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
To see more of The Orlando Sentinel, or to subscribe to the newspaper, go to http://www.OrlandoSentinel.com
(c) 2003. Distributed by Knight Ridder/Tribune Business News.
No comments:
Post a Comment