{"product_id":"1001-ideas-to-create-retail-excitement-isbn-9780735203433","title":"1001 Ideas to Create Retail Excitement","description":"In a new, completely revised and updated edition of his 1999 classic \u003cb\u003e1001 Ideas to Create Retail Excitement\u003c\/b\u003e, public relations and marketing guru Edgar Falk shows small, medium, and large business owners how to make the most of retail opportunities in any economic environment, and teaches all business owners how to think big in the face of growing competition and consumer insecurity.\u003cbr\u003e\u003cbr\u003eIn our ever-changing economy, Falk's strategies are an absolute necessity for survival and success. Here, he offers a veritable encyclopedia of practical suggestions that show small- to medium-sized retailers how to attract new customers, then goes on to offer solid, time-tested advice on how to keep them coming back, over and over again. From proven-successful ideas for eye-catching window displays, in-store promotions, and special events to tested strategies for market research and publicity, this guide provides everything the small business owner needs to become more aggressive and effective in pulling in customers and fending off competition.1001 Ideas to Create Retail Excitement: Revised EditionAcknowledgments\u003cbr\u003e\u003cp\u003ePreface: Meeting the Marketing Challenges of the Twenty-first Century\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 1\u003c\/b\u003e\u003cbr\u003e The Changing Face of Retail . . . and You Are in the Driver's Seat\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 2 \u003c\/b\u003e\u003cbr\u003e You Can't Go It Alone\u003cbr\u003e\u003ci\u003eImproving the Retail Neighborhood\u003cbr\u003eA National Trade Association\u003c\/i\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 3\u003c\/b\u003e\u003cbr\u003e Tracking the Trends to Stay Ahead of the Pack\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 4\u003c\/b\u003e\u003cbr\u003e Gathering the Data to Help You Make Your Marketing Decisions\u003cbr\u003e\u003ci\u003eObtaining Your Data\u003cbr\u003eLocally Generated Research\u003cbr\u003eWhat Information Your Local Research Should Develop\u003cbr\u003eUnderstanding Research Formats\u003cbr\u003eGet to Know Your Competitors\u003cbr\u003eSample Mini-Questionnaires\u003cbr\u003eSample Questionnaire to Send to a Former Customer\u003cbr\u003eSample Telephone Scripts\u003cbr\u003eSingle Day Business Analysis\u003c\/i\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 5\u003c\/b\u003e \u003cbr\u003e Developing a Marketing Strategy and a New Age Sales Force\u003cbr\u003e\u003ci\u003eSelecting the Right Product Line\u003cbr\u003eSetting a Sound Pricing Policy\u003cbr\u003eMaking It More Convenient to Shop the Store\u003cbr\u003eMaking the Most of Your Sales Force\u003c\/i\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 6\u003c\/b\u003e\u003cbr\u003eEstablishing a Winning Customer Service Program\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 7\u003c\/b\u003e\u003cbr\u003eLooking Good from Your Front Windows to the Back of the Store\u003cbr\u003e\u003ci\u003eStart with Your Sidewalk\u003cbr\u003e. . . Then the Signs, Awning, and Canopy\u003cbr\u003e. . . Look at the Windows\u003cbr\u003eEnter the Front Door\u003cbr\u003eInside . . . a Customer Friendly Store\u003cbr\u003eIn-Store Signs That Sell Merchandise\u003cbr\u003eOther Parts of the Big Picture\u003cbr\u003eLook to Your Suppliers as Your Partners\u003c\/i\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 8\u003c\/b\u003e\u003cbr\u003eMaking the Big Decision: Which Programs to Conduct\u003cbr\u003e\u003ci\u003eMatching the Promotion to the Customers\u003cbr\u003eAnswering the Five Big Questions\u003cbr\u003eMaking the Final Decision\u003c\/i\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 9\u003c\/b\u003e\u003cbr\u003eCreating Exciting Holiday and Seasonal Promotions\u003cbr\u003e\u003ci\u003eGetting Maximum Exposure and Optimum Results\u003cbr\u003eThe First Quarter of the Year\u003cbr\u003eThe Second Quarter of the Year\u003cbr\u003eThe Third Quarter of the Year\u003cbr\u003eThe Fourth Quarter of the Year\u003cbr\u003eBe Sensitive to Religious and Ethnic Holidays\u003c\/i\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 10\u003c\/b\u003e\u003cbr\u003eIn- Store Special Events That Draw Customers\u003cbr\u003e\u003ci\u003eAn Annual Event: Your Anniversary\u003cbr\u003eLive Entertainment\u003cbr\u003eCelebrity Personal Appearances\u003cbr\u003eDesigners' or Supplier Presidents' Appearances\u003cbr\u003eEvents That Emphasize Product Sales\u003cbr\u003eOther Crowd-Pleasing Events\u003cbr\u003eHealth Screenings\u003cbr\u003ePromoting Your Special Events\u003c\/i\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 11\u003c\/b\u003e\u003cbr\u003eThe Right Sale for the Right Place\u003cbr\u003e\u003ci\u003eThe Easiest Sale to Structure\u003cbr\u003eThirty Sales That Will Build