The trends, the issues, and productive business
Sixteen Ways To Attract New Customers
If each method attracted 20 new customers....
by the Professional Scrapbook Retailers Organization (October
1. Start a customer referral reward program. Ask new
customers how they heard about your business. If it is through a
regular customer, jot down that name, and drop it in a bowl. Each
month, hold a drawing for an inexpensive item. Soon regular
customers will be your best advertising!
2. Participate in sidewalk sales. Coordinate with other
merchants or as stand-alone promotions. Offer refreshments, and hire
a musician or other entertainment. Do this annually, and local
shoppers will look forward to it year after year.
3. Sponsor an "after hours" business meeting.
Joining the local chamber of commerce or similar group is a great
way to network, and an opportunity for contact with people who have
the power to add to the bottom line.
4. Have T-shirts with the store name. Shirts can be offered
for sale or as giveaways. They can be worn by staff to promote a
"team spirit" and to promote the store name in the
5. Capitalize on a local event. Hold a special promotion for
an event to capture public attention and to create eye-catching
displays to entice people into the store.
6. Use direct-mail coupons. Select specific ZIP Codes to
target the best prospects. A packet of ads is mailed to certain
addresses, and coupons are coded to track how well each area
7. Swap brochures and business cards with local businesses.
Display these on the counter or notice board, and encourage other
businesses to return the favor.
8. Illuminate window displays at night. The store will be
visible to passers-by, who might return to purchase something they
saw in the window.
9. Welcome new residents. Secure names and addresses, and
offer them specials or gift certificates. Membership in the chamber
of commerce is usually all that is required to obtain this list.
Work with local real estate companies to "piggyback" on
their direct mail.
10. Participate in consumer shows. These generate immense
publicity and provide an opportunity to reach avid scrappers.
11. Conduct classes. Classes -- such as scrapbooking, design,
digi-scrapping, photography, genealogy, journaling -- build customer
education, draw new visitors, and contribute to sales. They enhance
your credibility as an expert in preserving memories in scrapbooks.
Circulate flyers, place ads in community newspapers, and publish the
schedule in your newsletter.
12. Become a media resource. Let representatives of local
media know you are available to answer questions about scrapbooking.
Periodically remind them with notes attached to press releases.
13. Sell gift certificates. Eye-catching gift certificates
can be best sellers, especially around Christmas and Mother's Day.
Recipients may be people who have never been in the store. Most
folks spend more than the face value of the certificate.
14. Use a sidewalk sign. A sandwich board is a constant
reminder of the store, and can advertise special sales and
promotional activities. Check with local zoning.
15. Collect names. Even if they don't buy the first time, new
visitors represent potential sales. Collect names and home and email
addresses for later mailings.
16. Hold a fund-raising crop. Raise money for a good cause,
and raise your profile in the community.
Reprinted with permission from the Professional Scrapbook
Retailers Organization (PSRO) – a PMA member association. Visit www.psro.org.