p44-45 frontline/leaning jan23 20/1/09 17:03 Page 44
knowledge marketing
ttglive.com
Operators’ in-store promotions
Let suppliers
give support
Operators are the experts on their product, so getting their assistance in your shop can
help to clinch sales. Philippa Jacks finds out how coffee mornings and evening functions,
sponsored by the likes of Shearings and Complete Cruise Solution, can help pull in business
S
ome DIY jobs you can tackle by SHERRY & MINCE PIE DAYS.
yourself, and sometimes you need If coffee doesn’t tickle your clients’ taste
an expert. Wiring your own plugs buds, how about sherry and mince pies?
and hanging pictures, yes. Installing It certainly worked for Thomas Cook in
central heating or building an extension, no. Poole, which in December hosted just such a
So it is as a travel agent. Sometimes day. The event was sponsorship by Complete
having an expert alongside you can be Cruise Solution, which also earned a nomi-
extremely helpful. nation for its efforts in the Co-op Travel Star
Suppliers are only ever a phone call away, Awards local marketing support category.
but they are also increasingly making The day was organised by the agency’s
themselves available to co-host events in cruise specialist, Jenny Hearn, and attended
store. This impresses your clients and allows Shearings’ coffee mornings spark up to 15 bookings for one Co-op store by CCS regional sales executive Polly Lyons.
them to get answers to some of those very Jenny sent out invites along with her
detailed questions that are inevitably local paper and the windows were decked Christmas cards to clients, inviting them to a
beyond your knowledge. out with posters giving times and details. drop-in day in the run-up to Christmas.
One such company is Shearings Holidays, On the day, clients were able to sit down The event began at about 10.30am and
which last month won a Co-op Travel Star with a Shearings sales representative over carried on until 4pm, with as many as 50
Award for best operator for local marketing tea, coffee and biscuits, and discuss specific people in the store at one point. Jenny’s own
support. itineraries in detail before booking.
Shearings will sometimes co-host in-store “Our clientele love Shearings coach tours,
coffee mornings, as well as share the cost of so the coffee mornings are a popular event,”
leaflet campaigns and print advertising. says Kate.
“Some clients will even ask when the next
COFFEE MORNINGS. one is planned. We hold them twice a year,
The Co-op Travel in Spalding, Lincolnshire, in May and October, to coincide with
recently ran a coffee morning with Shearings brochure launches, and they run from 10am
as part of its coach week promotion. to 3pm.
To promote the event, branch manager “The feedback afterwards is always really
Kate Townsend says a mailshot was sent to good and we can get between eight and 15
coach clients, an advert was placed in the bookings from the afternoon.” Hot-off-the-press Azura leaflets impressed Cook customers
44 23.01.2009
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84