Page 0079

Page 78 OCTOBER 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

Track all the news organizations receiving your

release to see if it's been picked up. If you have

any doubts, call the station or paper and ask the

news or business editor if the information was

used, and if so, when and where. Keep a scrapbook

of clippings and notes of appearances and

inquiries. Promotions prove more difficult to

gauge, much of it a matter of monitoring store

traffic and measuring how individual promotions,

in media and at the point of sale, affect

sales of the featured items. With advertising in

any form, one of the best ways to measure effectiveness

of individual ads is to build in an

enticement that encourages feedback. The easiest way

is to include a coupon in the print ad

or newsletter, or offer some incentive - say, 5%

off if the ad is mentioned - with your broadcast

commercials. Featuring coupons in your advertising

will help you track the impact of your

message and media, and

boost sales. An attractive

coupon offer gets people

shopping. You'll see how

well it's working by counting the

number of coupons

redeemed.

You can make this job easier if you have a computer

system and customer database in place

the day you open the doors. Ask each customer

what brings her to the store, and enter a previously determined

code for the response. Tally

the responses for an exact indication of what

you're getting for every promotional dollar

spent. Of course, you can ignore the need to

track your advertising, but then you'll always

be guessing at your strategy and never really

know what's working.

Wholesale Coffee

• Pods • K-Cups • Whole Bean & Ground • Tea

• Sports Mixes • Equipment • Parts & Accessories

Sell to

Cafés, Offices, Consumers

BiG ProfiTS

www.beanwholesalers.com

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