your advertising style to maximize results
rain that started Thursday evening continues to pour on this Saturday
morning with no sign of letting up. Understandably, many customers
have chosen to stay home. The two retailers, Al and Bill, have made
their inventory purchases, media buys, and have extra
sales help in the building today.
both retailers are disappointed with the weather, Al sees his plans
for a big event as having been "washed out." Al thinks
of the amount of money he has spent on advertising and what additional
efforts he will have to put forth to move the extra merchandise
he ordered for the sale.
instead, grabs a cup of coffee and starts his "rainy day projects."
His staff is also finding the various tasks that are necessary to
fill the time that would otherwise be categorized as an unproductive
sales day. The difference in the response of these two individuals
is due not to the demeanor of these two individuals, but because
of their strategies.
started with radio and television advertising on Monday, inserted
an advertising piece in the Thursday paper, and placed newspaper
ads in the Thursday, Friday, and Saturday editions. He even has
a local radio station doing a remote broadcast Saturday afternoon.
Al had done his homework; the pricing was great as was the product
selection. Unfortunately, the weather did not cooperate; and he
will have to dip into the financial reserves and scramble to create
a second advertising blitz to move the inventory the following weekend.
while disappointed about losing the traditional Saturday sales,
sees it as a bump in the road. Bill's spring plans were quite different
from Al's. Bill created a promotion as compared to Al's advertising
event. Bill started with sending a letter in March to all of his
charge customers. He also had a similar letter that was used as
a bag stuffer for the last week of the month. In the letter, Bill
told his customers that April was going to be a great month in his
store. He invited customers to come in, enjoy a complimentary drink
and snack, and register for the daily door prizes. Bill explained
that there would be a different item featured each day with a price
that was below cost. There would be two evenings during which there
were "by-invitation only" sales for customers who had
responded to the letter.
the first Tuesday in April, Bill decorated the store in the colors
that were predominant in his sale circular. The parking lot also
had banners and signs that clearly told anyone driving by that something
special was happening in Bill's store. Customers were heard to comment,
"What's going on?" when they saw the festive look.
sale circular was displayed throughout the store beginning on Wednesday
as the store went through a one-week "dry run." Customers
coming into the store were told that the sale prices were not yet
advertised to the public. Everything was in stock, and this was
Bill's way of rewarding his everyday customers by having this weeklong
sale without advertising in the media. Sale circulars were delivered
on Friday to customers on Bill's mailing list.
the initial sales week, Bill was able to better gauge what would
be the best selling items. With this information, he quickly reordered
several items. On the second Friday of the month, Bill inserted
half of the sales circulars in the paper. Along with the sales circulars,
Bill had some radio ads to back up the promotion. Again, after the
weekend there was the opportunity to reorder items that were having
better-than-expected sales. The second half of the flyer was inserted
in the paper on the next Friday. Bill utilized multiple dates for
the inserted piece because he knew from previous experience that
he would not be able to accurately predict the sales of all items.
there was radio and newspaper advertising, but not as much as the
previous week. And as this turned out to be the rainy weekend, you
can see why Bill was not bothered too much. Perhaps on this Saturday,
Bill will call Al and invite him to lunch. If the discussion centers
on spring sales, hopefully Bill will share some of his April success
techniques with Al; for Bill has proven the old adage that anyone
can advertise, but it takes a pro to promote!