The Orlando Sentinel, Fla. Knight Ridder/Tribune Business News
Jan. 13--Need help? The Idea Bank helps small-business owners solve problems and gauge opportunities. If you have a question, call the SentineLine at 407-872-7200, enter Category 9325 and record your comments; be sure to include your name, address and telephone number. Or send e-mail to: orl-biznews@orlandosentinel.com.
Questions are answered by experts who volunteer their time at the University of Central Florida's Small Business Development Center. For information about the center's programs, call 407-823-5554 or visit its Web site at www.bus.ucf.edu/sbdc.
DON'T OVERLOOK VISUALS IN MERCHANDISING--QUESTION: What techniques can I use to continue the Christmas sales momentum in my business?
Answer: (Part 2 of 2) Last week we discussed stimulating your customer base to buy more, and motivating your sales leads to become customers. This week we will discuss the methods that you could use to generate new customers and increase total sales.
Begin by assessing your current advertising and visual merchandising (displays and point of purchase advertising). Are they doing their job of proclaiming your company's image, educating customers and, most importantly, selling merchandise?
Displays are often poorly planned, lack focus, and are not regularly maintained or updated. These neglected displays can create a negative image with your customer and make selling more difficult. An effective display should always enhance selling opportunities by creating a positive image of your company and products.
Some elements that make up an effective display are:
-- Balance: The display should be pleasing visually and proportionally, not overcrowded.
-- Focus: The entire display needs to convey a central message
-- Coordination: Color, texture, signage and lighting need to work together in harmony to promote the company image as well as attract the customer's attention.
Advertising needs to be constantly reviewed to ensure that it is producing results. To attract new customers you have to appeal to them and then give them a reason to want to buy from you. Is that being accomplished by your visual marketing? Sometimes you may require a graphic designer or advertising assistance to ensure that your message is presented in a way that is attractive and yet motivates action.
Next you need to determine the best method for reaching out to new customers. Begin with those from your existing customer base, because they have already purchased from you and can speak from experience. Therefore, developing them as a source for referrals and positive word-of-mouth endorsements are a valuable source of potential sales without a large expense. You can be creative in establishing a referral program or developing promotions to encourage your customers to spread the word about your business to others.
Industry trade organizations, publications and trade shows are a valuable source for customer information. These sources can be instrumental in directing you toward sources of new customers and the vehicles to reach them. Many of them can be located with a general topic search on the Internet.
For more marketing ideas, UCF Small Business Development Center will present a Small Business Marketing Seminar Thursday from 6-9 p.m. You can register online at www.bus.ucf.edu/sbdc or by calling 407-823-5554.
--Jerry Ross
Assistant Director, UCF Small Business Development Center
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(c) 2003. Distributed by Knight Ridder/Tribune Business News.
Business Editors
NEWPORT BEACH, Calif.--(BUSINESS WIRE)--Sept. 5, 2000
The American Electronics Association (AEA) Tuesday announced its third annual Web Marketing Conference, a one day event focused on educating senior marketing executives on how to maximize their company's Web presence and improve business performance using the Internet. The conference is scheduled for Sept. 14, 2000 at the Westin South Coast Plaza Hotel in Costa Mesa, Calif.
"We are pleased that this year's conference will feature a variety of leading industry experts, analysts and professionals from around the nation converging to discuss the latest trends, best tools and most innovative practices influencing the use of the Web to market products from business to business," said Phil Beaudoin, executive director of AEA's Orange County Council.
The speakers for this year's conference include: Rick Bruner, senior analyst and chief editor of IMT Strategies Publications; Charles Granville, executive vice president of Capita Technologies Inc.; Michael Harstrick, senior consultant for Peppers and Rogers; Steve Johnson, vice president of Pragmatic Marketing, Kristin Zhivago, president of Zhivago Marketing Inc., and Kathleen Fiore, CEO and president of People 1st Technology Group.
Part of the conference will also feature the "Under the Microscope Session" where industry leader Kristin Zhivago, will provide professional analysis of selected participant Web sites. Her analysis will include tips and suggestions for improving the marketing appeal of a Web site, giving participants practical and knowledgeable advice to help maximize their Web investment.
AEA Web Marketing Conference sponsors are Stradling Yocca Carlson & Rauth; Lyon & Lyon; Haskell & White and People 1st Technology.
About AEA
The AEA is the nation's largest high-tech trade group, representing more than 3,500 U.S.-based technology companies. Membership spans the industry product and service spectrum, from semiconductors and software to computers, biotech, medical, Internet and telecommunications systems and services. With 18 regional U.S. councils and offices in Brussels, Tokyo and Beijing, AEA offers a unique global policy grassroots capability and a wide portfolio of valuable business services and products for the high-tech industry. For 56 years, AEA has been the accepted voice of the U.S. technology community.
For more information and reservations for AEA's Web Marketing Conference 2000, visit http://events.inetevents.com/web2000 or call Brenda Scialdone at 949/477-5300. For more information about AEA and upcoming events, visit www.aeanet.org.
