Driving Traffic Advertising 102

Driving Traffic – Advertising

102

Learning Objectives



Learn how to get the most from

manufacturers to drive traffic to your showroom



Learn how to buy, place and negotiate for advertising



Get tips on customer retention techniques

Create a Marketing Plan of Action

 Elements of a Marketing Plan

 Summarize the key components

 SWOT: Strengths, Weaknesses, Opportunities, Threats

 SMART Marketing Objectives: Specific, Measurable, Achievable, Realistic and Timely

 Marketing Strategy defines the overall objective

Create a Marketing Plan of Action

 Elements of a Marketing Plan

 8 Ps of Marketing:

 Product

 Productivity & Quality

 Place

 Process

 Promotion

 People

 Price

 Physical Environment

 Action Plan and Budget

 Organizational Implications

Create a Marketing Plan of Action

Marketing Calendar – Create the Plan; Follow the Plan

Create a Marketing Plan of Action

 Plan Components

 In-store requirements:

 Product

 Advertising & promotional materials

 Staffing & staff education

 Extended hours

 Special event

 Direct mail campaign

 Email & social media campaign

 Internet advertising

 Public relations – FREE Press!

Getting Advertising Support from Your Manufacturers



Discuss advertising concepts with your

vendor’s Marketing department in advance of your ad running

 Get to know the manufacturer’s marketing staff

 Ask to see samples of successful ad campaigns

 Get specifics of when and where they ran the ads and the results if available

Understanding Co Op



Many manufacturers offer co op advertising programs



Co op ads are advertisements by retailers that include the specific mention of a

manufacturer, who --- in turn --- repay the

retailers part of the cost of the ad

Understanding Co Op



Know what you have available to you before you advertise!



Don’t leave co op money on the table!



It’s yours… you’ve earned it, so use it!



If you don’t use it, you lose it!

Ad Reimbursement/Co Op



Get approval for the ads before they run to make sure they qualify for co op

 Must have product image

 Must have company logo

 Typically cannot have competitor’s product

 Typically can have non-competitor’s product in the ad & will be pro-rated

Understanding Co Op



Most co op programs work as follows:

 A manufacturer's contribution to a co op ad campaign can range from money reimbursed to

promotional gimmicks to point- of-purchase displays items such as banners.

Advertising Support – Ad Slicks

Ad Buys – What Media is Right for You?



Know your target audience and the best

media vehicle to use – ask for suggestions if you aren’t sure

 Daily newspaper’s obituary page

 Local senior publication

 Church bulletins

 Radio/TV

Negotiating Ad Buys



Tips for negotiating an ad buy

 Bundle services to negotiate a better rate

 Purchase advertising during "dead times" like after major holidays

 Advertise in the spring

 Provide press-ready art to avoid design fees on a print ad (ad slicks!)

 Buy in volume

 Your marketing plan of action will determine when and what you will advertise

Negotiating Ad Buys



More tips for negotiating an ad buy

 ASK for the agency rate, which could save you 15 percent

 ASK for a frequency discount if you sign an extended contract

 ASK for free color on print ads

 ASK for web advertising to be included at no additional charge

 If you don’t ask, they won’t give it to you

Advertising Tips



Components of successful ad campaigns

 Use good photography

 Have a clean layout

 Use a simple, consistent message

 Include a “call to action” – coupon or deadline for a sale

Advertising Tips



Remember the 3-9-27 rule

 Every

3

 It takes

9

 You’ve got to promote your message

27

 Regular, Consistent, Repetitive, Specific

 Find a reason to Advertise every month

Getting Customers to Return!



You’ve run your ad campaign



Customers have come into your store



Whether they buy or not… but they should

buy… how do you keep them coming back?

Fundamentals of CRM



CRM: Customer Relationship Management



Designed to improve customer service



Maximize revenue by advertising the right products to the right people based on

previous purchases

Getting Customers to Return: Customer Retention Techniques

 Develop a CRM database

 Builds loyalty

 Develop a loyalty program

 Relationship driven

 Birthday card with coupon

 Branding is key

 Name recognition

 Use of logo

 Know the target audience

 Product specific mailers

Getting Customers to Return: Customer Retention Techniques

 Communication

 Promotions Based on Need

 One product purchase leads to another

 Social

 Free BP screenings

 Health fairs

 Education

 Educational seminars on healthy eating, diabetes management, etc.

Common Tools

 Thank you notes

 Announcements

 Educational programs

 Email marketing/direct mail

 Loyalty programs/gift cards

 Facebook promotions

In Conclusion…

 Successful marketing and advertising campaigns come from planning

 Use your vendor manufacturers

 Advertising materials

 Co op

 Promotional Materials

 Develop a CRM program and include it as part of your marketing plan