{"product_id":"marketing-your-retail-store-in-the-internet-age-isbn-9780470043936","title":"Marketing Your Retail Store in the Internet Age","description":"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.  \u003cb\u003eAcknowledgments.\u003c\/b\u003e  \u003cp\u003e\u003cb\u003eIntroduction.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWho Should Read This Book.\u003c\/p\u003e \u003cp\u003eWho Are Bob and Susan Negen and Why Should You Listen to Them?\u003c\/p\u003e \u003cp\u003eThe Bad News.\u003c\/p\u003e \u003cp\u003eThe Good News.\u003c\/p\u003e \u003cp\u003eThe New Millennium Merchant.\u003c\/p\u003e \u003cp\u003eThe WhizBang! Marketing System: Four Steps to Higher Sales and Happier Customers.\u003c\/p\u003e \u003cp\u003eHow to Use This Book.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eStep One: How to Get New Customers without Going Broke.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFive Key Concepts for Getting New Customers.\u003c\/p\u003e \u003cp\u003eKey Concept #1: Be Willing to Pay to Get New Customers.\u003c\/p\u003e \u003cp\u003eKey Concept #2: Understand the Lifetime Value of a Customer.\u003c\/p\u003e \u003cp\u003eKey Concept #3: Break Even on the Front End, Break the Bank on the Back End.\u003c\/p\u003e \u003cp\u003eKey Concept #4: Apply the “Rule of Reciprocity”.\u003c\/p\u003e \u003cp\u003eKey Concept #5: Leverage the Power of Affinity Marketing.\u003c\/p\u003e \u003cp\u003eSix Low-Tech Tactics to Get New Customers without Going Broke.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #1: Give Away Gift Certificates.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #2: Send Endorsed Mailings.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #3: Partner with a Charitable Cause.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #4: Create a Referral System.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #5: Engage in “Donut Marketing”.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #6: Generate Publicity.\u003c\/p\u003e \u003cp\u003eSix High-Tech Tactics to Get New Customers.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #7: Have a Great Website.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #8: Seek Out Reciprocal Links.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #9: Set Up Email Endorsements.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #10: Ask Customers to Forward to a Friend.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #11: Online User Groups and Chat Rooms.\u003c\/p\u003e \u003cp\u003eNew Customer Tactic #12: Get Good Search Engine Placement.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSpecial Section: The Traditional Media.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Advertising Doesn’t Usually Work for Independent Retailers and What You Can Do About It.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSpecial Section: Copywriting for Retailers.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKiller Copy: How to Write Messages That Sell.\u003c\/p\u003e \u003cp\u003eThe Ten Commandments of Copywriting for Retailers.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eStep Two: Turn a First-Time Buyer into a Regular Customer.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTwo Key Concepts for Turning a First-Time Buyer into a Regular Customer.\u003c\/p\u003e \u003cp\u003eKey Concept #1: Lifetime Value of a Customer.\u003c\/p\u003e \u003cp\u003eKey Concept #2: The Big Switch.\u003c\/p\u003e \u003cp\u003eThree Low-Tech Tactics for Turning a First-Time Buyer into a Regular Customer.\u003c\/p\u003e \u003cp\u003eTurn Them into a Regular Customer Tactic #1: Give a Great First Experience in Your Store.\u003c\/p\u003e \u003cp\u003eTurn Them into a Regular Customer Tactic #2: Ask For Their Contact Information.\u003c\/p\u003e \u003cp\u003eTurn Them into a Regular Customer Tactic #3: Follow Up Immediately.\u003c\/p\u003e \u003cp\u003eTwo High-Tech Tactics for Turning a First-Time Buyer into a Regular Customer.\u003c\/p\u003e \u003cp\u003eTurn Them into a Regular Customer Tactic #4: Have a Newsletter Sign-Up on Your Website.\u003c\/p\u003e \u003cp\u003eTurn Them into a Regular Customer Tactic #5: Create Automatic Welcome Emails.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eStep Three: Get Your Customers to Shop More Often.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTwo Key Concepts to Get Your Customers to Shop More Often.\u003c\/p\u003e \u003cp\u003eKey Concept #1: It’s Your Responsibility to Be Remembered, Not Your Customer’s Responsibility to Remember You.\u003c\/p\u003e \u003cp\u003eKey Concept #2: The Secret Strategy: Become a Broader Resource.\u003c\/p\u003e \u003cp\u003eFour Low-Tech Tactics to Get Your Customers to Shop More Often.\u003c\/p\u003e \u003cp\u003eShop More Often Tactic #1: Have Lots of Promotions.\u003c\/p\u003e \u003cp\u003eShop More Often Tactic #2: Have a Big, Bold, Preferred Customer Club.\u003c\/p\u003e \u003cp\u003eShop More Often Tactic #3: Send Snail Mail.\u003c\/p\u003e \u003cp\u003eShop More Often Tactic #4: Use Bag Stuffers and Bounce Backs.