Post fliers in areas where your target market is likely to see them.
When it comes to advertising, you have many choices to get your message out. Using advertising as a part of your marketing mix for your retail business is an essential tool, but if not used strategically, it can cost your business a lot of time and money. Understanding the differences between popular advertising vehicles can be a worthwhile investment.
Print advertising consists of anything from fliers and signs to newspaper and magazine ads. Fliers can be posted throughout common areas where your target market is most likely to see them. Fliers can advertise weekly specials and promotions. Signs can be posted around your location in the grass or nearby areas leading up to your store. Use signs to alert the public of your store's existence; limit the details on the sign to basic store information such as name, hours, phone number or website. When you take out an ad in a newspaper or magazine, expect much higher costs than you paid for fliers. Newspaper and magazine ads can be tricky in this age when electronic media leads customer focus. When taking out ads of this type, work closely with your sales representative to ensure your ad is placed in a section most likely to be read by your market. For example, if you own a sporting goods store, you'll want to be in the sports or community section.
Broadcast
Use broadcast commercials like radio and cable television ads for a more targeted communication reach. The prices of these forms of advertising can be a little more reasonable depending on the season, however, you may need to add production costs to your budget. With luck, you can even choose the time of day you would like all of your ad spots to run daily. With radio advertising, work with your sales team during your grand opening or anniversary to offer on-air gift card giveaways. Do a live remote broadcast at your location if you are hosting a large event on-site. With cable television commercials, you will also want to work closely with your sales team to ensure that commercials are placed on the most optimal stations for your business.
Internet
Use your website to promote your store and post upcoming events and sales. Create a mailing list of your customers and mail them news related your business as well as special offers to keep your business at the top of their minds.
In-store
Create fun promotions in-store to lure customers back within the next few days, weeks or months. Issue coupons upon check-out that are good for their next purchase. Host special sales for current customers and promote upcoming sales inside your store.
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