Authors: Edgar A. Falk, Katy Riegel
ISBN-13: 9780735203433, ISBN-10: 0735203431
Format: Paperback
Publisher: Penguin Group (USA)
Date Published: October 2003
Edition: Revised
Edgar A. Falk is a marketing and public relations veteran, with more than 30 years' experience with such firms as BBD&O and N.W. Ayer, serving clients such as GE, AT&T, and Sharp Electronics. The recipient of five Silver Anvils from the PR Society of America, and the author of numerous articles on advertising and public relations, Mr. Falk now operates his own agency.
In a new, completely revised and updated edition of his 1999 classic 1001 Ideas to Create Retail Excitement, public relations and marketing guru Edgar Falk shows small, medium, and large business owners how to make the most of retail opportunities in any economic environment, and teaches all business owners how to think big in the face of growing competition and consumer insecurity.
In our ever-changing economy, Falk's strategies are an absolute necessity for survival and success. Here, he offers a veritable encyclopedia of practical suggestions that show small- to medium-sized retailers how to attract new customers, then goes on to offer solid, time-tested advice on how to keep them coming back, over and over again. From proven-successful ideas for eye-catching window displays, in-store promotions, and special events to tested strategies for market research and publicity, this guide provides everything the small business owner needs to become more aggressive and effective in pulling in customers and fending off competition.
An excellent new book.... Added to his ideas for creating an exciting store, Falk addresses many key topics to help small retailers compete with larger competitors.
Acknowledgments | ||
Preface: Meeting the Marketing Challenges of the Twenty-first Century | ||
Ch. 1 | The Changing Face of Retail ... and You Are in the Driver's Seat | 1 |
Ch. 2 | You Can't Go It Alone | 6 |
Ch. 3 | Tracking the Trends to Stay Ahead of the Pack | 15 |
Ch. 4 | Gathering the Data to Help You Make Your Marketing Decisions | 22 |
Ch. 5 | Developing a Marketing Strategy and a New Age Sales Force | 51 |
Ch. 6 | Establishing a Winning Customer Service Program | 62 |
Ch. 7 | Looking Good from Your Front Windows to the Back of the Store | 67 |
Ch. 8 | Making the Big Decision: Which Programs to Conduct | 81 |
Ch. 9 | Creating Exciting Holiday and Seasonal Promotions | 88 |
Ch. 10 | In-Store Special Events That Draw Customers | 111 |
Ch. 11 | The Right Sale for the Right Place | 131 |
Ch. 12 | Everyone Loves a Contest | 146 |
Ch. 13 | Sports as a Promotional Vehicle | 157 |
Ch. 14 | Building Repeat Business and Incremental Sales | 171 |
Ch. 15 | Cross Promoting and Other Ways to Extend Your Visibility | 186 |
Ch. 16 | Good Community Citizenship Is Good Business | 196 |
Ch. 17 | Marketing Your Restaurant | 212 |
Ch. 18 | Making the Internet Work for You | 228 |
Ch. 19 | It's David Versus Goliath: Small Retailers Take On the Chains | 233 |
Ch. 20 | Innovative Steps Retailers Are Taking to Attract Customers | 246 |
Ch. 21 | Getting Publicity Exposure in the Local Media | 249 |
Ch. 22 | Samples of Materials to Send to Media to Get Publicity | 270 |
Ch. 23 | Using Advertising and Other Paid Services to Promote Your Store | 280 |
Ch. 24 | Need Help? | 295 |
Index | 297 |