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marketing map - special offers
SPECIAL
Bribing Customers to Buy

OFFERS:
Bi-monthly marketing tips from Kindra Foster Lindbloom
Mark
How to Find the Best Bribe
<
eting Map
<
In a poll of Scrapbook Premier readers on special offers, one idea <
Plotting a P
<
ath to Profit
emerged as a foundation for the rest: do what works for your store.
Your customers are unique, and effective offers depend on things
W
like local buying habits, stiffness of competition and customer
When my children were small, I sometimes
demographics.
felt guilty rewarding them for routine chores. I
“Store owners have the best intuition with regard to what their
worried that the rewards amounted to bribes,
customers want, and what will work for them. Each store owner
and the kids might not learn to do things
should try new things and use what fits the customers in their area,”
for their own sake. Now I believe the bribes
advises Melissa Papke of The Scrapbook Garden in Huntington
helped them learn the value of placing effort
Beach, CA.
where there is a payoff. Ask Dr. Phil. People
do things--or don’t do things—because
Ronda Cook, owner of Scrapbookers Addictions in Cuba, MO,
there’s a payoff.
shares specific steps to help evaluate what works best in your store:
“Listen to customers and keep a record of each promotion you try.
It’s the same in a retail store. This article is
How many people did it bring in? How much did they spend?”
about providing the first short-term payoff
Remember to record what people liked or didn’t like about it, how
that gets customers into a store. After that,
long the promotion lasted, what time of year it occurred, and ways
your job is to make sure customers have long-
you advertised. All of which brings us to the next point.
term payoffs, such as wide product selection,
enjoyable atmosphere, expert advice or
irresistible classes to keep them coming back.
Sheanice Greene of Scrapbooks and Things in
Callahan, Florida, reminds retailers, “Keep your
eyes open for different sales ideas used by
retail stores in general, not just stores in the
28 scrapbook business scrapbooking world.”
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