互连网时代的零售店营销 MARKETING YOUR RETAIL STORE IN THE INTERNET AGE
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作者： Bob Negen, Susan Negen著
出 版 社： John Wiley & Sons
出版时间： 2007-12-1字数：版次： 1页数： 246印刷时间： 2007/07/01开本：印次：纸张： 胶版纸I S B N ： 9780470043936包装： 平装编辑推荐
作者简介：
BOB NEGEN founded WhizBang! Training after owning an award-winning chain of kite stores for more than two decades. He has spent the last six years teaching other store owners and managers the nuts-and-bolts skills they need to run successful retail businesses. In his work as a speaker, author, and consultant, Bob shares the hard-earned lessons he learned along the way.
内容简介
If you own and operate a small retail business, this guide will give you a proven system for marketing your store, allowing you to compete with online merchants and big-box stores alike. Full of fresh and innovative ideas for promoting small stores, it will show you how to create a great in-store experience and build loyal, long-lasting relationships with customers.
目录
Acknowledgments
Introduction
Who Should Read This Book
Who Are Bob and Susan Negen and Why Should You Listen to Them?
The Bad News
The Good News
The New Millennium Merchant
The WhizBang! Marketing System: Four Steps to Higher Sales and Happier Customers
How to Use This Book
Step One: How to Get New Customers without Going Broke
Five Key Concepts for Getting New Customers
Key Concept #1: Be Willing to Pay to Get New Customers
Key Concept #2: Understand the Lifetime Value of a Customer
Key Concept #3: Break Even on the Front End, Break the Bank on the Back End
Key Concept #4: Apply the “Rule of Reciprocity”
Key Concept #5: Leverage the Power of Affinity Marketing
Six Low-Tech Tactics to Get New Customers without Going Broke
New Customer Tactic #1: Give Away Gift Certificates
New Customer Tactic #2: Send Endorsed Mailings
New Customer Tactic #3: Partner with a Charitable Cause
New Customer Tactic #4: Create a Referral System
New Customer Tactic #5: Engage in “Donut Marketing”
New Customer Tactic #6: Generate Publicity
Six High-Tech Tactics to Get New Customers
New Customer Tactic #7: Have a Great Website
New Customer Tactic #8: Seek Out Reciprocal Links
New Customer Tactic #9: Set Up Email Endorsements
New Customer Tactic #10: Ask Customers to Forward to a Friend
New Customer Tactic #11: Online User Groups and Chat Rooms
New Customer Tactic #12: Get Good Search Engine Placement
Special Section: The Traditional Media
Why Advertising Doesn’t Usually Work for Independent Retailers and What You Can Do About It
Special Section: Copywriting for Retailers
Killer Copy: How to Write Messages That Sell
The Ten Commandments of Copywriting for Retailers
Step Two: Turn a First-Time Buyer into a Regular Customer
Two Key Concepts for Turning a First-Time Buyer into a Regular Customer
Key Concept #1: Lifetime Value of a Customer
Key Concept #2: The Big Switch
Three Low-Tech Tactics for Turning a First-Time Buyer into a Regular Customer
Turn Tem into a Regular Customer Tactic #1: Give a Great First Experience in Your Store
Turn Them into a Regular Customer Tactic #2: Ask For Their Contact Information
Turn Them into a Regular Customer Tactic #3: Follow Up Immediately
Two High-Tech Tactics for Turning a First-Time Buyer into a Regular Customer
Turn The into a Regular Customer Tactic #4: Have a Newsletter Sign-Up on Your Website
Turn Them into a Regular Customer Tactic #5: Create Automatic Welcome Emails
Step Three: Get Your Customers to Shop More Often
Two Key Concepts to Get Your Customers to Shop More Often
Key Concept #1: It’s Your Responsibility to Be Remembered, Not Your Customer’s Responsibility to Remember You
Key Concept #2: The Secret Strategy: Become a Broader Resource
Four Low-Tech Tactics to Get Your Customers to Shop More Often
Shop More Often Tactic #1: Have Lots of Promotions
Shop More Often Tactic #2: Have a Big, Bold, Preferred Customer Club
Shop More Often Tactic #3: Send Snail Mail
Shop More Often Tactic #4: Use Bag Stuffers and Bounce Backs
Four High-Tech Tactics to Get Your Customers to Shop More Often
Shop More Often Tactic #5: Manage Your Customer Database
Shop More Often Tactic #6: Use Email Marketing to Stay in Touch with Your Customers
Shop More Often Tactic #7: Make Your Website a Resource for Your Customers
Shop More Often Tactic #8: Use Email Campaigns to Sell Related Products
Step Four: Keep Your Customers for Life
Six Key Concepts to Keep Customers for Life
Key Concept #1: Keep Your Customers for as Many Years as Possible
Key Concept #2: Never Take Your Customers for Granted
Key Concept #3: Be Constant
Key Concept #4: Be Consistent
Key Concept #5: Keep Your Approach to Your Business Fresh and Exciting
Key Concept #6: What’s a Customer Worth? Show Me the Money!
Three Terrific Tactics to Keep Customers for Life
Terrific Tactic #1: Build a Marketing Plan
Terrific Tactic #2: Track the Effectiveness of Your Marketing Efforts
Terrific Tactic #3: Fight “Perceived Indifference” Tooth and Nail
Conclusion
Index
