If you own and operate a small retail business, this guide will give you a proven system for marketing your store, allowing you to compete with online merchants and big-box stores alike. Full of fresh and innovative ideas for promoting small stores, it will show you how to create a great in-store experience and build loyal, long-lasting relationships with customers.
Acknowledgments. Introduction.
Who Should Read This Book.
Who Are Bob and Susan Negen and Why Should You Listen to Them?
The Bad News.
The Good News.
The New Millennium Merchant.
The WhizBang! Marketing System: Four Steps to Higher Sales and Happier Customers.
How to Use This Book.
Step One: How to Get New Customers without Going Broke.
Five Key Concepts for Getting New Customers.
Key Concept #1: Be Willing to Pay to Get New Customers.
Key Concept #2: Understand the Lifetime Value of a Customer.
Key Concept #3: Break Even on the Front End, Break the Bank on the Back End.
Key Concept #4: Apply the Rule of Reciprocity .
Key Concept #5: Leverage the Power of Affinity Marketing.
Six Low-Tech Tactics to Get New Customers without Going Broke.
New Customer Tactic #1: Give Away Gift Certificates.
New Customer Tactic #2: Send Endorsed Mailings.
New Customer Tactic #3: Partner with a Charitable Cause.
New Customer Tactic #4: Create a Referral System.
New Customer Tactic #5: Engage in Donut Marketing .
New Customer Tactic #6: Generate Publicity.
Six High-Tech Tactics to Get New Customers.
New Customer Tactic #7: Have a l$
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