Love Furniture Profits Tip: Market. It's The Second Leg of the 3-Legged Marketing Stool.
Furniture World News Desk on
3/10/2014
Most furniture and mattress advertising is very unfocused. You throw enough mud against the wall, some of it will stick. Right? You waste a lot of mud doing this.
When you move from throwing it against the wall to throwing it at a specific target, more will stick and you'll waste less. This is why mailing to your own customer list is usually the best thing you can do. I know many of you do this already. But . . . I'm simply amazed, when I talk to a prospective client, to find out they don’t have a list, or they continue to build their list and never clean it and never use it. This is leaving tens if not hundreds of thousands of dollars on the table.
When I had my store, it was a small store and a small list. Still, I mailed 6 – 8 times a year. Always a preferred customer preview of a big event. Sometimes an event for them only. Many of you will say that’s too often in the same way you say, no one will read a lot of copy. What you say is just your opinion and is not based on research proved fact.
Do you capture contact information of those who visit your store but don’t buy? If not, you should. They may be a cool prospect today, but a hot one tomorrow. Remember, you're advertising to a passing parade.
If you do a mailing to the public, do you mail to every name in the zip code or do you segment? Do you want only homeowners? Do you want apartments? Do you want income levels over $50,000 and so on. You can get a list for anything these days. If you want to mail to BMW owners in a house with 4 bedrooms, 3 baths, 2 ½ kids, and a big elm tree in the front yard, you can get such a list.
The more ideally matched your mailing can be to your potential prospect, your higher response you'll get.
PLEASE NOTE: These little articles can’t anywhere near cover all there is to say on these topics. So... I have a very special offer for you: for the first three of you who send me an email with the word FREE in the subject line I will do, by phone, a Free, No Obligation, 30 minute, Marketing Strategy Session with you. I can handle only so many, so this has to be limited to the first three.
Note: do you have a marketing challenge you’d like addressed? Send me an email and I’ll talk about it in a future article.
About David Love and Love Furniture Profits. Love Furniture Profits is an advertising consulting and coaching firm that shows retailers how to get more traffic, more and higher ticket sales and more profits using long-lost scientific advertising secrets unknown by about 99% of all of today’s retailers.
David is a 41 year furniture/mattress, in the trenches, industry veteran. His background includes retail furniture sales. Manager of a retail furniture store. 22 years on the road making money for companies like Sealy Mattress and Best Chairs. His territory and his retailers achieved sometimes remarkable sales increases due to the expert advertising and sales advice he gave. He has also owned and sold his own profitable store and was a highly regarded sales manager of a top 100 furniture store.
With his knowledge and front-line experience he has a passion for passing it on and sharing that experience to help furniture and mattress retailers cut advertising waste and maximize sales and profits.
To find out more, get your free copy ($29, but free to any furniture, mattress or floor covering store) of his just released, breakthrough Special Report for Furniture and Mattress stores, “5 Long Lost Scientific Retail Advertising Secrets that work like magic in today’s economy for any furniture or mattress store to get you more customers, more sales, more profits.” Go to www.lovefurnitureprofits.com. David can be reached at david@lovefurnitureprofits.com. Phone: 803.764.3977
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