Helping Retailers Succeed
Category: Business
Who is your targeted market? We cannot be all things to all people. Defining your market will help to determine the message and to some extent the media that you choose. A question to clarify our thoughts on this is, “What choices does my target market have to solve the same problems that my store [...]
For thirty years I have been studying mattress and furniture ads and asking myself why did this ad pull and this one didn’t. I don’t pretend to have all the answers, but for those of you on the quest to create the perfect ad that pulls reading this article will surely save you some time [...]
1 Question- The first key to developing an effective USP (unique selling proposition) is to be able to answer the following question. Marketing guru Dan Kennedy asks this question, “Why should I, your customer choose to do business with you versus any and every other option available to me including doing absolutely nothing?” Your USP [...]
They lifted the industry’s price ceiling! They have fundamentally changed the mattress industry for the better! They are masters of marketing! These are all true statements about Tempur-Pedic. Tempur-Pedic has enjoyed phenomenal success by focusing on its consumer’s desired outcomes instead of just price. This isn’t an article about Tempur-Pedic. It’s about choosing the right [...]
In my last blog I promised to define the three pillars for successful marketing. Each one must be addressed effectively or your business cannot thrive unless you are the luckiest person on the planet. This will be our foundation to analyze our marketing and advertising. They are message, market, and media. They form a triangle [...]
In my previous blog I promised you several ways to measure your advertising so you can begin to find the right advertising for your store. I will start with the most basic measurement of all. You need a calendar and your advertising schedule. Simply plot your daily volume and your ads on the calendar looking [...]
This will be my shortest blog ever. The reason most retail advertising doesn’t work is because most retailers copy other retailers whose advertising doesn’t work. Let that sink in for a while. I recommend that you re-read it. Have you have read that sentence twice? Now tell your mind to stop defending what you are [...]
When I ask liquidators what the biggest mistake they see furniture and mattress retailers make, this is what they tell me. Identifying these areas and strengthening them could possibly make your store more profitable. Enjoy! 1) Don’t Advertise Effectively- They don’t advertise consistently. They don’t communicate the right message. They don’t choose the right media. They don’t [...]
Disclaimer: I am not an attorney nor do I play one on TV! As published in Furniture Today there was a recent lawsuit where a consumer prevailed against a store. Click here for the story http://www.furnituretoday.com/article/549249-Furniture_store_hit_with_225_000_bed_bug_verdict.php. To be fair the store did not put forth a vigorous defense as it appears they were in the [...]
This article will give you some great ideas on how to do it! I represent Southerland Inc. as an independent Rep and normally never recommend specific brands to retailers, but these two brands are the exceptions. Tempur-Pedic- Tempur-Pedic is a must to fully realize your potential as a specialty foam retailer. They own the category. [...]
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