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9 Marketing Tips from a Retailer Who Just Had an Amazing 3 Months… Yes, In This Economy

9 Marketing Tips from a Retail Who Just Had an Amazing 3 Months

By Keith Lee

This article was taken from a series of Marketing Tips that I sent over a number of weeks. You can register to get my Marketing Tip of the Week twice a week by clicking here.

A few weeks ago Karen Campbell from Campbell's Scottish Terriers and I were corresponding and in her email she wrote, “Had an amazing 3 months – more orders than last year and ended up with more total $ spent. There was no “r” word with the Scottie collectibles. I’ve been sitting here this morning doing the ezine for our boxed cards and ornament odds and ends sale to start on Monday and run through Thursday.

I wrote Karen and said, “You are absolutely incredible! Can I ask you a favor? Could I give you a call some time and talk about the things you do and then share them in my marketing tips.

You are an inspiration! God Bless You. Keith

Karen wrote back to me. Thanks for the great words! I’d be happy to talk with you. I’m not doing anything other than just implementing ideas that I get from Dan, Bill, Sydney and you. That is the main thing – using the ideas.

I gave Travis a copy of the Christmas card mailing that we sent to the people who hadn’t ordered for 3 years or more and that I no longer send catalogs to, in St. Louis. I always send them something to remind them that we haven’t gone out of business and to show them what they are missing. This next mailing, when we send out a new catalog, I am going to put the bugs in the mailing to those people. It will be the first time I’ve tried anything lumpy. The “new” list of people who haven’t ordered are going to get the boomerang to start out with. People seem to stop ordering because they no longer have a dog or they were doing a one time order for a gift.

I haven’t called Karen yet because in this email alone and her purchase history from us I already have 7 Marketing Tips to share with you.

I know Karen pretty well and before we get into the tips in her email I want to share with you what I know is Karen’s overall business philosophy. That is…

Karen does not see herself as being in the Scottie Collection Business, she sees herself as being in the business of Marketing a Scottie Collection Business.

This is huge!

Here’s how it works. For years, my friend Bill Glazer saw himself as being in the Menswear Business. Since he was in the Menswear Business, he worked on the floor and sold suits… and he was really good at it. He was the best sales person in the store.

Then he ran across Dan Kennedy and Dan said, “The only way you can maximize your business potential is to NOT be in the business you are in, but to be in the Business of Marketing Your Business!

The light went off in Bill’s brain. If he sold suits, the maximum amount he could be worth to the business is the maximum amount of suits he could sell.

But if he was in the Business of Marketing His Business he could multiply his worth to the business many times. He could bring in more clients, keep more clients, get existing clients to buy more, and hire other people to sell.

Bill studied Dan Kennedy marketing and became a marketer of a menswear store and it grew and grew. But Bill is no longer in the Menswear Business. His Marketing for his store worked so well that he began teaching others how to market their retail stores… and he was so good at that, that his mentor Dan Kennedy, asked him to run his marketing business… and now they
teach more than 12,000 businesses across the world how to be in the Business of Marketing Your Business and not in your business. Karen Campbell is one of their very good students.

It would be nice and simple if you could learn how to be in the Business of Marketing Your Business by reading my Marketing Tip of the Week twice a week. But honestly… that’s not nearly enough.

I’m really proud that a lot of the people in Dan and Bill’s marketing group sign up to get this Tip of the Week, but this is only a small supplement to what they do to learn to market the business they are in.

If you want to learn to be in the business of marketing your business you need to do what Karen Campbell did, become a member of Bill and Dan’s group.

Follow this link and watch the two short videos and then get Dan & Bill’s free gift. I’ll give you the $19.95 they charge for shipping and handling by sending you a $20.00 American Retail Supply Gift Certificate to use on anything we sell. When you see everything you get from Dan and Bill you’ll see that the $19.95 for shipping and handling is extremely reasonable but I want it to be a real free offer to you my client. Be sure to let me know if you enroll in Dan and Bill’s free trial and I’ll send you a $20.00 Gift Certificate from American Retail Supply.

Ok, let’s get to the seven tips in Karen’s email. The first tip in her email is, “I’ve been sitting here this morning doing the ezine…”

You may be wondering what an ezine is. Here’s a definition from the internet. An ezine is a periodic publication distributed by email or posted on a website. Ezines are typically tightly focused on a subject area.

My Marketing Tip of the Week is an ezine.

I simply can’t tell you how important I think this is. It is one of the many reasons Karen just had an incredible 3 months.

An ezine can sell product, but you should offer good information and not always sell. Whatever business you are in, you can figure out something to send you clients in the form of an ezine.

