate as much

free publicity as possible through

public relations, come up with the

creative ideas that lend themselves

to effective promotions,

and use the appropriate advertising media mix

to get your message to the right people.

During your first year of operations, approach

your marketing strategy as a 2-phase program.

First, you pull out all the marketing stops to

create as much attendant excitement you can

around the store's Grand Opening. Make it an

event. Mail out a release announcing your

store, what it sells, and when it will open. Run

special ads announcing the celebration, and invite

local dignitaries for the ribbon cutting.

Then build on that with an ongoing promotional

push to nurture a strong base of cus- tomer support as you address the unique marketing challenges of the

start-up store.

IT'S VITAL TO MEASURE YOUR

MARKETING SUCCESS

In all you do to promote business during your

first year, it's especially important you track

and record the effectiveness of each component

of your marketing effort. You must experiment before

you can identify the promotional

mix that best serves your store, so you want to

test the effectiveness of each marketing option

as you use it. What you learn now will guide

your future campaigns.

With PR, keeping track is relatively

simple. Send out your releases, and

wait and watch for results.

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