|
|
|
 |
 |
 |
 |
 |
 |
 |
 |
 |
 |
|
|
|
|
Developing Your Store's Brand
07/20/01
Branding seems to be a popular buzzword these days, but it really isn't a new concept. It's simply being consistent with your service and marketing to ingrain your store into your customers' minds as the place to shop. Here are some branding tips from Rick Segel, author of Retail Business Kit for Dummies.It may be selling balloons or offering outstanding customer service that can only be found at your store, but whatever it is, it should set your store apart from the competition.
It's easy to get caught up in retailing trends for mass merchandisers and college bookstores in general, but only you can know the intricacies of your particular shoppers. By simply getting out on your campus, watching and listening to students—what are they reading, what are their study habits, how do they dress, how do they spend their free time—you have the resources to make the best decisions for your customers.
By using a single logo consistently on your web site, direct mail pieces, and bags you help to instill your brand in the community.
Pitch story ideas to the student and local newspapers, TV, and radio stations. Share information you have from Student Watch or other publications you've read. Talk to reporters when they contact you—this works not only to brand your store, but for people to think of you when they need to talk to a retailing expert.
Sound Off!
Share your views on this topic with other readers. Just fill out the form below and then click "Post Message." You will need to "reload" or "refresh" your browser to view your comments.
Name:
E-mail:
Message:
To post a message, type the characters that are displayed in the above image.
|