Well over 4,000 clients and prospects read my marketing tip of the week and every day about 1,000 people read my Inspirational Tip of the Day which you can sign up for here.

Can you imagine what I would be paying to talk with my clients and prospects as much as I am
without the internet? My God, it would break the bank.

If you’re not communicating with your clients via email regularly you should. I suggest you follow this link to iContact. On the lower right side of the page in “Select your Type of Business” select Retail and take their tour. It may be one of the best things you’ve every done for your store.

The second tip in Karen’s two short emails is

Karen is moving out seasonal inventory in a cost effective manner. This second tip, of course, piggy backs onto #1 because the cost effective strategy she uses to move out seasonal inventory is her ezine. But this is critical, she communicates with her clients in her ezine on an ongoing basis and not just when she wants to sell them something.

Your emails or ezine won’t be nearly as effective if all you do is send sales offers to your clients. Send your clients information they can use and include your products as an additional side benefit of reading what you send.

Again, if you’re not communicating with your clients via email regularly you should. Follow this link to iContact and on the lower right side of the page in “Select your Type of Business” select Retail and take their tour.

Karen’s 3rd tip is “There are Riches in Niches.”

Just think of it? Which of the following emails would you open and read if you have a Scottie dog?

Which would get your attention?

  1. “Health Information for Your Dog That You Need to Know”
  2. “Health Information for Your Scottie That You Need to Know”

What if you send a letter with an offer inside and the teaser copy on the envelope says:

  1. Darling Dog Collectibles
  2. Darling Scottie Collectibles

What about your investment in your inventory? Which costs more?

  1. Inventorying collectibles for every dog breed
  2. Inventorying collectibles for just Scottie dogs

Which clients will be more price conscious and shop primarily based on price?

  1. Those at a general dog site?
  2. Those at a Scottie only site?

What can you do with your store in order to realize the Riches in Niches?

We’re on the 4th of eight tips from Karen Campbell’s two short emails.

Part of Karen’s email said, “I’m not doing anything other than just implementing ideas that I get from Dan, Bill, Sydney and you.”

Karen first learned of Bill Glazer and Dan Kennedy when she came, all the way from Delaware, to attend our Client Appreciation Event in Tacoma, Washington in 2005.

Bill Glazer was our Key-Note Speaker at the event, and Karen has been listening to Bill, Dan, and Sydney all of which are from Glazer Kennedy Insider’s Circle (GKIC) ever since. Be sure to let me know if you enroll in Dan and Bill’s free trial and I’ll send you a $20.00 Gift Certificate from American Retail Supply.

My two top suggestions for not only surviving, but thriving in any economy are:

  1. Like Karen, understand that you are not in your business, but you are really in the business of Marketing Your Business.
  2. Listen to great marketers. The people at GKIC are the best, and in fact the only people I know who will teach you marketing that:
    1. Is measurable, so you don’t throw away your hard earned money on marketing and not know if it works or not
    2. Gets opened, heard, or read and cuts through the clutter and reduces the waste in your marketing
    3. Does not cost you an arm and a leg
    4. Replaces prospecting and position yourself and your business differently so you get invited in with permission to sell. You go from an annoying pest to a welcome guest
    5. Heightens readiness to buy and shortens the sales cycle.

We’re on the 5th of eight tips from Karen Campbell’s two short emails.

In her email Karen said many times, “I’m doing this…” or, “I just did that…” She’s always implementing something new, and continuing to do tried and true marketing. Whenever I see or talk to Karen I’m amazing at the number of things she gets done.

Karen reminds me of a guy in my local Mastermind Group, Bruce Hudson. Both of them just get things done. Every time our mastermind group meets the members are amazing at the number of things that Bruce has implemented. If you’re interested in joining a mastermind group send an email to info@AmericanRetailSupply.com and say I’m interested in mastermind and I’ll see if I know about a group in your area or if you’re in the Puget Sound area I’ll tell you about our group.

At our 2005 Client Appreciation Event, I invested in some stuff that Derek Gehl’s company, Internet Marketing Center has available. A few months later I saw my friend Bill Glazer and told him that I had invested in some of Derek’s stuff and it was working great. In reference to the speakers we had at our conference, Bill said, “It all works. The problem is that most people never implement it.” That really hit home with me.

So the bottom line is, listen to great marketers and implement what you learn. I suggest that you test implement what you can in a way that won’t break the bank if it doesn’t work and continue with the things that work and expand them.

We’re on the 6th of eight tips from Karen Campbell’s two short emails… Karen Knows When Customers Are Lost and Gets Them Back in a Cost Effective Manner.

