Store Closing, Marketing
Direct Mail - a key tool for promoting a Store Closing Sale
Mar/24/2009 14:32 Filed in: Store Closing
Sale
Direct
Mail – A key tool for promoting a Store Closing Sale.
Direct mail is usually the most cost effective way for most small retailers to promote their Store Closing Sale. There are two key elements to any direct mail campaign, the mail list and the collateral or piece being mailed.
Mail List – your customer mailing list is always the best list to use. It is not unusual to get up to a 10% response rate when mailing to a current and well maintained customer list when promoting a Store Closing Sale.
If you have failed to maintain an up to date customer mailing list, your next best option is to purchase a targeted mailing list from a mail list broker. You select the “target” – age, sex, income, home value or special interest. If you own a golf store, you want to target golfers. If you own a high fashion boutique, you would target female, upper income and age of your typical customer. A well targeted list will typically generate a 2% - 3% response rate.
The next option is to do a saturation mailing announcing the Store Closing Sale to those homes in your immediate marketing area. The need to reach everyone outweighs the need to be more targeted, i.e., you don't care about demographics such as income, home value, children and age in a given area or neighborhood. The more general your merchandise the better response you’ll get. A 1% response rate when doing a saturation mailing is common.
Mail Piece – there are many choices when choosing a mail piece. The two that I have found to be most effective are a letter from you to your customer or an oversized postcard with a strong image and message on the front.
When using your own customer mailing list, always send a personal letter from you to your customer inviting them to the kick-off of the Store Closing Sale and giving them a brief reason why you are closing and thanking them for their past support. You have a relationship to build on with these individuals. Always make sure your store’s name is on the outside of the envelops.
When mailing to a targeted or saturation mailing list, I’ve found oversize postcards to be very effective when they have a strong message and interesting image on the front. You don’t need to worry about the piece being opened. If designed well, the postcard will always be turned over and read.
If your customer list is not large enough to generate the traffic you need, you can use a combination of your list and a target or saturation list. That initial mailing could also be a combination of letters and postcards. This mailing is key to the success of your sale. Make sure your mailing is large enough to generate the traffic and sales results you need.
Direct mail is usually the most cost effective way for most small retailers to promote their Store Closing Sale. There are two key elements to any direct mail campaign, the mail list and the collateral or piece being mailed.
Mail List – your customer mailing list is always the best list to use. It is not unusual to get up to a 10% response rate when mailing to a current and well maintained customer list when promoting a Store Closing Sale.
If you have failed to maintain an up to date customer mailing list, your next best option is to purchase a targeted mailing list from a mail list broker. You select the “target” – age, sex, income, home value or special interest. If you own a golf store, you want to target golfers. If you own a high fashion boutique, you would target female, upper income and age of your typical customer. A well targeted list will typically generate a 2% - 3% response rate.
The next option is to do a saturation mailing announcing the Store Closing Sale to those homes in your immediate marketing area. The need to reach everyone outweighs the need to be more targeted, i.e., you don't care about demographics such as income, home value, children and age in a given area or neighborhood. The more general your merchandise the better response you’ll get. A 1% response rate when doing a saturation mailing is common.
Mail Piece – there are many choices when choosing a mail piece. The two that I have found to be most effective are a letter from you to your customer or an oversized postcard with a strong image and message on the front.
When using your own customer mailing list, always send a personal letter from you to your customer inviting them to the kick-off of the Store Closing Sale and giving them a brief reason why you are closing and thanking them for their past support. You have a relationship to build on with these individuals. Always make sure your store’s name is on the outside of the envelops.
When mailing to a targeted or saturation mailing list, I’ve found oversize postcards to be very effective when they have a strong message and interesting image on the front. You don’t need to worry about the piece being opened. If designed well, the postcard will always be turned over and read.
If your customer list is not large enough to generate the traffic you need, you can use a combination of your list and a target or saturation list. That initial mailing could also be a combination of letters and postcards. This mailing is key to the success of your sale. Make sure your mailing is large enough to generate the traffic and sales results you need.
Using Exterior Signs for Store Closing Sale
Mar/18/2009 13:14 Filed in: Store Closing
Sale
Use
of Signs for Store Closing Sale
Signs can be one of the most effective marketing tools you can use when conducting a Store Closing Sale.
Exterior Signs:
The use of professional looking signs used on the exterior of the store should shout that you are closing your store. They should “shout” that message loud and clear. The types of signs most often used are: banners, window signs, A-frame or sidewalk signs, yard signs, and “sign walker” signs.
