Bob Negen, Susan Negen

Marketing Your Retail Store in the Internet Age

• Gebundenes Buch

Produktbeschreibung

This practical guide gives specialty retail store owners a proven system for marketing their stores, allowing them to take on the dominant big box stores and Internet merchants. Filled with fresh and innovative ways to reach customers, it also shows owners how to create a great in-store experience and parlay any sale into a long-term relationship. Bob and Susan Negen show retail owners how to become truly customer-focused, creating long-term customer relationships in-store and continuing communication online.

Produktdetails

• Verlag: Wiley & Sons
• Artikelnr. des Verlages: 14504393000
• 1. Auflage
• Seitenzahl: 256
• Erscheinungstermin: 1. November 2006
• Englisch
• Abmessung: 229mm x 164mm x 23mm
• Gewicht: 450g
• ISBN-13: 9780470043936
• ISBN-10: 0470043938
• Artikelnr.: 21425507

Autorenporträt

BOB NEGEN founded WhizBang! Training after owning an award-winning chain of kite stores for more than two decades. He has spent the last six years teaching other store owners and managers the nuts-and-bolts skills they need to run successful retail businesses. In his work as a speaker, author, and consultant, Bob shares the hard-earned lessons he learned along the way. 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.

Inhaltsangabe

Acknowledgments. Introduction. 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. Conclusion. Index.