\u003c\/p\u003e \u003cp\u003eFour High-Tech Tactics to Get Your Customers to Shop More Often.\u003c\/p\u003e \u003cp\u003eShop More Often Tactic #5: Manage Your Customer Database.\u003c\/p\u003e \u003cp\u003eShop More Often Tactic #6: Use Email Marketing to Stay in Touch with Your Customers.\u003c\/p\u003e \u003cp\u003eShop More Often Tactic #7: Make Your Website a Resource for Your Customers.\u003c\/p\u003e \u003cp\u003eShop More Often Tactic #8: Use Email Campaigns to Sell Related Products.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eStep Four: Keep Your Customers for Life.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSix Key Concepts to Keep Customers for Life.\u003c\/p\u003e \u003cp\u003eKey Concept #1: Keep Your Customers for as Many Years as Possible.\u003c\/p\u003e \u003cp\u003eKey Concept #2: Never Take Your Customers for Granted.\u003c\/p\u003e \u003cp\u003eKey Concept #3: Be Constant.\u003c\/p\u003e \u003cp\u003eKey Concept #4: Be Consistent.\u003c\/p\u003e \u003cp\u003eKey Concept #5: Keep Your Approach to Your Business Fresh and Exciting.\u003c\/p\u003e \u003cp\u003eKey Concept #6: What’s a Customer Worth? Show Me the Money!\u003c\/p\u003e \u003cp\u003eThree Terrific Tactics to Keep Customers for Life.\u003c\/p\u003e \u003cp\u003eTerrific Tactic #1: Build a Marketing Plan.\u003c\/p\u003e \u003cp\u003eTerrific Tactic #2: Track the Effectiveness of Your Marketing Efforts.\u003c\/p\u003e \u003cp\u003eTerrific Tactic #3: Fight “Perceived Indifference” Tooth and Nail.\u003c\/p\u003e \u003cp\u003e\u003cb\u003eConclusion.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIndex.\u003c\/b\u003e\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eBOB NEGEN\u003c\/b\u003e 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.  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eSUSAN NEGEN \u003c\/b\u003eis cofounder of WhizBang! Training, where she takes the best of what she learned as an executive for department store giants Bloomingdale’s and Macy’s and applies it to the independent retail store.   \u003c\/p\u003e\u003cp\u003e\u003cb\u003eTHERE’S GOOD NEWS, \u0026amp; THERE’S BAD NEWS.… \u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eThe bad news is that as an independent store owner, your competition is fierce and getting fiercer. Never before have there been so many companies from around the globe fighting for the dollars in your local customers’ pockets. They sell the same kinds of merchandise you sell. They spend millions on advertising. They have the power to negotiate super-low prices that you can’t. It’s enough to give you a massive headache. \u003c\/p\u003e\u003cp\u003eFortunately, there is good news! As an independent store owner, you have the single most powerful marketing tool imaginable at your disposal and it’s one that the big boys can never beat you at, no matter how hard they try. Your biggest competitive advantage is that\u003ci\u003e you can have a genuine, personal relationship with your customers,\u003c\/i\u003e but the big boys can’t. \u003c\/p\u003e\u003cp\u003eIn \u003ci\u003eMarketing Your Retail Store in the Internet Age,\u003c\/i\u003e Bob and Susan Negen show you how to use innovative, inexpensive marketing techniques to create new customer relationships and do more with the customers you already have. Using both time-honored, low-tech tactics and new, high-tech marketing ideas, the Negens adapt the best of what worked for mom and pop and expand it for the twenty-first century. You’ll learn: \u003c\/p\u003e\u003cul\u003e\u003cb\u003e\u003cli\u003e Why traditional advertising doesn’t work for independent retailers and what you can do about it\u003c\/li\u003e \u003cli\u003eHow to put the “rule of reciprocity” into play and attract tons of new, loyal customers\u003c\/li\u003e \u003cli\u003e Fourteen key elements you must have when building your Web site\u003c\/li\u003e \u003cli\u003eThe secret to making e-mail your best, cheapest, and easiest marketing tool ever\u003c\/li\u003e \u003cli\u003e Ten copywriting rules that every retailer must know in order to write messages that sell\u003c\/li\u003e \u003cli\u003e How to create promotions that keep your customers coming back and buying more\u003c\/li\u003e\u003c\/b\u003e\u003c\/ul\u003e \u003cp\u003e\u003ci\u003eMarketing Your Retail Store in the Internet Age\u003c\/i\u003e puts more than twenty years of real-life retail experience in your hands. Retail is a tough and competitive business, but you can offer something the big boys can’t—personal service and real customer relationships. Follow the advice in this practical, effective guide and turn the personal touch into competitive advantage.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989576564965,"sku":"NP9780470043936","price":34.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470043936.jpg?v=1761784665","url":"https:\/\/k12savings.com\/es\/products\/marketing-your-retail-store-in-the-internet-age-isbn-9780470043936","provider":"K12savings","version":"1.0","type":"link"}