This is embarrassing… I’ve been a student of Dan Kennedy Marketing since 1992. One of the things Dan has taught consistently since 1992, and continues to teach today, is that you need to have a Marketing Strategy to Reactivate Lost Clients. Please be sure to let me know if you enroll in Dan and Bill’s free trial and I’ll send you a $20.00 Gift Certificate from American Retail Supply.

Here’s the embarrassing part. Up until 2 years ago we didn’t have a lost client strategy. No excuses, I just didn’t get around to it.

A couple years ago, I became a Dan Kennedy Independent Business Advisor. The main reason I became a Dan Kennedy IBA is the premise that “The Teacher Always Learns More Than the Student.” I figured it would keep me marketing like I should.

In this case, the idea of the teacher learning more than the students really worked. I figured if I’m telling others that they should have a lost client marketing strategy I better have one myself.

We developed and implemented a Lost Client Marketing Strategy a couple years ago, and like all Dan Kennedy Marketing, we developed a way to measure the results and the results are in.

We Should Have Implemented a Lost Client Marketing Campaign in 1992 when I first Heard About It from Dan Kennedy!

So know the question is, “When is a customer lost?” The answer to this varies greatly with the type of business.

The question to ask yourself is how often they should be shopping with you if they are not lost? Of course, that will vary by customer but you need to pick something that is reasonable.

If you’re a jewelry store I would pick a time period of about 13 months. For his menswear store, Bill Glazer used 6 months. A furniture store may be 18 months. A drug store, of course, would be less.

And now, of course the question is, how do you know when a specific customer last shopped in you store. Unless you’re a really small store, the only efficient way to know when a customer last shopped in your store is to have a modern point-of-sale computer system and track your customer purchases.

Follow this link to get your Free book "The 9 Questions You Must Ask Before You Invest in a New POS System for Your Retail Store.

How Would You Like to Know the Secret to Doubling Your Advertising Response?

Here’s the secret to doubling your response to any direct mail marketing campaign and unless you’re a student of Dan Kennedy marketing, I bet you’ve never heard this. To find out more about Dan Kennedy marketing click here. Please be sure to let me know if you enroll in Dan and Bill’s free trial and I’ll send you a $20.00 Gift Certificate from American Retail Supply.

Here’s the secret. If you send a second and third mailing with the same offer, just worded a bit differently, the total response on the 2nd and 3rd mailing will equal the response you received with your first mailing.

With this, as long as you’re doing direct response marketing that you can measure (another basic Dan Kennedy principle), the math becomes easy.

Do your first mailing and measure the results. If you would be happy with two more mailings with the same total response as your first mailing you’ll want to do a second and third mailing.

Worded differently, the results of mailing #2 and #3 together will equal the results of your first mailing.

That’s why, two weeks after sending his first post card, Bill Glazer sent a second post card.

Then two weeks after he sent the second post card he sent the third.

I could go on and on about the theory of why this works but the reality is, it doesn’t matter. It just works. That’s why I love using direct mail, you don’t need to be a psychologist you just need to measure the results and quit doing things that don’t work and continue doing things that work!

We’re now on the 7th of Karen’s 8 tips.

Karen constantly looks for ways to improve her already successful marketing.

Karen is no different than anyone else who advertises today and she continually faces the same biggest problem every advertisers from to McDonald’s to Campbell’s Scottish Terriers faces and that’s How do you bust through the clutter to get your advertising noticed?

Do you have a guess at the number of ads the average American sees or hears in one day? The
people who study this stuff say its 3,500! Now, if you’re like me you’re saying hogwash! But think about it.

How many business signs do you drive by each day? How many ads do you “hear” on the radio that you don’t even pay attention to? How about on TV? What about the number of “ads” on the internet, or in newspapers and magazines? The amount of money spent on all of that advertising that gets your attention is mind blowing, but if you figure in the amount spent on advertising that you don’t even notice, its really mind blowing!

One of the ways that Karen’s constantly looks for ways to improve her already successful marketing is in really busting through the clutter to make sure her advertising gets noticed; and gets read or heard.

Picture this. You’re at home. You go to the mail box and get your mail. You get a couple merchandise catalogs that you may or may not be interested in, a magazine you subscribe to, a couple of mail pieces that are obvious advertisements, a few pieces that are obviously bills, and a #12 envelope with a return address that says,

Mary Smith
12345 Main Street
Your Town, WA 98764

The #12 envelope is just a bit larger than a regular #10 business envelope. But you notice something else that’s different. It’s 3 Dimensional. You can feel that there is something lumpy in it. Are you going to open that envelope?

