Reid covered topics ranging from the basics of advertising and promotion to ideas for year-round in-store activities to draw buyers into your store. From how much to spend to where to spend to who to reach, Reid offered advice on all types of advertising, signage, direct mail, sponsorships, newsletters, etc. Tips included understand your objective, knowing your customer, creating an image, establishing a theme, developing a time line and mining potential resources.
Bottom line is understanding your customers and the best way to reach them. The best method depends on your store personality. Have a plan, then build on what you are and what matters to your target audience.
For additional information, go to Reid’s Web site: www.tjreid.com.