In Store Advertising
Advertising Inside
Your Store on a Tight Budget
Many stores have had the misfortune
of experiencing, as we did, a sudden and drastic drop
in sales.
We were preparing for the grand
opening of a large grocery store to be located next door to us,
as the shopping center was remodeling. We were gearing up for increased
sales, and had been advised that having the grocery store next door
to us should increase our sales by 20%.
Unfortunately, during the
first 6 months of the year, sales began a sharp downward spiral with
sales decreasing by 25%. What was to blame?
Perhaps it was the opening
of 3 warehouse stores during this time. Maybe the remodeling was
to blame. After all, during the remodeling we experienced long
periods of time when we did not have our name on our building,
times when there were no parking lot lights, and times where there
were no available parking spaces in front of our store. Whatever
the cause, sales were dropping fast, therefore expenses and excessive
inventory were getting out of line very fast.
Although most of
us have heard the adage, "When sales are down, advertising
is the last expense that should be reduced." Somehow that
suggestion does not seem completely appropriate when you are experiencing
a sales drop.
Perhaps what is needed is a
strong review and change in the advertising format. Unfortunately,
in many situations, retailers wait until times are bad to examine
what forms of advertising are really working.
Having been one of
the retailers that fall into this latter category, we would like
to share our experiences with you and list for you the 15 items
that we have tried for in- store advertising. We have found that
we were able to cut back in certain areas of our advertising budget
as well as allow our team members to participate in the program.
AUDIO
ANNOUNCEMENTS In
smaller stores, creating a short script featuring products or
a special sale, and having a team member read the announcement
over the telephone paging system can produce extra sales. Larger
stores may have the capacity of recording their announcements
and implementing them as a part of your in-store music system.
You may find that your store has a "closet disc jockey" that
would want to create such a program.
IN DEPARTMENT
FEATURE PRODUCT Select
a product in each department and challenge team members to create
an impressive display. A time limit and small budget may be necessary.
Track the sales and award prizes based upon units sold.
SPOTLIGHT
TABLE If
your store has multiple entrances, you can place 4 foot by 8 foot
tables in each entrance way, allowing the various departments
to rotate the products offered on each of the spotlight tables.
END CAP
CONTESTS Create
two person teams, using one of your more experienced team members
and one of your newer employees, so as to create a sharing experience.
Award prizes for creativity and sales.
PM MERCHANDISE One
of the oldest retail ideas. Award a cash bonus for the sale of
selected items. It can work for old discontinued items as well
as new add on sales items.
PAINT
SALES CARD Using
a file card, track the purchases of paint for each customer. The
card comes in very handy when the homeowner needs another gallon
of paint to touch up a room. If he knows that you are keeping
this information, he will probably shop with your store.
POWER
EQUIPMENT OWNER REGISTRATION Register
the make, model, and serial number of each piece of equipment
sold. You can offer 3 benefits to your customer. 1. Immediate
verification of warranty in case of needed repair. 2. Tracking
of merchandise for police in case of theft. 3. Providing a letter
to an insurance company verifying purchase and amount in case
of theft.
PARKING
LOT COUPONS If
you share a parking lot with other merchants, create a small coupon
that can be placed on car windshields. We had a different coupon
for each day of the week.
BAG STUFFERS In
addition to creating a single page flyer to place in bags of customers
as they leave your store, you can offer to trade bag stuffers
with other merchants in your area.
SERVICE
POST CARD Mail
a postcard to all customers during the late fall and early spring,
to remind them of your special priced power equipment service
check up.
COMMUNITY
SIDEWALK SALE Instead
of having a large sidewalk sale by yourself, invite area civic
clubs to hold their sidewalk sale in front of your store. You
can make sure there is enough room for a few tables for your store.
INSULT
CARDS We
clip apart the ads of our competitors. When our everyday or sale
price is equal to or better than their sale price, we post their
item and price on a 5 x 7 card in front of the item to remind
our customer that we have low prices too.
RETURN
FOR PURCHASE STICKERS We
have stickers with our store identification placed on every piece
of power equipment that we sell or service, as well as a sticker
on all furnace filters. We get a lot of referral customers through
this.
CUSTOMER
APPRECIATION DAY We
have this day on an occasional basis with no advance notice to
our customers. We offer coffee, juice, and donuts. We have even
used church groups to serve the drink and food by having their
fund raising groups sell the food and drink to us.
CUSTOMER
HARDWARE SCHOOL As
more customers hear of our team members attending our Skyway University,
we are getting requests for a product knowledge class from our
customers. We intend to use our team members as instructors. Handout
sheets regarding products will be a must.
Unfortunately, we have
caught onto many of these ideas at a point of necessity. Now that
we have learned the secret of this low cost advertising, we see
the active participation of our team members and the effect of
this advertising on our sales. We are still looking for other ideas
to try.
