Unique LOG GABIN

the gross margin generated might not pay for the ad's printing and insertion cosls.

Following these revelations, those involved declare "no way can they go against this advertising competitively" and they are right! They must look at what's good for their store.

Three more questions come before you can start to advertise. F'irst, what do you want to accomplish with your advertising? What comes through is two-fold. Keep the store's name in front of the buying public and bring in potential customers. (No one needs a 28 page tabloid to accomplish this. )

Second, do you know what to advertise, when? Answers come from many areas. Suppliers, newspaper morgues, past sales history and anticipated seasonal and basic demand patterns are a few examples. Some retailers check weather reports from a distant city because they know that a day or two later that weather pattern will be in their trading area.

The final question is how do you want to reach your potential customers? Almost invariably people settle on print, generally distributed by direct mail. Once this is determined, an advertising framework must be built.

There are several steps involved:

(l) Develop an instantly recognizable lormat whether read or not, by the shape, size or form used. This can be a logo, a color combination or a combination.

Q)

Decide how to demonstrate value, service or other benefits to the potential buyer. Emphasize eflective presentation of a few items or issues as opposed to representation of everything in the store.

(3)

Make it easy for the customer to find and purchase advertised items. Have some one available to answer questions. Have the necessary support items close to the sale item.

(4) Remember customers see benefits of doing business with your company through product availability, problem solving, price, credibility and quality.

Try these concepts in a simple, inexpensive way first perhaps a handbill with one item. Once in the fray, you can crawl. creep and walk your way in a controlled manner into a meaningful communication with your customers.