While copyediting Carolyn’s book, A Retailer’s Guide to Frugal In-store Promotion, I enjoyed her sharing of experience and information regarding promoting a retail business. Even though the majority of my freelance writing business transactions and promotion is conducted on the Internet, I still found the advice given in this book useful because some of the ideas translate to any type of business. The events that a bricks and mortar store conducts are meant to attract customers to a particular location, at a certain time, for the purpose of making a purchase.
The bottom line of any business is to make a profit and to do so as frugally as possible—an art Carolyn has perfected and shared in all her books. Ms. Howard-Johnson liberally gives tips for:
· Getting clear on the basics of event planning
· Branding a store identity
· Planning for success by setting goals to bring greater results from promotional efforts
· Treating customers right
· Promoting and cross-promoting in every square inch of space available
From tried and true promotional events such as windshield flyers, phone calls, and old-fashioned thank you notes, to newer technology such as blogging, showcasing products on a Web site, or using social marketing, A Retailer’s Guide to Frugal In-store Promotion contains up-to-date information for today’s retail business owner. Do you know how to turn leftover stock and unsold items into money makers? You will once you’ve read this book! The plain and simple conversational text will make you feel like Carolyn is sitting across the room from you sharing her experience and wisdom. The appendix includes a sample of a media release and a blog entry. How’s that for easy?
Regardless of the size of your event or business, you’ll glean helpful tips for creating signs and displays, categorizing merchandize, partnering with local stores, and networking online. If you own a retail business, you will be doing yourself a favor and saving time and money by reading A Retailer’s Guide to Frugal In-store Promotion before your next event.
Freelance Editor & Owner of Writers in the Sky Creative Writing Services