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Answer Upon - Why Your Retail Store Needs Drama
Mobile carwash businesses traditionally use different kinds of advertising to promote the building of their routes. One of the best forms of advertising for mobile carwash owners is to use flyers and coupons. Customers are use to this and expect such.One of the easiest ways to deliver these coupons is using direct mail advertising in those little coupon packages that come in the mail. They do not cost that much money and it is wise to send them out once a month to different zip codes around the city that correspond with your current routes.What kind of coupons should you insert into these direct mail marketing packages? Well, how about buy th
That shopper wants to see a small boutique, lots of floor space, maybe a couple of armchairs and a coffee table. The floor might be hardwood, or perhaps decorative stone tile. It would be crazy for Walmart or Zellers to try to create an upscale mood like this. Their customers would immediately assume the products were too expensive, without
The most important part of any marketing you do is direct marketing. This includes letters, postcards, brochures, newspaper or magazine coupons, telemarketing, TV or radio direct response commercials, e-mails, and the copy on your web site.For any direct marketing campaign to be successful, you need to have a combination of marketing tools in order to make your offer repeatedly. One of the most potent tools you can use in your direct makreting is the direct mail letter. The letter, whether you're using it through the mail or the internet, is the actual sales pitch. It relays what your product or service is, and how much it can benefit the prospect. In
You might have the best product since the ipod, but just putting it on a shelf doesn't mean people will buy it. To successfully sell a product today you need to create a shopping experience for consumers that they enjoy. If they don't like it, they'll go somewhere else. In theater and retail, drama and entertainment are created with the same elements. You need: a great setting, great lighting and great talent.
Setting A great setting creates a mood, an image. A place for the action to happen. The setting is integral to the story.
A setting can be created on stage with all the trimmings and details - a complete re-creation of another place. Or it can be a mere suggestion of a place - a single chair, painted backdrops. The audience still gets the picture. Their imagination fills in the rest.
The same is true in retail. Some stores are very elaborate in their design, with every tiny aspect considered. Others use paint and a few carefully chosen pieces of furniture to suggest an atmosphere.
If you get the setting wrong for the story, the audience is confused. In retail, this is like selling designer clothes in a discount store. Linoleum tile, garish signs and crowded aisles won't interest someone who wants to buy a suit by Giorgio Armani.
That shopper wants to see a small boutique, lots of floor space, maybe a couple of armchairs and a coffee table. The floor might be hardwood, or perhaps decorative stone tile. It would be crazy for Walmart or Zellers to try to create an upscale mood like this. Their customers would immediately assume the products were too expensive, without
Recently I had an unpleasant networking experience that I thought would make a good article. Here's my take on what to do, verses what NOT to do, when meeting with a potential networking associate.I was in a well-known office supply store, and a young clerk tried, unsuccessfully, to establish a networking relationship with me. Here are seven things he demonstrated, things I already knew, but things that some young or inexperienced entrepreneurs might not know. So here they are:1. Introduce Yourself – The person I met did not introduce himself to me. Once he learned my occupation, he immediately started his spiel about his other, non
You might have the best product since the ipod, but just putting it on a shelf doesn't mean people will buy it. To successfully sell a product today you need to create a shopping experience for consumers that they enjoy. If they don't like it, they'll go somewhere else. In theater and retail, drama and entertainment are created with the same elements. You need: a great setting, great lighting and great talent.
Setting A great setting creates a mood, an image. A place for the action to happen. The setting is integral to the story.
A setting can be created on stage with all the trimmings and details - a complete re-creation of another place. Or it can be a mere suggestion of a place - a single chair, painted backdrops. The audience still gets the picture. Their imagination fills in the rest.
The same is true in retail. Some stores are very elaborate in their design, with every tiny aspect considered. Others use paint and a few carefully chosen pieces of furniture to suggest an atmosphere.
If you get the setting wrong for the story, the audience is confused. In retail, this is like selling designer clothes in a discount store. Linoleum tile, garish signs and crowded aisles won't interest someone who wants to buy a suit by Giorgio Armani.
That shopper wants to see a small boutique, lots of floor space, maybe a couple of armchairs and a coffee table. The floor might be hardwood, or perhaps decorative stone tile. It would be crazy for Walmart or Zellers to try to create an upscale mood like this. Their customers would immediately assume the products were too expensive, without
It can be no mistake that hairdressing is said to be one of the better occupations to be in, when it comes to how good you feel about doing your job. In hairdressing you can exceed your clients expectations. The better I have become at hairdressing, apart from my technical skills, is down to how good and quickly I can decipher a clients wishes.The consultation is a critical part of the hairdressing skills you need to go on to become a top hairstylist. A client cannot always use the best terminology to explain what or how they would like their hair, making sense of some of the hand gestures or over use or lack of words they will use, terms such as, “I w
Setting A great setting creates a mood, an image. A place for the action to happen. The setting is integral to the story.
