Printer Friendly

The marketing mix.

The marketing mix

There are plenty of low-to no-cost ways to generate sales even if you don't have much of a budget to work with. Experts recommend developing a "marketing mix" - using more than one medium. For example, promotion angles, sales incentives and press coverage could be targetted.

A marketing mix allows you to depend less heavily on any one measure. For instance, a summertime iced coffee coupon promotion might appeal to one part of your trading area, while price specials might be more important to another, or a postcard announcing a new house blend might make a difference to the customer who thinks you can do no wrong. By using more than one option to pull in your clientele, you're putting the odds in your favor that they'll keep walking through your door.

When marketing your message in-store to first-time customers, always be consistent in conversing with your customers, sharing your knowledge, and showing off your benefits. Perpetually ensure that your reputation among shoppers (including the name of your store) is constructive and market-driven.

There is no right or wrong "mix." Consider the following:

* Cultivate a cooperative or shared advertising program.

* Use your in-house list of up-to-date buyers to your benefit.

For example, contemplate direct-mail campaigns to one-time customers. Several may just need to be reminded who you are and what you have to offer. Use reminder postcards to stimulate return business.

* Realize the return of good press. Present regional and human interest angles to the appropriate media. Be sure to write an impressive press release, one that's catchy and has a strong feature or news sense. Procure your share of exposure in trade publications and industry newsletters.

* Be generous with charitable causes, community events or cultural affairs. You will gain visibility for your business by doing so. Community members won't forget the name on the back of their kids' pony league jackets.

* organize contests along a variety of themes. It doesn't matter what you select - "Why I like espresso" is as good an idea as any. The point is to increase your mailing list.

* Propose special terms for first-time customers as well as loyal customers.

* Canvass dealers for retail advice and take advantage of their free promotional materials.

* Redesign in-store point-of-purchase displays by using banners, kiosks, danglers and shelf-talkers.

* Make competitive pricing decisions. Study your best competitor, revamp his successes and turn them into your own.

* Ask customers for referrals.

* Listen to customer complaints closely and act on their recommendations.

* Circulate unforgettable business cards to invite customer and dealer questions.

* Use gift certificates to build sales.

* Make it easy for the customer to buy from you; be actively involved in needs and wants of customers.

* Use networking to improve sales and augment your who's who industry contact list. Be visible at significant industry trade shows and conferences.

* Set up take-one displays.

* Cultivate a good distributor or wholesaler.

You must let both potential new customers and existing clients know about the values of your goods or services. If you do little or nothing to boost your business, it is unlikely that you will be able to succeed or even survive. A well-designed marketing mix will promote your business and encourage sales. And sales are what make your business a success.

A few more no-fuss steps you can use to manage your cash flow and enhance your marketing techniques include:

* Improve your store image, product or services. This surefire appeal-building technique can impress your existing customer base and present you with a new promotional strategy.

* Scrutinize your packaging - a redesign might be in order.

* Weigh the advantages of a contest or sweepstakes. Initiate an attractive consumer promotion: rebates, coupons, free samples or gifts. You won't have to spend much to gain plenty of visibility.

* Study your personal selling methods and improve upon them.

Ask your sales staff for input. Listen to their ideas.

* Redo your catalog, in-house newsletters or flyers.

* Develop more opportunities for in-store demonstrations of your products or services.

Susan Friedman is a freelance writer and handles promotions, marketing and public relations out of her own company based in Miami, Florida. She was a past editor of Gournet Retailer magazine.
COPYRIGHT 1991 Lockwood Trade Journal Co., Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1991 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Title Annotation:marketing tactics
Author:Friedman, Susan
Publication:Tea & Coffee Trade Journal
Article Type:column
Date:Jul 1, 1991
Previous Article:Summertime and the selling's still not easy (but it's getting easier).
Next Article:Specialty coffee convention review.

Related Articles
You've always been there ...
Champion negotiator talks the talk in new book.
Tom Brennan's random thoughts.

Terms of use | Copyright © 2016 Farlex, Inc. | Feedback | For webmasters