I recommend that you put the signs up a couple of days prior to the start of the sale. They act as a billboard to announce the coming event. Exterior signs, even though temporary, are often regulated by city sign ordinances. Each city has its own rules and fees. You are probably well aware of them if you have been in business for any length of time. When it comes to dealing with the city or in some cases your landlord, I’m a firm believer that it is a lot easier to ask for forgiveness after the fact than it is to get permission before putting up your signs.
Banners: You should use as large of banner as possible and in most cases hang that banner in the highest and most visible location on your building. Use colors that stand-out and are easy to read. A professional sign maker can provide guidance on which color combinations work best. I tend to use yellow/black, red/white, red/yellow or purple/gold combinations because many times these are available off the shelf or are colors that the sign makers carry in stock.
Window Signs: Window signs should also be as large as possible. They should provide information on the reason for the sale if possible – “Sale”, “Store Closing”, “Going-out-of-Business”. “Moving Sale”, “Retirement Sale”, “Everything Must Go” are all messages that can be used in your windows.
A-Frame/Sidewalk Signs: Many of you have these type sign holders that you take out each day and bring back in at the close of business. It is often possible to change the message periodically.
Yard Signs: Yard signs announcing the sale can be used at entrances to your parking lot or along access streets to your location. You want to announce your sale to as many people driving or walking by as possible. It is important that these signs be weather resistant.
Sign Walker Signs: The use of sign walker signs seems to be increasing. These signs are held by individuals, are bright and easy to read and are only there during high traffic count periods. I caution you that you need to be particular about who is holding your signs and promoting your sale. Often times these sign holders are in costume to attract attention and make the sign more noticeable.
You should attempt to make sure that all of your exterior signs are coordinated and look professional. Good use of exterior signs can improve your customer traffic by 15% or more.
There are many effective Store Closing sign kits available from retail sales promotion supplies/fixture companies. Many times I use these kits along with a few custom made signs to make sure that the exterior signs are communicating a strong marketing message that drives customers into the sale.
Signs can be one of the most effective marketing tools you can use when conducting a Store Closing Sale.
Exterior Signs:
The use of professional looking signs used on the exterior of the store should shout that you are closing your store. They should “shout” that message loud and clear. The types of signs most often used are: banners, window signs, A-frame or sidewalk signs, yard signs, and “sign walker” signs.
I recommend that you put the signs up a couple of days prior to the start of the sale. They act as a billboard to announce the coming event. Exterior signs, even though temporary, are often regulated by city sign ordinances. Each city has its own rules and fees. You are probably well aware of them if you have been in business for any length of time. When it comes to dealing with the city or in some cases your landlord, I’m a firm believer that it is a lot easier to ask for forgiveness after the fact than it is to get permission before putting up your signs.
Banners: You should use as large of banner as possible and in most cases hang that banner in the highest and most visible location on your building. Use colors that stand-out and are easy to read. A professional sign maker can provide guidance on which color combinations work best. I tend to use yellow/black, red/white, red/yellow or purple/gold combinations because many times these are available off the shelf or are colors that the sign makers carry in stock.
Window Signs: Window signs should also be as large as possible. They should provide information on the reason for the sale if possible – “Sale”, “Store Closing”, “Going-out-of-Business”. “Moving Sale”, “Retirement Sale”, “Everything Must Go” are all messages that can be used in your windows.
A-Frame/Sidewalk Signs: Many of you have these type sign holders that you take out each day and bring back in at the close of business. It is often possible to change the message periodically.
Yard Signs: Yard signs announcing the sale can be used at entrances to your parking lot or along access streets to your location. You want to announce your sale to as many people driving or walking by as possible. It is important that these signs be weather resistant.
Sign Walker Signs: The use of sign walker signs seems to be increasing. These signs are held by individuals, are bright and easy to read and are only there during high traffic count periods. I caution you that you need to be particular about who is holding your signs and promoting your sale. Often times these sign holders are in costume to attract attention and make the sign more noticeable.
You should attempt to make sure that all of your exterior signs are coordinated and look professional. Good use of exterior signs can improve your customer traffic by 15% or more.
There are many effective Store Closing sign kits available from retail sales promotion supplies/fixture companies. Many times I use these kits along with a few custom made signs to make sure that the exterior signs are communicating a strong marketing message that drives customers into the sale.