Page 0081

Page 80 OCTOBER 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

That's why it's important to write up an advertising

strategy and budget for the first year,

and keep detailed records of what you spend,

where, and when. Then compare each investment with

the shopper responses it generates.

What you'll learn from your customers should

guide you on spending and where to put your

promotional dollars. If a 3rd of customers tell

you they learned of the store from a billboard,

and it only represents 10% of your spending,

you'll know it's an especially effective medium.

It's also one in which a substantial increase in

spending might be justified. Sometimes the results of

your advertising may be immediately

apparent: Your commercials start

airing on radio, and the next day

there's a line outside your door.

That would mean it's time to shift

more of your budget to radio.

By the end of the first year, the records you

keep, detailing the direct impact of advertising

on store activity, combined with monthly

breakdown of sales, will enable you to devise a

promotional strategy based on realistic expectations

and need, by the month or even week.

The promotional budget and what it allows

will differ for every retailer in every market.

Planning ahead, budgeting your promotional

spending, and setting up a system that allows

you to measure its impact will enable you to

take much of the guesswork out of the promotional process.

SETTING UP YOUR

OPENING DAY

MARKETING PROGRAM´┐Ż

COSTUMES ARE YEAR 'ROUND MONEY MAKERS!

www.usacostumers.com

WHOLESALE

Costume Club

100'S IN STOCK

All Occassions

Fast Same Day Shipping

Flat Rate Delivery

Every Day's A Treat!

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