Guerrilla Retailing: Not All Retailers Suffer the Same
Work with your utilities to get more efficient appliances into homes in your area. Ron Romero, of Schaefer’s in Lincoln, Neb., helped clean up his community by partnering with Sony and Waste Management to collect unwanted consumer electronics. As they dropped off their old TVs, neighbors got discount coupons for new products. Romero said that he got great publicity, new prospects to his new store location and hundreds of customers coming in to redeem their coupons and make purchases.
Have you recently finished an incredible home theater system? Offer to host an Academy Awards night party for friends of the proud owners. You bring the champagne and appetizers, roll a red carpet up the front walk and you demonstrate your best stuff. Those types of parties work for any big event and installation, such as a gourmet kitchen.
Direct mail isn’t necessarily mass mail anymore. Customer segmentation like Claritas’ PRIZM NE system can help you identify the characteristics common to your current buyers, which helps you identify households with similar demographics. Private sales are great promotions because they offer great deals to customers who already buy from you.
Home Shows and Fairs
Having trouble getting customers into the store? Go to them instead. People go to fairs and other exhibits to see what’s new and different. Always follow up with those who visit your booth.
Craig’s List and eBay
Floor models, old merchandise, discontinued products, mismatched laundry, out-of-box goods and cancelled special orders clog up warehouses and limit open to buy. While sharply discounting it on the floor may diminish the value of in-line merchandise, taking deep discounts online will help move these products quickly.