This document discusses strategies for local area marketing, including getting closer to customers, fine-tuning sales skills, working existing customer databases, teaming up with other vendors, and developing multiple revenue streams. It provides tips for advertising like focusing on benefits over features and rotating ad concepts regularly. Successful promotions should create curiosity, provide information, entertain customers, and match the target audience. Sales should exceed customer expectations through strategic pricing, merchandising, advertising, and store preparation. Social media is also positioned as an important marketing channel. The document is authored by Debra Templar, an Australian retail expert focused on improving customer service and business practices.

1. Local Area MarketingDebra Templar: Check ups, Tune Ups & Makeovers....It’s in the bag!

2. Local Area Marketingis aboutVISIBILITY

3. Growing Your Sales

4. Don’t believe everything you hearGet closer to your customersBecome more visibleFine-tune your sales skillsDo NOT micro-manage your sales team

5. Disgruntled Customers

6. Small improvements by businesses are noticed with gratitudeOnce insignificant irritants become insults and reason for disaffection + abandonment

7. Think Smarter

8. Reinvent Your BusinessContact Former CustomersContact Competitors of Present or Former CustomersCall Former ProspectsWork Your DatabaseTeam Up with Other Vendors for Joint Sales7. Develop Multiple Revenue Streams

9. Advertising

10. 10The more specific the ad, the better it will pull.Features tell, but benefits sell.If the merchandise is better, the ad must be better.Beautiful, award winning ads don’t always pull.You’ll get tired of the ad, the concept, style or font at least 6 months before your customer does.

11. 11Advertising BasicsTwo most important features in any ad, regardless of what medium you use:Who you areandWhat you are selling

12. 12PROMOTIONS

13. Successful promotions:Create curiosityGive informationEntertain customersExplore Promotional IdeasMatch the promotion to the customers

14. 14Characteristics of a Good PromotionWill it increase sales?Will it increase awareness of the business?Will you add new customers?What kind of publicity will it generate?How much will it cost?Will it be fun for both the customers and the employees?Is it easy to understand?Will the promotion create curiosity?What is the news angle?

15. 15Use a Promotion ChecklistData you should developTargeted Goals for the promotionCompetitive PromotionsNon-competitive promotionsHoliday + seasonal promotions

16. 16

17. 17SALES

18. You must exceed expectations when a customer walks through the front door

19. Reasons for sale

20. Sale Names

21. Running a Great Sale

22. Choosing Sale Merchandise