If you own and operate a small retail business, this guide will give you a proven system for marketing your store, allowing you to compete with online merchants and big-box stores alike. Full of fresh and innovative ideas for promoting small stores, it will show you how to create a great in-store experience and build loyal, long-lasting relationships with customers.
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About the Author
SUSAN NEGEN is cofounder of WhizBang! Training, where she takes the best of what she learned as an executive for department store giants Bloomingdale's and Macy's and applies it to the independent retail store.
Table of ContentsAcknowledgments.
Who Should Read This Book.
Who Are Bob and Susan Negen and Why Should You Listen to Them?
The Bad News.
The Good News.
The New Millennium Merchant.
The WhizBang! Marketing System: Four Steps to Higher Sales and Happier Customers.
How to Use This Book.
Step One: How to Get New Customers without Going Broke.
Five Key Concepts for Getting New Customers.
Key Concept #1: Be Willing to Pay to Get New Customers.
Key Concept #2: Understand the Lifetime Value of a Customer.
Key Concept #3: Break Even on the Front End, Break the Bank on the Back End.
Key Concept #4: Apply the “Rule of Reciprocity”.
Key Concept #5: Leverage the Power of Affinity Marketing.
Six Low-Tech Tactics to Get New Customers without Going Broke.
New Customer Tactic #1: Give Away Gift Certificates.
New Customer Tactic #2: Send Endorsed Mailings.
New Customer Tactic #3: Partner with a Charitable Cause.
New Customer Tactic #4: Create a Referral System.
New Customer Tactic #5: Engage in “Donut Marketing”.
New Customer Tactic #6: Generate Publicity.
Six High-Tech Tactics to Get New Customers.
New Customer Tactic #7: Have a Great Website.
New Customer Tactic #8: Seek Out Reciprocal Links.
New Customer Tactic #9: Set Up Email Endorsements.
New Customer Tactic #10: Ask Customers to Forward to a Friend.
New Customer Tactic #11: Online User Groups and Chat Rooms.
New Customer Tactic #12: Get Good Search Engine Placement.
Special Section: The Traditional Media.
Why Advertising Doesn’t Usually Work for Independent Retailers and What You Can Do About It.
Special Section: Copywriting for Retailers.
Killer Copy: How to Write Messages That Sell.
The Ten Commandments of Copywriting for Retailers.
Step Two: Turn a First-Time Buyer into a Regular Customer.
Two Key Concepts for Turning a First-Time Buyer into a Regular Customer.
Key Concept #1: Lifetime Value of a Customer.
Key Concept #2: The Big Switch.
Three Low-Tech Tactics for Turning a First-Time Buyer into a Regular Customer.
Turn Them into a Regular Customer Tactic #1: Give a Great First Experience in Your Store.
Turn Them into a Regular Customer Tactic #2: Ask For Their Contact Information.
Turn Them into a Regular Customer Tactic #3: Follow Up Immediately.
Two High-Tech Tactics for Turning a First-Time Buyer into a Regular Customer.
Turn Them into a Regular Customer Tactic #4: Have a Newsletter Sign-Up on Your Website.
Turn Them into a Regular Customer Tactic #5: Create Automatic Welcome Emails.
Step Three: Get Your Customers to Shop More Often.
Two Key Concepts to Get Your Customers to Shop More Often.
Key Concept #1: It’s Your Responsibility to Be Remembered, Not Your Customer’s Responsibility to Remember You.
Key Concept #2: The Secret Strategy: Become a Broader Resource.
Four Low-Tech Tactics to Get Your Customers to Shop More Often.
Shop More Often Tactic #1: Have Lots of Promotions.
Shop More Often Tactic #2: Have a Big, Bold, Preferred Customer Club.
Shop More Often Tactic #3: Send Snail Mail.
Shop More Often Tactic #4: Use Bag Stuffers and Bounce Backs.
Four High-Tech Tactics to Get Your Customers to Shop More Often.
Shop More Often Tactic #5: Manage Your Customer Database.
Shop More Often Tactic #6: Use Email Marketing to Stay in Touch with Your Customers.
Shop More Often Tactic #7: Make Your Website a Resource for Your Customers.
Shop More Often Tactic #8: Use Email Campaigns to Sell Related Products.
Step Four: Keep Your Customers for Life.
Six Key Concepts to Keep Customers for Life.
Key Concept #1: Keep Your Customers for as Many Years as Possible.
Key Concept #2: Never Take Your Customers for Granted.
Key Concept #3: Be Constant.
Key Concept #4: Be Consistent.
Key Concept #5: Keep Your Approach to Your Business Fresh and Exciting.
Key Concept #6: What’s a Customer Worth? Show Me the Money!
Three Terrific Tactics to Keep Customers for Life.
Terrific Tactic #1: Build a Marketing Plan.
Terrific Tactic #2: Track the Effectiveness of Your Marketing Efforts.
Terrific Tactic #3: Fight “Perceived Indifference” Tooth and Nail.
Most Helpful Customer Reviews
I am the owner of Direct Skate Shop in Alpena, MI. I just wanted to say how much I am enjoying this book. I haven't finished it yet as I am devouring every section to see how it can apply to my shop. I recently built a website with Microsoft Live and received my own domain name...both for free! My distributors do not allow small shops like mine to sell online, so my site is informational only. One thing that that I never thought of (but luckily you did) is to add a 'virtual tour' of my shop to my website . It was so simple to do but what a great idea! I am also developing a list of groups to partner with starting next year. I have already discussed the concept with one group that have my target market as their members. They are looking forward to it. There are many other groups in my town that I will be meeting with in the near future. This is a great book and I am looking forward to utilizing as many ideas as I can. I highly recommend it to anyone in retail.
Great useful information that can be put into action that day your start reading it. All information is in easy to understand format including how to design your own retail website. I read the entire book in one morning and was ready to go with all the ideas that afternoon. Don't miss this one.
I own a small store in a small town in Northern Michigan. I have already had success in using an idea from this book and I am sure there will be many more ideas I will be using soon. I give out $5 gift certificates that can be used toward any purchase in my store. This has been so much more effective than other 'coupons' I have used before and it costs a lot less! Not only do I give the certificates out but I have my employees give them out to people they meet and their friends! My next project is to cut my high advertising costs by using Bob's great suggestions for picking the right media and writing the perfect copy for my ads. If you have a small store, this is the book for you.
This book is the Business Bible for ANYONE in retail. Its principles can be applied to just about any retail industry. Bob and Susan have captured what is needed to adapt, survive and even flourish in this changing retail environment. If you want to compete against and even beat the Big Box stores, this book will show you how. Anyone can throw money into standard advertising media, but the Negen's tell you how to work smarter and get more for your advertising dollar. 'Marketing Your Retail Store In The Internet Age' is not about making one sale, it's about building a relationship with your customer. We've already adapted many of the principles of this book into our retail stores and have seen positive results! Our website design is a direct result of the tenets of this book. The Negen¿s make it so easy by showing you step-by-step how to incorporate their programs. Adopting just ONE idea will pay for this book MANY times over. Why would you not invest this little when so much can be gained? Small retailers CAN beat the chain stores. They just have to adapt to the times. This book is your blueprint. I would HIGHLY recommend this book to ANYONE who wants to navigate through this changing retail environment and come out more successful than ever on the other side.