With other types of advertising you are trying to move people into your store, but Malcolm Gladwell, in “The Science of Shopping” wrote: As the retail market grows more cutthroat, storeowners have come to realize that it’s all but impossible to increase the number of customers coming in, and have concentrated instead on getting the customers they do have to buy more. Have you advanced to this realization? I hope so!
Let’s carry a point to the absurd and think about it. Harry, of Harry’s Hardware advertises windshield washer fluid on the radio for 39 cents per gallon. It’s a rock-bottom, margin-eating price, but even if I need windshield washer fluid unless I’m driving right in front of his store when I hear the message, I will not react. Perhaps not even then, for there is simply not enough “pull” in his message to influence me. On the other hand, if I am inside his store and see on his “Another Salesman” screen that he has windshield washer fluid for $1.23, and I have a need now or soon will have, I will buy the fluid! Price is simply not the issue, but rather the timeliness of the message in relationship to my need and my position in space are more relevant. “Another Salesman” would deliver the message to Harry’s highest-opportunity customers. Low cost advertising plus higher margins on advertised products is a winning combination.
Many services your store offers are not communicated to your customers consistently. Think about it. Do you tell every customer that comes into your store that you fix windows and screens, make keys and key locks? Do you tell them that you install screen doors or build pole barns? Do you let them know that you are experts with paint and kitchen cabinets? I would almost bet that you don’t. Sure you mention those things once in a while in advertisements, but the messages are seldom communicated regularly and where they will do the best…right in the heart of your store.
Finally, the perception of time as it relates to the shopping experience is a critical issue. “Another Salesman” includes jokes, cartoons and trivia, to help speed the sense of passing time. Someone who has to wait a few minutes at your cash wrap area will interpret time passing quickly as better service. You win all the way around.
“Another Salesman” silently labors away communicating new messages every month. It is consistent, dynamic and cost-effective advertising that should be the cornerstone of your advertising program.
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