A setting can be created on stage with all the trimmings and details - a complete re-creation of another place. Or it can be a mere suggestion of a place - a single chair, painted backdrops. The audience still gets the picture. Their imagination fills in the rest.
The same is true in retail. Some stores are very elaborate in their design, with every tiny aspect considered. Others use paint and a few carefully chosen pieces of furniture to suggest an atmosphere.
If you get the setting wrong for the story, the audience is confused. In retail, this is like selling designer clothes in a discount store. Linoleum tile, garish signs and crowded aisles won't interest someone who wants to buy a suit by Giorgio Armani.
That shopper wants to see a small boutique, lots of floor space, maybe a couple of armchairs and a coffee table. The floor might be hardwood, or perhaps decorative stone tile. It would be crazy for Walmart or Zellers to try to create an upscale mood like this. Their customers would immediately assume the products were too expensive, without
Where is Your Comfort Level?How many businesspeople do you know who are afraid to get out of the comfort zone to make a call to the top decision maker? Instead, they continually meet with low level management fooling themselves into thinking “a good word” will be put in for them at the top. Worse yet, others remain in their office and guess at what is wanted without ever venturing out. Their odds of winning business are very poor.The first step is to do your homework of understanding the company, industry and clientele. Now, you will be able to intelligently contact the top decision maker and get the needed appointment. Why is it necessary t
The same is true in retail. Some stores are very elaborate in their design, with every tiny aspect considered. Others use paint and a few carefully chosen pieces of furniture to suggest an atmosphere.
If you get the setting wrong for the story, the audience is confused. In retail, this is like selling designer clothes in a discount store. Linoleum tile, garish signs and crowded aisles won't interest someone who wants to buy a suit by Giorgio Armani.
That shopper wants to see a small boutique, lots of floor space, maybe a couple of armchairs and a coffee table. The floor might be hardwood, or perhaps decorative stone tile. It would be crazy for Walmart or Zellers to try to create an upscale mood like this. Their customers would immediately assume the products were too expensive, without
You know they’re there.Lurking deep within your prospect – perhaps so deep she doesn’t even know she feels them – are emotions related to what you want to offer her. If your marketing can resonate with them, get them all churned up so they can stimulate some action, it’s a good bet that she’ll buy what you’re selling.But if you misfire, your effort will be ignored. Even worse, you could trigger her sales resistance, making it that much harder to sell to her in the future.So how do you go about deciding which emotions to trigger?You’ve Got To Know Me To Sell MeIt’s an old, old mantra, but you just cannot sell to a prospect th
That shopper wants to see a small boutique, lots of floor space, maybe a couple of armchairs and a coffee table. The floor might be hardwood, or perhaps decorative stone tile. It would be crazy for Walmart or Zellers to try to create an upscale mood like this. Their customers would immediately assume the products were too expensive, without even setting foot inside.
Lighting
An important part of creating an effective and dramatic setting is lighting. A professional theatre production would never be done without proper lighting. However, many retailers do not understand the role of lighting in their stores.
I saw a high-end theatre production that used only minimal props, and created scenes with pantomimed actions and clever lighting. A powerful scene that I will never forget was created with absolutely no props. A rectangle of light on the stage floor suggested a grave. As actors went through the motions of throwing shovelfuls of dirt onto the grave, the light gradually dimmed. The scene ended when the light had faded leaving the stage was completely black.
Retail lighting can be equally powerful. The price range of the stores products are suggested by the levels of light. Discount stores are lit with bright fluorescent bulbs, giving an even level of light throughout the store.
The overall level of light in the store is called 'ambient' lighting. It is the lighting that sets the mood for the store.
Expensive boutiques have a lower level of ambient lighting. They use accent lighting to highlight important areas of the store. These are usually spotlights, used to draw your attention to displays. Because your eye is drawn to light, you will naturally move through the store to these 'pools' of light.
A mid-priced shop with use a combination of these two types of lighting.
Unconsciously, as a shopper, you will get a message about the value of the products because of how they are lit.
For example, an expensive product lit the wrong way, will cause a shopper to assume the product is poor quality and over
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