Here is a little secret. You are not in the clothing business. You are in the "Making and Keeping Customers" business. Most business owners operate under the perpsective that they are in "the bagel and coffee" business...or the "Restaurant" business, or whatever it may be. You will open up a whole new way of thinking...as well as other opportunities if you approach everything you do with this new perspective. "Marketing" is the art and science of "Making and Keeping Customers"...and "Marketing" is happening at every point anything from your company touches a customer. That means....you...your employees ( in otherwords...see customer service as a marketing role rather than a service role)...It also includes your policies...your daily procedures....your product....oh yes...and also...advertising. Marketing is so much more than just advertising...but advertising is also an essential element. Direct Mail....postcards specifically....are a superior form of advertising. It allows you to put yourself directly in front of your customers with your great offer. Team up with a pizza joint and tie in a coupon into the offer, when they make pa purchase. Keep track of your customers an dhwat they buy.....direct mail will work better for you than TV or radio. Business cards with a promo onthe back are another great inexpensive way to cycle customers back through your doors. Never ...NEVER buy space in the yellow pages, it is far and away the worst advertising vehicle. A collossal waste of money. You need to be listed in there with your address and phone number only. Yellowpage salemen are highly trained and most of what comes out of their mouth is twisted facts and outright bullpucky. Some other useful tips on my personal site. www.doranpeck.com
by Doran P - 12 hours ago
There could be MANY reasons the business isn't doing well. To pawn it off on the poor economy right now wouldn't make sense. For second-hand and closeout stores business is actually growing. I consult for a lodging company (which doesn't seem similar to your business, however retail is retail.) I'd be happy to give you any advice I can, but need some other info. Feel free to e-mail me and we can go further.
by Matt L - 12 hours ago
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