Page 0089

Page 88 OCTOBER 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

If there's an identifiable core group of shoppers

you're targeting with the store, contact them

through the mail. Design the card so it looks

like an invitation, and encourage

them to bring it

in for a special contest.

Collect the cards and

you've got a list of people

who responded to your

first direct mail effort.

If your budget allows, sample the effectiveness

of broadcast media with commercials announcing

the store opening. Use the station's or stations'

market breakdown to decide which to

use, and pay for the heaviest campaign you can

afford for at least a week, commencing at least

one day before the opening.

If the broadcast campaign is to have any impact,

your commercials must air for at least a

week or there's no guarantee your ads will

have any impact. Remember, the broadcast

media represent the most expensive advertising

vehicle in most market areas. Make sure

you've thoroughly investigated less expensive

but reliable alternatives like print or billboards

before committing to a commercial campaign.

If you decide to use TV or radio, use this as an

opportunity to test the impact of the media and

stations in your area. Track the results. That's

as far as you want to go experimenting with advertising

media for your Grand Opening.

Spend on the medium that's already proven

first. Opening day is not a time to play. You

want to use those tools you have a reasonable

assurance will deliver shoppers when you

open the store.

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• Our solution converts your sale that may have 30- to 45-day

payment terms into a "cash-on-delivery" sale. As a result, you

have the funds needed to finance and grow your business.

• The IFG invoice discounting solution provides you with a unique,

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• IFG leaves YOU in control of your business and of how much you

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NO monthly minimums. You sell us accounts receivables only

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• If you are a supplier of goods and/or services and wish to

accelerate your cash flow, contact us today.

www.fundingoffices.com

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