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STORE DESIGN: The Marketing
Tool
What's a good way to outsmart the competition
and increase store traffic and store sales?
Good store design. It's a crucial factor in the success of
any jewelry business.
REVERSE DISTRIBUTION
"ARE
YOU FIGHTING TO GET INTO NEW STORE LOCATIONS AND
AT THE SAME TIME, BATTLING FOR PRIME SHELF SPACE?"
Here's
an inside tip about how to turn the tables in the battle for
shelf space in retail outlets. It's called "reverse
distribution."
"Reverse distribution" is a name
we've coined to describe the phenomenon in which customer
demand results in stores calling you to order your
product for their shelves.
Let me share this story
from one of our clients, Stephen Grubb, President of a food
manufacturing company. He said: "The media exposure
you got for us resulted in kind of a reverse distribution
process. In other words, instead of waiting for stores to
carry our product, this publicity campaign created such demand
that stores are calling us to order our products --
just to satisfy their customers!
"In one of the cities
we went to, Fred Meyers and Safeway got bombarded with calls.
In fact, we had originally been scheduled to start shipping
product to Fred Meyers sometime in September. But, they got
so inundated with phone calls as a result of our radio and
television appearances, they called me to request early shipment
and to ask what we had done to make their phones ring off
the hook!"
Reverse distribution
can create a win-win relationship with retail outlets.
Sound simple? With a well-orchestrated publicity campaign,
utilizing the power of third party endorsements from media,
it can be.
Let me use talk radio
as an example since you may already be familiar with its value
as a marketing tool. You're probably aware that recent ARBITRON
reports show that news/talk stations consistently rank
firsts in market share among persons 18 and older.
And based on a demographic
survey published in Talkers (a talk radio industry
newsletter) concerning the talk radio listener, "...talk
radio listeners are diverse, mature, educated, attentive,
active, and affluent..."
That's why talk
radio is such a dominant marketing tool, and why being
featured as a guest is a leading way for you to market your
products to a targeted audience.
And as to the quality
of our service, here's what Lydia Robertson, President of
Health Pharm USA has to say, "Each
booking was handled so professionally and the coordination
between us has been so effortless that I can truly say we
count our expenditures with Event Management Services
as some of our best investments."
In case you don't know
us well, we're specialists in arranging guest appearances
on radio and TV for our clients. With over a decade of working
with the media, we're successful in booking a high quantity
and quality of interviews because we understand the media's
needs and only provide them with interesting topics and reliable
guests who know how to capture their audience.
Using publicity as a marketing
tool, you can drive customers into their local stores
to request your products. So, if you're interested in finding
out how this PR strategy might apply to you, give us a call
or send us an email.
And, best of all,
our fees are not based on a monthly retainer (as is standard
in our industry) instead they're based on performance and
projects!
Marsha Friedman
Event Management Services
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