POSITIVE MARKETING EXPERIENCE “Our most successful
marketing was our moving sale in 2007. We’ve also had success in the past with $99.99 tint sale, but we no longer advertise that special,” said owner Omar Jawad. He explained the moving sale in 2007 was designed to announce the location change and “to keep the needle moving in the right direction” without any decrease in sales. Te tint special was designed to increase floor traffic and get people working. Jawad added that they opted
Te store cur-
rently employs 10 people, each being
well-versed in their particular field to have nearly com-
plete autonomy and confidence from manage- ment.
advertising and marketing,” he went on. “Customers are always saying, ‘John sent me’ or “Chris sent me,” so I decided I wanted to take that expense and put it into taking care of our customers better.” For example, if a customer has a problem with a product that is a few months out of warranty, Jawad said he will do everything he can to take care of it. If this means spend- ing $150 on a new amp, that is still less than what he would spend on advertising or marketing. “When that customer has a great
experience, she will write about us on Facebook or Twitter. I want to do right by my customers. I’ve been doing that for 15 years, and that’s what has kept us going. We take care of our customers. Do right by your customers, and the business will do well if that is your men- tality,” he noted, adding that the store’s “great” Google reviews say it all and he doesn’t pay Google any money. “You’ll see about 35 reviews with a 4.8 star rating.”
Onward and Upward Jawad is also proud of another recent accomplishment — intro- ducing a new product line, Elettro- media. Taking this step required research, training and belief in the product, he said. So far, their purchases with this vendor have
exceeded their original goals, and they now consider Elettromedia key to the store’s current and future success. “This particular vendor is a great
partner because their dedication to the industry is like no other,” he noted. “They believe in train- ing our staff, protecting the line and engineering product that will perform and exceed customers’ expectations.” In fact, business is going so well
that Jawad said he could use one more salesperson and perhaps an extra technician for especially busy times — not during Christmas but actually much earlier in the year. “We get really busy in late Feb-
ruary because of tax returns. We do over 50 percent of our year from late February to early June. We kill it for tax season,” he remarked. Next, the plan is to grow busi- ness with the same amount of clients they currently have, which is why it is so important for them to make over the showroom. “Right now you have to sell them the difference — you can’t show them the difference. I think we can make our average ticket go up with a newly designed showroom that makes it easier to sell the high- er-end products,” Jawad explained. Although the plan is changing and evolving each day, he said
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to hire an advertising firm to handle the legwork and write the ad copy for the campaign. Other components included store signage, radio copy and new store design. “Te move went well. Te
sale exceeded expectations. I saw way more people than I expected come into the store — 50 percent more,” he recalled. “It was an easier move because we sold a lot of inventory.” As far as the tint sale,
Jawad noted that customers expected $200 worth of quality for $99.99. While that promotion brought people in, he found they had very high expectations.
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