Traffic\u003cbr\u003ePromoting the Value of Your Sales Program\u003cbr\u003eCustomer Promotion Calender\u003c\/i\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 12\u003c\/b\u003e\u003cbr\u003eEveryone Loves a Contest\u003cbr\u003e\u003ci\u003eEverything You Need to Know About Running a Sweepstakes\u003cbr\u003eMake Your Games of Chance Pay Off with Increased Sales\u003cbr\u003eUsing Skills Contests to Draw Customers\u003c\/i\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 13\u003c\/b\u003e\u003cbr\u003eSports as a Promotional Vehicle\u003cbr\u003e\u003ci\u003eSports Personalities' In-Store Appearances\u003cbr\u003eTicket Giveaways\u003cbr\u003eExhibits at the Store\u003cbr\u003eMajor Sporting Event Atmosphere\u003cbr\u003eAt the Arena or Stadium\u003cbr\u003eA Potpourri of Other Opportunities\u003cbr\u003eUse Your Suppliers' Connections\u003c\/i\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 14\u003c\/b\u003e\u003cbr\u003eBuilding Repeat Business and Incremental Sales\u003cbr\u003e\u003ci\u003eRewarding Your Customers\u003cbr\u003eRewards\/Savings Card Program\u003cbr\u003eFrequent Buyer's Program\u003cbr\u003eStructuring Your Frequent Buyer's Program\u003cbr\u003eGuidelines for Setting Up the Program\u003cbr\u003eKeeping the Frequent Buyer Happy\u003cbr\u003eDevelop New Avenues for Repeat Business\u003cbr\u003eSample Letters to Send to Frequent Customers\u003c\/i\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 15\u003c\/b\u003e\u003cbr\u003eCross Promoting and Other Ways to Extend Your Visibility\u003cbr\u003e\u003ci\u003eCross Promote with Other Stores\u003cbr\u003eCross-Promoting Techniques\u003cbr\u003eShort-term Cross Promotions\u003cbr\u003eExtending Your Presence to Other Locations\u003cbr\u003eProduct Shows Open to the Public\u003c\/i\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 16\u003c\/b\u003e\u003cbr\u003eGood Community Citizenship Is Good Business\u003cbr\u003e\u003ci\u003eCharitable and Nonprofit Organizations\u003cbr\u003eMake a Personal Commitment\u003cbr\u003eSponsoring High Visibility Community Events\u003cbr\u003eSupporting Local Contests and Competitions\u003cbr\u003eOther Civic Projects to Support\u003cbr\u003eIf a Disaster Should Strike\u003c\/i\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 17\u003c\/b\u003e\u003cbr\u003eMarketing Your Restaurant\u003cbr\u003e\u003ci\u003eCreating Exciting Promotions and Events\u003cbr\u003eGo After Tourists and Business Visitors\u003c\/i\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 18\u003c\/b\u003e\u003cbr\u003eMaking the Internet Work for You\u003cbr\u003e\u003ci\u003eStart an E-mail Program\u003cbr\u003eYour Web Site\u003c\/i\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 19\u003c\/b\u003e\u003cbr\u003eIt's David Versus Goliath: Small Retailers Take On the Chains\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 20\u003c\/b\u003e\u003cbr\u003eInnovative Steps Retailers Are Taking to Attract Customers\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 21\u003c\/b\u003e\u003cbr\u003eGetting Publicity Exposure in the Local Media\u003cbr\u003e\u003ci\u003eOrganizing Your Publicity Program\u003cbr\u003eDo-It-Yourself Publicity Program\u003cbr\u003eWorking with Radio Stations\u003cbr\u003eWorking with Televison Channels\u003cbr\u003eWorking with Daily Newspapers\u003cbr\u003eWorking with Other Media in the Community\u003c\/i\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 22\u003c\/b\u003e\u003cbr\u003eSamples of Materials to Send to Media to Get Publicity\u003cbr\u003e\u003ci\u003ePitch Letter\/E-mail to Local Media to Cover In-Store Event\u003cbr\u003eMedia Advisory to Send to Encourage Coverage of an Event\u003cbr\u003eSample Fact Sheet\u003cbr\u003eSample Press Release\u003cbr\u003ePitch Letter\/E-mail to Send to Media  to Arrange Interview with Store Owner\u003cbr\u003ePitch Letter\/E-mail to Send to Television Producers to Demonstrate New Products on Show\u003cbr\u003ePitch Letter\/E-mail to Attempt to Arrange a Live Remote\u003cbr\u003eLetter to Media to Make Them Aware of Your Availability as a Source of Information\u003cbr\u003eLetter to Radio and Television Promotion Directors Offering to Provide Prizes for Contests\u003cbr\u003eLetter to Radio and Television Programs That Give Gifts to Guests\u003cbr\u003eAnd Don't Forget Your Supplier Press Releases\u003c\/i\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 23\u003c\/b\u003e\u003cbr\u003eUsing Advertising and Other Paid Services to Promote Your Store\u003cbr\u003e\u003ci\u003eOrganizing Your Advertising Program\u003cbr\u003eDelivering Your Message\u003cbr\u003eThere Are So Many Other Ways\u003cbr\u003eThe Most Effective Advertising\u003c\/i\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eChapter 24\u003c\/b\u003e\u003cbr\u003eNeed Help?\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eIndex\u003c\/p\u003e","brand":"Prentice Hall 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