If you’re like 99.9999% of people you can’t help but open it. You rip open the envelope and find a 10” boomerang and a letter with the headline

“We Want You Back

The next question is, “Are you going to start to read the letter?” Of course you are. So now, that advertiser has solved the biggest problem in all of advertising. They have busted through the clutter and you have started reading the letter.

You can get learn how to us this type of marketing and see all of the cool things you can mail to bust through the clutter and get you advertising notice by at www.3DMailResults.com.

Here’s one of the tips I found while looking at Karen’s purchasing history.

When you see an idea rather than think, but my business is different I can’t use that… think how can I use that in my business, or how can I tweak it to use it in my business?

Many months ago Karen bought reusable non-woven bags from us. You see these types of bags everywhere. Most of our clients put their store name on the bags and sell them in their stores. Many other clients sell them in their stores and also give them away as a premium/free gift with a qualifying purchase. Either way your customers will advertise for you for free for years as they use the bags.

But Karen uses them in another way. She added the reusable non-woven bags as a product in her product line of Scottish Terrier Collectibles and she says they are selling well.
Karen’s 8th tip is, She Surrounds Herself with Like Minded Business Owners Who Know How Important Marketing Is.

Karen’s email said, “I gave Travis a copy of the Christmas card mailing that we sent to the people
who hadn’t ordered for 3 years or more and that I no longer send catalogs to, in St. Louis.”

Her reference to St. Louis was that Travis (my son) and I saw Karen in St. Louis at the Glazer Kennedy Info-Summit.

Even through Karen lives in Delaware and we live in Washington State, we see her at the Glazer Kennedy Info-Summit and the Glazer Kennedy Marketing SuperConference. These events are filled with about 1,000 business people who know that they need to really understand

Marketing and how to make sure that there marketing:

  • Is Measurable
  • Gets opened, heard, or read and cuts through the Clutter
  • Is not deep pockets expensive image marketing
  • Gets Results = $ in you pocket
  • Replaces prospecting
  • Positions yourself and you business differently
  • Gets you invited in with permission to sell. You
    go from annoying pest to welcome guest
  • Heightens readiness to buy and shortens the
    sales cycle

In the last 4 years I’ve found that this idea of surrounding yourself with like minded business people doesn’t just add to your ability to grow your business it multiplies it. When meet with like minded business person the ideas to grow your business multiply.

Here are some of the ways I surround myself with liked minded business owners who understand the value of marketing.

1. I get the Glazer Kennedy Insider’s Circle (GKIC) newsletter each month. Ok, I know this isn’t
actually physically surrounding but I get to read about like minded people and read articles by those teaching like-minded people. If you want to get this resource every month, look at #4 below.

2. I attend our local monthly GKIC Independent Business Advisor’s chapter meeting right here in Kent. It’s a two hour meeting that my son Travis and I facilitate that gets everyone pumped and gives them the tools they need to another month of success.

  1. I facilitate our local Mastermind Group that meets at my house for a full day every other month. These are the most valuable 6 days of the year for me.
  2. I attend the GKIC Conferences twice a year. Again, you can get more information about GKIC here.

Bonus Tip

Karen never ceases to amaze me! When most people see an idea they think, “My business is different.” Or “That doesn’t apply to me…” When Karen sees something she must always be thinking, “My business isn’t the same as that business, but I bet I can tweak what they’re doing and use it in my business.” Here’s just one of dozens of ideas I’ve seen from Karen.

Many months ago Karen bought reusable non-woven bags from us. You’ve seen them everywhere the reusable canvas like bags. Most of our client put their store name on the bags and sell them in their store(s), like this. Others give them away as a premium/free gift with a qualifying purchase, but Karen looked at this product and said to herself, I can put a cute picture of Scotties on this bag and sell them to my clients.

In review, here are the 8 Marketing Tips from the Retailer Who Just Had an Amazing 3 Months… Yes in this Economy!

Karen:

  1. Communicates to her customers using free advertising with her Ezine
  2. Is moving out seasonal inventory in a cost effective manner
  3. Has her niche
  4. Listens to great marketers. Please be sure to let me know if you enroll in Dan and Bill’s free trial and I’ll send you a $20.00 Gift Certificate from American Retail Supply.
  5. Implements the ideas from her great marketers
  6. Knows when customers are lost and gets them
    back in a cost effective manner
  7. Always looks for ways to improve already
    successful marketing ideas
  8. Karen surrounds herself with like minded business
    people who know how important marketing is.